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Maintaining the brand DNA

Date of publication: February 27, 2006

Catalogue: Automotive 2006

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Author: Mingzhu Qi

Abstract:

This paper reviews the general preferences of Chinese car consumers. Using an upper-medium car pre-launch as a case study, this paper examines upper-medium car segment consumers' local tastes, helping car manufacturers to make informed judgments about local preferences and price elasticity, and forecasts what the likely acceptance of a car would be if brought to the Chinese market. The results aim to improve car manufacturers' competitive positioning in local markets and positively influence their market share standings.

Mingzhu Qi

Author

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