2022全球汽車研究（消費(fèi)者偏好、購買行為和對技術(shù)變革的態(tài)度+）

GlobalAutomotiveStudy2022Consumerpreferences,purchasingbehaviorsandattitudestowardstechnologicalchangeDr.MartinGehring,SeniorPartnerAntoineWeill,PartnerMatthiasRiemer,SeniorDirectorKeepingpacewithever-changingconsumerpreferenceshasneverbeenmoreimportantforanindustryshakenbygicalupheavalTheautomotiveindustryischangingatthespeedoflight.Drivenbytech-nologicalinnovations,newmarketentrants,andever-changingconsumerattitudes,industryplayersmustfacethenewrealitiesthatcomewiththesechanges.However,whilstamovetowardsmoresustainability,moreonlineaslongbeenpredictedwefirmlybelievethathavingreliableconsumerdatamustbetheinitialstepforanychangeprocess.That’swhySimon-KucherregularlylaunchesaGlobalAutomotiveStudy.tthismeansfortheautomotiveindustry,andhowthisisdevelopingovertheyears.Thisyear,thesurveywasconductedwithspecialfocusontwoaspects:Customersegmentsandregionaldifferences.Throughthislens,weuncoveredinterestingpointsofdifferentiation,butalsosimilaritiesbetweenthesegroupsonkeytopics.rightnow7trendsdrivingthefutureofmobility:?(Chinese)electricvehiclesTheimplicationsofthesetrendsaremanifold:AutomotivemarketplayersneedtoconsiderthemwhenmakingdecisionsabouttheirfutureHRandequipmentinvestments,theirmarketandbusinessfocus,theirservicedeliveryandmuchmore.Doyouneedtofurtherpushtheelectrificationofthevehicleline-up?Isitworthwhileinvestinginvirtualshowrooms?Whichecosystemisrelevanttogeneratealternativerevenuestreams?HowcanyoucompetewithexistingVmanufacturersShouldyouchangeyourbusinessmodelfromhardwarevendortoserviceordataprovider?Onthefollowingpageswehopetoprovideyouwithvaluableinsightsandinitialfoodforthought.Enjoyreading!Dr.MartinGehringGlobalHeadofAutomotiveKeyfiguressnapshot62%vs38%62%ofthecarbuyingdecision isdrivenbyproductvalueconsiderationsvs.38%relatedtopriceorcostofownership 12354%ofrespondentsaresatisfiedwithcurrentsalesprocesses, asurprisinglyhighnumberconsideringthecriticismoftenreportedinthisarea32%wouldtradein-car advertisingforadiscountorvoucher47%rejecttheidea138€istheaveragemonthlyincentiveexpectedtosharevehicleandpersonaldata53%considerbuyingafullyelectricvehicleastheirnextcar>500kmelectricrangeisexpectedoftheEVoftheEVconsiderersareinterestedinbuyingaChineseEV27%oftheearlyadoptersegmentstronglyconsiderthepurchaseofChineseEVs55%ofrespondentsareinterestedinpurchasingApple’siCar17%believeitwillbeahugefailure56,500€istheaverageexpectedpriceforanAppleiCar48%areveryexcitedaboutautonomousdrivingtechnology27%?remainindifferent52%ofglobalconsumerswouldconsiderasubscriptionmodelfortheirnextvehicle,anumbermassivelydrivenbyearlyadoptersSTUDYRESULTSATAGLANCEStudyresultsataglancePriceremainsthenumberonepurchasedriverConsumersconsistentlylistthepriceofacarasthemostimportantpurchasecriterion,withthesoleexceptionofChina.Drivetechnologyandbrandcomenext,althoughthelatterhasamuchhigherrelevanceforthetraditionalistssegmentthanforearlyadopt-ersPricerelatedcriteriasuchasnewvehiclepriceandmaintenancecostsrankhighestriasuchasdrivetechnologybrand 123Noneedfor 