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FemaleBuyers:“WhiteKnights”ofNewCar
StylinginChina
InsightsonPurchase
Decision–Styling(2024)
YicheResearchInstitute
Authors
LijunZhou
Director/ChiefAnalyst
zhoulijun1@
YingGao
IndustryAnalyst
gaoying1@
BenyaShi
IndustryAnalyst
shibenya@
QiangZhang
VisualDesigner
zhangqiang9@
Desireforstyling:buyerpreferenceonthestance,proportion,curvature,surface,coloranddetailneededforstyling(front
fascia,bodyandrear)
Stylingmaynotentirelydictatemarketperformance,butiscertainlyamajorfactorcontributingtosales,andsuperbstylingoftendrivessales.Startingfrom2019,asChina’scarmarketenteredintoanerawhereretentionbecamethenameofthegameandasmorefemalebuyersflockedtothemarket,thedesireforbetterstylingfromChinesecarbuyersbecamestronger,andthatdesirehasbecome
markedlydifferentthanwhatitwasmorethan20yearsago.Coincidentally,carmakerslikeVW,NissanandBuickthatwereslowtoimprovestylingandinsteadstayedwithstatusquofacedseverechallengesassalesdroppeddrastically.Incontrast,carmakerslikeTeslathathaduniquestylingandBYDthat
significantlyimprovedstylingperformedexceptionallywell.Giventhebasiclawsoftheautoindustry,thecurrentcharacteristicsofChina’scarmarketandboththegoodandbadcasestudies,wecan
concludethatChinesecarbuyersarepayingmoreattentiontostyling,China’scarmarketwillenterakeyperiodforstylingoptimizationandconditionsareripefortheemergenceofglobalmodelsand
renowneddesigners;
Tohelpcarmakersbetterimprovestylingandsales,YRIhascomeupwiththisreport.Thiswasa
challengingprojectforYRIsinceitdoesnotspecializeinresearchonstylingandlackstherelevant
theoreticalfoundationforsuchastudy.Butweunderstandusers,andweknowthatmanydesignersatcarmakersinChinalackunderstandingofChinescarbuyers.Therearetonsofcaseswheredesignersatcarmakersaremisdirectedbyso-calledprofessionalorganizations.Knowingourstrengthsand
weaknesses,thisreporttriestoexploredesireforstylingfromauserperspectivemakingbestuseofYRIstrengths,providingcarmakerswithreferencematerialthatoffersadifferentiatedvalueand
independentthird-partyperspective.Hopefully,itcanmakeupforresearchshortfallsatcarmakers;
Basedontheuserperspectiveandintegratingmainstreamsegmentation,YRIhasdefineddesireforstylingfrompotentialbuyersasbuyerpreferenceonthestance,proportion,curvature,surface,coloranddetailneededforstylingduringtheirpurchaseprocess;
ThedatapresentedinthisreportprimarilycomesfromYRIonlineresearchcoveringmorethan50,000datasamplesinthefirstthreequartersof2024,andalsoreferencesonYicheBigDataandYRIoffline
researchdata.
