Bangkok--3 Dec--Nielsen
- 1 out of 2 of people attending Motor Expo expects a special price deal or premium goods
- Booth activities are significantly more important to non-Bangkokians
- 6% of Thai consumers are planning to purchase a new car with their year-end spending, while White is the most popular colour choice for future car for male and female
A recent Nielsen study on consumers’ automotive preference and their expectation over the upcoming Motor Expo reveals that 6% of Thais plan to spend their money on purchasing a new car at year end, and more than half anticipate a special price deal at the exposition.
According to the survey, one out of two Thais (51%) main expectation towards Motor Show are special price offerings and premium goods, while nearly half claim their focus are on seeing new innovation, new model, or limited edition vehicles.
In addition, booth activities (such as training, engine performance demonstration, or basic technique of car maintenance) are significantly more important to people who travel to the exposition from upcountry with more than half (51%) rating it as one of the main attractions they expect to see; whereas it appears to be less important to Bangkokians (36%).
“Despite a hunt for special deal being one of the main reasons Thais are visiting the Motor Expo, it is no longer the sole reason. We have observed a significant increase in consumers’ interest for automotive innovation and trainings provided at the booths,” saidSomwalee Limrachtamorn, Nielsen’s Director of Automotive Business. “Moreover, although we have observed a slight decline in participants’ intention to purchase a new car at the exposition, our survey indicates that 50 percent more Thai consumers compared to last year are planning to purchase a new car with their year-end spending budget, which indicates a positive sign for automotive dealers. We also observed a 20 percent increase in consumers’ intention to purchase automotive parts at the Motor Expo.”
The survey also indicates that despite Silver being the most popular colour amongst current automobiles in Thailand (18%), White is clearly the first choice for Thais’ future cars for both male and female, with close to four out of ten opting for the colour when considering a new purchase. Aside from White, Black and Gold remains equally popular amongst passenger vehicles, whereas Red and Silver reigns amongst pick-up trucks users.