Premium Audio Matters
Do premium audio systems matter when it comes to vehicle purchase intentions?
At least that’s what’s indicated in a study conducted by IHS Automotive, which shows that 95% of respondents—and these included more than 4,000 vehicle owners who plan to get a new vehicle within the next 36 months, so they’re not just people thinking idly—indicate that they want a brand name car auto system in their next vehicle, and 70% of them say that the particular brand name is influential in their decision-making process for that new set of wheels.
Notice the level of brand-awareness among the Chinese.
These people are from four key markets: the U.S., China, U.K., and Germany.
The study also reveals that there are two brands that really resonate with the audio-oriented, car-buying public: Bose and Sony.
Bose is the preferred brand in all of the surveyed countries other than China. China is where Sony is the dominant choice.
Notably, there is good brand loyalty among most of those surveyed, with people sticking with their previous choice of brand.
And this “premium” aspect results in some non-trivial spending.
Respondents in the U.S., the U.K. and Germany say that they’d spend, on average, between $2,224 and $2,841 on a premium system.
In China, the number is even higher: $3,174. (Which ought to make the people at Sony happy.)
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