Future
Electrification
21thCentury
Present/20s&30s
Multi-Purpose
Endof20thCenturyEarly21stCentury
HorseCarriageEndof19thCentury
Early20thCentury
Box
20thCentury10s&20s
Streamlined
20thCentury30s&40s
Practical
20thCentury70s&80s
StylingDefinitionSchematic
ProportionStance
Exterior
CurvatureSurface
StylingDefinition
Interior
ColorDetail
EvolutionofAutomobileStyling
MercedesVeloNewFordModelTVWBeetleFordV8FordMustang
Boat
20thCentury50s&60s
Fish
20thCentury60s&70s
Conical
20thCentury60s&70s
TeslaModelSHondaCR-VToyotaCorollaLamborghini
IndividualizationacceleratedinChina’scarmarketin
2021-2024asdesireforstylingfrombuyersreached42.61%in2024,conditionsareripeforcreatingblockbusterproducts
throughstylingoptimization
Overthepast20+yearsorso,thoughannualsalesinChina’spassengervehiclemarketsky
rocketedfromlessthan2millionunitstomorethan20millionunits,notthatmanymodelsstoodout
withdistinctivestyling.Asof2023,theLavida,SylphyandHavalH6haverespectivelysold5.5million,5millionand4millionunitsinChina,nodoubtworthyofblockbusterstatus.However,thestylingofallthreehasbeenrathertimid:theLavidaandSylphyhavebeenmostlyblandwhiletheHavalH6has
stylingelementsreferencedfromcompetitors;
ThereasonwhytheseordinarilystyledmodelscouldsellsowellinChinaoverthelast20yearsis
becausethemajorityofcarbuyersinChinawerefirst-timebuyersandbuyingmostlyontheoccasionofmarriageandpracticaluseofthevehicle,thereforetheydidnotpaytoomuchattentiononstyling.Overthepast6-7yearsorso,astheshareoffirst-timebuyersdrasticallyfellandthecountry’scarmarketenteredintoaneraofcustomerretention,thatdrovethevigorousdevelopmentandgrowthofdistinctivemodelssuchasthosethatarecute&small,refined&stylish,streamlined&sportyand
off-roadandmacho.Theshareofend-usersalesofthesemoredistinctiveproductsrosefrom12%in2018to26%in2023,whilethatofeconomyblandproductsshrankto35%.Themarketperfor-
manceofmostoftheordinarilystyledproductsliketheLavida,SylphyandHavalH6weakened;
ThisseriesofchangesinuserstructureandproductstylingpresentedcarmakersinChinawithaclearandstrongmessage:Chinesecarbuyershadachangeofheartasthedesireforstyling
reached42.61%in2024.Asthesayinggoes,“onceawomanmakesadecision,nothingcan
changehermind.”Similarly,Chinesecarbuyershavealsochanged.CancarmakerslikeVW,Buick,NissanandHyundaigetthemback?
Pre-PurchaseDesireforStylinginChina’sPVMarket2024
\
PriceBrand
Styling
Safety
42.61%
\
/Quality
Other/Energy
Saving
ShareofFirst-TimePurchase,Trade-InandAdditionalPurchaseinChinaPVEnd-UserSales2014-2023
First-TimePurchaseTrade-In
100%
80%
60%
40%
20%
AdditionalPurchase
0%
2014201520162017201820192020202120222023
100%
80%
60%
40%
ShareofProductAttributesinChinaPVEnd-UserSales2014-2023
Sturdy&Commercial
Grand&High-End
Off-Road&Macho
Classic&Retro
Economy&Bland
Noble&Luxury
AvantGarde
Refined&Stylish
MainstreamQuality
PremiumBusiness
Streamlined&Sporty
Small&Cute
20%
0%
2014201520162017201820192020202120222023
Source:YRI
Theducksarethefirsttoknowwhentheriverbecomeswarminthespring,Chinesecarmakerslikewiseaggressivelypoached
designtalentin2022-2024becausetheyknewnewstylingwouldsell
Confrontedwiththis“changeofheart”fromChinesecarbuyers,mostofthecarmakerschoseto
proactivelyrespondwithconcretemeasures,oneofwhichisaggressivelypoachingglobalrenowneddesigners:in2022,StefanSielaff,formerdesigndirectoratBentley,joinedGeelyAuto.Inthesameyear,formerJLRdesignerAlisterWhelanandformerSEATdesignerJoaquinGarciajoinedNIO;in2023,KlausZyciora,formerglobalheadofdesignforVolkswagenGroupjoinedChang’anAuto;in2024,formerBMWdesignerBenoitJacobjoinedGACGroup.Whilethesecarmakersareaggres-
sivelycourtingglobalrenowneddesigners,theyarealsomakingeffortstocultivatedomesticdesigntalent,thishasresultedintheemergenceofprominentChinesedesignerslikeGACGroup’sZhangFan,SAICMotor’sShaoJingfengandNETA’sChangBing;
AsglobaldesigntalentcontinuetoflocktoChinesecarmakersanddomesticdesignersbecomemoreprominent,carmakersinChinaintroducedorupdatedtheirowndesignlanguages:BYD’sDragon
FacefortheDynastyseries,LYNK&CO’sTheNextDayandGACTrumpchi’sHiddenEdgein
Run,justtonameafew;Chang’anAutooverthepast5-6yearsrefreshedtheirdesignlanguage
numeroustimes:from2.0in2017to3.0in2020and4.0in2022,creatingamulti-branddesign
aestheticssystemincluding“acrossallthings”forChang’anAuto,“symbioticaesthetics”for
Deepaland“l(fā)ightaesthetics”forQiyuanA0series.Astheybecomemorefamiliarwiththenew
companiesthattheyhavejoined,thesedesignersalsomadeeffortstounderstandtheneedsof
Chinesecarbuyers.ORAdesignerAndrewDysonsaysthatthedesignphilosophyofORAistotrytoutilizeclassicelementstobringtrueemotionalhealingandinnerpeacetoChineseconsumers.
