2021年汽车行业报告（英）-40页_3mb

Summary of "What Sustainable Drivers Want"

Core Content

This document explores the evolving preferences of drivers regarding sustainability in the automotive industry, challenging common misconceptions and providing actionable insights for automakers to adapt to a changing market. It highlights the increasing importance of sustainability in vehicle and service purchasing decisions, the broad appeal of new-energy vehicles (NEVs), and the willingness of drivers to pay more for sustainable options.

Main Points and Key Findings

1. Sustainability is a widespread concern among drivers

• 64% of the 8,500 surveyed drivers are "sustainability-minded drivers," meaning they are very or extremely environmentally concerned.
• These drivers span all age groups, population areas, and income levels, including 25% with a monthly net income below $2,500.
• 66% of all drivers, including those not focused on sustainability, are considering switching to NEVs for their next purchase.

2. NEVs are increasingly preferred over ICE vehicles

• 73% of sustainability-minded drivers and 53% of less-sustainability-minded drivers prefer NEVs for their next vehicle.
• Hybrid electric vehicles (HEVs) are the most preferred type among both groups.
• The growing interest in NEVs is driven by environmental protection, lower running costs, and technological advancement.

3. Drivers are willing to pay more for sustainable vehicles

• 90% of sustainability-minded drivers are generally willing to pay more for a more sustainable car.
• 61% are willing to pay at least 6% more, with 4% even willing to pay 25% more.
• Sustainability-minded drivers also accept trade-offs such as higher prices, reduced performance, and limited charging infrastructure.

4. Sustainability-minded drivers accept trade-offs for greater sustainability

• 63% are willing to accept a less-attractive design for a more sustainable vehicle.
• 62% are willing to accept reduced performance.
• 59% are willing to accept limited charging infrastructure expansion.

5. Sustainability-minded drivers are also willing to pay more for sustainable services and repairs

• 38% are willing to pay up to 5% more for sustainable service and repairs.
• 33% are willing to pay up to 15% more.
• 10% are willing to pay up to 25% more.
• They are also open to longer travel distances, lower appointment availability, and longer wait times for sustainable service and repair options.

6. Sustainability is not limited to high-income drivers

• Even at the lowest income level, 35% of drivers are willing to pay up to 15% more for a sustainable vehicle.
• 9% of those in the lowest income bracket are willing to pay up to 25% more.

7. The automotive industry is facing major disruptions

• Four key trends—connectivity, autonomous driving, sharing economy, and electrification—are reshaping the traditional business model.
• Government regulations, such as the EU’s proposed 2035 ICE ban, are pushing automakers to shift toward NEVs.

8. Automakers must adapt to meet customer preferences

• Companies should align their brand perception with sustainability values.
• They should reframe their pricing strategies to reflect the value of sustainability.
• A value-based approach is essential, moving away from purely competitive pricing.
• Automakers should leverage customer insights and advanced analytics to better understand sustainability value drivers.

9. Collaboration and ecosystem development are key

• Automakers should integrate with utilities, charging infrastructure providers, and mobility services to fully realize the potential of sustainability.
• Building a seamless customer experience is critical, especially for sustainability-minded drivers.

10. Tesla is not the only sustainability leader

• While Tesla is well-known, no automaker is perceived as the undisputed global leader in sustainability.
• The market is open for others to establish their sustainability leadership.

Key Recommendations for Automakers

• Evolving product portfolios toward NEVs and making internal operations more sustainable.
• Understanding price elasticities and using value-based pricing while considering state subsidies.
• Labeling and communicating the sustainability level of vehicles clearly.
• Tailoring sustainability stories to different channels and audiences.
• Developing a holistic approach for both new and used car sales, as well as service and repair.
• Building a new market for used NEVs with certification and warranty programs.
• Safeguarding parts business through customer loyalty programs, optimized pricing, and workshop efficiency.
• Creating service bundle offerings that meet sustainability demands and using innovative pricing models such as subscriptions.
• Educating customers about the value of sustainability in both vehicle and service contexts.
• Refocusing on sustainability in all business areas, not just vehicle production.

Conclusion

The automotive industry is at a critical juncture where sustainability is becoming a central factor in customer decision-making. Automakers must recognize the broader appeal of sustainability and act quickly to align their strategies with this shift. By understanding customer preferences, rethinking pricing, and building a sustainable ecosystem, automakers can secure their position in a rapidly evolving market.