McKinsey China auto consumer insights 2025 : a closer look at the world's largest smart EV market

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      <subfield code="a">McKinsey China auto consumer insights 2025</subfield>
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      <subfield code="a">Introduction -- Competition shifts from price to innovation -- Incumbents start to lag behind -- Plug-in hybrid and extended-range technologies have become mainstream -- Technology democratization empowers better user experience -- Perception of premium and luxury brands -- Brand awareness in the EV space -- Satisfaction and recommendation of premium brands -- Consumer preferences on powertrain and charging experience -- Conclusion: market evolution and winning strategies</subfield>
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      <subfield code="a">The report reveals a rapidly evolving market where innovation, not price, drives purchasing decisions. Chinese brands are gaining ground over traditional multinational automakers, especially in the electric vehicle (EV) segment, thanks to advanced technologies and better user experiences. Plug-in hybrid (PHEV) and extended-range electric vehicles (EREV) are becoming mainstream, offering practical solutions to charging challenges and range anxiety. Consumers increasingly value features like autonomous driving, fast charging, and smart cockpits, even in lower-priced models. While brand heritage still matters, its influence is waning in favor of performance and tech-driven differentiation. The report concludes that China's auto market is shifting from brand-based prestige to value-based innovation, setting a global precedent for the future of smart mobility</subfield>
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