2023年数字化汽车报告：了解消费者偏好和影响-2023-03-数字化-40页_2mb

报告摘要

Overview: This annual report by Strategy& provides insights based on a global consumer survey (N=3,000 in US, EU, China) and regional analysis, focusing on consumer preferences for mobility, connected services, electric and automated vehicles, and market trends up to 2035. It highlights strategic implications for the auto industry.

Connected Services: Consumers prioritize safety and navigation (80-90%), with growing demand for on-demand functions; willingness to pay is ~€20/month in GER/US (€40 in China), and experts rate infotainment higher. Smartphone mirroring is popular, but subscription models are gaining traction.
Electric Vehicles (EVs): BEV adoption is lowest in Germany (35% likely) but highest in China (>90%), with US showing ~50% openness. Germans are skeptical of L4 automation (60-70% uncomfortable), but WTP for robo-taxis is higher in Germany than in US/China.
Mobility and Sustainability: Consumers aim to reduce CO2 through walking/cycling, EVs, or public transport. Subscription and leasing are increasing preferences; online car purchases are popular in China, while traditional dealership visits remain strong in Germany.

User Interface and Services: OEMs must develop intuitive interfaces for software-defined vehicles, focusing on user experience differentiation (e.g., luxury, convenience) and monetization through data and services. Challenges include partnering with tech players to avoid loss of control.
Ownership Models: Subscription models are expected to grow from 0.3m to 2-4m units in Europe by 2035, with integration of sales lifecycle management for profitability. OEMs should balance customer needs with asset lifecycle optimization.
Beyond the Vehicle: Opportunities in batteries, bi-directional charging, and e-mobility services (e.g., V2H/V2G) can create new revenue streams. Ecosystem orchestration, including partnerships and data governance, is key for innovation.

Auto players face strategic shifts to adapt to changing consumer behaviors, such as moving towards subscription-based ownership and embracing sustainability. Ecosystem-based approaches are essential for long-term value creation, with potential for higher revenue through services and data monetization..setFont

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