Over the coming years, Audi, Mercedes & BMW are all looking at selling 1 million vehicles in China annually. What drives these ambition? What do VW, Toyota & Honda have as they fight for leadership? What do Chang’an, Geely & GWM have as they compete for the sales crown among Chinese brands? How can smart EV startups like NIO, Li Auto & Xpeng elevate sales to the next level? Many carmakers talk of a strategy to win and retain existing customers, but how do we measure this specific market, compete in it and come out on top?

       These questions involve the concept  of existing owners and their loyalty. This report tries to systematically explain the battle on existing owners based on YRI’s 2020 China PV Owner Loyal-ty index.