As a wave of new models from Chinese and Indian auto manufacturers, including BYD, Mahindra and Tata, are poised to debut in the United States in the coming months, researchers from GfK Automotive found that significant barriers exist for these automakers to gain market share among American consumers.
GfK's Barometer of Automotive Awareness and Imagery Study found that Chinese and Indian automakers could face a similar purchase consideration curve to Korean vehicles when they launched in the US In that case, it took more than 15 years for consumers to significantly increase their consideration to purchase Korean vehicles.
GfK's study found that approximately one-third of consumers intending to purchase a vehicle are open to a Chinese (38%) or Indian (30%) manufacturer, compared to 95% of consumers open to purchasing from a US automaker.
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