2019 Deloitte Global Automotive Consumer Study - Autonomous, connected vehicles and multi-modal mobility
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2019 Deloitte Global Automotive Consumer Study Autonomous, connected vehicles and multi-modal mobility Germany
The 2019 Deloitte Global Automotive Consumer Study includes
more than 25K consumer responses across 20 global markets.
United Kingdom Germany
Belgium (n=1,254) (n=1,750) (n=1,773)
Austria
(n=1,256)
Netherlands
(n=1,263)
Japan
(n=1,770)
Canada
(n=1,278)
France
(n=1,254) Rep. of Korea
(n=1,731)
Italy
United States (n=1,258)
(n=1,750) China
(n=1,760)
India
(n=1,755)
Mexico Australia
(n=1,256) (n=1,252)
Brazil South Africa
Malaysia Thailand Indonesia
(n=1,262) (n=1,307)
(n=508) (n=506) (n=503)
Study methodology
Southeast Asia (n=1,517)
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.
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 2What do consumers
think about autonomous
vehicle technology?
3Warming trend regarding autonomous vehicles has stalled
Consumers’ perception about safety of self-driving vehicles hasn’t
improved over the last year
Percentage of consumers who agree that…
47%
Fully self-driving cars will not be safe 45%
72%
53%
A fully self-driving car will free up my time so I can
focus on other activities 50%
49%
45%
Travelling in a fully self-driving car will be a positive 2019
experience 44%
2018
48%
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?
Sample size: n= 1,721 [2019], ; n= 1,697 [2018], n= 1,547 [2017] Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 4People would most prefer to communicate while riding in an AV
Other top activities suggest that future vehicle interiors may not need
to be that different than the ones we have now
Activities consumers would most likely engage in while riding in an autonomous vehicle
Communicating via phone, text or email 43%
Sleeping/resting 41%
Reading 40%
Watching a movie/streaming video content 29%
Working (e.g., using a laptop) 26%
Eating a meal 24%
Online shopping 24%
Gaming 15%
Other 18%
Q8. What activities would you most likely engage in while riding in a fully autonomous vehicle?
Sample size: n=1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 5But, one quarter of people are affected by motion sickness
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
Percent of consumers who suffer from motion sickness
Yes; 25%
No; 75%
Q9. Does motion sickness currently prevent you from engaging in activities like reading or checking email while riding as a passenger in a vehicle?
Sample size: n=1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 6Negative media reports are impacting perceptions of AVs
Public safety along with recent accidents involving self-driving vehicles
make consumers wary of advanced technologies
Percentage of consumer who agree that…
Media reports of accidents involving autonomous
vehicles make me cautious of the technology 56%
Self-driving cars should be restricted to certain times
and geographic areas to maximize public safety 49%
Note: Percentage of respondents who strongly agreed or agreed have been added together
Q3. To what extent do you agree with the following statements regarding future vehicle technology?
Sample size: n= 1,685 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 7Consumer apprehension goes well beyond riding in an AV
More than half of consumers are concerned to live, walk, or drive
in an area where fully autonomous vehicles are in operation
Percentage of consumers who are concerned about…
Commercial vehicles (e.g., large tractor trailer trucks)
operating in a fully autonomous mode on the highway 65%
Personally riding in a fully autonomous aerial passenger
vehicle (i.e., a flying passenger drone taxi) 62%
Fully autonomous aerial passenger vehicles operating in
urban airspace to reduce roadway congestion 60%
Being a pedestrian in an area where fully autonomous
vehicles are being tested 58%
Driving your vehicle in an area where fully autonomous
vehicles are being tested 52%
Personally riding in a fully autonomous vehicle 50%
Fully autonomous vehicles being tested on the public
roads where you live 49%
Fully autonomous “robo-taxis” operating in pre-
determined urban areas 49%
Note: Percentage of respondents who are very concerned or concerned have been added together
Q4: How concerned are you with each of the following scenarios?
