Automakers ‘rev up’ for youth market
Print Edition
Carmakers have “revved up” their wares at ChinaJoy, Asia’s biggest game fair, held in Shanghai, to woo young consumers and attract potential buyers.
GAC Motor released its new Empow models on Sunday night at its booth at ChinaJoy — the China Digital Entertainment Expo and Conference. It became the first brand to launch a new car at the fair.
The Empow cars, priced from less than 100,000 yuan (US$15,625), target young consumers. The release event consisted of cosplay, music and dance performances and was broadcast online.
Other carmakers BYD, SAIC, Great Wall and startup brands also set up booths or displayed cars.
“In-vehicle entertainment and interaction is partly similar to mobile games,” said Hou Mingjuan, global vice president of Qualcomm.
“More importantly, car brands coming to the game fair can find ways to communicate with people born after 1990.”
Car owners are becoming much younger in China. About 41 percent are now people born after 1990, and they like games and digital entertainment, researchers say.
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