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1、Insights on PurchaseDecision Quietness(2024)TengYi Research InstituteQuietness:Missing Piece of the Puzzle to Attracting Wealthy BuyersAuthorsDirector/Chief AIndustry AIndustry ALijun ZhouYing GaoBenya ShiVisual DQiang ZhangThe topic of quietness is not something new for carmakers,but in China it ha

2、s become a key issue yet again for them to address,which means more opportunities for people that work in NVH R&D to show off their work.In 2019,the share of trade-ins and additional purchases in Chinas new car market topped 50%.That share has risen significantly over the past few years,hitting near

3、ly 80%in 2024.As existing car buyers that are more mature and pay more attention to details rapidly become the dominant buying force in Chinas car market,the“selling point that improve your incabin experience”of desire for quietness will be strengthened;To help carmakers better improve sales convers

4、ion from quietness selling,TYRI has come up with this report.But we must be frank:TYRI is not an expert on quietness technology research.We have only accumulated knowledge about user research in Chinas car market.This report focuses on buyer desire on quietness based on TYRIs expertise in user knowl

5、edge rather than knowledge of relevant quietness technologies,and tries to offer Yiche customers like OEMs and dealers a differentiated and independent third-party reference and perspective;Based on current mainstream segmentations,TYRI defines the desire for quietness as buyer preference on vehicle

6、 ability to isolate external noise and control own noise during idling,low speed driving,high speed driving and acceleration;This report is mainly based on online research from TYRI with over 50,000 data samples in the first three quarters of 2024,and also references Yiche Big Data and TYRI offline

7、research data.Desire for quietness:buyer preference on vehicle ability to isolate external noise and control own noise during idling,low speed,high speed and accelerationDefinition of Quietness SchematicLowSpeedHighSpeedAccelerationIdleExternalNoise IsolationVehicle NoiseControlQuietnessDefinedChina

8、s car market rapidly entered into an era of retention starting in 2019,which in principle should lead to stronger desire for quietness,but that desire was only 12.92%in 2024,much lower than desires for mainstream factors such as brand,safety,quality and energy-saving.Many customers dont see quietnes

9、s as a critical buying factor and are rather indifferent about it;Though carmakers have spent a ton on improving the quietness of their vehicles,most customers have ignored this selling point.There are numerous reasons why:first,it has to do with the quietness feature itself.Unlike price,energy-savi

10、ng and power,quietness is difficult to be felt or measured,so its more of an inherent but also must have and even ethical feature.But whats ethics in the face of profits?Over the past decade or so,quietness has often been a point of criticism for many carmakers that sacrificed product quality to mak

11、e money;second,it has to do with the current development phase of Chinas car market.Over the past 20+years of rapid development of Chinas car market,most Chinese car buyers were first-time buyers buying as they go into marriage,and paid more attention on practical selling points such as price,energy

12、-saving and safety rather than the superficial quietness feature;third,it also has to do with the continuous improvement in quietness technology.From 2020 to 2024,the acceleration of the popularization of electrification and smartification in Chinas car market directly improved vehicle noise,and car

13、makers launched high-end strategies to improve manufacturing capabilities in areas such as body structure,windows and glass,and sealing,directly improving a vehicles noise control capabilities.Its almost as if carmakers satisifed usersdesire on quietness by steadily improving the design and manufact

14、uring of their vehicles,thereby indirectly lowering that desire;Because the overall desire for quietness from users are low,if this desire is not that different across different vehicle segments,then there is no need for carmakers to put too much effort into excavating the quietness selling point or

15、 strengthening its sales&marketing.But if that desire varies significantly across segments and is extremely high in certain segments especially quality segments,then carmakers must elevate their sales&marketing game for quietness and avoid missing out on new market opportunities.The desire for quiet

16、ness from Chinese car buyers in 2024 reached 12.92%,rather low among desires for different buying factors,quietness may be of value only to specific segmentsStylingEnergyConsumptionQualityOtherQuietness12.92%BrandSafetyPre-Purchase Desire for Quietness in Chinas PV Market 2024Desire for Quietness an

17、d Matching Product FootprintMainstream QualityStreamlined&SportyRefined&StylishSmall&CuteOff-Road&MachoEconomy BlandSturdy&CommercialNoble&LuxuryGrand&High-EndAvant GardeClassic&RetroPremium BusinessCARSUVMPVCARSUVMPVCARSUVMPVWealthyMiddle ClassBlue CollarSource:TYRIRight now,quietness selling is ra

18、ther widespread in Chinas car market,but given the low desire on quietness,it might be uselessRight now,many carmakers see quietness selling as a universal selling point for all users.From Wuling to Rolls Royce,from Hongguang S to Li MEGA,quietness selling can be found in promotional materials of vi