SelectSamplesofStyling&DesignLanguage
In2017Chang’anenteredtheeraof“Design2.0”andcreatedproductsliketheCS75andEadobasedonthe“DynamicLife”designphilosophy;
In2020Chang’anenteredtheeraof“Design3.0”andcreatedproductslikeUNIseries,2nd-genCS55PLUSandCS75PLUSbasedonthe“NewTech,SmartandAesthetics”designphilosophy;In2022Chang’anenteredtheeraof“Design4.0”andcreatedamulti-branddesignaestheticssystemincludingthe“acrossallthings”forChang’an,“symbioticaesthetics”forDeepaland
“l(fā)ightaesthetics”forQiyuanA0series.
ORAdesignerAndrewDysonbelievesthebrand’sdesignphilosophyistoutilizeclassicelementstoprovideconsumerswithtrueemotionalhealingandinnerpeace.
GlobalRenownedDesignersThatHave
JoinedChineseCarmakersinRecentYears
2022
2023
2024
StefanSielaffjoinsGeelyAuto
Previouslyworkedinstyling&designatprominentcarmakersincludingAudi,DaimlerandVW.BecameheadofdesignatBentleyin2015
JaguarF-Type&F-PACEdesignerAlisterWhelanandSEATdesignerJoaquinGarciajoinNIOtolendsupporttoVPofdesignKrisTomasson
KlausZyciorajoinsChang’anAutoasvicepresidentinchargeofglobaldesign.
PreviouslyheldtheroleofglobalheadofdesignforVolkswagenGroupandwasbehindthedesignofmanyclassicsoverthepast30yearsincludingthePassat,BugattiVeyronand
5th-8thgenerationGolfs,ledthedesignofVWID.familyofelectricvehicles
JuanMaLopezjoinsXpengasvicepresidentofstyling&designresponsiblefor
managementanddesigndecisionsattheDesign&StylingCenter.WaspreviouslyinchargeofGenesisDesignEurope,headofexteriordesignatFerrari,headofinteriordesignatLamborghiniandinteriordesigneratAudiresponsibleforthedesignof
numerousgloballyrenownedsupersportscars
BenoitJacobjoinsGACGroupasglobalexecutivedesigndirectorinchargeofdesignatGACResearchInstitute.HejoinedRenaultin1994andVolkswagenin2001
responsibleforthedesignofprojectslikethePassat,AudiR8,SEATandLamborghinimodels;in2004hejoinedBMWandledthedesignoftheF303Series,F32/F334
Seriesprojects,in2010hewasappointedheadofdesignforBMWi
LatestStylingDesignLanguagesofSelectBrands
Brand
StylingDesignLanguage
Brand
StylingDesignLanguage
BYD(Dynasty)
DragonFace
EXEED
WindAesthetics
BYD(Ocean)
OceanAesthetics
JETOUR
ActionDefinesJourney
FangChengBao
LeopardAesthetics/FutureStarship
Roewe
DigitalRhythm
Denza
EleganceinMotion
MG
EmotionalDynamism
LYNK&CO
TheNextDay
Hongqi
NewMobility&Exquisiteness
ZEEKR
HiddenEnergy
VOYAH
FreedomInspiresDesign
Chery
LifeInMotion
GACTrumpchi
HiddenEdgeinRun
ORA
RetroFuture
Xpeng
Robotface
NIO
X-Bar
Carmakerslaunchedaslewofproductswithnewdistinctive
stylingin2022-2024,butmanyofthesearestilltryingtobreak
intothemarket,improvingsalesconversionfromstylingremainschallenging
Withthecontinuedarrivalofrenowneddesignersandintroductionofnewdesignlanguages,anewgenerationofproductsliketheLightningCat,Yep,ZEEKRX,HyperGTandLiMEGAthatare
distinctivelydifferentinstylingfrommodelsliketheLavida,SylphyandHavalH6thathavetraditional
blanddesignhaveemergedontothemarket.ButasofQ32024,mostofthesemodelshave
performedbelowmarketexpectations.Improvingsalesconversionfromstylingremainsachallengeatthesecarmakers;
From2020to2024,BYD’sannualglobalsalesjumpedfrommerely400,000unitsto4millionunits.
