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Hurun's first luxury car report attracts controversy Hurun, who has been known for publishing the rich list, has recently become interested in China's luxury car market. At the end of last month, Hurun Research Institute released the “2014 White Paper on the Characteristics of China's Luxury Car Brandsâ€. The 37-page report was also considered by the industry to be the first luxury car owner and brand label report produced through systematic research.
It is reported that between February and October 2014, Hurun Research Institute has the most representative and market-wide eight brands in the 10 major cities in China (Audi, BMW, Mercedes-Benz, Lexus). 800 car owners of Volvo, Land Rover, Cadillac and Infiniti conducted a questionnaire survey and organized a number of qualitative seminars in Beijing, Shanghai, Guangzhou and Chengdu to conduct deep excavations.
According to the report, there is a difference between the self-identification of Chinese luxury car owners and the public perception: the owners of Mercedes-Benz and Volvo themselves have the same social identity as the owners of the eight luxury car owners, and both BMW and Land Rover have opposing views of outsiders and themselves. Case. Compared with the image of the other seven major brands, the pursuit of "wealth and success", Volvo owners prefer "pursuing spiritual life."
In addition, the report also mentioned that 80% of the owners surveyed said that they have heard of negative news due to the low quality of the owners and conspicuous consumption. In the negative news, the most common accidents and drunk driving are more than 90%. BMW’s negative news coverage rate is 69%, and Volvo’s minimum is 0.
What is even more interesting is that this report attempts to show the characteristics of luxury car owners and the differences between the image and brand image of the major brands. The report mentioned: Mercedes-Benz owners have the highest personal income, Infiniti owners have the lowest income; Land Rover owners have the lowest education, Volvo owners have the highest education; Audi owners have more government officials, Land Rover owners have more self-employed; BMW and Land Rover are the most publicized...
This argument sparked controversy. A Land Rover owner claimed to be Dr. Haigui, not a nouveau riche, like Land Rover because of the off-road gene on Land Rover; another BMW owner said that the negative news of BMW owners is mostly "wearing colored glasses."
Some people think that Hurun's first luxury car report has certain reference significance, but due to the small number of samples, the owner's characteristics are lack of comprehensiveness and accuracy. Despite the low quality of luxury car owners in recent years, the negative news caused by conspicuous consumption is full of networks, and cars, violence and so on seem to be the labels of luxury car owners, but the labeling is somewhat biased.
China's auto culture is far from mature, despite some controversy, but Hu Run said: "The successful people in China have a contradiction in their hearts. On the one hand, they want to keep a low profile. On the other hand, many people are proud of their success and buy a luxury car. We I hope that this report will promote people's understanding and thinking about car culture."
The industry believes that the situation described in the Hurun luxury car report reflects the current status of China's current car culture.
According to international practice, when the number of cars owned by 100 households reaches more than 20, the country has entered the automobile society. Since the production and sales volume of the automobile industry exceeded 10 million in 2009, China has accelerated its entry into the automobile society. However, the continuous exposure of the auto show into a "meat exhibition", a luxury car display, and an uncultural driving behavior indicate that the Chinese car The level of cultural development lags far behind the level of consumption growth.
In the view of Jia Guanghong, an expert in the field of automobile market research, on the one hand, the beauty model of “naked†fighting beauty has become one of the manifestations of Chinese automobile culture entering alienation. It reflects that the current automobile consumption culture is still floating on the surface and lacks connotation. . On the other hand, the cultural roots of imported luxury cars have not yet been established in China. Combined with the pan-funding mentality of some Chinese people, cars can easily become symbols of self-expansion and hedonism of some people, and even grow out of control.
In China, luxury cars have always been associated with the rich, and the wealthy who drive luxury cars are often associated with "to be rich." The formation of this impression is not overnight. When the negative reports such as “BMW Women’s Traffic Police†and “Mercedes hit the escaping†are often seen in newspapers, the concept of “not having a good car is not a good person†is imprinted in people’s minds.
The reason why an expert from the China Machinery Industry Federation once said that this is because, compared with foreign developed countries, there are big differences in terms of concept, rule of law awareness and behavior.
First of all, in terms of concept, developed countries have gradually diluted the social status of automobiles, and we have “given†a symbol of identity, strength, and privilege, in addition to being a means of transportation. It is bound to lead to inequality and disharmony on the road. Secondly, in terms of legal awareness, developed countries pay attention to people-oriented, and we only have to rush into battle when we learn to drive, instill some knowledge of traffic regulations, and even some regulations training and education are completely in the process. The shallowness of this kind of regulation education is bound to be Abandoning the awareness of traffic regulations. Thirdly, in terms of behavior, some of our drivers have been banned from red light, illegal driving, drunk driving, etc. The phenomenon of driving a car, driving a "hero car" and driving a "overlord car" is also everywhere.
According to a survey conducted by the China Automotive Technology and Research Center in 2012, 86.5% of the 2,023 respondents said that they have many “road angers†around them, and 23.4% of them admit that they are “road angers†with emotions. Driving, driving illegally, and arbitrarily stealing, changing lanes, red lights, etc. will easily occur.
Obviously, in the current Chinese automobile society, the problems of wealthy people, such as the rich and powerful cars, the low quality of drivers, and frequent traffic accidents need to be solved urgently. However, China’s automobile culture must be a long way to go.