2021-05-31-德勤-2021年全球汽车消费者调查报告（英文）_20页_1mb

2021 Global Automotive Consumer Study Summary

Core Content

The 2021 Deloitte Global Automotive Consumer Study provides insights into consumer behavior and preferences across the automotive industry, highlighting trends in vehicle electrification, connectivity, and financing. Conducted with over 24,000 consumers from 23 countries, the study explores how these trends are shaping the future of mobility and vehicle purchasing.

Key Insights

• Vehicle Electrification: Despite a growing trend toward electric vehicles (EVs), consumers are still concerned about range anxiety and the lack of charging infrastructure. Safety is a top concern in China, while affordability and reliability remain important for others. Most consumers prefer to charge their EVs at home, though charging networks are crucial in China and the Republic of Korea.

• Connectivity: Consumer interest in connected vehicles is increasing, especially in China, Japan, and the Republic of Korea. However, there is still significant concern about the security of connected vehicles. Safety continues to be the most important feature when considering a new vehicle.

• Vehicle Financing: Consumers in Germany, China, and India prioritize flexibility in their vehicle finance accounts, such as early termination and swapping vehicles. In contrast, the US, Japan, and South Korea value lower rates and convenience. Younger consumers, particularly in the US and Germany, are more likely to request payment deferments, indicating potential financial strain.

• Virtual Sales: While virtual vehicle sales are becoming more common, the majority of consumers still prefer in-person interactions at authorized dealers. The desire to see, touch, and test drive a vehicle is a major barrier to full digitalization of the buying process.

• Subscription Services: Consumers in India, China, and the Republic of Korea show higher interest in subscription-based vehicle services compared to those in the US, Germany, and Japan. They are also more willing to pay for such services.

• Future Vehicle Intentions: A significant portion of consumers in India, China, and the Republic of Korea plan to delay their next vehicle purchase due to the pandemic. The type of vehicle they intend to buy is also shifting, with more interest in EVs and connected features.

Main Findings

Consumer Preferences for Next Vehicle

• Powertrain Preferences:

  • In the US, Germany, and China, interest in alternative engine solutions (including hybrids) is growing.
  • Consumers in India and Japan are more interested in EVs, while the US and Germany show mixed preferences.

• Advanced Features:

  • Safety features such as blind spot warning, automatic emergency braking, and lane departure warning are highly valued.
  • Infotainment and connectivity features are also important, though less so than safety.

Concerns About EVs

• Top Concerns:
  • Range anxiety is a concern in most countries, except Japan.
  • Lack of charging infrastructure is a major issue in the Republic of Korea and Japan.
  • Cost/price premium is a concern in the US, Germany, and Japan.
  • Time required to charge is a concern in the US, Japan, and the Republic of Korea.
  • Safety concerns are particularly high in China.

Payment Deferment Requests

• Younger Consumers: In the US and Germany, a higher percentage of younger consumers (18-34 years) have requested payment deferments, suggesting a potential risk in sustaining demand recovery.

Demand Risk Due to Pandemic

• Delayed Purchases: In China, India, and the Republic of Korea, a significant number of consumers have altered their timeline for acquiring their next vehicle, with some planning to delay it due to financial concerns.

Virtual Sales and Servicing

• Virtual Sales: Although virtual sales are on the rise, in-person interactions at dealers are still preferred by most consumers.
• Virtual Servicing: Interest in virtual servicing is present, but a significant percentage of consumers are not willing to pay for it.

Subscription Services

• Interest and Willingness to Pay:
  • Subscription services are more appealing in India, China, and the Republic of Korea.
  • Consumers in these markets are more willing to pay for such services compared to those in Japan, Germany, and the US.

Study Methodology

• The study used an online panel methodology, targeting consumers of driving age.
• Surveys were translated into local languages and distributed via email.
• The sample sizes for each country are as follows:
  • North America: United States (1,053), Canada (1,047), Mexico (1,049)
  • EMEA: Germany (1,050), France (1,052), Italy (1,040), Spain (1,045), UK (1,521), South Africa (1,051), Turkey (1,033)
  • Asia Pacific: China (1,049), India (1,002), Japan (1,009), Republic of Korea (1,050), Australia (1,024), Indonesia (1,017), Malaysia (1,013), Philippines (1,003), Singapore (1,013), Thailand (1,041), Vietnam (1,021)

Key Contacts

• Dr. Harald Proff – Global Automotive leader, Deloitte Germany
• Karen Bowman – US Automotive leader, Deloitte Consulting LLP
• Yoshitaka Tanaka – Automotive leader, Deloitte Japan
• Andy Zhou – Automotive leader, Deloitte China
• Tae Hwan Kim – Automotive leader, Deloitte Korea
• Rajeev Singh – Automotive leader, Deloitte India
• Ryan Robinson – Automotive Research leader, Deloitte LLP
• Brian Wheeler – Automotive Marketing leader, Deloitte Services LP

Conclusion

The 2021 study underscores the importance of building value in both EVs and connected technology to meet consumer expectations. OEMs must balance innovation with affordability and safety to ensure a successful transition in the automotive industry. Additionally, the shift toward virtual sales and subscription models is evident, but in-person interactions and brand loyalty remain significant factors in consumer decision-making.