Designplayedamajorrole,butitwasn’tovernightsuccess.FormerAudiDesignDirectorWolfgang
EggerjoinedBYDinSeptember2016inchargeofstylinganddesign.Itwasn’tuntil4-5yearslaterthathewasabletosmoothoutBYD’sdesignsystemandincorporatethenewDragonFacedesign
languageintomodelsliketheTang,SongandHan.Itwasn’tsmoothsailingatfirst.StartingfromApril
2021,ascompetitivenessinmanykeymetricsincludingpricing,energyconsumptionandquality
improvedsignificantly,productsbasedonthenewdesignlanguagebecamepopular.Withthishuge
marketsuccess,BYDfurtherstrengthenedinvestmentintoanditerationspeedofstyling,andlaunchedseveralnewdesignlanguagesdedicatedtoindividualbrandssuchasthe“LeopardAesthetics”for
FangChengBaoandEleganceinMotionforDenza,creatingadifferentiatedmulti-brandmatrix;
Thevisionofcultivatingproductswithnewstylingsoundsniceandall,buttheprocessgettingthereisquitearduous.Carmakersmustbepatientandtrynottocutcorners.AsofQ32024,thoughmostof
theproductswithnewstylinghavenotsoldthatwell,thecurrentroundofstylingtransformationin
China’scarmarketisquiteexciting:first,itcoversawiderangeofSUV,MPV,carandsportscar
productsinmicro,small,compact,midsize,midtolargeandlargeclasses,affectingmainstream
carmakerslikeBYD,GreatWallMotor,Geely,Chery,SAICMotorandDongfeng;second,carmakersarewillingtobeveryboldandtakegreatrisks,newbrandsthatareaggressivelytryingnewstyling
suchasZEEKR,AVATR,IM,FangChengBaoandDenzaareallbrandsbeingheavilycultivatedat
carmakers,andsomeareevenrepresentdesperateattempts;third,stylingisiteratingveryrapidly:
overthepast3-4years,thedesignlanguageofnewbrandslikeLiAuto,NIOandZEEKRhasallbeenupgradedanditerated…
Goingforward,thekeywillbetoimprovetheconversionbetweennewstylingandsales,thebreak-throughpointofwhichistocapture“corepayingcustomers.”
