Perceived Quality of Chinese manufacturers
Discussion
Hi all,
I am currently doing a research project in my final year of university studies into the perceived quality of emerging Chinese automotive manufacturers in the UK market and the marketing required to improve this perceived image.
As part of the project I would love to do some research with knowledgeable enthusiasts to accompany other research I am doing and there seems like no better place than here!
I just basically wanted to get a discussion going on looking into firstly, what you associate Chinese car manufacturers with in general and what this is based on (personal experience, third party reviews etc) and then what would you say the main areas are which you would like to see changed to persuade you to ever consider purchasing one in the future.
Your opinions are all massively appreciated and will be fantastic in allowing me to produce a quality analysis of the situation.
Thanks in advance guys
I am currently doing a research project in my final year of university studies into the perceived quality of emerging Chinese automotive manufacturers in the UK market and the marketing required to improve this perceived image.
As part of the project I would love to do some research with knowledgeable enthusiasts to accompany other research I am doing and there seems like no better place than here!
I just basically wanted to get a discussion going on looking into firstly, what you associate Chinese car manufacturers with in general and what this is based on (personal experience, third party reviews etc) and then what would you say the main areas are which you would like to see changed to persuade you to ever consider purchasing one in the future.
Your opinions are all massively appreciated and will be fantastic in allowing me to produce a quality analysis of the situation.
Thanks in advance guys
The Chinese turned up in force at the recent Dubai motorshow. I must say that overall the quality was way ahead overall of what I had expected (based only upon sitting in many of the clean, unused, new models on display). I did feel that most of them felt a little flimsy however - similar maybe to Hyundai products of old. One of the companies (I forget which) was using 1.5 and 1.6 ltr Mitsubishi engines and gearboxes from the 1990's/2000's. In my experience these will run forever.
Overall I think the design and quality was OK, and I can see no reason why they would not do well in Europe as long as they carried an appropriate discount compared to established brands and as long as reliability over 3 to 5 years can be proven to be acceptable.
Personally I think that most people are savvy enough nowadays to be able to see through 'brand' and 'image' and so if I were a Chinese manufacturer, I would be bold in going aggressively at European markets, focusing on value and reliability. There is no shame in crediting/associating another manufacturer with involvement in your product - many people who bought into Skoda and helped revive it did it partly (I suspect) on the confidence that what they were buying had established (VAG) underpinnings.
Don't know if this helps.
Good luck!
Overall I think the design and quality was OK, and I can see no reason why they would not do well in Europe as long as they carried an appropriate discount compared to established brands and as long as reliability over 3 to 5 years can be proven to be acceptable.
Personally I think that most people are savvy enough nowadays to be able to see through 'brand' and 'image' and so if I were a Chinese manufacturer, I would be bold in going aggressively at European markets, focusing on value and reliability. There is no shame in crediting/associating another manufacturer with involvement in your product - many people who bought into Skoda and helped revive it did it partly (I suspect) on the confidence that what they were buying had established (VAG) underpinnings.
Don't know if this helps.
Good luck!
How do you define "Chinese manufacturers"? After all, the MG6 is essentially assembled in the Uk from parts made in China and shipped over in crates.
And let's not also forget that Volvo is Chinese - owned by Geeley I believe. I have no idea how much of the average Volvo is actually comprised of Chinese parts these days, even if the final car is bolted together in Sweden.
And let's not also forget that Volvo is Chinese - owned by Geeley I believe. I have no idea how much of the average Volvo is actually comprised of Chinese parts these days, even if the final car is bolted together in Sweden.
Hi Topstuff, I am essentially looking at 100% Chinese brands, emerging in the market whom either propose a future move to the UK or have recently launched here, for example the likes of Qoros and Great Wall Motors.
However I am also interested in how a business decision such as entering a market through a merger or acquisition like Geely have done has improved or changed in anyway the customers percieved opinion of the brand.
My personal opinion however which could very be proved wrong is that companies such as Geely are in essence trying to hide their Chinese roots when entering the UK market, as I am not entirely sure that people purchasing a Volvo know that the company is owned by a Chinese manufacturer. Why do they do this? Percieved image?
So by looking at 100% Chinese manufacturers I can look into how this percieved image (if it is an issue) can be improved so manufacturers can enter markets without taking indirect routes.
Any help/advice/opinions are massively appreciated guys
However I am also interested in how a business decision such as entering a market through a merger or acquisition like Geely have done has improved or changed in anyway the customers percieved opinion of the brand.
My personal opinion however which could very be proved wrong is that companies such as Geely are in essence trying to hide their Chinese roots when entering the UK market, as I am not entirely sure that people purchasing a Volvo know that the company is owned by a Chinese manufacturer. Why do they do this? Percieved image?
So by looking at 100% Chinese manufacturers I can look into how this percieved image (if it is an issue) can be improved so manufacturers can enter markets without taking indirect routes.
Any help/advice/opinions are massively appreciated guys
Why do students think it's fine to come on internet forums and get their work done for them? When I was a student we actually had to go and find things out for ourselves. Imagine young lad that you didn't have a computer for few days how would you find the information you want?
