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Brand loyalty remains high
According to the DAT Report, brand loyalty among new car buyers remains strong. 44 percent of respondents stated that they prefer only one brand. When it came to the actual purchase decision, as many as 56 percent chose their previous brand again.
Used car buyers also demonstrate comparatively high brand loyalty: 35 percent wanted to remain loyal to their previous brand, and the actual purchase rate was 39 percent. Positive experiences with the respective brand were often the deciding factor. Sixty-three percent of new car buyers and 55 percent of used car buyers cited this as an important reason for their decision.
Chinese brands are gaining increasing visibility
According to DAT, Chinese automakers are gaining increasing visibility in the German market. Reasons for this include rising brand awareness, the expansion of sales networks, and investments in partnerships and market development.
However, actual experience with Chinese vehicles—such as through test drives—remains in the low double digits among car owners and new car buyers. Perception, on the other hand, is significantly higher: 65 percent of new car buyers have noticed Chinese vehicles on the road, compared to 40 percent of car owners in general. In the press and advertising as well, awareness among new car buyers—at nearly 80 percent—is significantly higher than that of car owners, at 36 percent.
When it comes to purchase interest, however, the figures are more reserved. While 29 percent of car owners can generally imagine buying a Chinese brand, only five percent of new car buyers agreed. Among Generation Z, however, there is greater openness: 35 percent of car owners aged 29 and under can imagine buying a Chinese vehicle.
Women are more open to Chinese brands
The DAT Report also highlights differences between the genders. Women are comparatively more open to Chinese vehicles than men. Among female new car buyers, 47 percent welcome the increasing competition from Chinese brands—eight percentage points more than among male respondents. The main reasons cited are a wider selection and potential price advantages.
The authors of the DAT Report, Uta Heller and Dr. Martin Endlein, emphasize that while the brand remains important, factors such as quality, reliability, safety features, and service are becoming increasingly significant.
For more information on DAT, click here: https://www.dat.de/
