Chinese car buyers rely less on status, rationality or desk research: Carat

Key takeaways (see presentation below for graphics):

• Formerly a family's luxury item, the car is now a necessity.
• Formerly a simple transport tool, the car is now a diversified travel accessory.
• Outward benefits are now worth less than the inward value that a car represents.
• Car consumers are now driven less by rational factors and more by emotional reasons.
• The decision journey has shortened as experienced car buyers make quicker decisions.
• Car buyers now pay more attention to test-drive and dealership experiences than to desk research.