New Car User Research Report

New Car Buyers Study (NCBS)

The New Car Buyers Study (NCBS) is an international research initiative aimed at understanding emerging trends in China’s future automotive consumer market. NCBS focuses on consumers who have recently purchased new vehicles, examining their needs, behaviors, and demographic profiles. The study covers owners of most of the major models currently available in the Chinese market.

According to the research objectives of NCBS, the survey of new car buyers focuses primarily on three key areas: needs, behaviors, and background information.

1. CBR is authorized by NCBS and maintains strong collaborative relationships with industry leader GFK overseas—this is all thanks to our commitment to holding ourselves to rigorous, internationally recognized standards for every project we undertake.

2. NCBS handles over 7,000 samples annually and boasts six consecutive years of research experience. In the automotive research field, CBR also brings extensive expertise spanning multiple years, including areas such as brand tracking, automotive clinics, consumer segmentation studies, auto show research, and mystery shopper evaluations.

3. NCBS conducts research through scheduled in-person interviews, which are longer in duration and allow for more in-depth exploration of the topics discussed.

What can NCBS help automakers do?

Product Design

The future direction of new car design—defining the functional design of tomorrow’s vehicles from an emotional perspective, and outlining the specific features of next-generation cars based on practical user needs.

Marketing

Crowd clustering analysis, Clearly define the target audience, understand their demographic characteristics, and provide guidance on communication strategy directions (such as UPS and channel selection). Additionally, analyze competitors' strategies and market positioning to inform the design of your business promotion plan.

Pre-Purchase Behavior Research

Price, channels, and vehicle model information are the key areas auto enthusiasts typically search for before making a purchase.

Price remains the information consumers are most focused on, with attention exceeding 30%; car-buying channels and vehicle model details also rank among the top items consumers search for before making a purchase, each attracting over 25% interest. Together, these three factors—price, purchasing channels, and vehicle models—account for more than 80% of consumer inquiries.

Post-Purchase Behavior Study

Used car trading and customization/renovation are receiving significant attention.

Online car enthusiasts primarily focus on used-car transactions, traffic violations, and vehicle modifications after making a purchase. Among these topics, "used-car transactions" draw the most attention, accounting for 40.40% of online interest, while "modification/renovation" content also garners significant engagement at 16.48%—a figure higher than that of maintenance and repair services. This trend reflects the strong interest among car owners in second- and third-tier cities toward vehicle customization and modification information.

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