7th November 2008, Shanghai – Chinese car manufacturers need to speed up their efforts to offer trustworthy “Green” propositions to the market if they want to successfully sell alternative energies and remain competitive in the future. This is one of the principal outcomes of a recent survey conducted among 1,100 car owners and purchase intenders in mainland China by one of the leading market information companies, TNS China Automotive.
Chinese car buyers perceive the environmental issue to be beyond the simple notion of eco-friendliness, and consider the offer of reliable and affordable technology as being inextricably linked to a good “Green” image. However, in the very aspects that define “Green”, Chinese car manufacturers are rated very low. While nearly one third of Chinese car buyers consider fuel efficiency (61 percent) and reduced emissions (64 percent) to be important factors in a good green image, only 16 and 17 percent of those interviewed attribute these environmental qualities to domestic car makers. Likewise, with 15 percent of respondents, the capability of Chinese manufacturers to provide reliable technology is rated very low compared to 53 percent of consumers that consider this quality important for a good green image.
Graph: Aspects that define “Green” and association with Chinese manufacturers
What are the important factors of a good green image for car manufacturers?
Which car maker nationality applies to each of these statements?
Home-grown vehicle manufacturers over-satisfy consumer expectations (38 percent) with 44 percent of respondents associating Chinese car manufacturers with affordable technology. “Nevertheless, as the domestic car makers’ only stronghold, it is insufficient without efficient and reliable market offers” comments Klaus Paur, Shanghai based TNS Automotive Director for North Asia. “Recent efforts to develop alternative energies have not yet helped Chinese car makers improve their image and consumers still rate their qualities considerably lower than those of the more recognised foreign Joint Venture manufacturers.”
Results indicate Japanese car manufacturers are best placed to lead the way into alternative energy solutions in China having scored high in a range of “Green” image indicators:
- Minimized emissions: 56%
- Good fuel efficiency: 56%
- Reliable technology: 54%
- Affordable technology: 48%
Unsurprisingly, a Japanese brand is perceived as the top “green” car brand in China. For every second car buyer (51 percent), Toyota comes to mind as a green automotive brand. “Although vehicle sales lag far behind expectations, Toyota’s locally produced Prius hybrid car has pioneered the “green” market offerings in China” Klaus concludes. “Toyota has laid the foundations for success in the race to a greener automotive industry.“
About this study
TNS China Automotive conducted the “Going Green” study from late September to early October 2008 to deliver expert industry data and insights that contribute to a better understanding of Chinese motorists’ mindsets concerning environmental issues. TNS interviewed 1,100 car owners and purchase intenders online and face-to-face in 7 cities across mainland China. Top study results revealed by TNS China Automotive Director for North Asia, Klaus Paur, at the 6th Annual Auto Forum in Shanghai, Friday 7th November 2008.
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About TNS
TNS is a global market information and insight group.
Its strategic goal is to be recognised as the global leader in delivering value-added information and insights that help its clients make more effective business decisions.
TNS delivers innovative thinking and excellent service across a network of 80 countries. Working in partnership with clients, TNS provides high-quality information, analysis and insight that improve understanding of consumer behaviour.
TNS is the world’s leading provider of customised services, combining sector knowledge with expertise in the areas of Product Development & Innovation, Brand & Communications, Stakeholder Management, and Retail & Shopper. TNS is a major supplier of consumer panel, media intelligence and audience measurement services.
In business since 1992, TNS is one of the first international market research agencies to start operations in China. In recent years, TNS has grown substantially and established itself as one of the most successful and reputed market research and consulting agencies in China, with over 150 professional researchers and more than 300 employees in three full service offices in Beijing, Shanghai, and Guangzhou. TNS China focuses on the Automotive, Consumer, Finance, Healthcare and Technology sectors.
TNS is the sixth sense of business™.
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About TNS Automotive
TNS Automotive is the leading global provider of automotive market information and insights, with a specialist network of over 350 experienced and dedicated researchers worldwide.
Living and breathing automotive, our experts address the complex research needs of clients including major global automotive and tyre manufacturers, component suppliers, oil companies, repair specialists, parts distributors, dealerships and advertising agencies. Whether our clients are developing new products, optimising advertising and media expenditures, defining new market segments or consolidating their position in the marketplace, our complete portfolio of expert customised and syndicated automotive research solutions delivers added value.
We help our clients drive better business with innovative insights.
www.tnsglobal.com/automotive
The Kantar Group
The Kantar Group is one of the world's largest research, insight and consultancy networks. By uniting the diverse talents of more than 20 specialist companies – including the recently-acquired TNS – the group aims to become the pre-eminent provider of compelling and actionable insights for the global business community. Its 26,500 employees work across 80 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. The Kantar Group is a wholly-owned subsidiary of WPP Group plc. For further information, please visit www.kantargrouptns.com
