大空间比智能化更能吸引用户 Boomers Prefer Space Over Smartification Insights on Purchase Decision – Space (2024).docx

BoomersPreferSpaceOverSmartification

InsightsonPurchase

Decision–Space(2024)

YicheResearchInstitute

Authors

LijunZhou

Director/ChiefAnalyst

zhoulijun1@

YingGao

IndustryAnalyst

gaoying1@

BenyaShi

IndustryAnalyst

shibenya@

QiangZhang

VisualDesigner

zhangqiang9@

Desireforspace:buyerpreferenceonthesize,layoutandfunctionalityofspaceneededfordriving,riding,storage,resting,entertainmentinteraction

VehicleInteriorspacehaslongbeenanimportantareaofresearchforcarmakersgloballybecauseit’s

themostperceptiveafterstylingwhencustomerslookatavehicle.Howspaciousavehicleisoften

playsasignificantroleinthepurchasedecisionprocess.InChinainparticular,carbuyersandcarmak-ersareevenmoresensitivetospacebecauseofseveralreasons.First,themassscalepopularizationofthecountry’scarmarkettookaveryshorttime,justover20yearsfrom2020to2024,therefore

thereismoreattentiononperceptivesellingpointslikespace;second,thecarmarketisdominatedbyfamilyuserswhocaremoreaboutspace;third,theelectrificationandsmartificationoftheindustryoverrecentyearshasresultedinnewsellingpointscenteredonspace.Basedonthesefactors,YRIhas

comeupwiththisreportonpurchasedecisionwithrespecttospace,aimingtoprovideadditionalreferenceforourcustomersincludingcarmakersanddealers;

Rightnow,spaceisprimarilydefinedviathreedimensions:size,layoutandfunctionality:asegmenta-tionbasedonvehiclesizesuchasspecificdimensionalspecslikelength,width,heightandwheelbaseresultinginclassessuchasmicro,small,compact,midsize,midtolargeandlargehasbecomeacore

standardamongcarmakersforproductdefinition;asegmentationbasedonspatiallayoutsuchas

specificlocationsofdrivercabin,passengerspaceandtrunkresultinginvehicletypessuchas

sedans,hatchbacks,crossovers,SUVsandMPVshasalsobecomeacore