The client is a global automotive supplier. Headquartered in Europe, it operates in 30+ countries and has been in China for 20+ years. It supplies components and systems to Chinese brands like BYD, Geely, and SAIC, as well as international OEMs like BMW, Volkswagen, and Kia.
Despite being present in the Chinese market for years, the client faced a critical challenge: understanding how rapidly evolving Chinese consumer preferences were reshaping expectations for car interiors and mobility solutions.
The client reached out to Daxue Consulting to answer three key questions:
Daxue Consulting combined market context, industry expertise, and direct consumer insight to build a comprehensive understanding of the Chinese automotive landscape. It mainly leveraged the following methodologies:
Daxue Consulting conducted secondary research to understand consumer trends, supplier positioning, and competitive dynamics. It reviewed existing reports, articles, and other publications. This enabled Daxue Consulting to understand:
Daxue Consulting conducted a series of 10 to 15 in-depth interviews with industry insiders (e.g., Chinese EV brand executives, distributors, investors). These conversations provided direct perspectives on market dynamics, consumer needs, and emerging opportunities to capture:
Daxue Consulting conducted a series of four focus group discussions (segmented into four cities or four target groups) to explore attitudes, preferences, and motivations. These sessions allowed for in-depth exploration of actual consumer needs in a collaborative setting to uncover:
Daxue Consulting presented the findings in a report that included:
