Though Japanese automakers are doing all they can to win over Chinese consumers, a study led by Bernstein Research found anti-Japanese sentiments among 51 percent of 40,000 surveyed may be a barrier to further success in the growing market.
The Wall Street Journal reports the nationalistic attitude toward Japan is highest in developing cities such as Changsha, Dongguan and Xian, where automakers hope to strike it rich in the future. Bernstein analyst Max Warburton adds that while the Japanese and their joint-venture parnters will do well in the near future, “the one thing that comes out most clearly is that most Chinese really want a German car… ultimately the market will belong to the Germans.”
In the near term, those surveyed found Japanese vehicles to be less expensive to own and more comfortable than German and American offerings, and superior to vehicles manufactured by South Korean automakers. Nissan, the nation’s largest Japanese brand, was described as being for older consumers with families who have lower incomes than other brands, as well.
Aside from nationalism, the Japanese may also have a hard time breaking into the premium market, with only 41 percent surveyed willing to pay over 300,000 yuan ($48,000) for a Japanese premium vehicle.