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1、Automotive&AssemblyPracticeUpwardMobility:TheFutureofChina’sPremiumCarMarketMarch2013ShaShaTheodoreHuangErwinGabardiAutomotive&AssemblyPracticeUpwardMobility:TheFutureofChina’sPremiumCarMarketMarch2013ShaShaTheodoreHuangErwinGabardi4Themarketforpremiumcars1inChinahasincreasedatanimp
2、ressiverateof36percentayearinthelastdecade,fasterthanthe26percentannualgrowthintheoverallChinesepassengervehiclemarketduringthesameperiod.2SalesofpremiumcarsinChinareached1.25millionvehiclesin2012,makingitthesecondbiggestmarketintheworldaftertheUnitedStates.ThepremiumcarmarketinChin
3、arepresented9percentofallpassengercarsalesin2012,surpassingJapan(4percent)andSouthKorea(6percent).McKinseyforecaststhatChina’spremiumcarmarketwillgrowatanannualrateof12percentthrough2020,comparedwith8percentfortheoverallpassengercarmarket.WeforecastthatsalesofpremiumcarsinChinawillr
4、eachthreemillionby2020,equalingthoseofWesternEurope,andsurpassingthe2.3millionsalesexpectedintheUSmarket.Infact,ChinamayovertaketheUnitedStatesasthelargestpremiumcarmarketasearlyas2016,whensalescouldreach2.25millionunits.(Exhibit1)Exhibit1Chinawillbecometheworld’slargestpremiumcarma
5、rketMcKinseyGlobalpremiumcarsalesranking,thousandunitsIHSGlobalInsightCAGR,Percent20022012e2020e2002-12e2012-20e11,6701,7003,00012361221,0171,2462,3270434369471,067-124354530592215192250350-3461622282953157147202282238108186191209104159178-3510…92118169411457SOURCE:IHSGlobalInsight;
6、McKinseyM-View;McKinseyChinaPremiumCarResearch(2012)Alongwiththesalesincreasescomesarapidlychangingmarketlandscape.Theoldergenerationofpremiumcarownerspurchasedvehiclesmainlytoreflecttheirsocialstatus,buttheincreasinglysophisticatednewgenerationofbuyersisexpressingotherreasonsforbuy
7、ingpremiumautos.Thisisoneofseveralimportantfindingsfroma2012McKinseysurveyof1,200Chinesepremiumcarconsumersin12ofthecountry’sbiggestcitiesthatexaminedbrandsentiment,keybuyingfactors,andtouchpointsalongtheconsumerdecisionjourney.31Forthepurposesofthisreport,thepremiumcarmarketcompris
8、esAcura,AstonMartin
