2023-03-04-德勤-2023年全球汽车消费者调查--中国篇_28页_2mb

报告摘要

Chinese consumers show increasing interest in pure electric vehicles (BEV), with over 27% planning to purchase one in the next vehicle. Key drivers include better driving experiences and lower fuel costs.
Main concerns revolve around battery technology safety, charging time (72%), and lack of public charging infrastructure (29%). Higher prices for electric vehicles reflect strong market demand, with EV buyers willing to pay more than those for internal combustion engines.
Preference for engine types: internal combustion engines remain popular (58%), but BEV interest grows. Charging preferences lean toward home installation via conventional grids or alternative sources, with concerns about installation costs.

Most consumers (98%) intend to buy a new car; key motivators are reliability and use of latest technology. Price, new car image, and warranty are also factors.
Vehicle type preference: sedans dominate (44%), followed by SUVs (38%); fewer choose other types like MPVs or sports cars.
Brand and model choice driven by product quality (48%), brand familiarity (36%), and brand image (36%). Acceptable delivery wait times are short, with 83% wanting less than 4 weeks, challenging order-to-delivery production models.
Pre-purchase experiences are valued highly, with transparent pricing and direct interaction with vehicles important (ratings above 30%).

Product quality is the primary factor in brand selection, followed by brand awareness and service experience. Trust in manufacturers and dealers is high, built on information transparency, consistent delivery, and fair treatment.
Most consumers rely on dealers for service, citing work quality, trust, and convenience. Independent service providers appeal for cost savings. Digital app features like service scheduling and vehicle diagnostics are popular.
Net Promoter Score (NPS) is positive, indicating strong brand loyalty based on shared information and reliable experiences.

Consumers trust manufacturers and dealers to manage data from connected cars. Willing to share personal data for benefits like safety updates and cost savings, but express significant concerns about data sharing (e.g., location, biometric data).
Preferences for connected features include bundled pricing into vehicle costs, with 54% favoring upfront payment; subscriptions are less appealing. Key advantages of connectivity involve safety, maintenance insights, and insurance customization.

Conducted between September and October 2022 in China, surveying 1,012 consumers globally; margin of error ±3.1%. Focus on consumer preferences for automotive technologies.
Methodology involved online sampling and translations, with data reflecting urban, middle-aged consumers. The report highlights shifts in purchasing behavior, digital integration, and sustainability concerns across various markets.

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