In Part 3 of a 4-part series, Grace Mou, Chinese trend forecaster and brand strategist, explains why Chinese consumers are flocking to Chinese automotive brands, especially electric vehicles. Together with Auto Ethnographer host, John Stech, she discusses consumer mindset.

Chinese consumers compare styling, technology, price, and features to arrive at a purchase decision. Grace clarifies what does and does not drive their decision-making process.

She explains her own experience with a family member’s Changan Avatr 11 EV, a car which was purchased to replace previous Fords that the family owned. Her impressions mirror those of many other Chinese consumers.

Grace also addresses vehicle charging, its availability and the advancements of technology towards charging speed. All factors point towards ever greater EV adoption in China where sales already exceed 50% share.

As fast as the Chinese automotive and EV brands are rising, Grace identifies one soft spot. The relentless investment in technology, engineering, and in the current price war in China has diverted budget and attention from brand building. How will this impact these brands in their home market and abroad? Grace addresses this topic.

You can read Grace Mou’s weekly blog with further Chinese culture and branding insights here https://www.grace-creativity.com/blog.

You can also follow Grace Mou on Substack at https://substack.com/@trendculturebrand

To learn more about The Auto Ethnographer, visit the homepage at https://www.auto-ethnographer.com

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