According to Yang Jian, managing editor of Automotive News China, a trade magazine based in Shanghai, BMW consumers are “typically young business people — entrepreneurs who have made a lot of money.”
Sounds obvious, until you compare to the brand’s competition: BMW is the No. 2 luxury-car brand in China — it sold 102,916 units in the first 10 months of the year, according to data from market-research firm J.D. Power & Associates. The top brand is Audi, with 172,180 units sold through October. The Audi demographic consists mostly of government officials, the leading consumers of luxury cars in China. The third most-popular brand in China? Mercedes-Benz, which sold 90,306 units from January to October — its models are the preferred choice of older businessmen and government officials in higher positions.
Fascinating.
(Via and comment)