19、rtually every brand and model selling in China;Because quietness ranks rather low in terms of desire,once people see it as a universal selling point,quietness selling could be marginalized.Right now,quietness selling often appears as a simple short phrase in sales&marketing promotional materials of

20、most carmakers.Even dedicated quietness selling promotional material is often composed of wording and jargons that are too superficial.And there has not been that many viral sales&marketing events centered on quietness;It is pretty normal that since there is not much difference in desire for quietne

21、ss in different vehicle segments,quietness selling that is not easily felt is marginalized or even rendered useless.But in recent years,as Chinas car market rapidly entered an era of retention,specific segments have grown vigorously,forcing us to reflect and rethink the traditional way of extensive

22、and homogenous quietness selling.Official Quietness Selling Promotional Wording of Select ModelsVW Tiguan LCreating a new experience of quiet driving as a top 10 quietest modelVW LavidaEntering the Lavida is like walking into a quiet libraryNissan AltimaAltima:a quiet traveler in the morningHonda Ac

23、cordTrue representative of quietness with no comparable competitor in sound isolation in its classBMW 5 SeriesNewly added quiet mode is highly practicalChery Tiggo 8 PLUSQuiet driving,smart experience:the Chery Tiggo 8 PLUS Champion redefines mobilityHyundai Tucson2025 Hyundai Tucson:magical high ef

24、ficiency in a quite cabinKia Sorento2025 Sorento:a quite and luxury SUV perfectly integrating power and comfortWEY Lan ShanWEY Lan Shan Smart Driving Edition:how super quietness was achievedHaval H6Come find out the quietness testing of the new Haval H6GAC Trumpchi ES9Indulge in Altai scenery with t

25、he quietness ride of the Trumpchi ES9Denza D9“Space-quality roominess”:secret behind the Denza D9 NVHBYD Song PLUSSong PLUS DM-i Honor Edition:luxurious NVH,quiet spaceToyota RAV4An SUV with lower tire noise:the quietness of the RAV4 is on par with sedansToyota HighlanderNew Highlander:all-new 12.3-

26、inch LCD instrument cluster,improving quietness by 80%IM L7Can the IMs vehicle quietness provide driving and riding comfort?Li L9Creating a quiet space:the story behind Li Autos NVH teamLi MEGALi Auto NVH Tech Day:the secrets behind MEGAs super quietnessTesla Model YTesla Model Y:all-new quiet journ

27、ey thanks to all vehicle sound deadening and noise isolation improvementARCFOX Alpha T5 Creating a“quiet space of a luxury vehicle”:secrets behind ARCFOXAudi A6LI want to be quiet:step into extreme quiet comfort with the Audi A6LWuling Xingguang SPeoples carmaker has been upgraded!The Wuling Xinggua

28、ng S:smart driving+quiet space exceed your imaginationNIO ET7NIO ET7:dynamic exterior styling with quiet and comfortable interiorXpeng G9Glance at the Xpeng G9 interior cockpit quietness:standards of a RMB 1 million luxury vehicle?TANK 500 Hi4TTANK 500 Hi-4T:quiet comfort,a new choice for an off-roa

29、derFord F-150 RaptorFour-Door Ford F-150 Raptors revolution in quietness:secrets behind noise isolation of a GT tourerBuick Envision PLUSEveryone says Buick is superb in quietness,the Envision PLUS has no competitorsBuick GL8 PHEVBuick GL8 PHEV:a quiet ride with a new experience in super comfortGeel

30、y Galaxy E5NVH testing at three different speeds:how did Geely Galaxy E5 perform in terms of quietness?LYNK&CO 08 EM-PNVH optimization gives the LYNK&CO 08 EM-P a more premium feel in interior quietnessQuietness SellingModelSource:public information collected at end of October 2024From an income per

31、spective,desire for quietness from wealthybuyers reached 21.47%in 2024,twice that from blue collar buyers,the rigorously developing wealthy car market is a key segment for quietness sellingOur research shows that the desire for quietness is quite different in different vehicle segments.From a househ

32、old income perspective,a key metric,the desire for quietness from blue collar car buyers in 2024 was only 10.5%,that from middle-class car buyers was 14.65%,and that from wealthy car buyers topped 20%at 21.47%.Clearly,the richer the car buyers,the quieter they want their cars to be;Over the past 10

33、years or so,Chinas wealthy car market grew steadily,with end-user sales hitting nearly 900,000 units in 2023 from less than 400,000 units in 2014,creating fertile soil for quietness marketing from carmakers targeting wealthy car buyers;A wealthy car buyer-focused quietness selling doesnt mean giving

