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2019 Deloitte Global Automotive Consumer Study
Germany
Autonomous, connected vehicles and multi-modal mobility
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 2
The 2019 Deloitte Global Automotive Consumer Study includes more than 25K consumer responses across 20 global markets.
India(n=1,755)
China(n=1,760)
Japan(n=1,770)
Rep. of Korea (n=1,731)
Brazil(n=1,262)
South Africa(n=1,307)
Canada(n=1,278)
Italy(n=1,258)
France (n=1,254)
United Kingdom (n=1,750)
Germany(n=1,773)Belgium (n=1,254)
United States(n=1,750)
Mexico(n=1,256)
Thailand(n=506)
Indonesia(n=503)
Malaysia(n=508)
Southeast Asia (n=1,517)
Australia(n=1,252)
Austria(n=1,256)
Netherlands(n=1,263)
Study methodology
The study is fielded using an online panel methodology where consumers of driving age are invited to complete the questionnaire (translated into local languages) via email. It was fielded in 20 countries and designed to be nationally representative of the overall population in each market.
3
What do consumers think about autonomous vehicle technology?
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 4
47%
53%
45%
45%
50%
44%
72%
49%
48%
Fully self-driving cars will not be safe
A fully self-driving car will free up my time so I canfocus on other activities
Travelling in a fully self-driving car will be a positiveexperience
2019
2018
2017
Percentage of consumers who agree that…
Consumers’ perception about safety of self-driving vehicles hasn’t improved over the last year
Warming trend regarding autonomous vehicles has stalled
Sample size: n= 1,721 [2019], ; n= 1,697 [2018], n= 1,547 [2017]
Note: Percentage of respondents who strongly agreed or agreed have been added together; did not consider “NA/Don’t know“ responses
Q3. To what extent do you agree with the following statements regarding future vehicle technology?
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 5
Other top activities suggest that future vehicle interiors may not need to be that different than the ones we have now
People would most prefer to communicate while riding in an AV
Sample size: n=1,773
Q8. What activities would you most likely engage in while riding in a fully autonomous vehicle?
43%
41%
40%
29%
26%
24%
24%
15%
18%
Communicating via phone, text or email
Sleeping/resting
Reading
Watching a movie/streaming video content
Working (e.g., using a laptop)
Eating a meal
Online shopping
Gaming
Other
Activities consumers would most likely engage in while riding in an autonomous vehicle
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 6
Taking full advantage of riding in an AV to engage in a variety of activities may not be straight-forward for a significant number of people
But, one quarter of people are affected by motion sickness
Yes; 25%
No; 75%
GermanySample size: n=1,773
Q9. Does motion sickness currently prevent you from engaging in activities like reading or checking email while riding as a passenger in a vehicle?
Percent of consumers who suffer from motion sickness
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 7
56%
49%
Media reports of accidents involving autonomousvehicles make me cautious of the technology
Self-driving cars should be restricted to certain timesand geographic areas to maximize public safety
Public safety along with recent accidents involving self-driving vehicles make consumers wary of advanced technologies
Negative media reports are impacting perceptions of AVs
Percentage of consumer who agree that…
Sample size: n= 1,685
Q3. To what extent do you agree with the following statements regarding future vehicle technology?
Note: Percentage of respondents who strongly agreed or agreed have been added together
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 8
More than half of consumers are concerned to live, walk, or drive in an area where fully autonomous vehicles are in operation
Consumer apprehension goes well beyond riding in an AV
Sample size: n=1,773
Q4: How concerned are you with each of the following scenarios?