Sample size: n=1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 8Consumers still want an established safety record for AVs
Although the desire for government oversight of AV technology has
cooled, there are still a significant number of people looking for it
Factors making consumers feel better about riding in a fully self-driving vehicle
2017 2018 2019
63%
54%
47% 49% 50%
38% 38%
34%
28%
An established track record of Vehicle is offered by a brand Government regulation /
self-driving cars being used on you trust approval of self-driving cars
the streets safely
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?
Sample size: n= 1,719 [2019] ; n= 1,624 [2018], n= 1,589 [2017] Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 9Speaking of trust, consumer faith appears to be shifting
Consumer trust in traditional OEs is declining while specialists and
existing technology companies gain ground
Type of company consumers trust the most to
bring fully self-driving technology to market
33%
Traditional car manufacturer 48%
51%
32%
Existing technology company 24%
20%
32%
A new company that specializes in self-
driving vehicles 25%
26%
2019
3% 2018
Others 3%
2017
3%
Q10: Which of the following type of company would you trust the most to bring fully autonomous (self-driving) vehicle technology to the market?
Sample size: n= 1,773 [2019], n= 1,759 [2018], n= 1,743 [2017] Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 10Majority of consumers want a lot of regulatory oversight for AVs
Among those that want government oversight, the consensus appears
to point to a desire for significant involvement to set standards
Expected level of government oversight (% of consumers)
Significant
oversight; 59%
Don’t know; 8%
Some oversight;
27%
No oversight; 6%
Q7: To what extent do you think government should be involved in the development
and use of autonomous vehicles by providing oversight and standards?
Sample size: n= 1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 11Older consumers leading the charge for regulatory oversight
Younger consumers are more moderate when it comes to the amount
of government oversight desired regarding AVs
Expected level of government oversight (% of consumers)
67%
Significant oversight 52%
53%
19%
Some oversight 30%
37%
6%
No oversight 8%
3% Pre/Boomers
Gen X
8%
Don’t know 10% Gen Y/Z
7%
Q7: To what extent do you think government should be involved in the development
and use of autonomous vehicles by providing oversight and standards?
Sample sizes - [Pre/boomers, N= 820; Gen X, N= 373; Gen Y/Z, N= 580] Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 12Very few consumers have experienced an AV first-hand
However, half of the consumers who haven’t experienced an AV
said they are at least somewhat interested in giving it a try
Percentage of consumers that have Percentage of consumers who are
experienced an autonomous vehicle interested in riding in a fully
autonomous vehicle
Very interested 26%
Somewhat
28%
interested
7% 93%
Neutral 15%
Not very
13%
interested
Not at all
18%
interested
No Yes
Q5. Have you had the opportunity to ride in a fully autonomous vehicle as part of a Q5a. To what extent are you interested in riding in a
demonstration or pilot program? fully autonomous vehicle?
Sample size: n=1,773 Sample size: n=1,642
Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 13What do consumers
think about connected
vehicles?
14Consumers slightly less concerned with vehicle hacking YoY
Percentage of people that think more connectivity means more
benefit is also directionally positive on a year-over-year basis
Percentage of consumers who agree that…
64%
With my vehicle connected via wireless internet, I fear
someone hacking into my car and risking my personal
safety
67%
35%
As vehicles become more connected via wireless
internet, they are more beneficial
2019
28%
2018
Note: Percentage of respondents who strongly agreed or agreed have been added together
Q3. To what extent do you agree with the following statements regarding future vehicle technology?
Sample size: n= 1,684 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 15Strong 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
Built-In (Factory Accessory) Brought-In (Smartphone Compatibility)
Driver 84% 16%
Passenger 45% 55%
Q18. In general, what kind of technology interface would you prefer in your vehicle?
