Study Says Mercedes Owners Are The Wealthist In China - No Demographic Found For Lexus

Mercedes-Benz owners in China are probably successful and wealthy entrepreneurs while those who drive a Cadillac are likely white-collar workers, according to a brand study.

Those were among the attributes associated with owners of eight major luxury car brands in China, according to a report by the Shanghai-based Hurun Research Institute. The research company held focus groups and surveyed 800 premium car owners in 10 cities to describe the characteristics of owners of the different marques.

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nguyenvuminh - 11/28/2014 7:41:29 PM

+2 Boost

Audi's owners in China tend to be gov't bureaucrats, I love that. These people make money with their gov't approval stamp, each and every time they take it out of their desk after having given a nice fat envelope.

MDarringer - 11/29/2014 12:10:10 PM

+3 Boost

And when those Audi buyers experience Audi "reliability" and "durability", they will become customers who will buy something different.

cidflekken - 11/29/2014 1:25:04 AM

+1 Boost

Imagine, Mercedes could be in the position that Audi is in today in China. Mercedes used to be the luxury car of choice for government officials/bureaucrats. Once the Chinese government was know for its corruption, Mercedes was attached to this reputation and its image dropped. It's good to know, though, that the wealthiest in China still view Mercedes the way they do, as evidenced by this article.

HughJass - 11/29/2014 1:32:32 PM

+1 Boost

It's China, just stick a German name on any turd and they'll buy it. They worship all things Western that we really don't even have to try.

Next to the US, China has the largest and most clueless consumer market. Where the US bases decisions on price, China bases decisions on which is the most Western of Western brands. They love Cadillacs for f'sakes.

ParadoX - 11/29/2014 5:27:54 PM

+1 Boost

Lexus can't do well in China, it is Japanese. The Chinese government needs a boogieman to whip up nationalistic fervor from time to time.

GermanNut - 11/30/2014 9:23:29 PM

+2 Boost

Audi outsells BMW and Mercedes-Benz by an almost 2 to 1 margin in China. Audi is far and away the #1 luxury brand in China and crucially Audi refuses to rest on its laurels and continues its Chinese market expansion. New models, new factories and new showrooms are keeping demand robust.