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AutoPacific: Americans receptive to Chinese, Indian cars
The Tustin-based automotive marketing and research firm reports buyers willing to accept unknown brands.
By Susan BelknappPublished: July 31, 2009 02:30 PM
In a newly released study by AutoPacific, a Tustin-based automotive marketing and research firm, 15 percent of new car buyers in the United States say they would consider purchasing their next vehicle from China and 11 percent would consider buying a car from India, without knowing specific brands or vehicles.
Ironically, only 16 percent said they would consider a vehicle from Korea, which has been successfully marketing vehicles in the U. S. since the 1980s. Fountain Valley-based Hyundai and Irvine-based Kia are two Korean automakers that have been doing exceedingly well in the currently depressed, highly competitive market.
“As Hyundai and Kia have been on the American scene for decades now, it’s surprising that consideration for Chinese and Indian brands, sight unseen, would be about as strong as it is for the Korean brands,” says George Peterson, president of automotive research firm AutoPacific and author of the study.
“However, with so many premium and high-tech non-automotive products already being made in China and purchased by Americans, why not automobiles too?" asks Peterson. "It appears that buyers in America are willing to give Chinese and Indian vehicles a chance right out of the box. Understanding these consumers will be critically important to the success of any newcomer.”
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In a newly released study by AutoPacific, a Tustin-based automotive marketing and research firm, 15 percent of new car buyers in the United States say they would consider purchasing their next vehicle from China and 11 percent would consider buying a car from India, without knowing specific brands or vehicles. Ironically, only 16 percent said they would consider a vehicle from Korea, which has been successfully marketing vehicles in the U. S. since the 1980s. Fountain Valley-based Hyundai and Irvine-based Kia are two Korean automakers that have been doing exceedingly well in the currently depressed, highly competitive market. “As Hyundai and Kia have been on the American scene for decades now, it’s surprising that consideration for Chinese and Indian brands, sight unseen, would be about as strong as it is for the Korean brands,” says George Peterson, president of automotive research firm AutoPacific and author of the study. “However, with so many premium and high-tech non-automotive products already being made in China and purchased by Americans, why not automobiles too?" asks Peterson. "It appears that buyers in America are willing to give Chinese and Indian vehicles a chance right out of the box. Understanding these consumers will be critically important to the success of any newcomer.” NEXT PAGE >> Related headlines Brea’s Suzuki grows up: unveils new Kizashi sedan $9,000 off a new car? Orange County Chrysler dealers say yes Orange County auto sales slide harder than U.S. OC METRO, July issue: '2010 Mercedes-Benz S 400 Hybrid' UC Irvine Economic Outlook: Grim 'OC METRO Minute,' July 24: UCI Paul Merage School of Business lunch |
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