麦肯锡：2025中国汽车消费者洞察报告-2025-10-用户研究.docxVIP

Acloserlookattheworld’slargestsmartEVmarket

McKinseyChinaAutoConsumerInsights2025

September2025

Aboutthereport

ThisreportisbasedonarecentcomprehensivesurveyofChineseautomotiveconsumers.

—Wesurveyed2,498consumersusingonlinesampling.Thesurveyranfromfourthquarter2024tofirstquarter2025.

—Thesamplecovers19majorcitiesacrossChinarepresentingarange

ofdemographicattributes,includingtier-one,-two,-three,and-fourcities,aswellasNorthChina,NortheastChina,EastChina,CentralandSouthChina,SouthwestChina,andNorthwestChina.

—Thereportisdividedintogroupsbyage,incomestatus,car

purchasingexperience,existingcarbrandsandtypes,andmore.

Basedonthecarpurchasingdecision-makingprocess,thereportanalyzesconsumers’attitudes,brandpreferences,purchasing

habits,andcarexperienceindepth.

Authors

MingyuGuan

DanielBirke

ThomasFang

TonyZhou

IIMcKinseyChinaAutoConsumerInsights2025

Introduction

TheChineseautomarkethasmadesignificantprogressonthetransitiontoelectric

vehicles(EVs)sincethetrendstartedinChinaabouttenyearsago.Electrificationand

smartificationhavegainedmomentum,especiallyinthepastfiveyears,andlessonsfromtheChinesemarketcanbeextractedfortheglobalautomotivetransformation.Indeed,thetechnologicalchangesunderwayarenotonlyinfluencingthepreferencesandbehaviors

ofChineseconsumersbutalsoshapingtheevolutionoftheglobalautomotiveindustry.Forthefirsttime,Chineseconsumersaredefiningthedirectionofaglobalindustry.

McKinseyhasfollowedthechangingpreferencesandbehaviorsofChineseauto

consumersandstudiedtheunderlyingdriversofthisevolutionforadecade.Thisreport

drawsontheMcKinseyChinaAutoConsumerSurvey2025torevealfourprimaryinsights(seesidebar,“Aboutthereport”):

I.Competitionisshiftingfrompricetoinnovation.China’sautomotivemarketis

caugh