123Overall,respondentsaresatisfiedwiththepurchasingprocess,particularlyearlyadopt-tiationprocess.Interestingly,evenwiththosefactorsthevastmajorityofrespondentsstillchooseconventionalcardealershipsoveronlinesellers.Whiletheinitialresearchphasesoftheprocesscantakeplaceonline,respondentsvaluethephysicalcertaintyoftheconventionaldealerships.Cautiousopennesstoin-caradvertisementsProgressisslow,butattitudesareshifting:Morethanhalfofallrespondentsareopentoin-caradvertising,butmostrequireafinancialincentive.CustomersinSpain,Japan,andMexicoshowthehighestinterestlevelswhenincentivesareintroduced.Thosemostlikelytosayno:Denmark,Norway,andAustralia.PrivacyconcernskeywhenitcomestodrivingdataWhenconsideringsharingvehicleorpersonaldrivingdata,customersarehesitanttocommit.Thereismorewillingnesstosharevehicledata,suchasfuel/electricityconsumptionortechnicalconditions.Personaldata,suchaslocationoritineraryraisesthebiggestconcerns.Internationally,SpainandChinashowthemostwillingnesstoshare.Unsurprisingly,traditionalistsarefourtofivetimesmorereluctanttosharedatathanearlyadopters.ElectricvehicleshavegonemainstreamEV’saregaininggroundinthemarket:OverhalfofallcustomerswouldconsiderafullEVastheirnextcarpurchase.Sustainabilityisthebiggestdriverforthisshift,butafearofregulatoryrestrictionsforconventionalcars,andexpectedgovernmentincentivesarealsodrivingfactors.Prices,rangeandcharginginfrastructurearethemostcommonlyraisedreasonsagainstEVs.Interestingly,ChineseEVsarealsogainingstrongmarketmomentum,primarilyduetotheiraffordabilityandgoodquality.STUDYRESULTSATAGLANCEAutonomousdrivingtechnologygainingtractionReactionstoautonomousdrivingtechnologyremainmixed.Oneintworespondentsindicatedexcitementaboutthetechnology.However,aquarteradmittedfearofauton-omoustechnology,andallwereconcernedaboutthepotentialrisks.Systemmalfunc-tions,failuretoreacttohumanbehaviorandthepossibilityofthecarbeinghackedorontrolledwerethemostcommonlyidentifiedconcernsEarlyadoptersarebyfarthemosteagerforthistechnology,withmainstreamprogressistsandtraditionalistslaggingfarbehind.EnthusiasmhighfortheAppleiCarAlmostthree-quartersofrespondentswillconsiderbuyingtheAppleiCar,butwilltheypaythepriceforit?Willingness-to-payisatmoremoderatelevels,withanaverageof56,500eurosnotstackingupincomparisontocurrentpremiumEVpricelevels.Nineintenearlyadoptersarekeenforthistobecomeareality,athree-foldincreaseontraditionalists.Asurprisinglyhighnumberthinkitwillbeafailurethough,mostnotablyintheUSwherealmostaquarterofrespondentsarescepticaloftheidea.CarsubscriptionsheretostayCarsubscriptionsareawell-establishedconceptbynow,andmorethanhalfofcustom-erswillconsiderusingthem.Whererespondentsarenotinterested,thisistypicallybecauseoffeelinglesssecureduetolackofvehicleownership,concernsaboutinsur-anceandadislikeofthemonthlyfees.Interestingly,weseeadisconnectbetweenwillingnesstopayforavehiclesubscriptionandestimatedvehiclecostsonownedvehicles.ThisismostapparentintheUK,US,FranceandBelgium.Conversely,Spainshowsthemostfertileground,withmoreopennesstothesubscriptionpricemodel.6TABLEOFCONTENTSTableofContentsKeyfiguressnapshot 3Studyresultsataglance 4Customersegmentation 7Product&purchasepreferences 11Purchasecriteria:Priceholdsstrongatnumberone 12itionalmodelsrevealed Cautiousopennesstoin-caradvertisements 15Potentialopportunitiesfromdatasharing 16Newmobilityconcepts 17Electricvehicleshavegonemainstream 18Risingstars:Chineseelectricvehicles 20Avagueidea:TheAppleiCar 22Dangeroropportunity–autonomousdriving 23Carsubscriptionmodelsgainingground 25Driversandinhibitorsofsubscriptionmodels 26Howmuchwouldconsumersbewillingtopayforasubscriptioncar? 