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Joachim Becker and Felix Reek
The customers of Audi, BMW and Mercedes are actually brand loyal. A new study by the management consultancy Berylls is all the more surprising: around 20 percent of those surveyed could in principle imagine switching to a Chinese luxury brand. China and upper class? Recently, Nio’s top model, the ET7 sedan, also won the prestigious “Golden Steering Wheel” car award in the “Mid-size and luxury class” category. What’s going on there?