2018年-德勤中国_德勤调查显示：中国消费者对自驾技术的信任度升幅最大至于哪些企业能成功将该技术引进市场亚洲各地消费者则持不同意见_11页_505kb

Deloitte Global Automotive Consumer Study Summary (Asia Pacific Insights)

Core Content Overview

The 2018 Deloitte Global Automotive Consumer Study provides insights into consumer attitudes toward autonomous vehicles (AVs) and electric powertrain technologies across the Asia Pacific region. The study includes 22,177 responses from 15 global markets, with a focus on Japan, South Korea, India, China, and Southeast Asia.

Main Findings

1. Consumer Acceptance of Autonomous Vehicles (AVs)

• Consumer confidence in AV safety is increasing: A smaller percentage of consumers now believe that fully self-driving vehicles will not be safe compared to the previous year.
• Trust in brand matters: Consumers are more likely to feel comfortable in an AV if it is offered by a brand they trust. The percentage of consumers who would be more likely to ride in an AV due to brand trust has increased in most markets.

2. Trust in Companies to Bring AV Technology to Market

• Automakers are the most trusted: Consumers across the Asia Pacific region trust automakers the most to bring fully autonomous technology to market.
• Technology companies and startups are gaining traction: There is growing trust in technology companies and startups as potential leaders in AV development, particularly among younger demographics.

3. Consumer Interest in Alternative Powertrain Technologies

• China leads in interest: China shows the highest level of consumer interest in moving to alternative powertrain technologies, such as hybrid-electric, battery-electric, or other forms.
• Regional variations exist: While China leads, other markets like Japan, South Korea, and Southeast Asia also show significant interest, though not as high as China.

4. Research Time for Vehicle Purchases

• Significant differences in research time: There are notable variations in the number of hours consumers spend researching a vehicle purchase across the Asia Pacific region.
• South Korea leads in research time: Consumers in South Korea spend the most time researching before purchasing a vehicle, while other markets like Japan and China have lower average research times.

5. Manufacturer Communication Opportunities

• Opportunity for deeper engagement: Manufacturers may be missing out on a chance to build stronger relationships with consumers through more frequent post-purchase communication.
• Communication is key: Enhanced interaction with customers after vehicle purchase can improve brand loyalty and trust, especially in the context of new technologies like AVs and electric powertrains.

Key Insights

• Consumer perception is evolving: More people are becoming open to the idea of AVs, with trust in brands playing a crucial role in their acceptance.
• China is a leader in EV adoption: The region shows strong interest in alternative powertrain technologies, indicating a potential market advantage for electric vehicles.
• Market-specific strategies are essential: Differences in consumer behavior across the Asia Pacific region suggest that localized marketing and communication strategies are important for success.
• Technology and brand trust are intertwined: Trust in technology companies and startups is growing, which could challenge traditional automakers in the AV space.

Study Demographics

• Sample sizes:
  • Japan: 1,762
  • South Korea: 1,763
  • India: 1,761
  • China: 1,759
  • Southeast Asia: 1,523
• Generational segments:
  • Pre/Boomers
  • Gen X
  • Gen Y/Z
• Gender distribution:
  • Male
  • Female

Study Methodology

• The study uses an online panel methodology, targeting consumers of driving age.
• Questionnaires are translated into local languages and distributed via email.
• The study is nationally representative in each participating country, ensuring diverse consumer perspectives are captured.

About Deloitte

• Deloitte is a global network of firms offering audit, tax, consulting, and advisory services.
• The study is conducted by Deloitte Touche Tohmatsu Limited (DTTL), a UK private company, and its member firms.
• DTTL and its member firms are legally separate entities, and services are provided by individual firms within the network.

Conclusion

The Deloitte Global Automotive Consumer Study highlights a shift in consumer attitudes toward autonomous and electric technologies in the Asia Pacific. While trust in traditional automakers remains strong, there is growing interest in alternative powertrains and AVs, especially in China. Additionally, the study underscores the importance of brand trust and post-purchase engagement in shaping consumer behavior. These insights provide valuable guidance for automotive companies looking to adapt to changing market dynamics.