2022全球汽车消费研究.pdf

2022 Global Automotive Consumer StudyKey findings:Global focus countriesJanuary 20222022 Global Automotive Consumer Study|Key findings:Global focus countries2To learn more about the Global Automotive Consumer Study,visit 2022 Global Automotive Consumer Study|Key findings:Global focus countries22022 Global Automotive Consumer Study|Key findings:Global focus countries3For over a decade,Deloitte has been exploring automotive consumer trends impacting a rapidly evolving global mobility ecosystem.Key insights from our Global Automotive Consumer Study over the years:The Global Automotive Consumer Study informs Deloittes point of view on the evolution of mobility,smart cities,connectivity,transportation,and other issues surrounding the movement of people and goods.Overall value ranked as the primary factor when evaluating brands2010“Cockpit technology”and the shopping experienceled differentiators2011Interest in full autonomy grows,but consumers want a track record of safety2017Consumers in many global markets continue to move away from internal combustion engines(ICE)2018Consumers“pump the brakes”on interest in autonomous vehicles2019Questions remain regarding consumers willingness to pay for advanced technologies2020Online sales gaining traction,but majority of consumers still want in-person purchase experience2021Interest in hybrids driven by cost and convenience,while interest in connectivity centers on safety2012Shared mobility emerges as an alternative to owning a vehicle20142022 Global Automotive Consumer Study|Key findings:Global focus countries42022 Deloitte Global Automotive Consumer StudyFrom September through October 2021,Deloitte surveyed more than 26,000 consumers in 25 countries to explore opinions regarding a variety of critical issues impacting the automotive sector,including the development of advanced technologies.The overall goal of this annual study is to answer important questions that can help companies prioritize and better position their business strategies and investments.Shared mobility services like ride-hailing and car sharing have been slow to return to their prepandemic pace of growth as people prefer using personal vehicles to satisfy their transportation requirements.Personal vehicles continue as the preferred mode of transportationMost consumers would still prefer to purchase a vehicle at an authorized dealership.However,a perception of increased convenience and ease of use will likely support continued growth of virtual purchase processes.In-person purchase experience still preferred by manyConsumer interest in electrified vehicles(EVs)centers on the perception of lower fuel costs,environmental consciousness,and a better driving experience.However,driving range and lack of available charging infrastructure remain barriers to adoption.Interest in EVs driven by lower running costs and better experienceA majority of consumers are unwilling to pay more for advanced technologies in most global markets as they have been trained to expect new vehicle features as a cost of doing business for brands looking to differentiate themselves from their competitors.Willingness to pay for advanced tech remains limited2022 Global Automotive Consumer Study|Key findings:Global focus countries5Advanced technologies and vehicle connectivityConsumer willingness to pay for advanced technologies,including alternative powertrains and vehicle connectivity,is limited in most global markets.Percentage of consumers that are unwilling to pay more than US$5001 for a vehicle with advanced technologies(including people that would not pay any more)Note:Did not consider“dont know”responses.Southeast Asia region comprises Indonesia,Malaysia,Philippines,Singapore,Thailand,and Vietnam markets.IDR 5 million/MYR 2,000/25,000 Php/SGD 500/15,000 Thai baht/10 million VND.1 Calculated for each country in local market currency(roughly equivalent to$US500).Q3.How much more would you be willing to pay for a vehicle that had each of the technologies listed below?Sample size:China=1,016;Germany=1,401;India=989;Japan=880;Republic of Korea=961;Southeast Asia=5,070;US=960Advanced technology categoryUSGermanyJapanRep.of KoreaChinaIndiaSoutheast AsiaSafety56%70%66%58%31%48%59%Connectivity65%77%83%72%39%48%65%Infotainment69%82%86%78%39%57%72%Autonomy61%69%56%42%31%37%48%Alternative engine solutions53%56%57%41%31%35%46%Unwilling to pay more than$50040050,000500,0002,50025,000Local currencies2022 Global Automotive Consumer Study|Key findings:Global focus countries6Depending on the market,consumers will share personal data in exchange for less congested and safer routes,and vehicle health reporting/lower maintenance costs.Interest(somewhat/very interested)in a connected vehicle if it provides benefits related toQ34.How interested are you in the following benefits of a connected vehicle if it meant sharing your own personal data and vehicle/operational data with the manufacturer or a third party?Sample