NewModelswithDistinctiveDesignsinChina’sCarMarketOverPast3Years
ORA
BalletCat
GalaxyE8
DeepalG318
ORA
LightningCat
LUXEEDS7
icar03
BaojunYep
STERRAES
LiMEGA
smart#3
HyperGT
XpengX9
ZEEKRX
NIOET7
HiPhiX
MGCyberster
Polestar4
AVATR12
End-UserSalesofSelectProductswithNewStyling2022-August2024(units)
ZEEKRXsmart#3
ORABalletCat
ORALightningCat
MGCyberster BaojunYep
DeepalG318HyperGT
LiMEGAXpengX9
5000
4000
3000
2000
1000
0
202201
202204
202207
202210
202301
202304
202307
202310
202401
202404
202407
Source:YRI
FemalecarbuyershaverapidlybecomethenewdarkhorseinChina’scarmarketinrecentyearsandhavestrongdesireforstyling,carmakerslookingfor“whiteknights”ofthisroundofnewstylingshouldnaturallyfocusonfemalebuyers
Whatstartedthisroundofnewstylingtransformationwastheintroductionofsmall&cuteandrefined&stylishEVs.TheWulingHongguangMINIEVin2020,theORAGoodCatin2021,theDolphinandYuanPLUSin2022,theSeagullandBingoin2023andtheYuanUPandGeelyGalaxyE5in2024becameimmediatehitsassoonastheyhitthemarket.Thesingularsecretbehindtheirsuccess?
Theyallcateredtofemalebuyers.Inaddition,streamlined&sportymodelsliketheLUXEEDS7,
STERRAESandGalaxyE8thattriedtoattractaverageJoesinsteadbecamepopularamongyoungfemalebuyers,evenLeiJunhadtosuccumbtoaddressingtheneedsoffemalecustomersafter
XiaomiSU7’slaunchinearly2024;
Thereasonwhythisroundofnewproductandstylingtransformationhasattractedsomanyfemale
buyersisdirectlycorrelatedtotheevolutionofthefemalecarmarket:itexpandedoverthepast6-7
yearsfromjustover20%ofthemarketin2017tomorethan30%in2019andtonearly40%in2023,
becominganewforceinChina’scarmarket.Femalebuyersintheoryhavebecomeastrongforceindrivingthisroundofproducttransformation;femalebuyershavestrongerdesireforstyling,reaching
47.69%in2024,whilethatformalebuyerswaslessthan40%.Femalebuyersactuallyhaveverystrongdemandforproductswithnewstyling.Carmakerslookingfor“whiteknights”ofthecurrentroundof
newstylingtransformationshouldprimarilytargetfemalebuyers;
Lookingbackatoveracenturyofdevelopmentoftheglobalautoindustry,femalebuyershavelongbeenthemainforcedrivingproductandstylingtransformation.ModelslikeMINI,smart,Fiat500,Beetleand
Golfbecameclassicsbecauseoffemalebuyers.Questionssuchaswhethertomakecarsspecificallyforfemalebuyersandwhattypeofcarstotomakeforthemhadbecomekeytopicsfordiscussionat
EuropeanandAmericancarmakersevenpriortotheWorldWarIIduringtheheydaysofbrandslike
AustinandMorris.FemalebuyersevencontributedtoclassicmachoproductsliketheJeepWranglerandMercedesG-Classduringthe70sand80s…Appealingtofemalebuyerswasaneasywayfordesignerstobecomeprominent;
Butthatdoesn’tmeangivinguponmalebuyers.TheinternalstructureofChina’smalecarmarkethaschangeddramaticallyoverrecentyears,astheprimarybuyingforceshiftedfromfamilyyoungmalefirst
timebuyerstoboomersmostlylookingtotrade-in.Theblandstylingthatmettheneedsoffamilyyoung
malebuyersbeforenolongersatisfiedthenewdesiresfromboomers,whosoughtcharacteristicssuch
asmainstream,modern,grandandsteadiness.Thiscreatedgoldenopportunitiesfortherapidriseofnewhigh-endbrandssuchasLiAuto,AITOandDenza.
