Bombay Dude
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Don't look for the Mahindra Scorpio pickup or BYD e6 crossver to be snapped up by American car shoppers. A new study says that most American consumers are not interested in purchasing a Chinese or Indian vehicle.
Just 30 percent of American buyers say they are open to buying a car from an Indian manufacturer, while 38 percent say they are open to buying a car from a Chinese manufacturer.
Baby Boomers are the least likely to buy such vehicles, with just 29 percent saying they would buy a Chinese car and only 22 percent saying they would buy an Indian vehicle, such as a Tata Nano. Younger Gen Y consumers are the most open to buying vehicles out of new foreign markets.
The GfK Barometer of Automotive Awareness and Imagery Study said that Chinese and Indian automakers "could face a similar purchase consideration curve to Korean vehicles when they launched in the U.S." The study notes that it took "more than 15 years for consumers to significantly increase their consideration to purchase Korean vehicles."
The problem is that consumers tend to have "initial skepticism without a frame of reference into the company's history and differentiators from other brands," said Don DeVeaux, managing director of GfK Automotive in a statement. The company is a leading market research firm.
India's Mahindra & Mahindra announced last year that it intends to bring the diesel-powered Scorpio to the U.S. market. But its original launch schedule has been delayed.
Chinese automaker BYD said it has plans to launch its e6 in the U.S. as a competitor to the Nissan Leaf and Chevrolet Volt. The e6 is expected to be priced around $40,000. But those launch plans also have been delayed well beyond BYD's initial target date of late 2010.
American Buyers Skittish About Chinese and Indian Cars, Says Study
Just 30 percent of American buyers say they are open to buying a car from an Indian manufacturer, while 38 percent say they are open to buying a car from a Chinese manufacturer.
Baby Boomers are the least likely to buy such vehicles, with just 29 percent saying they would buy a Chinese car and only 22 percent saying they would buy an Indian vehicle, such as a Tata Nano. Younger Gen Y consumers are the most open to buying vehicles out of new foreign markets.
The GfK Barometer of Automotive Awareness and Imagery Study said that Chinese and Indian automakers "could face a similar purchase consideration curve to Korean vehicles when they launched in the U.S." The study notes that it took "more than 15 years for consumers to significantly increase their consideration to purchase Korean vehicles."
The problem is that consumers tend to have "initial skepticism without a frame of reference into the company's history and differentiators from other brands," said Don DeVeaux, managing director of GfK Automotive in a statement. The company is a leading market research firm.
India's Mahindra & Mahindra announced last year that it intends to bring the diesel-powered Scorpio to the U.S. market. But its original launch schedule has been delayed.
Chinese automaker BYD said it has plans to launch its e6 in the U.S. as a competitor to the Nissan Leaf and Chevrolet Volt. The e6 is expected to be priced around $40,000. But those launch plans also have been delayed well beyond BYD's initial target date of late 2010.
American Buyers Skittish About Chinese and Indian Cars, Says Study
