Study: 51 Percent Of Chinese Consumers Snub Japanese Vehicles

Cameron Aubernon
by Cameron Aubernon

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.

Cameron Aubernon
Cameron Aubernon

Seattle-based writer, blogger, and photographer for many a publication. Born in Louisville. Raised in Kansas. Where I lay my head is home.

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  • Schultz Schultz on May 23, 2014

    That's funny...you'd have thought that the Chinese would have laughed-off that whole "Rape of Nanking" thing. Note to Japanese auto makers: Don't worry little guys...the course and trajectory of capitalism verses nationalism is a function of time where the farther into the future you move the less people give a damn about principled stances and moral value and other silly things. A simple example of that would be how the Americans used to see communism as The Great Red Menace but since China has many cheap goods to buy, it's an American National Security matter to single-handedly build their military into one of the most capable on earth vis-à-vis purchases of cheap goods from Walmart and the like. So you see, communism isn't evil now, it's a teddy bear and a bag of cheap underwear! Time is on YOUR side....that is until lack of population growth leads to self extinction which is a whole other set of issues.

    • Old Man Pants Old Man Pants on May 23, 2014

      Verification, please, "Schultz". Q: Why do you always carry a spoon in your uniform pocket? A: ....?

  • Mike Smitka Mike Smitka on May 24, 2014

    If we asked in the US "do 51% of consumers snub the Detroit Three" ... wait, the combined GM / Ford / Fiat market share is 46.2% so a whopping 53.8% of Americans do snub them! The last time I checked (earlier this year) only GM and VW had double-digit market shares in China, Toyota was far behind. I think they would be absolutely delighted if 49% of Chinese considered their brands when they went to make a purchase!!

  • Bulyjawu Bulyjawu on May 26, 2014

    Big deal, 95% of the world wouldn’t buy a Chinese car! The truth is, I would like to not support Japanese automobiles either. As an American, I would prefer to give my money to domestic car companies, but with all the recalls and durability issues, I think Japanese vehicles are better investments. I drive a ’02 Honda Civic that still runs as well as the day I bought it. Apart from routine oil changes, it doesn’t need maintenance and it only costs about $25/month to insure (from Insurance Panda). It has great gas mileage and although its a 13 year old car, I still don’t see myself needing to purchase a new vehicle in the next 5 years or so.

    • See 1 previous
    • 28-Cars-Later 28-Cars-Later on May 27, 2014

      @Mike Smitka Things are a bit skewed as you point out.

  • VanillaDude VanillaDude on May 27, 2014

    ===Why do you assume a Civic or an (Honda Acura) MDX is not an “American” car? Yes, the corporate HQ is still in Japan. But manufacturing and engineering for many of their core vehicles are in the US. Ditto Toyota – they’ve 1000 engineers outside Ann Arbor MI. Honda has a similar number (probably more, they started early but they’re quiet about it) in Ohio.)=== These are Japanese car brands where a majority of the value added profit goes. Just as an antebellum cotton plantation wasn't a black run organization even though the number of slaves was always higher than the number of whites running them, it matters where the value added profit is from. Those are Japanese brands. Do you think you could find a Mexican who believes that Ford is a Mexican car because it is assembled there? Geez.

    • Mike Smitka Mike Smitka on May 27, 2014

      Engineers aren't paid minimum wage ... parts are largely NAFTA as well. I'm not talking about just an assembly plant screwing together imported parts, you're a couple of decades out of date.

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