Percentage of consumers who are concerned about…
Germany
Note: Percentage of respondents who are very concerned or concerned have been added together
65%
62%
60%
58%
52%
50%
49%
49%
Commercial vehicles (e.g., large tractor trailer trucks)operating in a fully autonomous mode on the highway
Personally riding in a fully autonomous aerial passengervehicle (i.e., a flying passenger drone taxi)
Fully autonomous aerial passenger vehicles operating inurban airspace to reduce roadway congestion
Being a pedestrian in an area where fully autonomousvehicles are being tested
Driving your vehicle in an area where fully autonomousvehicles are being tested
Personally riding in a fully autonomous vehicle
Fully autonomous vehicles being tested on the publicroads where you live
Fully autonomous “robo-taxis” operating in pre-
determined urban areas
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 9
Factors making consumers feel better about riding in a fully self-driving vehicle
47%
34%28%
63%
54%50%49%
38% 38%
An established track record ofself-driving cars being used on
the streets safely
Vehicle is offered by a brandyou trust
Government regulation /approval of self-driving cars
2017 2018 2019
Although the desire for government oversight of AV technology has cooled, there are still a significant number of people looking for it
Consumers still want an established safety record for AVs
Sample size: n= 1,719 [2019] ; n= 1,624 [2018], n= 1,589 [2017]
Note: Percentage of respondents who strongly agreed or agreed have been added together; did not consider “Don’t know” responses
Q6: Would the following factors make you more or less likely to ride in a self-driving car?
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 10
33%
32%
32%
3%
48%
24%
25%
3%
51%
20%
26%
3%
Traditional car manufacturer
Existing technology company
A new company that specializes in self-driving vehicles
Others
2019
2018
2017
Type of company consumers trust the most to bring fully self-driving technology to market
Consumer trust in traditional OEs is declining while specialists and existing technology companies gain ground
Speaking of trust, consumer faith appears to be shifting
Sample size: n= 1,773 [2019], n= 1,759 [2018], n= 1,743 [2017]
Q10: Which of the following type of company would you trust the most to bring fully autonomous (self-driving) vehicle technology to the market?
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 11
No oversight; 6%
Some oversight;
27%
Significant
oversight; 59%
Don’t know; 8%
Expected level of government oversight (% of consumers)
Among those that want government oversight, the consensus appears to point to a desire for significant involvement to set standards
Majority of consumers want a lot of regulatory oversight for AVs
Sample size: n= 1,773
Q7: To what extent do you think government should be involved in the development and use of autonomous vehicles by providing oversight and standards?
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 12
7%
3%
37%
53%
10%
8%
30%
52%
8%
6%
19%
67%
Don’t know
No oversight
Some oversight
Significant oversight
Pre/Boomers
Gen X
Gen Y/Z
Expected level of government oversight (% of consumers)
Younger consumers are more moderate when it comes to the amount of government oversight desired regarding AVs
Older consumers leading the charge for regulatory oversight
Sample sizes - [Pre/boomers, N= 820; Gen X, N= 373; Gen Y/Z, N= 580]
Q7: To what extent do you think government should be involved in the development and use of autonomous vehicles by providing oversight and standards?
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 13
Percentage of consumers that have experienced an autonomous vehicle
93%7%
No Yes
However, half of the consumers who haven’t experienced an AV said they are at least somewhat interested in giving it a try
Very few consumers have experienced an AV first-hand
Sample size: n=1,773
Q5a. To what extent are you interested in riding in a fully autonomous vehicle?
Percentage of consumers who are interested in riding in a fully
autonomous vehicle
18%
13%
15%
28%
26%
Not at all
interested
Not very
interested
Neutral
Somewhat
interested
Very interested
Sample size: n=1,642
Q5. Have you had the opportunity to ride in a fully autonomous vehicle as part of a demonstration or pilot program?
Germany
14
What do consumers think about connected vehicles?
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 15
64%
35%
67%
28%
With my vehicle connected via wireless internet, I fearsomeone hacking into my car and risking my personal
safety
As vehicles become more connected via wirelessinternet, they are more beneficial
2019
2018
Percentage of people that think more connectivity means more benefit is also directionally positive on a year-over-year basis
Consumers slightly less concerned with vehicle hacking YoY
Percentage of consumers who agree that…
Sample size: n= 1,684
Q3. To what extent do you agree with the following statements regarding future vehicle technology?
Note: Percentage of respondents who strongly agreed or agreed have been added together
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 16
Sample size: n =1,207
Q18. In general, what kind of technology interface would you prefer in your vehicle?
