Americans skeptical to buy Indian car brands: study

Asian car manufacturers like Mahindra, Tata and China's BYD automobiles are on a car launching spree, these auto manufacturers will be launching their automobiles in the US car market in coming months. However, a recent study suggests that the Americans do not show much inclination towards buying Chinese and Indian cars as they show the affinity towards the Korean models. The study by the name 'Barometer of Automotive awareness and Imagery' is believed to have been undertaken by a market research firm called Gfk Automotive. It is also reported to have found that it had taken 15 years for the American consumers to accept the Korean cars in the car market. It is believed that the Indian and the Chinese car makers, who are trying to make a mark in the US car market are failing to a certain extent, due to the lack of the brand awareness among the consumers.

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Barometer of Automotive awareness and Imagery study suggests that while 38% of the US consumers are able to adapt to a Chinese vehicle, only 30% are willing to opt for an Indian brand against the 95% acceptance of an American vehicle, 76% consideration for a German automobile, 75% for a Japanese brand and 49% willingness to accept a Korean vehicle. However, it was found that Gen Y consumers are more open towards opting for the Chinese and Indian brands marking 52% and 41% level of acceptance in each case as compared to a severe lack of interest in the new Generation consumers. The study reveals that the Chinese and Indian brands' effort towards improvement in quality, performance, safety and reliability is likely to make a difference from the American consumers' point of view to consider these brands. The Korean Automaker, Hyundai Motors was believed to trail behind in all those aspects initially and took 15 years to meet the standards to offer competitive range of products.

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The Chinese auto manufacturers BYD and Chery, and India's Mahindra and Mahindra have been weighing options to introduce their product portfolio in the American markets, only to face the disappointment and delay continuously. However, they conclude to say that the time will come for the above mentioned brands to make it to the American markets directly from the manufacturers, while for some, the time is ripe.