34、 up on middle-class car buyers.The desire for quietness from middle-class car buyers was higher than industry average,carmakers should target their quietness selling accordingly based on their own resource availability and product footprint.Right now,most carmakers that are focused on wealthy car bu

35、yers are putting lots of sales&marketing emphasis on smart driving.Whether that is effective at addressing core pain points of wealthy car buyers is a topic for another day,but its apparent that its difficult to stand out when every competitor is marketing basically similar features.Rather than offe

36、ring wealthy car buyers with smarter vehicles,carmakers should provide wealthy car buyers with a car that gives them the opportunity to think quietly how to capture new opportunities brought forth by smart driving and other smartification features.The former is“all about me”centered on carmakers,whi

37、le the latter truly transforms the role of the carmaker where the philosophy of“everything centered on the customer”is truly appreciated and products are designed&developed based on user thinking;Pre-Purchase Desirefor Quietness by SocialStatus 2024End-User Sales and Growthof Wealthy Car Market in C

38、hinas PV Market 2014-2023(10,000 units)0%5%10%15%20%25%Blue CollarMiddle-ClassWealthy-20%-10%0%10%20%30%0204060801002014201520162017201820192020202120222023End-User SalesYoY GrowthMainstream QualityStreamlined&SportyRefined&StylishSmall&CuteOff-Road&MachoEconomy BlandSturdy&CommercialNoble&LuxuryGra

39、nd&High-EndAvant GardeClassic&RetroPremium BusinessCARSUVMPVCARSUVMPVCARSUVWealthyMiddle-ClassBlue CollarMPVQuietness Selling ZoneSource:TYRIBlue collar:RMB500K in annual incomeDesire for Quietness and Matching Product FootprintFrom an education level and city tier perspective,wealthy carbuyers with

40、 masters degrees and those that live in tier-1cities have higher desire for quietness,which proves againthat quietness selling should target wealthy car buyers whohave higher education levels and live in bigger citiesThe richer the car buyers are,the more they want to buy quieter cars,especially wea

41、lthy car buyers that have higher education levels and live in bigger cities:the higher their education levels,the more desire for quietness from car buyers,that desire from buyers with masters degrees reached nearly 17%in 2024.And if we further segment these buyers with masters degrees by income,the

42、 desire for quietness from wealthy car buyers with masters degrees reached 23%in 2024;the bigger the city they live in,the higher desire for quietness from car buyers:that desire reached nearly 15%for those that lived in the four tier-1 cities of Beijing,Shanghai,Guangzhou and Shenzhen.And if we fur

43、ther segment the car buyers living in tier-1 cities by income,wealthy car buyers from tier-1 cities had higher desire for quietness,at more than 22%in 2024;Over the past 10-20 years or so,it became pretty evident that more and more wealthy car buyers had higher education levels and lived in bigger c

44、ities:the share of buyers with masters degrees in Chinas wealthy car market rose from just 5.89%in 2014 to 24.88%in 2023,while the share of wealthy car buyers that lived in tier-1 cities rose from 20.76%in 2014 to 36.65%in 2023;At the end of the day,car buyers with high education levels and live in

45、large cities with high desire for quietness are essentially wealthy car buyers.And since more wealthy car buyers have higher education levels and live in bigger cities,it again proves the important and imminent nature of quietness selling from carmakers must be focused on the wealthy car market.Sour

46、ce:TYRIPre-PurchaseDesire for Quietnessby City Tier 2024Pre-PurchaseDesire forQuietness by EducationLevel 2024Desire forQuietness of Buyerswith MastersDegrees by SocialStatus 2024Desire for QuietnessFrom Buyers Livingin Tier-1 Cities bySocial Status 2024Distribution ofChinese WealthyCar Buyers by Ed

47、ucation Level2007-2023Distribution ofChinese WealthyCar Buyers by CityTier 2007-2023Tier 5Tier 4Tier 1New Tier 1Tier 3Tier 20%2%4%6%8%10%12%14%16%18%Middle School&BelowHigh School/VocationalJunior CollegeUndergraduateGraduate0%5%10%15%20%25%Blue CollarMiddle-ClassWealthy0%20%40%60%80%100%20072014202

48、30%4%8%12%16%Tier 5Tier 4Tier 3Tier 2New Tier 1Tier 10%5%10%15%20%25%Blue CollarMiddle-ClassWealthy0%20%40%60%80%100%200720142023Middle School&BelowHighSchool/VocationalUndergraduateJunior CollegeGraduateIn order to improve the efficiency of quietness selling towardwealthy car buyers,carmakers can f

49、urther focus on wealthymale car buyers that work in the legal,consulting and seniorexecutive management professionsThe richer the car buyers are,the more they want to buy quieter cars,especially wealthy male car buyers.In 2024 the desire for quietness from wealthy male car buyers was nearly 24%,much

