The behaviour of the Chinese consumer is changing

In China, the monopoly of the traditional sedan lived. Gone are the days where only were the traditional cars notchback, approximately 4.50 metres in length, with apparent trunk, and more or less identical bleak silhouettes, the image of the vehicles reserved for the administration and taxis. At the Shanghai motor show, which takes place this week, there is something for everyone: imported Smart lowercase letters in France alongside the large American vans, GMC, the 4 4 now have freedom of the city on almost all booths, and Peugeot is not afraid to make its 308 Coupe cabriolet. Not to mention the luxury and the "supercars", such as Ferrari, Rolls-Royce, Aston Martin and Lamborghini, who are entitled to a hall almost alone.

Just as in Russia in recent years, the Chinese market structure around multiple segments, as living standards rise. The empire, now second world economy, ostensibly began turning its back on the old sedans and aspires to new ways of driving. Thus, 61 of Chinese customers rank the exterior styling of their car in the main reasons for their purchase, according to McKinsey. Symbol of this mutation, the segment of the 4 4 SUV (Sport Utility Vehicles), completely new, is currently experiencing the highest growth: 54 during the first two months of the year, against a total market increased by 10. According to Volkswagen, these new figures should represent 25 of total registrations in the country at the end of the Decade, compared to 19.5 today.

Here stand now, as in the European shows, the Range Rover reminiscence, the Suzuki SX4 or the Volkswagen Tiguan. Audi even preferred Shanghai in Geneva to unveil its new Q3. The most obscure Chinese brands are there also put, since GAC, with its G5, until Luxgan, proud to wear his new 7 CEO, whose face is not unlike the prepared Peugeot 3008 nearby. This year, not less than 20 new SUV will be marketed, which many from national brands, JD Power.

"The behaviour of the Chinese consumer is changing." "The notchback sedans are sold well, but there is a strong progression on the segment of the golf course and sports vehicles", notes Christian Klingler, Director of sales of the Volkswagen Group. It is also on the niche of the stronger cars that Seat, new in China, wants to find its place. The Spanish trade mark presents the sporting versions of the Ibiza and the Cupra Shanghai. "Our aim is a new generation of young urban, aged 18 to 35 years for products from the West," explains Paul Sevin, Vice President Sales and marketing for Seat.

Even if Beijing seeks to ban ostentatious commercials touting the "prestige" to fight against "moral hedonism" and limit the increase in the gap between rich and poor, the luxury is also a value up. And not only in the two cities. "This segment, which represents 6 of total sales, will grow faster than the overall market," said Ivan Koh, the head of BMW in China importing. Although distancing by Audi in the country, the Bavarian brand still delivered 169.000 cars on place last year, is 87. Local curiosity, spending customers are much younger than elsewhere (34 years on average). In the Chinese high, 10 of the buyers acquire even in passing their first car.