Blog: What does a Chinese premium brand car consumer look like?
Dave Leggett | 27 November 2014
Well, on average, male and 33.5 years of age, with average annual household income of $175,000. There's some interesting stuff here in a survey of 800 premium brand car customers in China carried out by the Hurun Research Institute.
There are some intriguing differences between how various brand owners view themselves and how they would perceive the kinds of people who would drive the badge they drive. So, Chinese drivers of a certain prestige German brand from Bavaria would see it as associated with "nouveau riche, materialistic and show-offs", but then not see themselves as such. It's the others, you see.
I'm starting to get a small idea of the scale of things here in China, but really, I'm only scratching the surface of this vast country....
Given the startling complexity of obtaining a journalist visa for China - the code 'J2' is now indelibly stamped on my mind - it was with some surprise how swiftly I managed to sail through airport im...