埃森哲-出行服务消费者视角：汽车制造商面临的五项挑战（英文）-2020.12-24页_897kb

Summary of Mobility Services: The Customer Perspective

Core Content

This document outlines five key challenges that auto manufacturers and executives face in the evolving mobility services landscape, as seen from the customer perspective. It is based on a comprehensive survey of over 7,000 respondents in the US, China, and Europe, highlighting how customer preferences and behaviors are shifting with the rise of autonomous vehicles and mobility-as-a-service (MaaS) models.

Main Challenges and Key Insights

1. Brand Strength

• Current Perception: Brand is the 6th most important factor for car purchase but only the 10th for car sharing.
• Regional Insight:
  • In China, brand remains a central factor for premium car sharing, dropping from 2nd to 4th place.
  • In US and Europe, brand is less important for car sharing, especially for non-premium users.
• Recommendation: OEMs should reposition their brand now, focusing on its relevance in the mobility services context.

2. Vehicle Ownership

• Customer Expectation: Most people still expect to own a car, but many are open to giving it up in favor of autonomous mobility solutions.
• Regional Insight:
  • China: 78% of premium owners and 69% of non-premium owners would consider giving up ownership.
  • Europe: 55% of premium and 41% of non-premium owners would consider it.
  • US: 39% of premium and 21% of non-premium owners would consider it.
• Recommendation: OEMs should position mobility services as a valid alternative to ownership, especially in markets where the shift is more likely.

3. Service Monetization

• Interest in Add-On Services: 97% of respondents aged 18–37 expressed interest in add-on services during autonomous rides.
• Willingness to Pay: Only China shows a majority (86%) willing to pay extra for these services.
• Recommendation: OEMs should pilot add-on services in China to test and refine offerings for future revenue streams.

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.
• Regional Insight:
  • China: 55% of respondents would consider a change of residence.
  • Europe: 42% of respondents would consider it.
  • US: 37% of respondents would consider it.
• Recommendation: OEMs should evaluate the potential of rural areas as a lucrative niche for autonomous mobility services.

5. In-Car Personalization

• Customer Preferences: Only 11% of respondents see in-vehicle personalization options (e.g., automatic seat adjustment) as a top 3 criterion for autonomous mobility.
• Use-Case Focus: 59% of respondents prioritize personal space for daily commutes.
• Regional Insight:
  • China: Emphasizes personal space and relaxation.
  • Europe: Similar trends, with a focus on comfort and space.
  • US: Also values personal space and relaxation.
• Recommendation: OEMs should design use-case based personalization in autonomous vehicles, focusing on spacious and relaxing interiors for daily commutes.

Research Summary

• Survey Scope: 7,000 consumers aged 18+ in China, Europe, and the US.
• Key Findings:
  • 85% of respondents were car owners.
  • 48% would consider giving up ownership for autonomous mobility.
  • 97% of 18–37 year-olds are interested in add-on services.
  • 59% of respondents value personal space during commutes.
  • 34% would consider moving to a suburb or rural area with autonomous vehicles.
• Conclusion: The shift towards mobility services and autonomous vehicles is inevitable, and OEMs must adapt their strategies to meet changing customer needs.

Our Team

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

About Accenture

Accenture is a global professional services company offering a wide range of services in strategy, consulting, digital, technology, and operations. With expertise across 40+ industries and a delivery network spanning over 120 countries, Accenture helps clients drive innovation and create sustainable value.

Key Takeaways

• Brand repositioning is critical for long-term success in the mobility services era.
• Ownership transition is a growing trend, particularly in China.
• Add-on services can be a significant revenue stream, but only in China is there strong willingness to pay.
• Rural areas may offer untapped opportunities for OEMs.
• Personalization in autonomous vehicles should be use-case driven, focusing on space and comfort.