China’s passenger car market has entered the adjustment period，and the number of additional and replacement consumers is gradually increasing. At the same time，consumers will be more rational in purchasing cars and pay more attention to brands. Therefore，Chinese brand passenger cars still need to achieve brand breakthrough. In this paper，through the purchase of new cars，replacement of old cars and second-hand car transactions，this paper studies the behavior and habits of consumers in the market，and uses scientific methods such as consumer research and actual data analysis to comprehensively and carefully analyze the behavior characteristics of Chinese brand passenger car consumers such as crowd preference. The post-80s generation is the main force in the consumption of new energy vehicles；the consumption upgrading of exchange customers is reflected in the all-round upgrading of brand and product level；consumers’ acceptance of second-hand cars is increasing day by day.