The problem of this thesis is that the investigation is tied to a country that is not fully explored to Volvo Car Corporation at the present time. Differences within culture and attitudes will be important for Volvo Car Corporation to be aware of. Will the new customers emphasize the importance of social or functional needs or do they care for the same attributes as the Swedish buyers do?

The purpose of this thesis is to investigate the consumer trends within interior design in the front row of the car among young potential car buyers in China. This will be done in order to gather information that can be interpreted and valuable for Volvo Cars future business decisions.

To fulfill the purpose of this theis a deductive approach have been implemented with theories that are drawn from previous research. The theories will be integrated with quantitative findings that the authors have received through a conducted Internet survey. The study was implemented on a group of Chinese students and were then compared to a sample of Swedish students. This was done in order to investigate the different tendencies for the two samples regarding the interior design within a car.

The findings shows that there are both similarities and differences between the two samples which dismiss the concept of a Global Teenager. The tendencies that the authors found through the conducted research shows that the hedonic and social factors are emphasised while the utilitarian needs seem to be accounted for as obvious in the majority of cases. The findings further states that there are no strong feelings concerning Roominess and Daily Life Usage. The liking of the smaller car do give a signal that roominess and storage is not of highest importance. These two concepts were not the most preferred interior attributes and were placed in the region from three to five in the ranking. The authors conclusion for Volvo Car Corporation is that the focus should lie on the aspect of a car that generates an emotional attachment to the customer.