Leiden University Student Repository

Maar, Rutger van der (2025)

The Rise of Chinese Car Brands: Understanding Dutch Consumer Motivations and Country-of-Origin Effects

Master thesis | Asian Studies (60 EC) (MA)

This master’s thesis examines why Dutch consumers purchase Chinese electric vehicles (EVs) and how perceptions of country-of-origin (COO) influence their decisions. Using expert interviews and a comprehensive media review, the study explores functional and emotional-social purchase motivations, such as affordability, technology, brand image, and retail experience. It also outlines how Chinese automakers have developed through state-led industrial policy and adapted their branding strategies to the European market. The research contributes to the literature on consumer behaviour and COO effects by providing a qualitative perspective on a rapidly evolving segment of the European car market.

Chinese car brands, Dutch consumers, electric vehicles, country-of-origin effects, consumer behaviour, qualitative research

Author

Maar, Rutger van der

Faculty

Faculty of Humanities

Specialisation

Politics, Society and Economy of Asia

Supervisors

Cwiertka, K.J.

ECTS Credits

15

Language

en