size:China=888;Germany=1,303;India=910;Japan=695;Republic of Korea=899;Southeast Asia=5,249;US=974USGermanyJapanRep.of KoreaChinaIndiaSoutheast AsiaUpdates regarding traffic congestion and suggested alternate routes58%55%70%79%81%83%78%Suggestions regarding safer routes (i.e.,avoid unpaved roads)58%41%69%69%80%82%76%Updates to improve road safety and prevent potential collisions56%51%72%76%81%83%81%Customized/optimized vehicle insurance plan48%38%51%59%75%82%72%Maintenance updates and vehicle health reporting59%54%63%69%79%84%80%Maintenance cost forecasts based on your driving habits51%44%54%61%79%81%74%Customized suggestions regarding ways to minimize service expenses51%45%63%76%81%82%75%Over-the-air vehicle software updates50%53%51%66%73%77%65%Access to nearby parking(i.e.,availability,booking,and payment)47%46%56%64%79%80%72%Special offers regarding non-automotive products and services related to your journey or destination40%29%43%55%77%75%62%Receiving a discount for access to a Wi-Fi connection in your vehicle46%35%55%62%75%77%69%Top three interests2022 Global Automotive Consumer Study|Key findings:Global focus countries7FactorsUSGermanyJapanRep.of KoreaChinaIndiaSoutheast AsiaConcern about climate change/reduced emissions2122112Concern about personal health6457345Lower fuel costs1211421Less maintenance4773654Better driving experience3534233Government incentives/stimulus programs5345766Potential for extra taxes/levies applied to internal combustion vehicles7666577Vehicle electrificationConsumer interest in BEVs is highest in South Korea,China,and Germany while Japanese consumers prefer HEVs.ICE still dominates future intentions in the US.Consumer powertrain preferences for their next vehicleNote:“Other”includes engine types such as compressed natural gas,ethanol,and hydrogen fuel cells;did not consider“dont know”responses.Q25.What type of engine would you prefer in your next vehicle?Sample size:China=881;Germany=1,150;India=895;Japan=608;Republic of Korea=843;Southeast Asia=5,070;US=918Battery electric vehicle(BEV)OtherHybrid electric(HEV)Plug-in hybrid electric(PHEV)Gasoline/diesel(ICE)37%39%49%58%58%66%69%24%37%18%21%17%15%17%11%11%12%10%6%11%5%23%11%15%5%17%5%5%5%2%6%6%2%3%4%Rep.of KoreaJapanGermanyIndiaChinaSoutheast AsiaUS7For the most part,people are drawn to an EV because of an expectation of lower fuel costs,or they are concerned about climate change and want to reduce emissions.Factors that impact the decision to acquire an electrified vehicleQ26.Please rank the following factors in terms of their impact on your decision to acquire an electrified vehicle(highest to lowest).Sample size:China=360;India=331;Germany=513;Japan=361;Republic of Korea=482;Southeast Asia=1,568;US=250 Top concern2022 Global Automotive Consumer Study|Key findings:Global focus countries8Most people in Japan,India,and the US plan to charge their PHEV/BEVs at home,while demand for public charging is high in South Korea and the SEA region.Location people expect to charge their electrified vehicle most oftenAmong those who plan to charge their PHEV/BEV at home,consumers in India,China,and the SEA region plan to use both regular grid and renewable power.Source of power consumers intend to use to charge electric vehiclesQ27.Where do you expect to charge your electrified vehicle most often?Sample size:China=209;Germany=307;India=143;Japan=133;Republic of Korea=284;Southeast Asia=784;US=91Q28.How do you intend to charge your electrified vehicle at home?Sample size:China=137;Germany=216;India=108;Japan=101;Republic of Korea=154;Southeast Asia=482;US=68WorkOn-street/public charging stationHome76%76%75%70%66%62%54%1%9%14%13%10%9%8%23%15%11%17%24%29%38%JapanIndiaUSGermanyChinaSoutheast AsiaRep.of KoreaAlternative power source(e.g.,solar)BothDont knowRegular power grid79%66%55%52%52%47%39%2%9%13%4%17%7%14%14%15%22%44%23%43%47%5%10%10%8%3%Rep.of KoreaUSJapanChinaGermanySoutheast AsiaIndia2022 Global Automotive Consumer Study|Key findings:Global focus countries9Q30.Would your decision to purchase an electrified vehicle change if the electricity used for mobility was priced similar to current fossil fuels?Sample size:China=209;Germany=307;India=143;Japan=133;Republic of Korea=284;Southeast Asia=784;US=91Potential increases in the price of electricity may sway a significant number of consumers away from a PHEV/BEV purchase in most global markets.How many consumers would alter their decision to purchase an electrified vehicle if the electricity used for mobility was priced similar to current fossil fuels?Consumers not planning to charge a PHEV/BEV at home say they either cant install a charger or the cost of installing a charger is prohibitive.Reasons for not charging the electrified vehicle at homeQ29.What is the main reason you do not intend to charge your electrified vehicle at home?Sample size:China=72;Germany=91;India=35;Japan=32;Republic of Korea=130;Southeast Asia=302;US=239%26%26%29%35%45%53%15%17%13%7%8%5%3%47%31%44%34%28%31%19%29%23%17%28%22%16%22%3%2%7%3%3%ChinaIndiaUSSoutheast