2023-03-21-思略特-2023年数字汽车报告（第一卷）_40页_2mb

Digital Auto Report 2023: Consumer Preferences and Auto Industry Implications

Overview

The Digital Auto Report 2023 explores evolving consumer preferences in mobility, with a global consumer survey in the US, EU, and China (n=3,000), and examines implications for automotive players. Key areas include connected services, electric vehicles, automated driving, and smart mobility. Consumer behaviors and willingness to pay vary by region, necessitating strategic adaptations like subscription models, digital interfaces, and ecosystem partnerships.

Consumer Preferences

• Connected Services: Safety and navigation are top priorities, with growing interest in on-demand features like traffic jam pilot. Willingness to pay for connected services is around €20-20/month in Germany and the US, higher in China (€40/month). Smartphone mirroring to cars is highly preferred, while OEM apps and in-car entertainment are less popular.
• Electric Vehicles (EVs): Gasoline remains popular in Germany and the US, while BEVs dominate consumer preferences in China (90%+ likely). Battery range extension and engine power upgrades are key features. Germans show hesitation towards EVs (35% consider one), contrasting with US (50%) and Chinese openness.
• Automated Driving: Low acceptance for L4/L5 automation in Germany and the US (60-70% uncomfortable), but higher in China (15%). Interest in robo-taxis is increasing, with varying willingness to pay less for rides. Usage preferences include relaxation and media in Germany and the US, versus socializing and entertainment in China.
• Smart Mobility: Consumers prefer purchasing new or used cars but interest in subscriptions is growing. Online car purchases are most popular in China (36%), while store visits remain higher in Germany and the US. Use of public transport and sustainable options is increasing, driven by factors like price and availability.

Implications for Auto Players

• User Interface and Digital Services: OEMs must invest in differentiated experiences, balancing luxury and convenience in software-defined vehicles. This includes digital portfolio development for connectivity, entertainment, and autonomous features, alongside strategic partnerships with tech players to avoid loss of control.
• Subscription and Ownership Models: Subscription models are expected to grow, with potential unit growth from 0.3m in 2023 to 2-4m in Europe by 2035. OEMs need to optimize asset lifecycle management, including residual value, to support profitability in leasing, subscription, and rental options.
• Ecosystem and Infrastructure: Opportunities lie in extending beyond the vehicle, such as battery and charging infrastructure (e.g., bi-directional charging) and ecosystem integration for smart mobility. This requires effective stakeholder coordination and ecosystem orchestration to capture value and manage risks.

Market Outlook and Opportunities

• Growth in connected services, EVs, and automated driving by 2035. Subscription models could reach 2-4m units in Europe, offering profitability through recurring revenues. Battery and charging markets present financial potential (€160-220m for V2H, €470-550m for V2G). Regulatory and technological challenges pose barriers, but strategic adaptations enable win-win scenarios.