45%
84%
55%
16%
Passenger
Driver
Built-In (Factory Accessory) Brought-In (Smartphone Compatibility)
Germany
Strong majority of drivers prefer “built-in” technology
Although drivers have a clear preference, passengers prefer “brought-in” technology which may have implications on AV contenting strategies
Preferred type of technology interface by type of vehicle occupant
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 17
However, passengers prefer to have brought-in capabilities
Across generations, drivers prefer ‘built-in” technology
87%
48%
81%
43%
81%
42%
13%
52%
19%
57%
19%
58%
Driver Passenger Driver Passenger Driver Passenger
Built-In (Factory Accessory) Brought-In (Smartphone Compatibility)
Pre/Boomers Gen X Gen Y/Z
Q18. In general, what kind of technology interface would you prefer in your vehicle?
Sample sizes - [Pre/boomers, N= 538; Gen X, N= 267; Gen Y/Z, N= 402] Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 18
Sample size: n=1,207
Q19. How important is it to have the same technology interface across multiple vehicles in your household?
How important is having the same technology interface across multiple vehicles?
16%
22%
30%
12%
14%
6%
Very important
Somewhat important
Neutral
Not really important
Not important at all
Not applicable
Having the same interface across multiple vehicles is important
38% of consumers think it is at least somewhat important to have the same technology interface across multiple vehicles
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 19
More than two-thirds of consumers are interested in benefits such as traffic updates, safer travel routes, and collisions detection
Consumers are most interested in traffic updates
Sample size: n=1,207
Q21: How interested are you in the following benefits of a connected vehicle if it meant sharing either your own personal data or the data generated by the operation of your vehicle?
Germany
Consumer opinions on benefits of connected vehicles
10%
13%
12%
15%
16%
17%
20%
24%
26%
29%
37%
17%
20%
21%
21%
21%
23%
27%
27%
31%
28%
29%
73%
67%
67%
64%
63%
60%
53%
49%
43%
43%
34%
Updates regarding traffic congestion and suggested alternate
routes
Suggestions regarding safer routes
Updates to improve road safety and prevent potential collisions
Maintenance updates and vehicle health reporting
Access to nearby parking (i.e., availability, booking, and
payment)
Over-the-air vehicle software updates
Customized suggestions regarding ways to minimize service
expenses
Maintenance cost forecasts based on your driving habits
Customized/optimized vehicle insurance plan
Receiving a discount for access to a Wi-Fi connection in your
vehicle
Special offers regarding non-automotive products and services
related to your journey or destination
Not at all interested/not very interested Neutral Somewhat/Very interested
Note: Percentage of respondents who are somewhat or very interested have been added together
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 20
Sample size: n=1,207
Q22. As vehicles become more and more connected to the internet, how concerned would you be if the following types of data were shared with your vehicle manufacturer, dealer, insurance company and/or other third parties?
19%
20%
17%
27%
45%
21%
25%
28%
25%
28%
60%
55%
55%
48%
27%
Biometric data collected by sensors in the cockpit (e.g.,
your heart rate)
Data related to vehicle location (e.g., historic and real-
time)
Data related to the use of connected services (e.g.,
smartphone apps)
Data related to driving behavior (e.g., braking,
acceleration, speed)
Sensor data related to vehicle status (e.g., brake fluid
level)
Not at all concerned/Not very concerned Neutral Somewhat concerned/Very concerned
Consumer opinions on futuristic scenarios
Germany
More than half of consumers are concerned if data related to biometrics, apps, and vehicle location is collected and shared
Consumers concerned if personal data is collected by the car
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 21
At the same time, 30% percent of consumers said they do not trust anyone in managing the data that is generated in a connected vehicle
Consumers trust OEMs the most in managing collected data
Sample size: n=1,207
Q23. In a scenario where you owned a connected vehicle, which of the following entities would you trust the most to manage the data being generated and shared?
31%
15%
9%
6%
4%
3%
2%
0%
30%
Car manufacturer
Government agency
Vehicle dealer
Insurance company
Cloud service provider
Cellular service provider
Financial service provider
Other
None of the above
Consumer opinions on whom they trust the most to manage data generated/collected by their vehicle
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 22
Consumers are fine with a vehicle automatically taking control in case of driver drowsiness/distractions, poor health, and high alcohol level
Consumers fine to handover vehicle control in some situations
Sample size: n=1,207
Q24: As vehicle interiors are equipped with more connected sensors and/or autonomous driving technology, how interested are you in each of the following?
