1、Insights on Car PurchaseDesicion Brand(2025)TengYi Research InstituteThe Diminishing Power of Foreign BrandsAuthorsDirector/Chief ALijun ZhouIndustry AYing GaoIndustry ABenya ShiChinese consumers have long prioritized branding when it comes to buying cars:if a product is not under a certain brand,th

2、ey probably will not consider buying it.Foreign brands with their powerful branding took advantage of this consumption psyche from Chinese consumers during the early years of market growth,something that Chinese brands have tried to overcome for a long time.Senior execs at carmakers often talk about

3、 the importance of branding and hoped to increase sales through branding improvement.This is even more so at Chinese brands.There is no doubt that both users and carmakers care a lot about the value of branding;To better look into branding and based on a user perspective and current mainstream defin

4、ition of branding,we define desire for brand as buyer preference on various perceptive factors such as product&service popularity,recognition,reputation,loyalty and recommendation;This report is mainly based on online research from TYRI with nearly 70,000 data samples in 2024 and references TengYi B

5、ig Data and TYRI offline research data.Desire for brand:buyer preference on various perceptive factors such as product&service popularity,recognition,reputation,loyalty and recommendationDesire for Brand SchematicLoyaltyOthersPopularityRecognitionReputationDesireforBrandProductServiceRecommendationC

6、hinese car buyers have always cared about branding over the past 20-30 years.Desire for brand in 2024 was still very high at 68.35%;Foreign brands like Audi,VW,Toyota,Honda and Buick have long enjoyed stronger power over Chinese brands like Geely,Haval,BYD and Chery,making their chairmen and CEOs li