2014-09-30-德勤-2014_Global_Automotive_Consumer_Study_32页_2mb

Deloitte 2014 Global Automotive Consumer Study Summary

Core Content

The 2014 Deloitte Global Automotive Consumer Study explores consumer preferences and mobility choices in Europe, focusing on the evolving dynamics of vehicle ownership, alternative powertrains, and the integration of technology in the automotive industry. Conducted across 19 countries with over 23,000 respondents, the study provides insights into how different generations, particularly Generation Y (Gen Y), approach mobility in the context of new transportation models and technological advancements.

The report emphasizes the changing nature of mobility, driven by factors such as hyper-urbanization, connected technology, and sustainability concerns, which are reshaping the automotive landscape. It also highlights the role of consumer behavior, generational differences, and the customer experience in influencing vehicle purchase and ownership decisions.

Main Objectives

• To understand the factors influencing consumer mobility decisions.
• To analyze the trade-offs consumers are willing to accept for vehicle ownership.
• To examine the impact of powertrains, technology, and lifestyle needs on consumer choices.
• To assess how the customer experience affects the final vehicle purchase decision.

Key Findings

Consumer Demographics and Participation

• The study surveyed over 23,000 consumers in 19 countries.
• European countries included: Belgium, the Czech Republic, France, Italy, Germany, the Netherlands, Turkey, and the UK.
• The number of respondents per country:
  • Belgium: 1,666
  • Czech Republic: 1,014
  • France: 1,003
  • Germany: 1,004
  • Italy: 1,019
  • Netherlands: 847
  • Turkey: 979
  • UK: 1,066

Gen Y Consumer Insights

• Over 75% of Gen Y consumers in Europe plan to purchase or lease a vehicle within the next five years.
• 44% of Gen Y consumers believe they will be driving an alternative fuel vehicle in five years and are willing to pay more for it.
• Affordability and cost are the top reasons Gen Y does not own a vehicle.
• Most Gen Y consumers feel that walking or public transportation can meet their lifestyle needs.
• Vehicle technology is seen as offering the greatest benefits in terms of safety and fuel efficiency.
• Gen Y is more open to advanced autonomy and connected experiences, though their interest in vehicle technology decreases as autonomy increases.
• Friends and family influence over 50% of Gen Y consumers during the purchase process.

Mobility Trends and Drivers

• Hyper-urbanization is expected to increase, with over 70% of the global population living in cities by 2050.
• Generational differences in mobility preferences are significant:
  • Baby Boomers prefer traditional ownership.
  • Gen X and Gen Y are more interested in access-based models and connected vehicles.
• Connected technology and software are disrupting the automotive industry, creating new opportunities for integration with consumer lifestyles.
• Sustainability and environmental concerns are driving government policies and consumer expectations:
  • EU 2020: 60.6 miles per gallon
  • Japan 2020: 55.1 miles per gallon
  • U.S. 2025: 54.5 miles per gallon

Impact on the Automotive Industry

• Collaborative transport models (e.g., sharing economy, driverless cars, and improved public transport) are gaining traction and may threaten traditional vehicle sales.
• Data integration and management will be key to optimizing mobility experiences.
• Public-private partnerships will be essential for the development and operation of future transportation systems.
• Automakers are being challenged to develop more fuel-efficient engines and alternative powertrains to meet evolving standards and consumer expectations.

Conclusion

The study underscores the shift in consumer behavior and the increasing complexity of mobility choices. It highlights the importance of understanding generational preferences, leveraging technology, and adapting to sustainability goals for automotive companies to remain competitive in the evolving market. The insights from this study provide a foundation for strategic decision-making and customer engagement in the global automotive industry.