50、 higher than that from wealthy female car buyers;Because the desire for quietness from wealthy male car buyers is stronger,it pushed higher the desire for quietness from those working in professions that are more likely to have wealthy male car buyers:in 2024 the desire for quietness from buyers tha

51、t worked in legal affairs reached 24.59%,the highest among the different professions.Designers and artists followed at nearly 22%,while consultants and analysts ranked third at almost 20%.Senior executives,media professionals,private entrepreneurs,science&researchers,civil servants and doctors follo

52、wed;A wealthy male car buyer-focused quietness selling doesnt mean giving up on wealthy female car buyers.Compared to male or female car buyers in general,wealthy male and female car buyers both have relatively stronger desire for quietness.Carmakers should target their quietness selling accordingly

53、 based on their own resource availability and product footprint.Source:TYRIPre-Purchase Desire forQuietness from Wealthy CarBuyers by Gender 2024Pre-Purchase Desire forQuietness by Gender 20240%5%10%15%20%25%Wealthy MaleWealthy Female0%5%10%15%20%25%MaleFemaleTop 10 Professions in Pre-PurchaseDesire

54、 for Quietness 20240%5%10%15%20%25%30%Lawyer,Legal AffairsDesigner,ArtistConsultant,Advisor,AnalystMiddle-ManagementMedia ProfessionalPrivate EntrepreneurTeacher,Science ResearchCivil ServantDoctorR&D,ProgrammerCentering on wealthy buyers desire for quietness,carmakers shouldfocus quietness selling

55、on premium business,Avant Garde,noble&luxury,grand&high-end and off-road&macho products which haveproportionately higher wealthy customersAt the end of the day,sales&marketing from carmakers has to be hinged on the product.Weve identified wealthy male buyers as ones with the strongest desire for qui

56、etness,now we need to identify specific products that can better cater to that desire;From a product attribute perspective,the top five in desire for quietness were premium business(22.29%),Avant Garde(20%),noble&luxury(19%),grand&high-end and off-road&macho;from a wealthy car buyer penetration by p

57、roduct attribute(based on end-user sales)perspective,the same product attributes were among the top 5 except they were in different orders.Noble&luxury led the way with a wealthy car buyer penetration of 35.18%,in other words,more than 35 out of every 100 owners of noble&luxury vehicles were wealthy

58、 car buyers;For these five types of products,not only are user desire for quietness strong,their wealthy car buyer penetrations were also quite high,so they naturally should be products where carmakers should focus quietness selling on if they want to attract wealthy car buyers.Desire for Quietness

59、byProduct Attribute 2024Wealthy Car Buyer Penetrationby Product Attribute 20230%10%20%30%Premium BusinessAvant GardeNoble&LuxuryGrand&High-EndOff-Road&MachoMainstream QualityStreamlined&SportyEconomy BlandClassic&RetroRefined&StylishSmall&CuteSturdy&Commercial0%20%40%Noble&LuxuryAvant GardePemium Bu

60、sinessGrand&High-EndOff-Road&MachoStreamlined&SportyMainstream QualityClassic&RetroRefined&StylishSmall&CuteSturdy&CommercialEconomy BlandSource:TYRIDesire for Quietness andMatching Product FootprintMainstream QualityStreamlined&SportyRefined&StylishSmall&CuteOff-Road&MachoEconomy BlandSturdy&Commer

61、cialNoble&LuxuryGrand&High-EndAvant GardeClassic&RetroPremium BusinessCARSUVMPVCARSUVMPVCARSUVWealthyMiddle-ClassBlue CollarMPVQuietnessSelling ZoneQuietnessSelling ZoneCentering on wealthy buyers desire for quietness,carmakersshould prioritize focus on quietness selling on energy-saving largeMPVs a

62、nd SUVs in terms of product type,class and energy sourceCombining these characteristics,we can conclude that large energy-saving MPVs and SUVs like the AITO M9,Denza D9 and Buick GL8 PHEV can better cater to customer desire on quietness,and these type of vehicles have proportionately higher share of

63、 wealthy car buyers.They naturally should be products where carmakers should focus quietness selling on if they want to attract wealthy car buyers.Besides product attributes,we can also dissect desire for quietness from a vehicle type perspective,buyers of MPVs have the strongest desire at nearly 16

64、%,followed by sports cars and SUVs.Buyers of cars have the least desire at only 11.32%;from a vehicle size/class perspective,the bigger the size of the vehicle,the more likely the desire for quietness from buyers:it was more than 18%for mid to large vehicles and nearly 20%for large vehicles;from an

