Exploring Perceptions: Why Do Mexican Consumers Buy Chinese Cars?

Since the arrival of the second wave of Chinese automakers in Mexico in 2019, these manufacturers have rapidly gained traction, capturing approximately 10% of the market with over 25 brands by 2024 and becoming a significant force in the most in-demand segments of the automotive industry. This study delves into the complex motivations behind Mexican consumers’ preference for Chinese cars. Methods were employed to uncover not only conscious perceptions but also the unconscious reasons that drive consumers to choose Chinese brands over traditional “Western” alternatives. Our findings reveal that the decision-making process is heavily influenced by the dynamic interplay of complex perceptions and underlying motives, particularly novelty and price in the case of Chinese brands. Consumers do not just buy a car; they navigate a sophisticated framework of perceived attributes and hidden factors. Chinese light vehicle brands have a competitive advantage over “Western” brands: they appeal to a sense of novelty, but other attributes are valued in a motivational sense rather than in perception. Understanding these nuanced perceptual frameworks is crucial for strategic marketing and communication. By grasping how they are perceived, as well as the deeper, often subconscious, reasons for consumer behavior, culture, and strategic planning, both companies and brands (Chinese or “Western”) can develop more effective strategies to connect with their target market.