Consumer opinions on benefits of connected vehicles
Germany
16%
21%
31%
30%
31%
33%
40%
20%
25%
23%
26%
27%
29%
28%
64%
54%
46%
44%
42%
38%
32%
Driver drowsiness and/or distraction and automatically take
control of the vehicle to prevent an accident
Imminent health events and automatically take control of
the vehicle while contacting emergency response services
with your location and condition
The driver’s blood alcohol level and automatically disable
the vehicle to prevent its operation
The occupant’s biometric signature verifying their identity
and granting permission to operate the vehicle
The occupant’s biometric signature and automatically adjust
seat, mirror, and infotainment settings
Occupant stress levels and automatically adjust the
temperature, ambient lighting and audio settings to help
reduce anxiety
Pre-existing health conditions and communicate a
monitoring report to the occupant’s health care professional
Not at all interested/not very interested Neutral Somewhat/Very interested
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 23
39% 40% 43% 44% 45% 46%
52% 53% 49% 49% 48% 47%
9% 7% 8% 7% 7% 7%
Sensors in the
vehicle’s cockpit to
detect and act on
health and wellness
issues
Communication
technology to
optimize traffic flow
Ability for your
vehicle to
communicate with
other vehicles and
road infrastructure
to improve safety
Automatically find
and pay for parking
Ability for the
vehicle to self-
diagnose problems
and schedule
service
appointments
Ability to connect
to the internet to
facilitate
infotainment and
personal
communication
activities
I wouldn’t pay any more Up to £750 £750 or more
Consumers’ willingness to pay for various connected technologies
Sample size: n=1,207
% o
f consum
ers
But, there is a significant number of people that indicate they will not pay any more to gain access to advanced connectivity features
Majority of consumers willing to pay for connected technologies
Q25: How much more would you be willing to pay for a vehicle that had the following connectivity technologies?
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 24
How would consumers prefer to pay for additional connectivity technologies?
52% of consumers are ready to make an upfront payment for connectivity technologies
Vehicle buyers prefer to pay for added tech features up front
Sample size: n= 886
Q25a: How would you most prefer to pay for additional connectivity technologies?
Germany
Up front as
part of the vehicle
purchase price; 52%Charged on a
per use basis; 33%
As part of a
monthly service to which I
subscribe;
15%
25
What do consumers think about multi-modal mobility?
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 26
59%
23%
9%
9%
Never
Occasionally
A couple of times a week
Every day
How often do consumers work from home?
An effective, efficient transportation system remains a vital part of everyday life for most people
Majority of people are still not able to telecommute…
Sample size: n= 1,773
Q34: How often do you work from home?
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 27
68%
15%
6%
11%
58%
23%
9%
10%
47%
33%
14%
6%
Never
Occasionally
A couple of times a week
Every day
Pre/Boomers Gen X Gen Y/Z
How often do consumers work from home?
Perhaps an early sign that transportation systems may need to adapt to changing work habits going forward
…but, younger consumers may be starting to buck the trend
Sample sizes - [Pre/boomers, N= 820; Gen X, N= 373; Gen Y/Z, N= 580]
Q34: How often do you work from home?
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 28
45%
20%
20%
12%
2%
1%
Getting to your destination as quickly as possible
Spending the least amount of money to get where you’re going
Your safety while traveling
Your level of comfort while traveling
Engaging in various activities during the journey
(e.g., sending e-mails, studying)
Other
What is the most important aspect of mobility?
Apart from reaching a destination quickly, consumers also consider safety and least expensive travel option to be an important aspect
Minimum travel time is the most important aspect of mobility
Sample size: n= 1,773
Q35: What is the most important aspect of mobility?
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 29
Consumers prefer to walk, use their own vehicle, or bicycle (including urban bike sharing program) to satisfy their transportation needs
Traditional transportation types still the most preferred
Sample size: n=1,773
Q26: Please select how often you currently use each transportation method.
