AUTOMOTIVE INSIGHT: Chinese Car Buyers are totally into Electronics

June 27th, 2008 at 4:07pm

As heard on
WWJ Newsradio 950

Listen to this story:

When it comes to what they want in their cars, Chinese customers are quite a bit different than Americans.

Visteon recently conducted research in different markets in the world where they asked car buyers to bring in pictures of products that convey high quality and craftsmanship. American customers brought in pictures of traditional luxury items like high-end furniture and artwork. But Chinese customers brought in pictures of high-tech electronics, like iPods, cameras and expensive sound systems.

So armed with that knowledge, Visteon is now designing interiors for Chinese customers that mimic high-tech electronics, with electronic readouts, very small gaps and cool metallic surfaces.

Another thing Visteon learned is the Chinese don’t want Chinese lettering on any of the controls. They want English. That’s the world standard today and they don’t anything unless it meets the world standard.

One Comment to “AUTOMOTIVE INSIGHT: Chinese Car Buyers are totally into Electronics”

  1. John Says:

    If the Chinese want electric gagets, sell them electric cars.