埃森哲-流动性服务：消费者的视角（英文）24页_975kb

Summary of Mobility Services: The Customer Perspective

Core Content

This document outlines five key challenges that auto manufacturers (OEMs) face from a customer perspective as they transition from traditional car ownership to mobility services and autonomous vehicles. It provides insights from a survey of 7,000 respondents in the US, China, and Europe, highlighting regional differences and customer preferences.

Main Challenges and Key Insights

1. Brand Strength

• Customer Perception: While "brand" is the 6th most important factor for car purchase, it ranks 10th for car sharing.
• Regional Variance:
  • In China, brand remains central for premium car sharing (from 2nd to 4th place).
  • In non-premium segments across all regions, brand will play a minor role in car sharing.
• Recommendation: OEMs must reposition their brand now to remain relevant in a service-driven future. Focus should be on aligning brand identity with mobility services and core criteria like safety, performance, and price.

2. Vehicle Ownership

• Customer Interest: Half of the respondents (50%) are open to giving up ownership for autonomous mobility solutions.
• Regional Variance:
  • China: 78% of premium owners and 69% of non-premium owners are open to moving to a service model.
  • Europe: 55% of premium and 41% of non-premium owners.
  • US: 39% of premium and 21% of non-premium owners.
• Recommendation: OEMs should position mobility services as a valid alternative to ownership. Non-premium OEMs in particular should start experimenting with service-based models.

3. Service Monetization

• Interest in Add-On Services: 97% of respondents aged 18–37 are interested in add-on services during autonomous rides.
• Willingness to Pay:
  • China: 86% of respondents are willing to pay extra for add-ons.
  • US and Europe: Lower willingness to pay (57–60% in US, 43–60% in Europe).
• Recommendation: Pilot add-on services in China first, where demand and willingness to pay are highest. Consider partnerships with industry incumbents (e.g., Hilton, McDonald's) or self-sourced services to test and refine offerings.

4. City vs. Countryside

• Residence Change Consideration: 34% of respondents would consider moving to a suburb or rural area with the advent of autonomous vehicles.
• Premium Customers:
  • Show a higher propensity to change residence (53% in US, 60% in Europe, 64% in China).
  • Risk of Losing Customers: If autonomous mobility is not available in suburban or rural areas, a significant portion of premium customers may move.
• Recommendation: Evaluate rural areas as a potential lucrative niche. Invest in mobility infrastructure to capture this market and retain customers.

5. In-Car Personalization

• Current Preferences: Only 11% of respondents see in-vehicle personalization (e.g., automatic seat adjustment) as a top 3 criterion for autonomous mobility.
• Key Demand: 59% of respondents prioritize personal space and interior comfort for daily commuting.
• Regional and Owner Type Variance:
  • Premium Owners: More interested in customizable settings.
  • Non-Premium Owners: Prefer spacious and relaxing interiors.
• Recommendation: Shift focus to use-case driven personalization in autonomous vehicles. Design spacious interiors for daily commuters and maintain personalization as a differentiator for premium brands.

Key Recommendations for OEMs

Research Summary

• Survey Methodology: Conducted online in December 2018 and January 2019.
• Respondents: 7,000 consumers aged 18+ across China, Europe, and the US.
• Key Findings:
  • 85% of respondents are car owners.
  • 50% of respondents would consider giving up ownership for autonomous mobility.
  • 97% of 18–37-year-olds are interested in add-on services.
  • 59% of respondents prioritize personal space in autonomous vehicles.
  • 34% of respondents consider moving to suburbs or rural areas with autonomous mobility.

Team & Contacts

• Axel Schmidt: Senior Managing Director and Industry Managing Director Mobility
• Jürgen Reers: Managing Director Mobility X.O
• Alexander Huber: Managing Director Mobility
• Daniel Tegtmeyer: Senior Manager Mobility
• Tobias Kruse: Regional Business Design Director Fjord

For more information, visit www.accenture.com.