This will only turn into a MX5 discussion in the end anyway.
This will only turn into a MX5 discussion in the end anyway.
I see little reason why they can't be successful, they have the money behind them to recruit the best designers in the world and the best engineers - just like Red Bull in F1. They also have phenomenally cheap labour.
The only thing they don't have is a reputation, just look at the amount of people that go for German cars because of the badge. Reputation can be fixed though, just look at Skoda and the aforementioned Korean brands.
The only thing they don't have is a reputation, just look at the amount of people that go for German cars because of the badge. Reputation can be fixed though, just look at Skoda and the aforementioned Korean brands.
johnnnnnnyy said:
We went through the same thing with Korean cars, they used to be a laughing stock…now they have got the last laugh.
Exactly this.The Korean's have shown China the perfect route in my view.
They started off really cheep and have evolved rapidly, improving materials and design while slowly increasing their price. Now respected for their own image/design.
A great number of mainstream western manufacturers use Chinese components so really the end product quality is going to be a function of who designed it.
Geely fixed that by buying Volvo and Qoros fixed that by hiring experienced western talent. Roewe / MG fix it by hiring Ricardo. In fact, all the major consultants have a presence in China.
For products from these manufacturers it really comes down to how good the value they offer customers is. Whether people continue to buy them is a function of quality and reliability, easy to say and very difficult to economically execute.
Geely fixed that by buying Volvo and Qoros fixed that by hiring experienced western talent. Roewe / MG fix it by hiring Ricardo. In fact, all the major consultants have a presence in China.
For products from these manufacturers it really comes down to how good the value they offer customers is. Whether people continue to buy them is a function of quality and reliability, easy to say and very difficult to economically execute.
Edited by GavinPearson on Friday 29th November 11:17
Bizarrely, it appears that it is being suggested that you should make the research harder for yourself.
How do you know they haven't done it in a similar project before and understand that method well?
You're projecting your own thoughts onto this person, rather than actually thinking consciously about the situation.
Your personal case is irrelevant, this student is a different person, studying at a different time and in a different situation.
Are you suggesting that students shouldn't use all the resources available to them? This person obviously does have a computer available to them, so your point is completely irrelevant and not helpful.
Harji said:
Why do students think it's fine to come on internet forums and get their work done for them?
I didn't see any request for any forum member to compile the information, weed out the non-essentials and irrelevancies and create a comprehensive analysis of the topic. Also, it's a relevant topic.Harji said:
When I was a student we actually had to go and find things out for ourselves.
How do you know this person isn't already acquiring similar or supplementary information through non-computer-based methods? How do you know they haven't done it in a similar project before and understand that method well?
You're projecting your own thoughts onto this person, rather than actually thinking consciously about the situation.
Your personal case is irrelevant, this student is a different person, studying at a different time and in a different situation.
Harji said:
Imagine young lad that you didn't have a computer for few days how would you find the information you want?
Imagine the Earth turned into ice cream - what would we do?Are you suggesting that students shouldn't use all the resources available to them? This person obviously does have a computer available to them, so your point is completely irrelevant and not helpful.
so called said:
Exactly this.
The Korean's have shown China the perfect route in my view.
They started off really cheep and have evolved rapidly, improving materials and design while slowly increasing their price. Now respected for their own image/design.
Are they though the danger is that the traditional KIA buyer is a buyer of cheap new cars Citroen ocupied that slot for years with their permanent DFS style discounts and sales. KIA and Hyundai moved into that market and within the warranty period of their cars gone up meaning the owner of a Sorento or Sportage may now be looking at a Dacia Duster as their next car.The Korean's have shown China the perfect route in my view.
They started off really cheep and have evolved rapidly, improving materials and design while slowly increasing their price. Now respected for their own image/design.
Harji said:
Why do students think it's fine to come on internet forums and get their work done for them? When I was a student we actually had to go and find things out for ourselves. Imagine young lad that you didn't have a computer for few days how would you find the information you want?
This will only turn into a MX5 discussion in the end anyway.
Well now then mardy bum This will only turn into a MX5 discussion in the end anyway.
Engineer1 said:
Are they though the danger is that the traditional KIA buyer is a buyer of cheap new cars Citroen ocupied that slot for years with their permanent DFS style discounts and sales. KIA and Hyundai moved into that market and within the warranty period of their cars gone up meaning the owner of a Sorento or Sportage may now be looking at a Dacia Duster as their next car.
Indeed. I bought my mid-range i30 for £10k on the nose, brand new. It was either that or a used Focus or Astra. The i30 is now 4 years old, and similar spec new model i30 would set you back £16k. The new model has a weaker engine, too (100PS instead of 108PS from the 1.4 I have).Only thing about the i30, though is the quality of the trim. It's tough and hard wearing, but boy does it rattle, not helped by the stiff suspension. Suspension is knocky as well - they still don't have the mechanical refinement of an Astra or Focus, and certainly nowhere near that of a Golf. But it was 2/3 the price...
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