Recent trips to Asia, and two motorshows in particular, highlight the explosion of Asian interest in exploring the great outdoors and in particular camping
It’s interesting to note that, while the last two decades have been dominated by headlines about Asian (specifically China’s) urbanisation, the latest trends we’ve seen at shows illustrate that Asian customers are going big on the great outdoors.
In Seoul, we noticed that stands from Volvo, Chevrolet and Hyundai were festooned with large, camping-orientated sections – these brands’ more rugged, practical cars being displayed as the ideal fillip to your camping weekend in the country.
In Shanghai, things stepped up a level. We noticed several Chinese brands, plus the likes of Mazda, once again making a great play of camping. Campers such as this Mercedes, had long queues of people waiting for a peek inside!
Something that, on the face of it, might seem like a fairly small-time trend could have much greater significance than at first meets the eye.
Trends such as this desire to go camping, are likely to have a great impact on the types of cars Asian consumers want to buy. Let’s not forget that it was the desire of consumers to illustrate the quality of their ‘outdoor lifestyle’ that drove a lot of the SUV boom in America and Europe.