AsiaGermanyRep.of KoreaJapanNot interested in installingCost of installing is prohibitiveNot sure how to installOther/dont knowNo possibility to install75%61%59%59%53%46%42%24%37%31%37%42%41%35%1%2%10%4%5%13%23%ChinaIndiaUSRep.of KoreaSoutheast AsiaGermanyJapanYesDont knowNo2022 Global Automotive Consumer Study|Key findings:Global focus countries10Consumers who said they are not considering an EV as their next vehicle cited range anxiety and a lack of public charging infrastructure as their biggest concerns.Greatest concern regarding all battery-powered electric vehiclesConcernUSGermanyJapanRep.of KoreaChinaIndiaSoutheast AsiaDriving range20%24%15%10%22%10%13%Cost/price premium13%12%16%9%6%12%11%Uncertain resale value2%2%2%1%4%4%3%Potential for extra taxes/levies associated with BEVs4%2%1%2%6%5%4%Time required to charge10%9%8%15%11%11%11%Lack of public electric vehicle charging infrastructure14%14%19%26%12%23%28%Lack of charger at home8%10%19%7%5%4%6%Lack of alternate power source(e.g.,solar)at home5%4%4%3%4%6%5%Safety concerns with battery technology9%8%6%19%16%14%11%Lack of sustainability(i.e.,battery manufacturing/recycling)6%10%4%4%12%8%6%Lack of choice3%3%1%1%3%3%2%Note:Sum of“concerns”for a market may not add up to 100%as“Other”and“Dont know”percentages are not shown.Q31.What is your greatest concern regarding all battery-powered electric vehicles?Sample size:China=888;Germany=1,303;India=910;Japan=695;Republic of Korea=899;Southeast Asia=5,249;US=974Greatest concern2022 Global Automotive Consumer Study|Key findings:Global focus countries11US consumers expect fully charged BEV driving range to be north of 500 miles,while those in China,Japan,and India are content with a range of around 250 miles.Consumer expectation of driving range from a fully charged all-battery electric vehicle Driving range(in miles)Twice as many consumers in the SEA region see BEVs as having a lower environmental impact than ICE vehicles as compared to South Korea.Comparison of all-battery electric vehicles with internal combustion vehicles from an environmental impact point of viewQ32.How much driving range would a fully charged all-battery electric vehicle need to have in order for you to consider acquiring one?Sample size:China=735;Germany=1,129;India=861;Japan=630;Republic of Korea=709;Southeast Asia=5,004;US=927Note:Did not consider“Dont know”responses.Q33.In your opinion,how do all-battery electric vehicles compare to internal combustion vehicles from an environmental impact point of view?Sample size:China=878;Germany=1,194;India=894;Japan=605;Republic of Korea=838;Southeast Asia=4,952;US=83164%54%52%49%41%34%32%14%25%32%30%14%27%25%22%21%16%21%45%39%43%Southeast AsiaJapanGermanyUSIndiaChinaRep.of KoreaSimilar impactHigher impactLower impact518397383305277260258USRep.of KoreaGermanySoutheast AsiaIndiaJapanChina2022 Global Automotive Consumer Study|Key findings:Global focus countries12COVID-19 has had a relatively higher impact on Indian and SEA consumers.They plan to buy their next vehicle to avoid public transport.Impact of COVID-19 on next vehicle purchaseFuture vehicle intentionsQ15.Has the global COVID-19 pandemic had an impact on your decision to purchase your next vehicle?Sample size:China=1,022;Germany=1,507;India=1,006;Japan=1,000;Republic of Korea=1,012;Southeast Asia=6,049;US=1,031Percentage of consumers intending to acquire a vehicle to avoid public transportation:Germany(11%)Japan(10%)US(14%)Rep.of Korea(13%)China(23%)Southeast Asia(31%)India(45%)YesNo75%70%69%58%56%37%36%25%30%31%42%44%63%64%GermanyJapanUSRep.of KoreaChinaSoutheastAsiaIndiaConsumers would most prefer an in-person experience to purchase their next vehicle.Having said that,there is significant potential for virtual sales processes to grow.Most preferred way to acquire next vehicleQ35.How would you most prefer to acquire your next vehicle?Sample size:China=888;Germany=1,303;India=910;Japan=695;Republic of Korea=899;Southeast Asia=5,249;US=974Partially virtualFully virtualDont knowIn-person68%71%72%74%75%78%80%21%22%23%16%17%15%16%10%5%4%3%7%6%4%3%1%2%2%1%3%1%IndiaRep.of KoreaChinaJapanUSGermanySoutheast Asia2022 Global Automotive Consumer Study|Key findings:Global focus countries13In most countries,consumers who plan to purchase virtually would prefer to buy from dealers(except Japan,where consumers would buy direct from the OEM).Most preferred way to acquire next vehicle via a virtual processQ36.From whom would you most prefer to acquire your next vehicle via a virtual process?Sample size:China=238;Germany=245;India=278;Japan=129;Republic of Korea=238;Southeast Asia=999;US=220Convenience coupled with ease of use and speed are the main reasons for consumers to consider a virtual process for acquiring their next vehicle.Main reason to acquire next vehicle via a virtual processQ37.What is the main reason you would prefer to acquire your next vehicle via a virtual process?Sample size:China=238;Germany=245;India=278;Japan=129;Republic o