Abstract: The brand value of China’s car industry is in the trend of dynamic changes. After controlling the product differentiation characteristics, foreign brands have significant premium over local brands, but the premium is decreasing year after year. Among the four major classes of brands of different countries, the European brands have significant premium, however, the premium is decreasing year after year; among the ten kinds of enterprise brands, six enterprises have significant brand premium, one has significant reduced brand price, while the other brands are not obvious. The relation between the model characteristics and prices is not the simple linear relation, but a U-shape relation. These research results will be helpful in helping us understand the adjustments made by the local enterprises on the development strategy of the proprietary brands.

Key words: car industry; proprietary brand; brand value; hedonic price