2024年EMEA地区汽车消费者调研报告

KeyFindings:EMEAFocusCountries February2024 Formorethanadecade,Deloittehasbeenexploringautomotiveconsumertrendsimpactinga rapidly evolving global mobility ecosystem. KeyinsightsfromtheDeloitteGlobalAutomotiveConsumerStudyovertheyears: 2010Overall value ranked as theprimary factor when evaluating brands2011"Cockpit technology" and the shopping experience-led differentiators2012Interest in hybrids driven by cost and convenience, while interest in connectivitycenters onsafety2014Shared mobility emerges as an alternativeto owning a vehicle2017Interest infullautonomygrows, but consumers wanta track recordof safety2018Consumers in many global markets continue to move away from internal combustionengines (ICE)2019Consumers"pump thebrakes"on interestin autonomousvehicles2020Questions remain regarding consumers'willingness topay for advanced technologies2021Online sales gaining traction, but majority of consumers still want in-personpurchase experience2022Interest in electrified vehicles (EVs) grows, but worries about price, driving rangeand charging time remain2023Theshiftto EVs isprimarilybased ona strongconsumerperceptionthat it willsignificantly reduce vehicle operating costs TheDeloitteGlobalAutomotiveConsumerStudyintormsDeloitte'spointofviewonconnectivity,sustainabilityandothematterssurroundingthemovementotpeopleandgoods Contents VehicleelectrificationFuturevehicleintentionsConnectivityVehiclesubscriptionsAboutthestudy 24 Key findings IsslowingEVmomentumputtingcurrentregulatorytimelines in jeopardy? High interest rates and elevated sticker prices may be causing consumer interest inEVs to soften in most markets. Despite Original Equipment Manufacturers (OEMs)price cuts and government incentives designed to make them more affordable, avariety of other challenges continue to stand in the way, including range anxiety,charging time, and availability of charging infrastructure. A significantnumberofconsumers may bethinkingabout switchingvehiclebrands Price tops the list of factors driving the choice of vehicle brand for consumers inAustria, Belgium, France, Germany, Italy, and the UK while product quality is top.of-mind in other EMEA markets such as Poland, Saudi Arabia, South Africa, Spain,and Turkey Interestin connectivityfeatures maynotfully translate into revenueandprofit There is a relatively high level of consumer interest in features that provide updateson vehiclemaintenance,road safety.and traffic congestion.However,the willingnessto pay extra for connected technologies remains comparatively low in most EMEAmarkets, except Saudi Arabia, South Africa, and Turkey. Asignificantnumberofyoungerconsumersmaybeinterested ingivingupvehicle ownershipfora subscription,but lingering concernsremain Due to the backdrop of uncertain economic conditions causing concern forfinancial capacity, younger consumers in many EMEA markets may be interested ingiving up vehicle ownership altogether in favor of a subscription model, However,concerns about vehicle availability and total ownership cost persist. Vehicle electrification Consumer interest inIcE vehicles isrebounding inmost markets surveyedas affordabilityconcernscontinuetoweighheavilyonforward intentions. Preferencefortypeofengineinnextvehicle In most markets surveyed, the main reason consumers intend to acquire an electrified vehicle stems from a TopreasonstochooseanEVasnextvehicle Building public charging capacity could help address consumer concerns over range anxiety, but the reality Expectingtochargeelectrifiedvehiclemostoftenat... Even though consumers want to maximize their convenience by having a public EV charger readily avail-charging networks across markets in the EMEA region. Public locations that the consumers would prefer to charge their EV when they are awayfrom their home When it comes to payingfor public EV charging,consumers in all EMEA markets surveyedgenerallypreferusing their existing credit/debit cards, signaling an opportunity to simplify the charging experience usingfamiliarpayment methods. MostpreferredwaytopayforpublicEVcharging The assumption that EV charge times need tobe onpar withfossil fuel fill-ups maybe somewhatrefuel. However,Ev"refueling" time often involves more than just plug-in time. Expected waittimeto chargean EVatpubliccharging stations fromemptyto8o% BEV to have a driving range of at least 4oo km in order to consider one as a viable option for theirnext vehicle. Percentageof consumers concerned about the end-to-end environmental impactof an Evbattery driving range, cost, and the time it takes to charge. Greatest concern regarding all battery-powered electric vehicles emerging facet of the EV value chain before a critical mass of end-of-life batteries appears on the horizon. Entityresponsibleforcollecting,storing,and recyclingEvbatteriesaftertheiruseful lives Future vehicle intentions Asignificantnumberof consumers surveyedacross EMEAmarketsintend to chooseaalternativebrand of vehicle over the on