2025全球汽车消费者研究：全球重点市场关键发现

Key Findings: Global Focus Markets January 2025 Dear reader, The global automotive industry is undergoing a tremendousamount of change at an unprecedented pace. At the center of thischange sits a consumer with rapidly evolving expectations of themobility experience. Brand loyalty is taking center stage as emergingmanufacturers with strong value propositions threaten to disruptthe dominance of traditional players in many global markets. In an effort to provide considerations for the auto industry as itnavigates these intersecting issues, we developed our annualGlobalAutomotive Consumer Studyover a decade ago as a tool to view thesector through a consumer lens. As many industry executives haveechoed through the years, the auto sector starts and ends with theconsumer. As such, we have expanded the reach of the study thisyear to capture the opinions and behaviors of more than 30,000consumers in 30 countries around the world. Electric vehicle sales momentum has slowed, but the longer-termneed to move toward zero-emission transportation remainsclear. Software-defined vehicles are affecting every aspect of theautomotive value chain, requiring manufacturers to reimaginehow cars are designed, built, sold, and driven. Connected vehiclefeatures and advanced driver assistance systems (ADAS) are makingmobility safer and more engaging. Artificial intelligence is poweringan emerging generation of autonomous vehicle fleets, offeringconsumers new choices to move beyond personal ownership infavor of mobility-as-a-service (MaaS) solutions. We have focused this report on eight of the largest global automarkets, presenting key insights in four sections, covering electricvehicle adoption, future buying intentions, connectivity, and sharedmobility. For more information, including a deeper dive of studyresults for all participating countries, please clickhereto access theonline interactive dashboard. We hope you find the insights contained in this report usefuland informative. At the same time, vehicle transaction prices have reached newheights, exacerbated by pandemic-induced inventory shortagesand supply chain shocks. This situation continues to impact cost-conscious consumers who are still digesting the negative effects of aprolonged period of high interest rates on their financial capacity. Warm regards, Manufacturers and suppliers are also facing operationalheadwinds as they struggle to reduce manufacturing cost andcomplexity. Some of whom are recognizing they cannot maintaintheir competitive momentum alone, signaling a new era of‘co-opetition’ to optimize limited resources for mutual benefitwhile lowering their risk exposure. Dr. Harald ProffGlobal Automotive Sector Leaderhproff@deloitte.de Lisa WalkerUS Automotive Sector Leaderlisawalker@deloitte.com In addition, global trade tensions, tariffs, shifting regulatorypolicies, and labor disputes in some markets have the potential tochange the way in which manufacturers view global supply chains,manufacturing footprints, and global growth opportunities. Deloitte has been exploring key consumer trendsimpacting a rapidly evolving global mobilityecosystem for over a decade. 2010Overall value ranked as the primary factor when evaluating brands2011“Cockpit technology” and the shopping experience-led differentiators2012Interest in hybrids driven by cost and convenience, while interest in connectivitycenters on safety2014Shared mobility emerges as an alternative to owning a vehicle2017Interest in full autonomy grows, but consumers want a track record of safety2018Consumers in many global markets continue to move away from internal combustionengines (ICE)2019Consumers “pump the brakes” on interest in autonomous vehicles2020Questions remain regarding consumers’ willingness to pay 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 range, andcharging time remain2023The shift to EVs is primarily based on a strong consumer perception that it willsignificantly reduce vehicle operating costs2024Consumer interest in EVs wanes in most markets due to high sticker prices, rangeanxiety, and charging infrastructure challenges The Global Automotive Consumer Studyhelps to inform Deloitte’s point of viewon the evolution of mobility, smart cities,connectivity, sustainability, and otherissues surrounding the movement ofpeople and goods. 2025 Global Automotive Consumer Study| Key Findings: Global Focus Markets2025 Global Automotive Consumer Study| Key Findings: Global Focus Markets Contents Vehicle electrification6Future vehicle intentions14Connectivity19Mobility-as-a-Service (MaaS)23About the study27 Key findings 1All-battery electric vehicle (BEV) inertia remains muted in most markets asinterest in ICE and hybrid vehicles tick up Consumer interest in full hybrids and range extender technology (i.e., no externalcharging plug) is