Here’s What Your Car Says About You… According to Chinese Tastes
Posted: 11/28/2014 10:09 am
China’s rich aren’t alone in distinguishing themselves by the products they own, but the traditional element of “face” in China certainly ups the ante. One of the most popular ways to express your individuality in China is by buying a car that projects the image you want to send.
A fascinating report from Hurun Research Institute breaks down how Chinese people view the owners of specific luxury cars.
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Not surprisingly, Audi seems to be the most respected brand. Chinese say driving an Audi commands respect from others as owners are believed to be mature, experienced government officials, the highest class in China.
If you drive a Mercedes-Benz, Chinese people believe you are a successful, cultured entrepreneur. In fact, of the eight brands included in the survey, people believe those who drive a Mercedes have the most money.
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People who drive a Cadillac are seen as mature and successful, while drivers of Land Rovers are perceived to be tuhao with new money and willing to show it off.
Even though Infiniti projects glamour and fame, those surveyed say those who drive Infiniti cars probably have the lowest earning power.
Just as every high school has its brown-nosing overachiever, Volvo takes the role of the do-gooder in the bunch by projecting an image of being highly educated, family-oriented and morally upright.
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Out of the group of luxury cars, it’s BMW that is the most problematic. Perceived by others as being crass and materialistic, BMW owners believe they project an image of sophistication and positive attitudes. However, out of all the negative news associated with luxury cars in China, 70 percent have to do with BMWs.
It doesn’t help that Chinese have long had a nickname for drivers of BMWs based on the brand’s initials. Translated into English, it means “Don’t Touch Me.”
The Hurun survey was done between February and October this year and involved 100 car owners of the eight brands in select cities around China.
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