For international automakers in China's super-competitive market, the best way to win market share is through focusing on craftsmanship of interiors rather than engineering quality, according to a new study conducted by Visteon Corp.

 

Differences in standards between automakers have narrowed over the past decade to a degree where engineering quality is no longer a product differentiator, says Renee He, citing surveys from J.D. Power and Associates.

 

He is an electronics product marketing manager at Visteon's Asia Pacific corporate office in Shanghai. "Interiors have become the key factor influencing Chinese consumers' vehicle purchase decisions," she concludes.

 

What's more, with more automakers using global platforms for new product development, the best way to localize vehicles to the needs of Chinese consumers is to do the interiors right, she adds.

 

Visteon's study is part of a global initiative to evaluate consumer preferences. It encompasses the five most popular car segments in China: small cars, family cars, near-luxury cars, multi-purpose vehicles and SUVs.

 

The study indicates that Chinese consumers are becoming more discerning in their expectations of interior craftsmanship and have different preferences to those of North American or European consumers.

 

For example, Chinese consumers prefer light-colored interiors while car drivers in North America and Europe like dark colors, says Thomas Li, Visteon Asia Pacific senior marketing manager.

 

Also, cars in China are mostly bought for family use, consumers pay much more attention to the craftsmanship of the rear-seating compartment.

 

Another of the study's findings was that consumers' tastes vary across vehicle segments.

 

"Real leather and wood interiors are not appropriate for small cars," says Li. "In small cars, consumers would think these materials were fake."