Consumer Preferences and Market Entry Strategies for Chinese New Energy Vehicles in Emerging Markets: A Choice Experiment from ASEAN Countries

The transition toward electric mobility has increased the relevance of Chinese new energy vehicles (NEVs) in ASEAN markets. However, consumer trade-offs involving vehicle attributes and brand origin require further examination across these diverse markets. This study uses a discrete choice experiment conducted in Thailand, Indonesia, Malaysia, Vietnam, and the Philippines. The target sample was 1250 respondents, and the analysis includes 1187 valid responses retained after data cleaning. Multinomial logit (MNL) and mixed logit (MXL) models indicate preferences for lower prices, longer driving ranges, more extensive public charging availability, comprehensive after-sales service, and purchase incentives. The largest estimated willingness-to-pay contrast is for extensive versus limited charging infrastructure (USD 21,035); the estimated premium for Japanese over Chinese brand origin is USD 9867. Within the pooled estimates, Japanese brand origin has the highest estimated utility, followed by Korean and Chinese origins. Country-specific models are interpreted descriptively because differences in coefficient magnitudes may reflect both preference and scale differences. A latent-class analysis identifies three consumer segments: price-sensitive (42.3%), brand-conscious (31.5%), and technology-seekers (26.2%). The findings inform product positioning within the attributes evaluated in the experiment. Broader market-entry and policy considerations are distinguished from conclusions directly supported by the DCE.