Sample size: n =1,207 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 16Across generations, drivers prefer ‘built-in” technology
However, passengers prefer to have brought-in capabilities
Pre/Boomers Gen X Gen Y/Z
13%
19% 19%
52% 57% 58%
87%
81% 81%
48% 43% 42%
Driver Passenger Driver Passenger Driver Passenger
Built-In (Factory Accessory) Brought-In (Smartphone Compatibility)
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
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 17Having 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
How important is having the same technology
interface across multiple vehicles?
Very important 16%
Somewhat important 22%
Neutral 30%
Not really important 12%
Not important at all 14%
Not applicable 6%
Q19. How important is it to have the same technology interface across multiple vehicles in your household?
Sample size: n=1,207 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 18Consumers are most interested in traffic updates
More than two-thirds of consumers are interested in benefits such as
traffic updates, safer travel routes, and collisions detection
Consumer opinions on benefits of connected vehicles
Updates regarding traffic congestion and suggested alternate
routes
10% 17% 73%
Suggestions regarding safer routes 13% 20% 67%
Updates to improve road safety and prevent potential collisions 12% 21% 67%
Maintenance updates and vehicle health reporting 15% 21% 64%
Access to nearby parking (i.e., availability, booking, and
payment)
16% 21% 63%
Over-the-air vehicle software updates 17% 23% 60%
Customized suggestions regarding ways to minimize service
expenses
20% 27% 53%
Maintenance cost forecasts based on your driving habits 24% 27% 49%
Customized/optimized vehicle insurance plan 26% 31% 43%
Receiving a discount for access to a Wi-Fi connection in your
vehicle
29% 28% 43%
Special offers regarding non-automotive products and services
related to your journey or destination
37% 29% 34%
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
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?
Sample size: n=1,207 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 19Consumers concerned if personal data is collected by the car
More than half of consumers are concerned if data related to biometrics,
apps, and vehicle location is collected and shared
Consumer opinions on futuristic scenarios
Biometric data collected by sensors in the cockpit (e.g.,
your heart rate) 19% 21% 60%
Data related to vehicle location (e.g., historic and real-
time) 20% 25% 55%
Data related to the use of connected services (e.g.,
smartphone apps) 17% 28% 55%
Data related to driving behavior (e.g., braking,
acceleration, speed) 27% 25% 48%
Sensor data related to vehicle status (e.g., brake fluid
level) 45% 28% 27%
Not at all concerned/Not very concerned Neutral Somewhat concerned/Very concerned
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?
Sample size: n=1,207 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 20Consumers trust OEMs the most in managing collected data
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
Consumer opinions on whom they trust the most to manage data
generated/collected by their vehicle
Car manufacturer 31%
Government agency 15%
Vehicle dealer 9%
Insurance company 6%
Cloud service provider 4%
Cellular service provider 3%
Financial service provider 2%
Other 0%
None of the above 30%
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?
Sample size: n=1,207 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 21Consumers fine to handover vehicle control in some situations
Consumers are fine with a vehicle automatically taking control in case
of driver drowsiness/distractions, poor health, and high alcohol level
Consumer opinions on benefits of connected vehicles
Driver drowsiness and/or distraction and automatically take
control of the vehicle to prevent an accident
16% 20% 64%
Imminent health events and automatically take control of
the vehicle while contacting emergency response services 21% 25% 54%
with your location and condition
The driver’s blood alcohol level and automatically disable
the vehicle to prevent its operation
31% 23% 46%
The occupant’s biometric signature verifying their identity
and granting permission to operate the vehicle
30% 26% 44%
The occupant’s biometric signature and automatically adjust
seat, mirror, and infotainment settings
31% 27% 42%
Occupant stress levels and automatically adjust the
temperature, ambient lighting and audio settings to help 33% 29% 38%
reduce anxiety
Pre-existing health conditions and communicate a
monitoring report to the occupant’s health care professional
40% 28% 32%
Not at all interested/not very interested Neutral Somewhat/Very interested
Q24: As vehicle interiors are equipped with more connected sensors and/or autonomous driving technology, how interested are you in each of the
following?