65、energy type perspective,buyers of energy-saving vehicles had stronger desire for quietness:those of EREVs had a desire of more than 17%;Desire forQuietness byVehicle Type 2024Desire forQuietness by VehicleSize 2024Desire forQuietness by EnergyType 20240%2%4%6%8%10%12%14%16%18%CarSUVMPVSports Car0%5%

66、10%15%20%25%MicroSmallCompactMidsizeMid to LargeLarge0%5%10%15%20%ICEVHEVPHEVEREVBEVSource:TYRIDesire for Quietness and Matching Product FootprintQuietnessSelling ZoneQuietnessSelling ZoneMainstream QualityStreamlined&SportyRefined&StylishSmall&CuteOff-Road&MachoEconomy BlandSturdy&CommercialNoble&L

67、uxuryGrand&High-EndAvant GardeClassic&RetroPremium BusinessCARSUVMPVCARSUVMPVCARSUVWealthyMiddle-ClassBlue CollarMPVVOYAH,Li Auto and Denza that primarily sell SUVs/MPVs led therankings of desire for quietness in 2024,these Chinese brands arereshaping the traditional landscape of the wealthy car mar

68、ketVOYAH led all mainstream brands in desire for quietness at 26.75%thanks primarily to the premium business MPV Dream that account for most of the brands sales.In the first three quarters of 2024,more than 60%of VOYAH sales came from the Dream.There is still quite a lot of potential to be tapped fo

69、r the Dream compared to its core competitor the Buick GL8 family which offers various editions priced in different segments including the more luxurious Avenir and Century,and VOYAH can therefore deepen quietness selling on the Dream;Li Auto ranked second at 23.46%thanks mostly to its grand&high-end

70、 L series SUVs.In 2025,Li Auto will shift its strategic focus toward high-end family BEVs,we suggest it continue to tout their quietness selling points.Also in 2025,a huge number of the first batch of owners of locally-produced Teslas(2020)will be on the market to trade-in their cars for new ones or

71、 purchase additional vehicles,our research shows many of these Tesla owners are interested in buying Li Autos,this not only provides Li Auto with a golden opportunity to capitalize on its tireless efforts to move into high-end family BEVs,but also create new opportunities for Li Auto to continue to

72、expand sales of its L series large energy-saving vehicles;Denza ranked third at 22.89%thanks to the D9 which cater to both family and business needs and account for the majority of Denza sales.In the first three quarters of 2024,the D9 accounted for nearly 90%of Denza sales.Starting off with the all

73、-new large energy-saving SUV N9 toward the end of 2024,Denza could elevate to new highs in 2025 if it could focus on its quietness selling and effectively address desires from quality male car buyers.Once it appeals widely to wealthy male buyers,Denza can naturally tap opportunities from their wives

74、;Large energy-saving vehicles are exactly the core Achilles heel of foreign high-end brands like Porsche,Audi,Mercedes&BMW.In 2023,a few of the emerging Chinese high-end brands like Li Auto and Denza capitalized on that and moved into the top 20 rankings of mainstream brands in both wealthy car buye

75、r penetration and wealthy car market share,severely impacting the traditional landscape of Chinas wealthy car market dominated by those foreign high-end brands.Li Auto was the most evident,climbing to third in wealthy car market share rankings right on the heels of Mercedes&BMW.Li Auto is also one o

76、f the few that has consistently and meticulously come up with improved products and quietness selling promotional materials and marketing events,cultivating quietness into one of its core selling points despite the range extenders it has on all its L series vehicles that dont usually associate with

77、quietness.In 2024,AITO became a major challenger in the wealthy car market,and in 2025-2026,more emerging Chinese high-end brands like ZEEKR,AVATR and IM will launch large energy-saving vehicles targeted at wealthy male buyers.Based on what we know so far,large energy-saving vehicles Besides VOYAH,L

78、i Auto and Denza,a slew of emerging Chinese high-end brands that primarily sell large energy-saving vehicles like AITO,WEY,GAC Trumpchi and EXEED also appeared in the top 20 rankings of mainstream brands in desire for quietness;In 2024,VOYAH,Li Auto and Denza were the top 3 mainstream brands in term

79、s of pre-purchase desire for quietness,and all three brands are dominated by male buyers,in particular wealthy buyers that have strong desire for quietness,especially wealthy male buyers.All three brands mainly sell large energy-saving SUVs or MPVs with premium business,noble&luxury or grand&high-en

80、d products that better satisfy desire for quietness;will continue to be missing from foreign high-end brands like Porsche,Audi,Mercedes&BMW.Chinese brands that continue to solidify their high-end offensive over the next couple of years could completely overturn the traditional leading positions of f

