2022年全球汽车消费者研究.pdf
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1、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
2、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 St
3、udy 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 differentiat
4、ors2011Interest 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 pa
5、y 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 vehicle20142
6、022 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
7、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
8、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 percepti
9、on 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 dri
10、ving 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 trai
11、ned 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 connect
12、ivityConsumer 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$5001 for a vehicle with advanced technologies(including people that would not pay any
13、 more)Note:Did not consider“dont know”responses.Southeast Asia region comprises Indonesia,Malaysia,Philippines,Singapore,Thailand,and Vietnam markets.IDR 5 million/MYR 2,000/25,000 Php/SGD 500/15,000 Thai baht/10 million VND.1 Calculated for each country in local market currency(roughly equivalent t
14、o$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 Asia
15、Safety56%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:Globa
16、l 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 t
17、he 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 KoreaChinaIndiaSou
18、theast 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 insura
19、nce 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
20、%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%5
21、5%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 maintenance4773654B
22、etter 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 domi
23、nates 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:Chin
24、a=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 KoreaJap
25、anGermanyIndiaChinaSoutheast 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 factor
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