Sample size: n=1,207 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 22Majority of consumers willing to pay for connected technologies
But, there is a significant number of people that indicate they will not
pay any more to gain access to advanced connectivity features
Consumers’ willingness to pay for various connected technologies
I wouldn’t pay any more Up to £750 £750 or more
9% 7% 8% 7% 7% 7%
49% 49% 48% 47%
52% 53%
% of consumers
43% 44% 45% 46%
39% 40%
Sensors in the Communication Ability for your Automatically find Ability for the Ability to connect
vehicle’s cockpit to technology to vehicle to and pay for parking vehicle to self- to the internet to
detect and act on optimize traffic flow communicate with diagnose problems facilitate
health and wellness other vehicles and and schedule infotainment and
issues road infrastructure service personal
to improve safety appointments communication
activities
Q25: How much more would you be willing to pay for a vehicle that had the following connectivity technologies?
Sample size: n=1,207 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 23Vehicle buyers prefer to pay for added tech features up front
52% of consumers are ready to make an upfront payment for
connectivity technologies
How would consumers prefer to pay for additional
connectivity technologies?
As part of a
monthly
service to
which I
subscribe;
15%
Up front as
part of the
vehicle
purchase
Charged on a price; 52%
per use
basis; 33%
Q25a: How would you most prefer to pay for additional connectivity technologies?
Sample size: n= 886 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 24What do consumers
think about multi-
modal mobility?
25Majority of people are still not able to telecommute…
An effective, efficient transportation system remains a vital part
of everyday life for most people
How often do consumers work from home?
Never 59%
Occasionally 23%
A couple of times a week 9%
Every day 9%
Q34: How often do you work from home?
Sample size: n= 1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 26…but, younger consumers may be starting to buck the trend
Perhaps an early sign that transportation systems may need to
adapt to changing work habits going forward
How often do consumers work from home?
Pre/Boomers Gen X Gen Y/Z
68%
Never 58%
47%
15%
Occasionally 23%
33%
6%
A couple of times a week 9%
14%
11%
Every day 10%
6%
Q34: How often do you work from home?
Sample sizes - [Pre/boomers, N= 820; Gen X, N= 373; Gen Y/Z, N= 580] Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 27Minimum travel time 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
What is the most important aspect of mobility?
Getting to your destination as quickly as possible 45%
Spending the least amount of money to get
20%
where you’re going
Your safety while traveling 20%
Your level of comfort while traveling 12%
Engaging in various activities during the journey
2%
(e.g., sending e-mails, studying)
Other 1%
Q35: What is the most important aspect of mobility?
Sample size: n= 1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 28Traditional transportation types still the most preferred
Consumers prefer to walk, use their own vehicle, or bicycle (including
urban bike sharing program) to satisfy their transportation needs
Frequency of transportation use by type
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%
Top 3 transportation types
Q26: Please select how often you currently use each transportation method.
Sample size: n=1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 29Prevailing expectation is usage pattern will remain unchanged
New mobility models not expected to cause significant disruption over
the next three years as consumers apparently satisfied with status quo
Consumer intention regarding transportation type usage in 3 years
Don’t
Daily Weekly Monthly Occasionally Never
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%
Top 3 transportation types
Q27: How often do you expect to use each of the following transportation methods in 3 years’ time?
Sample size: n=1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 30Only 20% of people take multi-mode trips on a weekly basis
Majority of people rarely use multiple modes of transportation in the
same trip – 1 in 4 consumers always use just one type per trip
% of consumers who use multiple modes of transportation in the same trip
At least once Never
a week 25%
20%
Rarely (i.e., only as needed)
55%
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)?