Frequency of transportation use by type
Germany
Top 3 transportation types
Daily Weekly Monthly Occasionally Never
My Own Vehicle (4-wheeler) 47% 26% 3% 4% 20%
Car Share 1% 3% 4% 10% 82%
Ride Hail 1% 3% 4% 9% 83%
Rental Car 1% 3% 3% 30% 63%
Taxi 1% 4% 7% 53% 35%
Carpool/minibus/micro-transit 1% 4% 4% 19% 72%
Commuter train 3% 5% 6% 20% 66%
Light rail/tram 9% 16% 10% 32% 33%
Subway/metro 8% 12% 11% 29% 40%
City bus 10% 18% 11% 34% 27%
Rapid transit bus 2% 5% 6% 24% 63%
Bicycle (including urban bike sharing programs) 13% 22% 11% 17% 37%
Motorcycle/scooter/moped 2% 6% 5% 6% 81%
Water-based ferry/sea taxi 1% 2% 3% 20% 74%
Walk 61% 18% 5% 10% 6%
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 30
New mobility models not expected to cause significant disruption over the next three years as consumers apparently satisfied with status quo
Prevailing expectation is usage pattern will remain unchanged
Sample size: n=1,773
Q27: How often do you expect to use each of the following transportation methods in 3 years’ time?
Consumer intention regarding transportation type usage in 3 years
Germany
Top 3 transportation types
Daily Weekly Monthly Occasionally NeverDon’t know
My Own Vehicle (4-wheeler) 46% 26% 3% 5% 13% 7%
Car Share 1% 4% 4% 12% 56% 23%
Ride Hail 1% 2% 4% 13% 59% 21%
Rental Car 1% 2% 4% 32% 42% 19%
Taxi 1% 3% 7% 52% 23% 14%
Carpool/minibus/micro-transit 1% 3% 4% 20% 51% 21%
Commuter train 3% 5% 6% 21% 47% 18%
Light rail/tram 9% 15% 9% 31% 24% 12%
Subway/metro 8% 13% 9% 28% 28% 14%
City bus 9% 17% 11% 34% 19% 10%
Rapid transit bus 2% 5% 6% 23% 42% 22%
Bicycle 16% 22% 8% 16% 26% 12%
Motorcycle/scooter/moped 2% 6% 5% 8% 56% 23%
Water-based ferry/sea taxi 1% 3% 3% 17% 51% 25%
Walk 58% 17% 5% 9% 6% 5%
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 31
% of consumers who use multiple modes of transportation in the same trip
Never25%
Rarely (i.e., only as needed)55%
At least once a week
20%
Majority of people rarely use multiple modes of transportation in the same trip – 1 in 4 consumers always use just one type per trip
Only 20% of people take multi-mode trips on a weekly basis
Sample size: n=1,773
Q29. How often do you use multiple modes of transportation in the same trip (e.g., a trip using a subway, commuter train and your own vehicle)?
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 32
New mobility models (e.g., car share, ride hail) face some challenges in perception of safety, ease of use, and reliability
Personal ownership still scores high in several categories
Sample size: n=1,773
Q28: Using each of the following sliding scales, please indicate how you would describe the following transportation types
Consumers’ view regarding different transportation types
Germany
Transportation Type Cost SafetyEase
of useEnvironmental
friendlinessReliability
My own vehicle (4-wheeler) 40.8 70.3 68.4 45.2 76.1
Car share 52.7 52.5 42.8 55.4 51.6
Ride hail 59.8 47.8 46.4 57.4 49.6
Taxi 23.3 68.4 66.4 42.5 67.7
Carpool/minibus/micro-transit 61.7 52.3 49.9 57.7 52.8
Public transportation (e.g., train, subway, bus)
50.8 67.1 60.8 67.1 55.5
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 33
However, it lags on other critical dimensions of transportation, particularly cleanliness and congestion
Public transportation scores the highest on safety
Sample size: n=1,773
Q31: On a scale of 1 to 5 where 1 is very poor and 5 is outstanding, please rate the public/mass transit system (e.g., subways, buses, etc.) where you live in each of the following dimensions.
