For any new automaker entering a market they previously didn’t sell in, there are many barriers along the way. A bunch of new models from China and India – including models from BYD, Mahindra and Tata – are on their way to the United States and according to GfK Automotive researchers, they will face some significant barriers.
“GfK’s Barometer of Automotive Awareness and Imagery Study found that Chinese and Indian automakers could face a similar purchase consideration curve to Korean vehicles when they launched in the US In that case, it took more than 15 years for consumers to significantly increase their consideration to purchase Korean vehicles,” GfK said in a statement.
GfK found that one-third of customers looking to purchase a new car are open to Chinese or Indian makes with 38 percent interested in a Chinese make and 30 percent interested in an Indian make. That compares to 95 percent of consumers open to buying from a U.S. automaker.
Gen Y buyers are most open to buying a Chinese or Indian vehicles, with 52 percent saying they are open to Chinese models and 41 percent saying they are open to one from India.
“When a relatively unknown auto brand enters the market, potential buyers are going to have some initial scepticism without a frame of reference into the company’s history and differentiators from other brands,” said Don DeVeaux, managing director, GfK Automotive. “Quality and repair support are critical factors that potential buyers evaluate before purchasing a new vehicle, and without an established history in the United States, Chinese and Indian manufacturers need to overcome the lack of knowledge of their brands among potential new buyers.”
– By: Omar Rana