81、oreign high-end brands in Chinas wealthy car market;Quietness used to be a core selling point of foreign high-end brands like Porsche,Audi,Mercedes and BMW.But foreign high-end brands especially European and American ones have been misdirected by electrification and smartification in recent years an

82、d their efforts and philosophies in electrification and smartification have been ineffective in addressing the needs of Chinese customers,leading to a mad scramble in tactics.Putting an emphasis on quietness at this point in time might not necessarily help the foreign high-end brands rebound,but at

83、least it will be conducive to them utilizing their traditional advantages and not make things worse;Land Rover and Fang Cheng Bao,the two brands that are all about off-road and macho styling,also appeared in the top 20 rankings in desire for quietness.The similarly positioned TANK was just outside t

84、he top 20 but appeared in both the top 20 mainstream brand rankings in wealthy car buyer penetration and wealthy car market share.This proves that quietness is also a key selling point for more distinctive brands to tackle the wealthy car market.Top 20 Mainstream Brands in Pre-PurchaseDesire for Qui

85、etness 202426.75%23.46%22.89%22.52%22.40%20.89%20.53%19.96%18.53%18.41%18.26%18.09%18.05%17.63%17.55%17.44%17.20%16.78%16.53%16.02%VOYAHLi AutoDenzaNIOLincolnLexusPorscheLand RoverAITOTeslaBMWWEYIMMercedesGAC TrumpchiZEEKRHongqiBuickEXEEDFang Cheng BaoSource:TYRIMainstream brands denote brands with

86、end-user sales of more than 10,000 units in H1 2024 andmore than 30,000 units in 2023The denominator of the penetration rate is the brand/model itself,while the numerator is the actualvalue of variable,this better reflects the conditions of the said brand/model,so we are not going todo horizontal co

87、mparison;market share denotes variable as a percentage of total industry volumeTop 20 Mainstream Brands in Wealthy Car Buyer Penetration 2023Top 20 Mainstream Brands in Wealthy Car Market Share 20230%20%40%60%PorscheLand RoverDenzaLi AutoMercedesNIOsmartTANKBMWVOYAHZEEKRTeslaLexusXpengAudiWEYIMCadil

88、lacHongqiBEIJING0%10%20%30%MercedesBMWLi AutoAudiTeslaToyotaDenzaNIOPorscheLand RoverHondaHongqiVWTANKBYDLexusCadillacXpengZEEKRBuickFrom 2025-2026,quietness selling will become the missing piece of the puzzle of carmakersnew round of high-end strategy centered on the large energy-saving product off

89、ensiveFollowing the launch of large energy-saving models like the Li L series,AITO M series,Denza D9,Buick GL8 PHEV,TANK 700 PHEV in 2023-2024 that soon took the market by storm,carmakers in China will continue to launch a slew of new large energy-saving vehicles in 2025-2026 to replicate the succes

90、s of these models.BYD is moving aggressively on this front with upcoming launches of large energy-saving vehicles like the Xia,Fang Cheng Bao 8,Tang L and Denza N9,and similar models are expected to be launched in its Ocean network;Core BYD competitors like Geely,Great Wall Motor and Chery are also

91、expected to launch many large energy-saving vehicles in 2025-2026,while NEV-only brands like Li Auto and NIO will continue to strengthen their large vehicle lineup.Foreign brands like Volkswagen and Buick will also accelerate the rollout of their large energy-saving vehicles;The period 2008-2012 rep

92、resented an era of the blossoming of all kinds of compact cars,the period 2013-2017 represented an era of blossoming of all kinds of SUVs,and the period 2024-2027 could become an era of the blossoming of all kinds of large energy-saving vehicles.For these large energy-saving vehicles to become hot s

93、ellers on the market,carmakers need to look deeper into quietness selling which could become the missing piece of the puzzle for them to attract wealthy car buyers.Desire for Quietness and Matching Product Footprint(BYD)Select New Large Vehicles Launching in 2025-2026Perfect for Quietness SellingMod

94、elBrandModelBrandTANKHavalBYDDenzaFang Cheng BaoYang WangZEEKRLYNK&COGeelyTang L/Ocean XX、Xia/Ocean XXN9Bao 8U9009 Hybrid、Large SUVLarge MPV、Large SUVLarge MPV、Large SUV800、900Large Energy-Saving VehicleJETOUREXEEDLi AutoNIOVWBuickLarge MPV、Large SUVT5Large MPV、Large SUV、Sports Cari series high-end

95、BEVES9Large Energy-Saving VehicleYang Wang U8Yang Wang U9Yang Wang U7Mainstream QualityStreamlined&SportyRefined&StylishSmall&CuteOff-Road&MachoEconomy BlandSturdy&CommercialNoble&LuxuryGrand&High-EndAvant GardeClassic&RetroPremium BusinessCARSUVMPVCARSUVMPVCARSUVWealthyMiddle-ClassBlue CollarMPVDen