Consumers rating of public/mass transit system on a scale of 1-5
Germany
3,8
3,5
3,4
3,4
3,3
3,3
3,3
3,2
3,2
3,1
2,9
Safety
Coverage
Integration (e.g., payments,timetables)
User friendliness
Affordability
Accessibility (e.g., disabled individuals)
Reliability
Versatility (e.g., number of mobilityoptions)
Timeliness
Cleanliness
Congestion (e.g., number of people)
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 34
Percentage of consumers interested in using a car-pooling service
Consumers are not interested in these services as they are concerned about sharing a small space with strangers
Majority of consumers are not interested in car-pooling services
Sample size: n=1,773
Q30a. What is the main reason you are not interested in using a car-pooling service (e.g., minibus, micro-transit) in which multiple passengers travel to different destinations in the same vehicle?
Main reason consumers’ are not interested in using a car-pooling service
12%
12%
25%
51%
I would be
concerned for my
personal safety
Other
I think it would
take too long
I don’t like the idea of sharing a
small space with strangers
Sample size: n=964
Q30. To what extent are you interested in using a car-pooling service (e.g., minibus or micro-transit service) in which multiple passengers travel to different destinations in the same vehicle?
Germany
Not at all interested/
Not very interested,
54%
Neutral; 25%
Somewhat/ Very
interested, 21%
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 35
Percentage of consumers interested in using a car-pooling service
Though younger consumers are relatively more interested than older generations, overall acceptance remains fairly low
Interest in car-pooling services varies among generations
Germany
29%
32%
39%
20%
27%
53%
16%
19%
65%
Somewhat/Very
interested
Neutral
NotInterested
Pre/Boomers Gen X Gen Y/Z
Sample sizes - [Pre/boomers, N= 820; Gen X, N= 373; Gen Y/Z, N= 580]
Q30. To what extent are you interested in using a car-pooling service (e.g., minibus or micro-transit service) in which multiple passengers travel to different destinations in the same vehicle?
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 36
Percent of people using ride-hail regularly has dropped
73%80%
20%
18%
7%2%
Never Rarely 1+ per week
Business travel;
26%
Personal travel;
74%
Q36. How often do you currently use ride-hailing services?
Sample size: n=1,773
Q36a. What percent of your ride-hailing trips are for business versus personal reasons?
Sample size: n=360
Frequency of ride-hailing usage
Purpose of ride-hailing (2019)
Also, there has been a significant decrease in the number of people who use the service on an occasional basis
Germany
2017 2019
21%
79
%
2017
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 37
27%
19%
18%
17%
13%
4%
2%
Less costly than owning/driving a car
(payments/ maintenance)
Better for the environment
Ability to multitask (e.g. text/check email/watch
a video) in vehicle
No need to find or pay for parking
No worries about alcohol consumption
No worries about navigating /getting lost
Other
Most important benefit of using a ride-haling service
Lower overall cost than owning a car and good for environment are seen as the most important benefits
Consumers see multiple benefits of ride-hailing services
Sample size: n= 360
Q36b: What is the most important benefit of using a ride-haling service?
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 38
It has remained constant since 2017 when 30% of consumers wondered whether they need to own a vehicle going forward
A third of consumers may give up vehicle ownership
30%
31%
42%
43%
28%
26%
2017
2019
Yes No Don't Know
Percentage of consumers who question the need to own a vehiclein the future due to use of ride-hailing services
Q36c. Does your use of ride-hailing services make you question whether you need to own a vehicle going forward?
Sample size: n=360 Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 39
Q36c. Does your use of ride-hailing services make you question whether you need to own a vehicle going forward?
Sample sizes - [Pre/boomers, N= 66; Gen X, N= 59; Gen Y/Z, N= 235]
But, they are more willing to entertain the idea of leaving car ownership behind when compared to their older counterparts
Germany
17%
31%
35%
45%
41%
43%
Pre/Boomers
Gen X
Gen Y/Z
No Yes
Percentage of consumers who question the need to own a vehiclein the future due to use of ride-hailing services
Younger consumers split on car ownership going forward
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 40
8%
7%
36%
36%
13%
27%
19%
33%
18%
3%
Sample size: n =1,773
Q37. If you were to downsize the number of vehicles in your household as a result of increased mobility options, how likely would you be to consider acquiring a model that offers more luxury and/or utility as your next vehicle?
