Although I've never attended an auto show in China, I've read media reports about them.

I am always amazed by the wealth of technical information about new cars that one can obtain from an auto show until my colleague, who recently visited a car exhibition in China, told me:

 "You don't get this information on-site. Reporters receive the press release directly from the marketing department of the car manufacturers."

 I was surprised and started to explore what do visitors see and hear at an auto show in China?

• Mainly, only the exterior
• Very little to no software/feature information is introduced
• Visitors are allowed to come close to the cars – except for the very expensive ones - and to get into the car for a few seconds, as there are always many people waiting to get in
   

However, these last two points are exactly what interests the visitors the most.

Software/ Features

This is becoming increasingly important nowadays, especially for BEV users. A car is not merely a mode of transportation (hardware) but is also seen as a platform that offers a good experience through its software.

Simply placing a big car “shell” at the centre of the stand is not enough.

Consumers would appreciate a “press briefing” experience, with a moderator standing in front of a huge display, demonstrating new features, and allowing the audience can ask questions.

 Regarding ADAS, consumers also want to watch real-live videos to vividly review the result when the car is driving on the street.

Interior in terms of space and material

The lack of seating comfort, especially on the back seats, is one of the most frequently mentioned purchase rejections in China. As cars are usually used as family vehicles, children as well as the grandparents spend a lot of time on the back seats.

Sitting in a car for 10 seconds is not enough for the consumers to form a good impression, we know from consumer studies that interior prototypes (Sitzkiste) are often used to test interior space and materials. Bringing a few pieces to car exhibitions might be sufficient.

Good photos to impress on social media

Another user need during visiting an auto show is telling others that “I am here, and I am having special experiences”.

Outstanding background and good-looking cars are necessary to create eye-catching photos and videos. We observed more people in front of stands where you can find “flying cars” or “big robots”.

You might argue that this has nothing to do with the brand or the car, but when the photo of your stand captures attention, effective marketing is achieved.

To summarize:

Chinese consumers wish for

• A press briefing-like introduction about the car's software and functions.
• The opportunity to experience the cabin space and material
• Eye-catching photos in front of the stand

Spiegel Institut conducts market and consumer research studies all over the world, we do not only offer the results but also explain the cultural differences to explain the results so that our clients could have a meta understanding of the culture and society. 

Feel free to contact us: info@spiegel-institut.de

Author: Yue Liu, Spiegel Institut Mannheim