27Aboutthestudy 29AboutSimon-Kucher&Partners 30Abouttheauthors 3201CustomersegmentationTraditionalistsMainstreamogressistsTraditionalistsMainstreamogressistsCUSTOMERSEGMENTATIONFromtraditionaliststoearlyadopters:ConsumerattitudestowardsnewmobilitytrendsBasedontheiropinionsregardingelectricvehicles,autonomousdriving,andotherinnovativefactors(i.e.,subscriptionmodels),weidentifiedthreecustomersegments:Earlyadoptersandtraditionalistsshowthemostextremedifferencesinopinion.Themainstreamprogressistsfallin-betweenthosetwoclusterswithlessextremepreferences,butstillclosertotheearlyadopters.EarlyEarlyAdoptersTraditionalistsDemographicsOldOldMoreincomeUrbanLessincomeOpennessto…In-caradvertisingAutonomousdrivingCarsubscriptionmodelsrivingdataringpersonaldrivingdata*WithoutrestrictionsPurchasedriversaboveglobalaveragePriceBrandrestbelowglobalaveragePreferredenginetypeGasoline2.TraditionalHybrid3.Plug-inHybridHighestshareinrespondentsJapanBelgiumFranceCUSTOMERSEGMENTATIONMainstreamProgressistsDemographicsOldOldMoreincomeUrbanLessincomeOpennessto…In-caradvertisingAutonomousdrivingCarsubscriptionmodelsrivingdataringpersonaldrivingdata*WithoutrestrictionsPurchasedriversaboveglobalaverage1.CO2emissionlevel2.Drivetechnology3.ResidualvaluePreferredenginetype.Fullyelectric2.Plug-inHybrid3.TraditionalHybridGasolineHighestshareinrespondentsNorwayDenmarkSpainEarlyAdoptersDemographicsOldOldMoreincomeUrbanLessincomeOpennessto…In-caradvertisingAutonomousdrivingCarsubscriptionmodelsrivingdataringpersonaldrivingdata*WithoutrestrictionsPurchasedriversaboveglobalaverage1.CO2emissionlevel2.HP/enginepower3.DrivetechnologyPreferredenginetype.Fullyelectric2.Plug-inHybrid3.TraditionalHybridGasolineHighestshareinrespondentsChina10CUSTOMERSEGMENTATIONAUSEDEMXITAUSEDEMXITESDKUKTRNOCNBETRFRITCNDKJPSEDENOGBUSAUESRegionaldifferencesTheacceptanceofkeytrendsthatareshapingthefutureoftheautomotiveindustrydiffersbycountrytoahandandautonomousdrivingorsubscriptionsontheother.AcceptanceintheEuropeanmarkettomobilitytrendsiscomparativelylow.Thestereotypically“trendy”Chinesecustomerbaseseemssurprisinglytraditionalwhenitcomestoonlinesales–customerswanttoexperiencetheircarsatadealership.Asexpected,NorwaydisplaysaveryhighEVacceptancebutisquiteconservativewhenitcomestoautonomousdriving.Interestingly,approvalratesforelectricvehicleswerealsohighinTurkey,withalmost30percentconsideringafullyelectricvehicleastheirnextpurchase.AcceptanceofkeytrendsEVconsiderationJPJPBEFRUSAutonomousdrivingBEBENODKDKAUDEDESEUSUKTRFRESDEJPCNCNMMXSubscriptionAUAUDDKUSUSUUKSESEMXITFRNOESDEDEJJPCNCNOnlinesalesMMXLowLowacceptanceHighacceptanceconsumersmostopentonewcartechnologies.Whethertheconsumersmostopentonewcartechnologies.WhetherthetopicisEVsorautonomousdriving,purchasingdecisionsarelessdrivenbybrandconsiderationsthanwithmoretraditionalsegments.”Dr.MartinGehring,SeniorPartner02Product&purchasepreferencesPRODUCT&PURCHASEPREFERENCESPurchasecriteria:PriceholdsstrongatnumberoneWhatcriteriaaremostimportanttoconsumerswhentheypurchaseacar?112PriceDrivetechnologyBrand3Interestingly,thelevelofCO2emissionsgeneratedcomesinativersForusedcarbuyerstherankingsshiftslightly,withpriceremainingontop,butdrivetechnologyslidingdownthelist.RegionaldifferencesmarketsexceptforChinaacarspriceisregardedasthemostimportantpurchasecriterion.ThisismostimportantforBelgian,Japanese,andAustralianbuyers.InChina,price,drivetechnology,stequallyimportantwhenpurchasinganewvehicle.CustomersegmentationcomparablyhighfocusonCO2issionsandenginepowerandplacelessimportanceonstdifferenceslevelnddrivingtechnology.ersinparticularareputtinggreaterfocusonproductsubstanceandersinparticularareputtinggreaterfocusonproductsubstanceandtheoverallvalueproposition.WeexpectnologiescontinuetomakeinroadsintothemarketAntoineWeill,PartnerPRODUCT&PURCHASEPREFERENCES20%“Theprocessistootimeconsuming”120%“Theprocessistootimeconsuming”19%“I’mafraidtomakethewrongchoice”15%“ThecarIwantisnotavailable”toomanychoices”Purchaseprocess:SatisfactionwithtraditionalmodelsrevealedThevastmajorityofcustomersstillbuytheircarsatconventionalcardealerships.3%6%6%86%ACarDealershipOEMonlineportalOnlineplatformOther86%AOverall,customersaresurprisinglysatisfiedwiththepurchaseprocess(thisisreflectedinanaveragesatisfactionscoreof5.6outof7).Customerswhoweren’tashappyidentifiedthefollowingreasons:““Idonotlikethenegotiations”21%113%“There’stoomuchinformation”RegionaldifferencesmilarpatternregardingcarpurchaseplacedistributionInFrancehowevercustomerstendtobuycarsonlinemoreoftenthanothers(19percentcomparedtotheaverageof12percent).Interestingly,eventhoughin201927percentofGermancustomerscouldimaginebuyingacaronlinefromthemanufacturer,until2021,only14percentboughtoneonline.ChinaMexicoJapanGermanyNorwayArewelikelyArewelikelytoseeaswingtowardsonline?Thenegotiationprocessandthetimespent-thetoptworeasonsgivenfordissatisfactionwiththecarpurchasingprocess-wouldbegoneifshoppingonline.Butwouldthisbeenoughofabenefit?Whichprocessstepsdocustomersthinkwouldworkwellinane-commerceenvironment?Accordingtocustom-ers,thestepsthatwouldworkonlinearethoseintheinitialphaseofthepurchaseprocess–coveringthingslikelookingforinspiration,informationandcomparingdifferentcars.Whenitgetsdowntobusi-ness,however,buyersprefertosigncontractsanddothepaperworkfacetoface.acompensation?No:For64percent,aveisamustRegionaldifferencesAtestdriveisconsideredevenmoreindispensableinAustralia(84percent)andDenmark(79percent).And58percentofTurkishconsumersfindtestdrivestobeamust.Incomparison,inItaly,France,Japan,Mexico,Spain,andBelgium,lessthan50percentofcustomerssharethisopinion.CustomersegmentationEarlyadoptersdisplaythehighestlikelihoodofconductingcarpurchaseprocessesonline;traditionalistsareleastlikelytodoso.PRODUCT&PURCHASEPREFERENCES OpennesstocompleteprocesssteponlineInspiration63%PreselectionComparison53%Equipmentselection38%Closeexamination22%tdrive33%Contract/priceset-up22%singPaymentDelivery53%58%25%InInexchangefordiscountorvoucherOpentoadvertisingthatisvehicle-relatedOpentoadvertisingwhenitcomesinhandyCautiousopennesstoin-caradvertisementsIn-carads,meaningallowingadvertiserstopresenttheircommercialsdirectlyonacar’smediascreen,arebecomingmoreaccepted.Morethanhalfofcustomersareopentoitatleastinsomeform.447%don’twantthisformofadvertising53%areopentosomeformofitRegionaldifferencesInJapan,China,andMexico,customersapprovein-caradvertise-mentsmorealthoughmainlyiftheyareaccompaniedbydiscountsumersmost-stronglydisapproveofthem.CustomersegmentationThemajorityoftraditionalistsarenotopenforin-carads,othersegmentsmoreaccepting.seenseenthisevolutioninthedigitalworld,asimilarlypersonalizedin-caradexperienceisequallyplausible.”AntoineWeill,PartnerPRODUCT&PURCHASEPREFERENCESPotentialopportunitiesfromdatasharingturecarswillbeabletocollectallkindsofvehicleandpersonaldrivingdatareslowlyshiftingegardingvehicledataalthoughgreaterhesitationstillremainsregardingpersonaldatagnesstoshareCustomersegmentationWillingtoCustomersegmentationWillingtosharepersonaldrivingdata:VehicledataEarlyadopters90%Mainstreamprogressists76%Traditionalists58%Yes80%58%Yes80%RegionaldifferencesConsumersinSpainareconsiderablymoreinclinedtosharetheirvehicleorpersonaldata;similarpatternsowthestrongestreservationsregardingthecollectionofbothkindsofinformation.Docustomersdifferentiateregardingthespecificdatasetsthey’rewillingtoshare?Yes:Theyaremuchmoreopposedtosharingthestartandendpointoftheiritinerary,theircurrentlocation,andpicture/videomaterialfromoutsidethecarthanvehiclerelateddatasuchasfuel/electricityconsumptionortechnicalconditions.Doprivacyconcernshaveaprice?Morethantwothirdsofglobalconsumerswouldbewillingtosharedatainreturnformonetarycompensation.Whenaskeddirectly,customersexpectamonthlyincentiveof138eurosonaverage.Theamountexpecteddifferssignificantlythoughdependingonthesituation,from99eurosfordetailsofroadhazardsto187eurosforthestartandendpointsofajourney.Overall,driversaresignificantlymoreopenifthereisadirectbenefitviaanimprovedserviceortheyhavetransparencyoverhowthedatawillhelpothersindangeroussituations.AverageexpectedAverageexpectedmonthlypayment03Newmobilityconcepts18NEWMOBILITYCONCEPTSElectricvehicleshavegonemainstreamingclimateconcernssustainabilitytrendsandnewregulationsBothdemandandavailabilityofelectricvehicles(EVs)continuestogrow.MorethanhalfofallglobalcustomerswillconsiderafullyelectricvehiclenethirdwhodontwanttobuyanEVtypicalreasonsincludevehiclepricesrangeandcharginginfrastructure.CustomersegmentationRegionalCustomersegmentationThetotalshareofcustomersinChinaconsideringanelectricvehicleastheirnextcarisconsiderablylargerthantheglobalaverage.ThiscorrespondswiththelargershareofEVsThetotalshareofcustomersinChinaconsideringanelectricvehicleastheirnextcarisconsiderablylargerthantheglobalaverage.ThiscorrespondswiththelargershareofEVsalreadypresentintheChinesemarket.However,whenlookingsolelyatcustomerswhowoulddefinitelyconsideranEVpurchase,Norway,Turkey,andtheUKleadtheway.ConsumersintheUS,Belgium,andFranceshowtheleastwillingnesstopurchaseelectricvehicles.WhychooseanEV?Whilesustainabilityisthestrongestmotivatorforbuyingafullyelectricvehicle,fearsofregulatoryrestrictionsforconventionalcars,andexpectedmonetarygovernmentalincentivesarealsoamongthereasonsgiven.MostcommonreasonsforandagainstEVpurchaseslityBenefitsfromgovernmentPricestoohighCharginginfastructureNopossibilitytochargeatallRegionaldifferencesOverall,countriesshareverysimilarpatternswhenitcomestoreasonsforandagainstelectricvehicles,especiallyinEuropeandAmerica.OnenotabledifferenceisinChina,wherepriceissignificantlylessimportant,andmoreemphasisisplacedonchargingtime.Conversely,inMexicopriceisbyfarthestrongestdriver,andrangeislessofaconcern.19NEWMOBILITYCONCEPTS556449556449Spotlight:ExpectedminimalrangeInsufficientrangeisoneofthemainreasonsfornotpurchasinganelectricvehicle.Howmuchdoesthecurrentperformancehavetoincreaseinordertobemoreacceptabletoconsumers?Onaverage,customersexpectelectricrangesofmorethan500kilometers.Thereissignificantvariabilitythough,witheverythingfrom100to1,000kilometersdeemednecessary. 