More utilityMore luxury
Germany
People want utility vs. luxury when downsizing number of cars
49% of consumers said they would consider a model that offers more utility compared to 21% that would likely favour more luxury
21% 49%Very likely
Somewhat likely
Neutral
Not very likely
Not at all likely
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 41
Sample size: n=1,773
Q38. How interested are you in participating in the following activities?
80%
76%
67%
67%
11%
15%
21%
18%
9%
9%
12%
15%
Renting out your personal vehicle
Becoming a driver for a ride hailing service (e.g., Uber,
Lyft, DiDi)
Renting out part of your driveway to park a vehicle
Becoming a member of a carpooling service
Not at all interested/Not very interested Neutral Somewhat interested/Very interested
How interested are consumers in the following scenarios?
Germany
Despite being grossly underutilized, the concept of renting out a personal vehicle has yet to catch on amongst the general population
Majority of people not interested in new ways to make money
Note: Percentage of respondents who are very interested or somewhat interested have been added together
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 42
Sample size: n=1,773
Q39. How interested are you in each of the following scenarios?
52%
53%
53%
56%
56%
61%
25%
25%
25%
24%
25%
23%
23%
22%
22%
20%
19%
17%
An app to plan/schedule/monitor/pay for a trip using
multiple transportation modes
Subscription to a brand where you could select between
multiple vehicles
Subscription service that allowed unlimited ride hailing
for a set fee
Ride hailing service that enabled multiple destinations in
a single trip
Subscription to a third party where you could select
between different brands
Joint ownership of a vehicle with family, friends or
neighbors
Not at all interested/Not very interested Neutral Somewhat interested/Very interested
Level of interest in the following scenarios
Germany
However, interest in forward-looking mobility scenarios/tools is so far limited as half of consumers just don’t see the need…yet
Majority of interest lies in a fully integrated “mobility app”
Note: Percentage of respondents who are very interested or somewhat interested have been added together
43
Looking forward to a consumer’s next vehicle….
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 44
30%
19%
18%
17%
10%
1%
0%
5%
Sedan (4 Door)
Coupe (2 door) / Hatchback
Sport Utility (SUV)
Wagon / Estate
Van / Minivan
Pick-up Truck
Motorcycle
Other
% of consumers considering a particular vehicle type
Sample size: n=1,343
Q41. What type of vehicle are you planning to acquire next?
Germany
There’s no doubt that more people are buying SUVs, but the demise of the passenger car may be a bit overstated
Half of consumers still intending to buy a car (not an SUV)!
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 45
Intention to remain with traditional ICE engines is starting to give way to electric powertrain technology as interest in hybrids is growing
Consumer preference for engine type is shifting
Sample size: n= 1,273 [2019], n= 1,287 [2018]
Q45. What type of engine would you prefer in your next vehicle?
63%
26%
6%
5%
66%
23%
7%
4%
72%
19%
5%
4%
Gasoline/Diesel (ICE)
Hybrid electric (HEV)
All battery-powered electric (BEV)
Other
2019
2018
2017
What type of engine do consumers want in their next vehicle?
Note: ‘Other” category in 2019 data includes ethanol, CNG, and fuel cell
Germany
2019 Deloitte Global Automotive Consumer StudyCopyright © 2019 Deloitte Development LLC. All rights reserved. 46
But, there has been some movement since last year as the percentage of people that are “very interested” starts to accelerate
Sample size: n=1,273
Q46. If you had the option to acquire your next vehicle directly from the manufacturer (via online process), how interested would you be?
How interested are consumers in by-passing the dealer?
22%
34%
27%
10%
7%
Very interested
Somewhat interested
Neutral
Not very interested
Not at all interested
Germany
Consumers still on the fence about buying direct from an OEM
15%
32%
28%
15%
10%20182019
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