96、za N9Tang L/OceanXia/OceanDenza D9QuietnessSelling ZoneFangChengBao 5Fang ChengBao 8Source:TYRIFrom 2024 to 2030,Chinas wealthy car market still have significantgrowth potential,carmakers must proactively cater to desire forquietness from both wealthy male and female car buyersThe expansion of enrol

97、lment in universities in China over the past 20+years has resulted in“knowl-edge”rapidly becoming a key factor in reshaping the distribution mechanism of power and wealth in Chinas society.Highly educated youth employed at high-tech companies such as Huawei,Tencent and Alibaba,especially those that

98、work in mid to high-level management,often have annual income in excess of RMB500,000.Not only is that income level higher than that of most peddlers,its also higher than that of some of the private entrepreneurs,making highly educated youth the newly rich of Chinas society.Over the past decade or s

99、o,new wealthy buyers composed primarily of highly educated post-80s and 90s rapidly emerged,and they will continue to be a major force shaping Chinas wealthy car market over the next 10-20 years.We predict that the share of wealthy car buyers in Chinas passenger vehicle market will reach 9%by 2030,a

100、n order of magnitude higher than the current share.As the number of wealthy car buyers continue to rise,carmakers must naturally shift their quietness selling toward more specific segments such as mainstream quality and streamlined&sporty vehicles;As the wealthy car market grows bigger,so will the w

101、ealthy female car market.Wealthy female car buyers have more desire for mainstream quality and streamlined&sporty products that present a blue ocean for quietness selling,giving carmakers more opportunities as they focus their quietness selling on wealthy car buyers.Share of Wealthy Car Buyers inChi

102、nas Passenger VehicleMarket 2014-2030Desire for Quietness byProduct Attribute 20240%2%4%6%8%10%201420162018202020222024E2026E2028E2030E0%10%20%30%Premium BusinessAvant GardeNoble&LuxuryGrand&High-EndOff-Road&MachoMainstream QualityStreamlined&SportyEconomy BlandClassic&RetroRefined&StylishSmall&Cute

103、Sturdy&CommercialDesire for Quietness and Matching Product FootprintQuietnessSelling ZoneQuietnessSelling ZoneQuietness Selling ExpansionQuietness Selling ExpansionMainstream QualityStreamlined&SportyRefined&StylishSmall&CuteOff-Road&MachoEconomy BlandSturdy&CommercialNoble&LuxuryGrand&High-EndAvant

104、 GardeClassic&RetroPremium BusinessCARSUVMPVCARSUVMPVCARSUVWealthyMiddle-ClassBlue CollarMPVSource:TYRIFrom 2024 to 2030,the middle-class car market will become themainstream car market in China,carmakers must also cater to desirefor quietness from middle-class car buyers in addition to that fromwea

105、lthy car buyersThe desire for quietness in Chinas car market in 2024 was 12.92%,rather low compared to desire for other purchase factors.But quietness selling has become a common sales&marketing tactic and casting a wide net of this tactic could render quietness selling useless;The desire for quietn

106、ess from wealthy car buyers in 2024 was 21.47%,twice that from blue collar car buyers.The rigorous development of the wealthy car market should make wealthy car buyers a key target for quietness selling from carmakers.In order to improve the efficiency of quietness selling,carmakers should focus mor

107、e on wealthy male car buyers and professions such as lawyers,consul-tants and senior management where there will likely be more wealthy men working.From a product perspective,carmakers should focus more quietness selling on products that have proportionately higher share of wealthy buyers like premi

108、um business,Avant Garde,noble&luxury,grand&high-end and off-road&macho,and on large energy-saving MPVs and SUVs;VOYAH,Li Auto and Denza were the top 3 mainstream brands in desire for quietness in 2024,and all three brands mainly sell large energy-saving SUVs or MPVs.Clearly Chinese brands with super

109、ior desire for quietness is significantly disrupting the traditional landscape of Chinas wealthy car market.From 2025 to 2026,quietness will be the missing piece of the puzzle for the new round of high-end strategy hinged on large energy-saving vehicle offensive from carmakers in China;Improving the

110、 quietness selling point starts with the battle for talent.Over the past 10 years or so,from the three-cylinder engine to range extenders,carmakers have cultivated countless quality talent specialized in NVH.From 2024 to 2030,quietness selling should address the desire for quietness from middle-clas

111、s car buyers in addition to wealthy female car buyers.From 2014 to 2023,end-users in Chinas middle-class car market grew from less than 5 million units to nearly 9 million units,with market share increasing from less than 30%to more than 40%.This market share is expected to top 60%by 2030,resulting

