Otodiva.id – Sixty-six percent of Indonesian consumers expressed a positive view of Chinese cars, for reasons of affordable prices, variety of innovative features, as well as mobility and comfort, based on the results of the latest study of regional automotive markets.
Southeast Asia communications consultant, Vero, and a Chinese integrated marketing management company, WeBridge, launched a comprehensive analysis through social listening of consumer conversations about Chinese cars. The study entitled “The Road to Southeast Asia: A Study of Consumer Perceptions and Market Opportunities for Chinese Automotive Brands” exploring the landscape for Indonesia, Thailand, Vietnam, and the Philippines.
This study reveals that 40% of online conversations related to Chinese brands in Indonesia revolves around the competitive prices of their products and services, temporary 29% focuses on technology and innovation, specifically highlighting electronics and vehicles. Indonesian consumers are also very interested in the functionality and design of Chinese products, as well as its availability through online and offline channels.
Besides that, There is considerable interest among Indonesian consumers in electric vehicles (EV), this is evidenced by the significant search volume for keywords related to energy saving, electric car, and energy efficiency. Electric cars are considered more energy and cost efficient in operation and maintenance than internal combustion engine vehicles (ICE).
Vero and WeBridge also analyzed the main factors that influence the decision to buy a car in Indonesia. By using social listening techniques, This research reveals that most consumers (33%) view owning a car as a personal preference, which marks the car as a lifestyle choice.
Efficiency in driving contributes 28% from online conversations, while mobility and comfort contribute 15%, highlights the growing importance of personalized transportation choices among Indonesian consumers. Car ownership allows drivers to avoid the hassle of crowded buses or long waiting times on their daily commute.
However, Indonesian consumers feel that the cost of car ownership is high (38%) and lack of infrastructure (21%) be a barrier to buying a car. Although Indonesian people consider that owning a car is for driving comfort, 17% stated that traffic jams were also a major obstacle.
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