15% 0%inkm100–200200–300300–400400–500500–600600–700700–800800–900900–1000RegionaldifferencesExpectationsdovaryindifferentcountriesandmarkets.CustomersintheUSandFranceexpectthelargestelectricrangesclosetoorabove600kilometersonaverage.CustomersinJapan,MexicoandItalyontheotherhandrequestsmallerminimumelectricrangesthatlieonaveragebelow450kilometers.EVrangeexpectationsbycountryTopthreeBelgiumBottomthreeJapanMexico60960958587=519km4447443220NEWMOBILITYCONCEPTSYes,IYes,IamratherwellinformedaboutthemYes,IhaveheardaboutthemonthenewsNo,IwasnotawareofChineseEVsstarsChineseelectricvehiclesAwiderchoice–especiallyinthemid-rangesegment–andattractivepricepointscanbefoundinthegrowingproductportfolioofChineseEVmanufacturers.Butaretheyrelevanttoglobalmarkets?551%19%30%OfthoseawareofChineseEVs,morethanhalfcanpicturethemselvesbuyingone;only20percentthinktheywon’tconsideraChinesebrandatall.RegionaldifferencesConsumersinAustralia,Belgium,andDenmarkarethemostunawareofChineseelectricvehiclebrands.Regardingbuyingintentions,anunsurprisinglyhigh39percentofChineseconsumersareexclusivelyconsideringChineseEVsfortheirnextcar.Incontrast,inJapan,55percentwon’tconsidersuchapurchase.newchallengein2022,astheypushintonewchallengein2022,astheypushintothemain-stream.Havingwontheheartsofearlyadopters,ChineseEVmakersarenowlookingtoscaleupforthemassmarket.Thismeansconfrontingtheestablishedplayershead-on,bothdomesticallyandinternationally.”CustomersegmentationCustomersegmentationCto43%t20%13%24%Yes,IwillstronglyconsiderbuyingaChineseEVYes,IwillconsideraChineseEVamongotheroptionsNo,ItisunlikelythatIwillbuyaChineseEVNo,IdonotthinkthatIwillconsideraChinesebrandatall21NEWMOBILITYCONCEPTSPurchasereasoningsDoglobalconsumersconsiderbuyingChineseelectricvehicles?Andwhyorwhynot?Goodprice-to-valueratioAffordableGoodqualityCutting-edgetechnologyNotrustinChinesebrandsInsufficientservicenetworkIexpectthequalitytobelowRegionaldifferencesConsumersindifferentmarketsassesstheprosandconsofChineseEVssimilarly.OnedifferenceisthatgoodqualityisdecisiveforUSconsumers.AndcustomersfromBelgiumandJapanexpectlowqualityandsafetyissuesmoreoftenthantheglobalaverage.22NEWMOBILITYCONCEPTSAvagueidea:TheAppleiCarAnautonomouselectriccarwithtechnologyanddigitalservicesfromoneoftheworld’smostsuccessfultechnologycompanies:That’swhatindustryinsidersexpectfromAppleinthenextfewyears.However,itisstillhighlyuncertainwhetherthecompanywillbesuccessfulwithitsiCar(especiallyagainsttopdogslikeTesla).WeaskedconsumerswhoarealreadyconsideringbuyinganEVwhattheythink:InterestinpurchasingiCar28%72%?Performanceestimates31%31%18% 38%iCarhugefailurenothinggroundbreakingiCarhugesuccess,revolutionizecarindustryPriceexpectationsforiCar556,505€(Average)CustomersegmentationThemajorityofearlyadoptersareinterestedintheiCar,incontrasttotraditionalists.Notably,theUShasthehighestproportionofdoubtersConsumerviewsshowthatApplehasfundamentallydifferentprerequisiteswithitsiCarcomparedtoitsotherproducts,wherealoyalcommunityactsasbrandateswithahighwillingnesstopayAlotofconvincingwillbeneededtoreachcustomersofTeslaorGermanpremiummanufacturers.”Dr.MartinGehring,SeniorPartner48%25%48%25%Dangeroropportunity–autonomousdrivingEventhoughthereiscurrentlynofullyautonomouscarmarketready,consumersarestilldividedabouttheidea.However,almosthalfconsidertheconceptexciting.AfraidluretoreacttohumanbehaviorUnexpectedmalfunctionGettinghacked24NEWMOBILITYCONCEPTSPredictedeffectsofautonomouscarsenteringmarketsWhentheytakealook