Smart features crucial to car buyers in China

Around a quarter of potential Chinese car buyers said smart onboard features sit atop the list of factors they will consider when choosing new vehicles, according to a recent JD Power survey.

The annual survey, now in its 13th year, examines consumer perceptions of vehicles and interest in new technologies.

The results this year, released last week, were based on responses from 11,266 respondents who would like to purchase new vehicles in six months.

A total of 67 Chinese and international vehicles brands were involved in the survey and the responses were collected online in January and June 2021.

JD Power found that the demand for advanced technology configurations has notably increased in China.

Of the respondents, 24 percent said easy-to-use smart features are the decisive factor.

It also found that the lack of cutting-edge technological features is among the top three factors that turn potential buyers away from a vehicle brand or model.

"With vehicle intelligence becoming a key factor for consumer purchase decisions, automakers need to leverage different strategies for different tech features," said Edward Wang, managing director of syndicated research at JD Power China.

Wang said for popular onboard smart features automakers shall make them easy to use, and when it comes to less popular features, automakers should first help consumers learn about them.

JD Power also found that new energy vehicles' acceptance varies with different customer groups in the country.

Women customers born after 1995 are most likely to choose NEVs, while men customers aged between 30 and 40 prefer gasoline cars from international brands.

Three primary reasons potential car buyers to choose one model over another are attractive design and styling exterior, good purchase experience and good driving experience, according to JD Power.

In terms of brand awareness, international brands still took the lead this year, but Chinese brands, particularly the NEV startups, showed notable improvement, said JD Power.