Beijing Auto Show
Beijing, China 2024
Report of Design Trends
“New Era and New Cars”
Driving to Smart Mobility
With the theme of “New era and new cars”, the 18th Beijing International Automobile Exhibition 2024 (referred to as the 2024 Beijing Auto Show) was successfully closed in Shunyi Hall of Beijing China International Exhibition Center on May 4, 2024, with a total exhibition area of 220,000 square meters. During the 10-day period, the Shunyi Hall and Chaoyang Hall of the China International Exhibition Center attracted 892,000 visitors.
The 2024 Beijing Auto Show has attracted well-known domestic and foreign auto brands to participate in the exhibition with new products and high specifications. This exhibition exhibits a complete range of brands and continues to maintain the world’s leading. The exhibition exhibited 117 units of global debut vehicles (including 30 units of global debut vehicles of multinational companies), 41 units of concept vehicles and 278 new energy models.
Key Takeaways
- Chinese car brands have officially become the protagonist of the auto show – nearly 60% of Chinese brands occupy the Center position of the auto show, which is the witness of the rise of Chinese brands, but also the highlight of Chinese brands.
- The “local Chinese OEM top leaders” compete to be the top of the stream.
- Global car companies have also appeared in the auto show. Executives from BMW, Porsche, General Motors, Toyota, Hyundai, Kia and other car companies gathered to discuss the future development and opportunities of the Chinese market.
- Nappa Leathers, as a premium material, are used in affordable cars to cater Chinese Consumer.
Perforation: Check + Logo + Gradient Geometric
ChangAn QiYuan, BYD Bao 5, Leap Mortor C01 and BYD Yuan Up have a checked perforations which adding a fabric touch and living room ambiance to the interior.
Hongqi HS3 and Lotus Emeya have the perforation desgin combined with Logos to convey their brand identity and a sense of luxury.
BYD Yuan Up
Changan-Qiyuan A07
Lotus Emira
Lexus RX
BYD Fang Cheng Bao 5
Leap Motor C01
Hongqi HS3 PHEV
Alvita 11
Background and Objectives
Pangea carried out the 2020 Automotive Leather Study to collect crucial insights about consumers’ knowledge, preference, and perception on surface materials of car seats.
Research Objectives
- To understand whether consumers really know what surface material (leather or synthetic) it is.
- To find out what surface material the consumers is preferring.
- To explore the price premium for leather upgraded from synthetic.
- To discover the interaction between consumers and dealers.
- To obtain the design category preference from consumers.
Methodology
- Quantitative: Online Panel
- FW period: 2nd to 16thJuly 2020;
- Coverage: U.S. Nationwide
Vehicles Sample Coverage
Example Models of Eligible Vehicles
U.S Market
Mainstream Mid-Size Sedan
- Hona Accord
- Nissan Altima
- Ford Fusion
- Chevrolet Malibu
- Kia Optima
Mainstream Compact SUV
- Hona CR-V
- Chevorlet Equinox
- Nissan Rogue
- Subaru Forester
- Ford Escape
Mainstream Compact SUV
- Jeep Grand Cherokee
- Ford Edge
- Subaru Outback
- Hona Pilot
- Chevorlet Blazer
Minivan
- Toyota Sienna
- Dodge Grand Caravan
Luxury Mid-Size Sedan
- Lexus ES
- MB E-Class/ CLS-Class
- BMW 5 Series
- Audi A6
- Lincoln MKZ
Luxury Compact SUV
- Lexus NX
- Cadilac XT4
- Lincoln MKC/Corsair
- MB GLA-Class
- BMW X1/Audi Q3
Luxury Midsize SUV
- MB GLC-Class/ LExus Rx
- Audi Q5
- Volvo XC60
- Cadilac XT5
- Infiniti QX50/BMW X3
Pickup
- Ford F-150/ Ranger / Ram 1500
- Chevrolet Silverado/ Colorado
- Toyota Tacoma/ Tundra
Surface Mateial Preference
52% of conumers prefer leather as a surface material due to leather’s softness and comfort 59%.
59% of consumers also deem leather as easy to clean and maintenance.
Purchase Consideration
When purchasing a car, consumers in U.S. considered Seats more than Roominess and Features. Seat Comfort 70% is the top consideration, followed by Surface Material 61% and Seat Design 60%.
Interior Description
Comfortability is the best preference description for consumers’ ideal car interior. Followed by Luxury and Simplicity.
Next Car Seating Material
82% of consumers would likely purchase Leather Seats for their next car.
Next Car Seating Material – Actual
In their next car purchase, the likeness for leather is higher than any other surface material.
Necessary to Equip Leather Seat
Consumers deem higher segments more necessary to equip leather seats, especially for luxury brand. Consumers think if the car price is above USD 39.8K then it is necessary to have leather seats.
Satisfaction for Current Surface Material – Perceived
Overall satisfaction of Leather is the highest. Leather performs best in material quality.
Surface Material Recognition
64% of consumers can recognize their surface material correctly. 33% of Synthetic owners perceived the material as Leather.
Awareness about the Naming
Nearly half of consumers assume these synthetic materials are leather.
Definition for Leather Seat
74% consumers were aware of the truth that Leather Seats were not fully covered by leather. A so-called leather seat should be covered by leather from at least 69% of their perspective.
Definition for Leather Seat
Areas which contact the human body (Backrest and Middle Cushion) are highly necessary to be covered by leather.
Know and Confirm the Surface Material
32% of consumers know the material at the beginning of their purchase from the Internet, OEM official website, social media, or auto info websites.
Consumers’ Reaction after Discovering Not Leather
33% of synthetic owners discovered their seats are not leather (previously deemed as originally equipped leather). 7% of consumers would definitely leave the brand and 58% would probably consider other brands more for their next car.
Expectations on Seat Introduction
75% of dealers introduced clearly about the seat surface materials. 16% of introductions were not clear. Consumers hope dealers tell them more professional information and if it is synthetic or leather.
Consumers’ Feeling after Discovering Not Leather
43% of consumers prefer to purchase the cars with a clear introduction. Less than 20% consumers have a little emotions but no choices 32%.
