易车研究院：大空间比智能化更能吸（英）

Insights on PurchaseDecision – Space (2024)Yiche Research InstituteBoomers Prefer SpaceOver Smartification AuthorsDirector/Chief Analystzhoulijun1@yiche.comIndustry Analystgaoying1@yiche.comIndustry Analystshibenya@yiche.comLijun ZhouYing GaoBenya ShiVisual Designerzhangqiang9@yiche.comQiang ZhangVehicle Interior space has long been an important area of research for carmakers globally because it’s the most perceptive after styling when customers look at a vehicle. How spacious a vehicle is often plays a significant role in the purchase decision process. In China in particular, car buyers and carmak-ers are even more sensitive to space because of several reasons. First, the mass scale popularization of the country’s car market took a very short time, just over 20 years from 2020 to 2024, therefore there is more attention on perceptive selling points like space; second, the car market is dominated by family users who care more about space; third, the electrification and smartification of the industry over recent years has resulted in new selling points centered on space. Based on these factors, YRI has come up with this report on purchase decision with respect to space, aiming to provide additional reference for our customers including carmakers and dealers; Right now, space is primarily defined via three dimensions: size, layout and functionality: a segmenta-tion based on vehicle size such as specific dimensional specs like length, width, height and wheelbase resulting in classes such as micro, small, compact, midsize, mid to large and large has become a core standard among carmakers for product definition; a segmentation based on spatial layout such as specific locations of driver cabin, passenger space and trunk resulting in vehicle types such as sedans, hatchbacks, crossovers, SUVs and MPVs has also become a core product definition standard; and last but not least, a segmentation based on spatial functionality such as specific use case scenarios like mobility enabling, road trip, work commute and off-roading resulting in vehicle types such as mobility enablers, nanny cars and off-roaders has become an additional core product definition standard. Unlike hot new trends like electrification and smartification, space seems to be a boring concept, but nevertheless remains a critical element when it comes to product definition at carmakers; YRI, based on the perspective of the user and mainstream segmentations, has defined the desire for space as buyer preference on spatial needs for functionality modules such as driving, riding, storage, resting, entertainment and interaction during the buying process; The research data presented in this report is primarily based on YRI online research with a sample size of more than 50,000 in the first three quarters of 2024, as well as Yiche Big Data and YRI offline research data for reference.Desire for space: buyer preference on the size, layout and functionality of space needed for driving, riding, storage, res