112、in the middle-class car market becoming Chinas biggest market outright,worthy of being called the“new golden market.”Addressing the middle-class car buyer opportunity is becoming a new area of focus for carmakers,and obviously they have the opportunity to capitalize through catering to desire for qu

113、ietness.Even a small portion of the middle-class car market would translate to signifi-cant sales volumes on par with the wealthy car market.If the wealthy car market is a key segment for carmakers to extract value in quietness,the middle-class car market is a core segment where carmakers can reap m

114、ajor benefits from the quietness value;Mainstream QualityStreamlined&SportyRefined&StylishSmall&CuteOff-Road&MachoEconomy BlandSturdy&CommercialNoble&LuxuryGrand&High-EndAvant GardeClassic&RetroPremium BusinessCARSUVMPVCARSUVMPVCARSUVWealthyMiddle-ClassBlue CollarMPVPre-Purchase Desire forQuietness

115、by SocialStatus 2024Share of Middle-Class Buyers inChinas Passenger VehicleMarket 2014-20300%5%10%15%20%25%Blue CollarMiddle ClassWealthy0%10%20%30%40%50%60%70%201420162018202020222024E2026E2028E2030ESource:TYRIDesire for Quietness and Matching Product FootprintQuietnessSelling ZoneQuietnessSelling

116、ZoneQuietness Selling ExpansionQuietness SellingExpansionThis report is produced by TengYi Research Institute.All text,pictures andtables are protected by relevant trademark and copyright laws.Some textand data are collected from public information and are therefore owned bythe original author(s);No

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118、ntent are permitted.Copyright DisclaimerCurrently TYRI does not publish reports for commercial purposes,we mainly helpempower customers like OEMs and dealers;TYRI prides itself on its rich data and the ability to speak the facts based on these data;Everyone has different views,therefore we welcome c

119、omments and feedback onour own views.Lets agree to disagree.TYRI positioning:non-commercial digital car market think tankTYRI mission:help Yiche customers better understand Chinascar marketCommunications(Media,etc.)Extract（Survey/Consulting/Association/Investment Banking）Target Audience（OEM/Dealer/I

120、nvestment）Traffic,Leads,Conversion,TransactionAd,Membership,Collection,ActivityReceive Basic InformationGain Core PerspectivesReport,Advisory,Suggestion,Diagnostics,SystemInfo,etc.ServiceFeeGain Trust&CustomersShare Knowledge&OpportunitiesShareKnowledge&OpportunitiesGain Trust&CustomersGain Trust&Cu

121、stomersShareKnowledge&OpportunitiesNew Species(non-commercial digital think tank)Pro:WideAudienceCon:Limitedin DepthNature:TrafficConversionEffect:BoostSalesPro:Complementary;Con:Cooperation LimitedNature:Communication of Views;Effect:Elevate InfluenceThe media&thepressarestrengtheningdataanalysisan

122、dindustry authority,as well as elevatingcooperation withOEMs.Caseinpoint:Yicheforming TYRI.Entities likeconsulting firmsarestrengtheningdata miningcapabilities andindustryauthority,andimprovingindustrycredibility andcustomerinfluence,likethe McKinseyQuarterlyValue：Guidancefor the massmedia:realize l

123、ong-term interaction;Cooperationforcommercial extraction:facilitate long-termcollaboration;Trust for customers:build long-termcooperationTraits:CommunicationsConsciousness,ExtractionCapability,Audience BaseAuto Industry Dialogue Tour Insights Clear as Blazing FireCore Topic:Creating a SegmentationSp

124、ecific EcosystemTime:December 2024-April 2025Target:primarily Yiche customersincluding OEMs,one on one discussionSignup on WeChat:yicheresearch(please provide name,position,company and cell phone#)-a New Book from TengYi Research Institutes Industry Analysis Series gives a deeper look into the past,

125、present and future evolution of Chinas car market centered on specific user segments,thereby empowering core components of carmakers including strategic planning,product optimization and sales&marketing.How to get your book:OEMs,dealers and Yiche customers shouldcontact their Yiche service personnel

126、Non-Yiche customers please contact TYRIdirectly(WeChat:yicheresearch)From December 2024 to April 2025,TYRI will kick off its 9 round of“Insights Clear as Blazing Fire”Auto Industry Trends&Analysis Dialogue Tour,covering the core topic of“creating a segmentation specific ecosystem”to help carmakers capitalize new opportunities presented by new market trends.thDemystifying Chinas Auto MarketDemystifying Chinas Auto Market(2024 Edition,Part II)Contact UsFollow UsWeChatJuns Market TalkBenya Shi，Industry AnalystMobile：188 0118 7009Mail：WeChat：yicheresearch