Sample size: n=1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 31Personal ownership still scores high in several categories
New mobility models (e.g., car share, ride hail) face some challenges
in perception of safety, ease of use, and reliability
Consumers’ view regarding different transportation types
Ease Environmental
Transportation Type Cost Safety Reliability
of use friendliness
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, 50.8 67.1 60.8 67.1 55.5
subway, bus)
Q28: Using each of the following sliding scales, please indicate how you would describe the following transportation types
Sample size: n=1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 32Public transportation scores the highest on safety
However, it lags on other critical dimensions of transportation,
particularly cleanliness and congestion
Consumers rating of public/mass transit system on a scale of 1-5
Safety 3,8
Coverage 3,5
Integration (e.g., payments,
timetables) 3,4
User friendliness 3,4
Affordability 3,3
Accessibility (e.g., disabled individuals) 3,3
Reliability 3,3
Versatility (e.g., number of mobility
options) 3,2
Timeliness 3,2
Cleanliness 3,1
Congestion (e.g., number of people) 2,9
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.
Sample size: n=1,773
Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 33Majority of consumers are not interested in car-pooling services
Consumers are not interested in these services as they are concerned
about sharing a small space with strangers
Percentage of consumers interested Main reason consumers’ are not
in using a car-pooling service interested in using a car-pooling service
I don’t like the
idea of sharing a
51%
Somewhat small space with
/ Very strangers
interested
, 21%
I think it would
Not at all 25%
take too long
interested/
Not very
interested,
54%
Other 12%
I would be
Neutral; concerned for my 12%
25% personal safety
Q30. To what extent are you interested in using a car-pooling Q30a. What is the main reason you are not interested in using a
service (e.g., minibus or micro-transit service) in which multiple car-pooling service (e.g., minibus, micro-transit) in which multiple
passengers travel to different destinations in the same vehicle? passengers travel to different destinations in the same vehicle?
Sample size: n=964
Sample size: n=1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 34Interest in car-pooling services varies among generations
Though younger consumers are relatively more interested than
older generations, overall acceptance remains fairly low
Percentage of consumers interested in using a car-pooling service
Pre/Boomers Gen X Gen Y/Z
65%
Not
53%
Interested
39%
19%
Neutral 27%
32%
16%
Somewhat/
Very 20%
interested
29%
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?
Sample sizes - [Pre/boomers, N= 820; Gen X, N= 373; Gen Y/Z, N= 580]
Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 35Percent of people using ride-hail regularly has dropped
Also, there has been a significant decrease in the number of people
who use the service on an occasional basis
Frequency of ride-hailing usage
Purpose of ride-hailing
2017 2019 (2019)
2%
7%
18%
20% Business
travel;
26%
80% Personal
73%
travel;
74% 2017
21%
79
%
Never Rarely 1+ per week
Q36. How often do you currently use ride-hailing services? Q36a. What percent of your ride-hailing trips are for business
versus personal reasons?
Sample size: n=360
Sample size: n=1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 36Consumers see multiple benefits of ride-hailing services
Lower overall cost than owning a car and good for environment are
seen as the most important benefits
Most important benefit of using a ride-haling service
Less costly than owning/driving a car
27%
(payments/ maintenance)
Better for the environment 19%
Ability to multitask (e.g. text/check email/watch
18%
a video) in vehicle
No need to find or pay for parking 17%
No worries about alcohol consumption 13%
No worries about navigating /getting lost 4%
Other 2%
Q36b: What is the most important benefit of using a ride-haling service?
Sample size: n= 360 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 37A third of consumers may give up vehicle ownership
It has remained constant since 2017 when 30% of consumers
wondered whether they need to own a vehicle going forward
Percentage of consumers who question the need to own a vehicle
in the future due to use of ride-hailing services
2019 31% 43% 26%
2017 30% 42% 28%
Yes No Don't Know
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
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 38Younger consumers split on car ownership going forward
But, they are more willing to entertain the idea of leaving car
ownership behind when compared to their older counterparts
Percentage of consumers who question the need to own a vehicle
in the future due to use of ride-hailing services
43%
Gen Y/Z
35%
41%
Gen X
31%
45%
Pre/Boomers
17%
No Yes
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] Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 39People 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
More luxury More utility
21% 3% Very likely 13% 49%
18% Somewhat likely 36%
33% Neutral 36%
19% Not very likely 7%
27% Not at all likely 8%
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?
