something of interest.....perhaps the Chinese like our seamless...

something of interest.....perhaps the Chinese like our seamless glovebox

Visteon craftsmanship study reveals consumer insights for China that benefit automakers

Study indicates Chinese consumers are becoming more discerning about interior craftsmanship

SHANGHAI, China, March 25, 2009 – Leading global automotive supplier Visteon Corporation recently concluded a comprehensive research study on the perceived craftsmanship of vehicle interiors in China. The study indicates that Chinese consumers are becoming more discerning in their expectations of interior craftsmanship and have significantly different preferences to those of North American or European consumers.

Key findings from the research focused on Chinese consumers’ perceptions regarding the importance of overall interior harmony, technology, materials, and fit and finish. The results showed that consumers’ requirements and tastes for craftsmanship vary according to the vehicle segment in which they are interested. The study also showed that Chinese consumers’ perceptions of vehicle brands are linked to their views of interior craftsmanship, and these views can potentially influence their purchase decisions.

“Chinese consumers’ craftsmanship preferences have evolved over the last few years. As they become more experienced drivers, they show more confidence in exhibiting their unique taste, which is different than that of American and European consumers,” said Thomas Li, Visteon Asia Pacific senior marketing manager.

Visteon plans to share details of these findings with automakers to help them tailor interiors to meet the desires of Chinese consumers; the findings also guide Visteon’s future new product development and innovation.

“The research findings allow our customers to better manage, rationalize and quantify critical interior decisions and investment priorities while increasing their vehicles’ appeal to Chinese consumers,” Li added

Part of a global initiative that evaluates consumers’ preferences in North America, Europe and China, the craftsmanship study aims to identify unique consumer insights leading to customization and differentiation opportunities that appeal to consumers.

The research objectives are to understand consumers’ definition and perception of craftsmanship as it relates to automotive interior components and overall interior design; identify materials that reinforce perception of craftsmanship; and identify and statistically prioritize interior elements that drive overall interior craftsmanship perception.

Over a nine-month period, Visteon gained valuable insights into what are the key drivers of Chinese consumers’ perception of craftsmanship through both qualitative and quantitative research methods, including a series of car clinics. The proprietary research focused on the five most popular car segments in China: small cars, family cars, near-luxury cars, multi-purpose vehicles (MPV) and sport utility vehicles (SUV).

Visteon has a legacy of investigating consumers’ perceptions of interior craftsmanship to capture new trends and anticipate consumers’ satisfaction. This approach has led to award-winning automotive interiors.

Visteon Corporation is a leading global automotive supplier that designs, engineers and manufactures innovative climate, interior, electronic and lighting products for vehicle manufacturers, and also provides a range of products and services to aftermarket customers. With corporate offices in Van Buren Township, Mich. (U.S.); Shanghai, China; and Kerpen, Germany; the company has facilities in 27 countries and employs approximately 33,500 people.