2018全球汽车消费者洞察（英文版）_46页_403kb

Deloitte Global Automotive Consumer Study Summary (2018)

Core Content Overview

The 2018 Deloitte Global Automotive Consumer Study provides insights into consumer perceptions and behaviors regarding autonomous vehicles (AVs), electrified vehicles (EVs), and the vehicle purchasing and service experience in Germany. The study highlights the role of traditional automotive brands, the importance of customer experience, and the growing interest in digital tools and connected vehicle technologies.

Key Findings on Autonomous Vehicles

• Positive Perception: Consumers are more positive about fully self-driving vehicles, seeing benefits such as the ability to focus on other activities during travel.
• Age Gap: Younger generations (Gen Y/Z) are more accepting of AVs compared to older consumers (Pre/boomers), with almost half of older consumers least open to the idea.
• Trust in Brand: Over half of consumers would feel more comfortable if AVs were offered by a trusted brand.
• Partnerships Opportunity: While traditional Original Equipment Manufacturers (OEMs) are still preferred, 52% of consumers would trust other entities to bring AV technology to market, suggesting a potential for partnerships.

Key Findings on Electrified Vehicles

• Conventional Engine Preference: Despite growing interest in electric vehicles, consumers still prefer vehicles with conventional engines.
• Driving Range Concern: Driving range remains a significant concern for battery-electric vehicles (BEVs), with upfront cost being a major barrier.
• Operating Costs Attraction: Lower operating costs over time are a key reason 31% of consumers would consider a fully electric vehicle.
• Diesel Decline: There is a noticeable decline in the number of Germans considering diesel vehicles, with gasoline engines benefiting the most.

Key Findings on Vehicle Purchase Research

• Research Timeline: Most consumers start researching their next vehicle 3 months before making a purchase.
• Gender Differences: Men take longer than women to research, with 38% of women starting less than a month before purchase.
• Time Spent: Over a quarter of consumers spend less than 4 hours researching, and half spend less than 10 hours.
• Dealer Visit Impact: A dealer visit increases consumer reliance on sales staff and reduces the use of other information sources.
• Third-Party Services: One-third of German consumers use third-party pricing services, with 42% finding them very or extremely useful.
• Digital vs. Traditional: While traditional sources (printed brochures) are still highly valued, digital tools are more important for younger consumers (Gen Y/Z).

Key Findings on Customer Experience

• Customer Experience Importance: 57% of consumers rate customer experience as somewhat or very important in choosing a dealer.
• Physical Interaction Preference: At least three-quarters of consumers need to see the vehicle and interact with real people before making a purchase.
• Paperwork Dislike: Consumers dislike paperwork and prefer quick, convenient processes.
• Service Expectations: Rapid check-in/check-out and access to loaner vehicles are the most important aspects of service experience.
• Dealer Communication Preference: 77% of consumers rate dealer communication as good or very good, compared to 59% for manufacturers. 57% prefer communication from dealers over manufacturers.

Key Findings on Digital Shopping and Servicing

• Digital Touchpoints: Most digital touchpoints in the purchasing journey meet expectations, but no one is exceeding them significantly.
• Digital Servicing: Many digital servicing tools (e.g., connected services, online booking) are not widely available or used.
• Interest in Digital Tools: Over 40% of consumers are interested in technologies that make the service experience easier, with a strong interest in maintenance and traffic updates.

Key Findings on Dealer vs. OEM Direct Sales

• Price Negotiation Expectation: Majority of consumers expect price negotiation to be done at the dealership.
• Interest in Direct OEM Sales: Only 15% of consumers are very interested in buying directly from the manufacturer via an online process.
• Online Retail Interest: Even lower interest (27%) exists in buying from an online retail site, with 48% not at all interested.

Summary of Consumer Preferences

Conclusion

The study underscores the importance of traditional dealer interactions and trusted brands in the adoption of new automotive technologies. While digital tools are gaining traction, especially among younger consumers, they are not yet replacing the physical dealership experience. Consumers remain focused on cost, convenience, and personal interaction, and their readiness to embrace AVs and EVs is influenced by safety, brand trust, and practical concerns like operating costs and range.