深度-德勤-2021年全球汽车消费者调查报告（英文）-2021.6-20页_1mb

2021 Global Automotive Consumer Study Summary

Core Content

The 2021 Deloitte Global Automotive Consumer Study surveyed over 24,000 consumers across 23 countries to explore automotive consumer behaviors and trends impacting the global mobility ecosystem. The study highlights evolving consumer preferences in vehicle technologies, purchasing behaviors, and financing options.

Main Insights

Vehicle Electrification and Connectivity

• EV Interest: Despite a long-term trend toward electric vehicles (EVs), consumers are still hesitant due to concerns like range anxiety, lack of charging infrastructure, and cost/price premiums.
• Preference for EVs: In most countries, gasoline and diesel vehicles are still preferred, but there's a growing interest in battery-powered EVs.
• Charging Preferences: Most consumers intend to charge their EVs at home, but China and the Republic of Korea show a higher interest in charging networks.
• Connectivity: Consumer interest in connected vehicles is rising, especially in China, Japan, and the Republic of Korea. However, there are significant concerns about security risks.
• Advanced Features: Safety remains the top concern for advanced vehicle features, with blind spot warning, automatic emergency braking, and lane departure warning being highly valued.
• Willingness to Pay: Consumers are generally unwilling to pay more than $500 for advanced technologies, with safety being the most accepted category.

Vehicle Financing Trends

• Research Time: Consumers vary significantly in the amount of time they spend researching financing options before purchasing a vehicle.
• Finance Account Preferences: In Germany, China, and India, flexibility (e.g., early termination) is the most important characteristic of a vehicle finance account.
• Loan Insurance: India and China consumers are more risk-averse and less likely to purchase credit protection insurance.
• Virtual Sales: While virtual vehicle sales are becoming more common, most consumers still prefer in-person interactions with authorized dealers.
• Subscription Services: India, China, and the Republic of Korea show higher interest in vehicle subscription services compared to Japan, Germany, and the United States.
• Cost of Subscription: Consumers are willing to pay 10% to less than 20% more for a subscription service that allows access to different models from the same brand.

Future Vehicle Intentions

• Delay in Purchases: A significant number of consumers in India, China, and the Republic of Korea have delayed their next vehicle purchase due to the pandemic.
• Vehicle Type Shift: In these countries, consumers are rethinking their preferred vehicle type.
• Trust Relationships: Consumers tend to trust their current vehicle brand or dealer the most, which influences their future purchasing decisions.

Key Information

• Survey Methodology: The study used an online panel approach, with questionnaires translated into local languages and distributed via email.
• Sample Sizes:
  • North America: Canada (1,047), Mexico (1,049), United States (1,053)
  • EMEA: Austria (1,046), Belgium (1,057), France (1,052), Germany (1,050*), Italy (1,040), Spain (1,045), South Africa (1,051), Turkey (1,033), United Kingdom (1,521)
  • Asia Pacific: Australia (1,024), China (1,049), India (1,002), Indonesia (1,017), Japan (1,009), Malaysia (1,013), Philippines (1,003), Republic of Korea (1,050), Singapore (1,013), Thailand (1,041), Vietnam (1,021)
• Focus Countries: The study includes Germany, United States, China, India, Japan, and Republic of Korea.

Study Leaders

• Dr. Harald Proff – Global Automotive Leader, Deloitte Germany
• Karen Bowman – US Automotive Leader, Deloitte Consulting LLP
• Yoshitaka Tanaka – Automotive Leader, Japan, Deloitte Japan
• Andy Zhou – Automotive Leader, China, Deloitte China
• Tae Hwan Kim – Automotive Leader, Republic of Korea, Deloitte Korea
• Rajeev Singh – Automotive Leader, India, 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 for OEMs. It also highlights the preference for in-person interactions, safety concerns, and the growing interest in subscription models. Understanding these trends is crucial for automakers and dealers to adjust their strategies and investments in response to evolving consumer demands.