越野需求意味着更大的“老年人娱乐”车辆市场

Insights on Car PurchaseDecision – Off-Road (2025) TengYi Research Institute Authors Lijun Zhou Director/Chief Analystzhoulijun1@yiche.com Ying Gao Industry Analystgaoying1@yiche.com Industry Analystshibenya@yiche.com Desire for off-road: buyer preference on vehicle’s ability totraverse, breakaway or wade during complex road conditionssuch as mountain, snow and desert driving Over the past two decades or so, Chinese people’s livelihood improved dramatically and Chinesefamilies’ use of cars on a daily basis has been popularized. That meant that more and more buyerspurchased vehicles because they wanted to “go out and have fun,” and many of these buyers haddesire to go on long road trips or off-road adventures. Driving along China’s frontier for a few monthsand catching a glimpse of all that beauty along the way over thousands of square km of land is along-cherished wish of many Chinese people; In May and June, a retired veteran cadre in Shanghai on the coast of the East China Sea drives aTANK 500 through the hazy Wuyi Mountains, Nanling and other hilly areas, zooms onto theYunnan-Guizhou Plateau, hastily returns to his former educated youth to the countryside location, anddrank a bowl of hot Yunnan cross-bridge rice noodles at the home of children of his love who he hadthe heart to abandon. While Humming “The Moon Represents My Heart”, he traverses through thepotholed Hengduan Mountains and climbed the Qinghai-Tibet Plateau, the roof of the world. Whilecrossing the icy and snowy Kunlun Mountains, he takes a detour to the Galwan Valley and lit a fewcigarettes for the young heroes. After crossing a large desert area, he finally sees Tarim River and hisold colleagues who had prioritized aiding Xinjiang over marriage and waiting for him for a long time bythe oil well. The brothers lit a bonfire, cut the watermelon, and sing old songs until they get tired fromwhich point he continues eastward towards the rising sun. On the Inner Mongolia Plateau, he steps onthe gas pedal and zooms past the Helan Mountain, Yin Mountain, Yan Mountain and Daxing’anMountains until he reaches China’s northernmost point of Mohe. It’s early September, the Daohu-axiang No. 2 rice he reserved ripe at the perfect time, and he picks up a few hundreds of pounds, andblast through the three plains all the way south to Shanghai, and parks his car in the premium car washnear Tomson Yipin;The Moon Represents My Heart Based on mainstream categorization of relevant off-road use case scenarios, we define desire foroff-road as buyer preference on vehicles’ performance capabilities such as the ability to traverse,breakaway or wade during complex road conditions such as mountain, snow and desert driving; This report is mainly based on online research from TYRI with more than 70,000 data samples in 2024and references TengYi Big Data and TYRI offline research data. Desire for Off-Road Schematic The desire for off-road in China’s car market in 2024 reached9.92%, and that desire is stronger from middle-aged to elderlybuyers, the rise of the elderly car market is cultivating a new“elderly fun” vehicle market More and more users now have that “buy a car and go out for fun” thinking. In 2024, the desire foroff-road in China’s car market was 9.92%. Once this passes 10%, the desire for off-road should besomething that mainstream carmakers attach great importance to; Right now, many may think that fun loving young buyers brimming with energy have stronger desire foroff-road, but research proves otherwise: elderly users with poorer physical fitness actually like to road tripmore. In 2024, the desire for off-road from elderly buyers topped 15%, but less than 9.5% from youthbuyers. Carmakers should not ignore elderly buyers who love to road trip. The elderly car market in factrose rapidly in recent years, with end-user sales growing from over 1.5 million units in 2022 to over 2million units in 2023 and to over 2.8 million units in 2024, accounting for nearly 12% of the car market. Therapid growth of the elderly car market and the strong desire for off-road from elderly buyers together arecultivating a new “elderly fun” vehicle market; As of early 2025, many carmakers have put in significant efforts to better understand the off-roadopportunity but largely ignored the elderly buyer opportunity. Given the current momentum, once the new“elderly fun” vehicle market takes off, many carmakers will be at a loss because they lack relevantstrategies in place or need to correct their existing off-road vehicle footprint. Pre-Purchase Desire for Off-Road inChina’s PV Market 2024 End-User Sales and MarketShare of China’s Elderly CarMarket 2014-2024 (10,000 units) Pre-Purchase Desirefor Off-Road byAge Group 2024 New “elderly fun” vehicle market is dominated by retiredveteran cadres, unlike grandpa farmers that dominate thetraditional ”elderly fun” vehicle market Carmakers have largely avoided the traditional “elderly fun” vehicle market because this particul