Sample size: n =1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 40Majority of people not interested in new ways to make money
Despite being grossly underutilized, the concept of renting out a
personal vehicle has yet to catch on amongst the general population
How interested are consumers in the following scenarios?
Renting out your personal vehicle 80% 11% 9%
Becoming a driver for a ride hailing service (e.g., Uber,
Lyft, DiDi) 76% 15% 9%
Renting out part of your driveway to park a vehicle 67% 21% 12%
Becoming a member of a carpooling service 67% 18% 15%
Not at all interested/Not very interested Neutral Somewhat interested/Very interested
Note: Percentage of respondents who are very interested or somewhat interested have been added together
Q38. How interested are you in participating in the following activities?
Sample size: n=1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 41Majority of interest lies in a fully integrated “mobility app”
However, interest in forward-looking mobility scenarios/tools is so far
limited as half of consumers just don’t see the need…yet
Level of interest in the following scenarios
An app to plan/schedule/monitor/pay for a trip using
multiple transportation modes 52% 25% 23%
Subscription to a brand where you could select between
multiple vehicles 53% 25% 22%
Subscription service that allowed unlimited ride hailing
for a set fee 53% 25% 22%
Ride hailing service that enabled multiple destinations in
a single trip 56% 24% 20%
Subscription to a third party where you could select
between different brands 56% 25% 19%
Joint ownership of a vehicle with family, friends or
neighbors 61% 23% 17%
Not at all interested/Not very interested Neutral Somewhat interested/Very interested
Note: Percentage of respondents who are very interested or somewhat interested have been added together
Q39. How interested are you in each of the following scenarios?
Sample size: n=1,773 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 42Looking forward to
a consumer’s next
vehicle….
43Half of consumers still intending to buy a car (not an SUV)!
There’s no doubt that more people are buying SUVs, but the demise
of the passenger car may be a bit overstated
% of consumers considering a particular vehicle type
Sedan (4 Door) 30%
Coupe (2 door) / Hatchback 19%
Sport Utility (SUV) 18%
Wagon / Estate 17%
Van / Minivan 10%
Pick-up Truck 1%
Motorcycle 0%
Other 5%
Q41. What type of vehicle are you planning to acquire next?
Sample size: n=1,343 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 44Consumer preference for engine type is shifting
Intention to remain with traditional ICE engines is starting to give way
to electric powertrain technology as interest in hybrids is growing
What type of engine do consumers want in their next vehicle?
63%
Gasoline/Diesel (ICE) 66%
72%
26%
Hybrid electric (HEV) 23%
19%
6%
All battery-powered electric (BEV) 7%
2019
5%
2018
5%
2017
Other 4%
4%
Note: ‘Other” category in 2019 data includes ethanol, CNG, and fuel cell
Q45. What type of engine would you prefer in your next vehicle?
Sample size: n= 1,273 [2019], n= 1,287 [2018] Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 45Consumers still on the fence about buying direct from an OEM
But, there has been some movement since last year as the percentage
of people that are “very interested” starts to accelerate
How interested are consumers in by-passing the dealer?
2019 2018
10% 15%
7% 15%
10% 22%
32%
28%
27% Very interested
Somewhat interested
34% Neutral
Not very interested
Not at all interested
Q46. If you had the option to acquire your next vehicle directly from the manufacturer (via online process), how interested would you be?
Sample size: n=1,273 Germany
Copyright © 2019 Deloitte Development LLC. All rights reserved. 2019 Deloitte Global Automotive Consumer Study 46About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see www.deloitte.com/about for a detailed description of DTTL and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2018 Deloitte Development LLC. All rights reserved. 36 USC 220506
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