Pre-PurchaseDesireforStylingbyGender2024
60%
40%
30%
20%
10%
0%
50%
MaleFemale
ShareofEnd-UsersinChina’sPassengerVehicleMarketbyGender2014-2023
Male
100%
80%
60%
40%
20%
Female
0%
2014201520162017201820192020202120222023
Source:YRI
In2024,youthandwealthycarbuyersespeciallyyoungandwealthy
femalecarbuyersalsohadhighdesireforstyling,carmakersthereforemusttargetfemalebuyersastheir“whiteknights”whenitcomes
tonewcarstyling
Besidesgender,ageandincomearealsocorelabelsforuserinsights:fromanageperspective,for
youngbuyersbelow35yearsold,theyhavethestrongestdesireforstylingat46.6%in2024,with
youngfemalebuyershavinghigherdesireforstylingthantheirmalecounterpartsat52%;froman
incomeperspective,wealthycarbuyerswithannualhouseholdincomehigherthanRMB500Khave
thestrongestdesireforstylingat52.39%in2024,andagainwealthyfemalebuyershavestronger
desireforstylingthantheirmalecounterpartsatover60%...Beityoungfemalebuyersorwealthy
femalebuyers,theyareallfemalebuyers,whichattheendofthedayaretheonesthathavestrongerdesireforstylingintheyouthandwealthycarmarkets.Theyouthandwealthycarmarketsaretwo
relativelyindependentsub-segments,buttherearestrongdesireforstylinginbothsegments,whichmeanstherearediversifieddesiresforstyling,andthisisconducivefortheemergenceofmore
distinctiveproducts;
Overthepast20yearsorso,theshareofsalesfromfemalebuyersinboththeyouthandwealthycarmarketsincreasedrapidly:in2007,thatshareintheyouthcarmarketwasslightlyover5%butroseto
nearly14%in2013andtopped40%in2024;in2007,thatshareinthewealthycarmarketwasjustover11%,butrosetonearly24%in2014andalmost50%in2023;
Bothyoungfemaleandwealthyfemalebuyershavestrongdesireforstyling,andhavebecomethenewcorebuyingforceintheyouthandwealthycarmarkets.Proactivelycateringtothesebuyerswillhelpcarmakersadvancetheirgo-youngandhigh-endstrategies;
Bythesametoken,cateringtothesebuyersdoesnotmeangivinguptheirmalecounterparts.Theinternalstructureoftheyoungmaleandwealthymalecarmarketsarealsoundergoingtremendous
transformation:therearemoresinglesandaverageJoesintheformer,whiletherearemore
family-orientedbuyersinthelatter.Thiscreatesnewchallengesforcarmakersintermsofstyling,andtheymustallocateappropriatestylingassetsaccordingtotheirowncapabilitiesandmarket
positions.
50%
40%
30%
20%
10%
0%
50%
40%
30%
20%
Pre-Purchase
DesireforStylingbyAgeGroup2024
Pre-PurchaseDesireforStylingbyGender(Young)Group2024
ShareofEnd-UserSalesofYouthCarMarketbyGender2007-2023
Male
100%
Female
60%
50%
40%
30%
20%
10%
0%
YouthMiddle-agedElderly
Pre-PurchaseDesireforStylingbySocialStatus2024
70%
60%
BlueCollar
Middle-Class
Wealthy
10%
0%
60%
FemaleMale
70%60%50%40%30%20%10%0%
Pre-PurchaseDesireforStylingbyGender(Wealthy)2024
Female
Male
80%
60%
40%
20%
0%
200720142023
ShareofEnd-UserSalesofWealthyCarMarketbyGender2007-2023
Male
Female
100%
80%
60%
40%
20%
2007
2014
2023
0%
Source:YRI
Young:<35,middle-aged:between35&55,elderly:>55;bluecollar:<RMB150Kinannualincome,
middle-class:betweenRMB150KandRMB500Kinannualincome;wealthy:>RMB500Kinannualincome
Besidestheirinherentloveforbeauty,Chinesefemalebuyershavehigherdesireforstylingbecausemoreofthemhavehadhigher
education,liveinmidtolargecitiesandhavehigherhouseholdincome
Theirnaturalpenchantforbeautyandpursuitofthelatestfashiontrendsarekeyfactorswhyfemale
buyersingeneralhaverelativelystrongerdesireforstyling.Buttherearealsootherfactorsatplay:moreandmoreChinesefemalecarbuyershavehighereducationlevels.From2020to2023,theshareof
thesebuyersthathavejuniorcollegedegreesoraboverosetomorethan80%.Theoretically,thehighertheeducationlevel,thehighertheappreciationforaesthetics,andthehigherthedesireforstyling;manyofthesefemalecarbuyersliveinlargetier-1,newtier-1andtier-2cities:theshareofthesebuyerslivinginthesecitiesfrom2020to2022remainedatroughly60%,andincreasedtomorethan66%in2023
followingthepandemic.Theoretically,womenlivinginlargecitieshavehigherappreciateforaestheticsandthereforehigherdesireforstyling;mostofthefemalecarbuyersinChinahavemiddle-classand
wealthylevelsofannualhouseholdincome:from2020to2023,nearly60%ofthefemalecarbuyersaremiddle-classorwealthy.Andusuallythehighertheirhouseholdincome,thehigherthechancesthat
thesefemalecarbuyersoptfordifferentiatedstyling…Inthenextfewyears,thesecharacteristicswill
remaininplaceandbecomemoreobvious.Ifwomenboughtcarsformarriagebefore,nowthestandardisbuyingthemastheygraduatefromcollegeandheadtotheworkforce.Thistrendisonlygoingto
becomemorepopular;
Theaccelerationofelectrificationoverrecentyearsalsocreatedmuchbiggeropportunityforcarmak-erstocomeupwithmorediversifiedanddistinctivestyling.Thenaturalandacquiredfactorsfor
femalebuyingbehaviorsandelectrificationtogetheroffersasolidfoundationforcarmakerstocreateanewstrategicpathcenteredon“graspingnewopportunitiesinChina’scarmarketthrough
optimizingstylingtoattractfemalecustomers.”
ShareofFemaleCarBuyersbyEducationLevel2020-2023
Master
Bachelor
JuniorCollege
HightSchool/VocationalMiddleSchool&Below
100%
80%
60%
40%
20%
0%
2020202120222023
ShareofFemaleCarBuyersbyCityTier2020-2023
Tier1
NewTier1Tier2
Tier3Tier4Tier5
100%
80%
60%
40%
20%
0%
2020202120222023
ShareofFemaleCarBuyersbySocialStatus2020-2023
Wealthy
Middle-ClassBlueCollar
100%
80%
60%
40%
20%
0%
2020202120222023
Source:YRI
Bluecollar:<RMB150Kinannualincome;middle-class:betweenRMB150KandRMB500Kinannualincome;
wealthy:>RMB500Kinannualincome
Focusingonfemalecarbuyersandoptimizingstylingwillbeconducivetocarmakersadvancingtheirelectrificationstrategies
Rightnow,electrificationwithoutaquestionisacorestrategyateverycarmakerinChina.ButasoftheendofQ32024,mostcarmakers(especiallyjointventurecarmakers)exceptBYD,TeslaandLiAutohavelargelystruggled;
ResearchdatashowsthatfemalecarbuyershavestrongcorrelationwithEVs:in2023femalebuyerscontributed67%ofsalesintheBEVmarket;BEVsdominatedthetop20rankingsofmodelsinfemalepenetrationandfemalecarmarketshare…BEVsarealsocloselyassociatedwithstyling:thedesireforstylingforBEVsin2024reachednearly49%,higherthanthatforPHEVs,EREVsandICEVs;
Becauseofthesecorrelations,femalecarbuyers,EVsandstylingcouldformaclosedloopwhere
attractingfemalebuyersthroughoptimizingstylingcantranslatetoEVsales.Inthefirstthreequartersof2024,thetopsellingBEVsintheChinesemarketweremostlyproductswithdistinctivestylingand
cateredtofemalebuyerssuchastheSeagull,YuanPLUS,HongguangMINIEV,WulingBingo,Model3andDolphin;
Iftheabovelogicisproven,italsoexplainswhymostoftheEVsthataremarketedfortheiradvancedtechnologiessuchas800VarchitecturesandautonomousdrivinghavestruggledonthemarketwhileEVswithdistinctivestylingandtherightpricinghaveflourished.Inthenextfewyears,electrification
remainsasthecorestrategyatcarmakersinChina,andtheymustturntheirattentiontofemalebuyers
andstylingoptimizationtobesuccessful.
Pre-PurchaseDesirefor
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