2019 Deloitte Global Automotive Consumer Study: Advanced Vehicle Technologies and Multimodal Transportation

2019 Deloitte Global
Automotive Consumer Study

Advanced vehicle technologies
and multimodal transportation
Global Focus Countries
2019 Deloitte Global Automotive Consumer Study | Advanced vehicle technologies and multimodal transportation
To learn more about the Global

Automotive Consumer Study, visit
www.deloitte.com/autoconsumers
2
For a decade, Deloitte has been exploring consumers’ changing

automotive expectations and the evolving mobility ecosystem.
Key insights from our Global Automotive Consumer Study over the years:
2009 2010 2011 2012

Vehicle safety ranks Overall value ranks as “Cockpit technology” and Interest in hybrids driven by
as the top priority the primary factor when the shopping experience cost and convenience, while
for consumers evaluating brands lead differentiators interest in connectivity
centers on safety
2018 2017 2014

Consumers in many global Interest in full autonomy Shared mobility emerges
markets continue to grows, but consumers want as an alternative to
move away from internal a track record of safety owning a vehicle
combustion engines (ICE)
The Global Automotive Consumer Study helps inform

Deloitte’s work and insights into the evolution of mobility,
smart cities, connectivity, transportation, and other changes
transforming the movement of people and goods.
3
2019 Deloitte Global

Automotive Consumer Study
From September to October 2018, Deloitte surveyed more than

25,000 consumers in 20 countries to explore opinions regarding a
variety of critical issues impacting the automotive sector, including the
development of advanced technologies. The overall goal of this annual
study is to answer important questions that can help companies
prioritize and better position their business strategies and investments.
Key insights
Consumers “pump the Electric vehicles finally Consumers may be reluctant Mobility revolution faces
brakes” on interest in AVs showing potential to scale to pay for connectivity significant headwinds
As the technology gets ever Electric vehicle (EV) demand Consumer opinions are mixed Overall consumer behavior
closer to scalable, real-world is growing in Asia Pacific (AP) while interest in time-saving is proving difficult to change.
application, consumers are and the European Union features is high, but significant A shared mobility future
questioning if autonomous (EU) due to supportive concerns remain over privacy may hinge on younger people
vehicles (AVs) are safe, which environmental policies, and data security. Original that have fully embraced
is causing some people to big-brand bets, and shifting equipment manufacturers the precepts of a digitally
take a more cautious consumer attitudes. But (OEMs) also face an uphill battle enhanced existence.
approach to the idea. low fuel prices in North getting people to pay for it.
America (NA) are keeping
consumers away.
4
Consumers “pump the brakes”

on interest in AVs
Consumer perception regarding the safety of self-driving vehicles … as reports of accidents involving AVs have had a significant impact
has stalled in the last year … on consumers’ view of the technology.
Percentage of consumers who agree that AVs will not be safe Percentage of consumers who feel that media reports
of accidents involving AVs have made them more cautious
of the technology
50%
US 47%
74% Rep. of Korea 68%
50%
Japan 57%
79% US 65%
49%
Rep. of Korea 54%
81% India 64%
48%
India 47%
64%
China 64%
47%
Germany 45%
72%
Germany 56%
25%
China 26%
62%
Japan 50%
2019 2018 2017
Note: Percentage of respondents who strongly agreed or agreed have

been added together. Note: Percentage of respondents who strongly agreed or agreed
Q3: To what extent do you agree that fully self-driving cars will not be safe? have been added together.
Sample size: Germany=1,733 [2019], 1,705 [2018], 1,574 [2017]; US=1,720 [2019], Q3: To what extent do you agree that media reports of accidents involving
1,730 [2018], 1,634 [2017]; China=1,735 [2019], 1,724 [2018], 1,633 [2017]; autonomous vehicles make you cautious of the technology?
India=1,725 [2019], 1,728 [2018], 1,686 [2017]; Japan=1,717 [2019], 1,680 [2018], Sample size: Germany=1,694; US=1,680; China=1,722; India=1,705; Japan=1,691;
1,656 [2017]; Republic of Korea=1,715 [2019], 1,722 [2018], 1,633 [2017] Republic of Korea=1,689
5
A majority of consumers want their governments to exert a significant

amount of control over the development and use of AVs.
Level of government involvement desired regarding the development and use of AVs
6% 3% 38% 53%
Japan
9% 4% 31% 56%
US
8% 6% 27% 59%
Germany
7% 4% 29% 60%
India
1% 1%
36% 62%
Rep. of
Korea
2% 1%
20% 77%
China
Don’t know No oversight Some oversight Signiﬁcant oversight
Q7: To what extent do you think government should be involved in the development and use of AVs by providing oversight and standards?
Sample size: Germany=1,773; US=1,750; China=1,760; India=1,755; Japan=1,770; Republic of Korea=1,731
6
Consumer trust in manufacturers to bring AV technology to

market continues to erode across most core global auto markets.
Percentage of consumers that would most trust traditional automakers to bring fully
autonomous technology to market
76% 76%
68%
51%
47% 47% 48%
44%
41%
39%
37%
33% 34%
29% 30%
27% 28%
21%
Japan US Rep. of Korea Germany India China
2017 2018 2019
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: Germany=1,733 [2019], 1,705 [2018], 1,574 [2017]; US=1,720 [2019], 1,760 [2018], 1,762 [2017]; China=1,735 [2019], 1,759 [2018], 1,748 [2017];
India=1,725 [2019], 1,761 [2018], 1,748 [2017]; Japan=1,717 [2019], 1,762 [2018], 1,747 [2017]; Republic of Korea=1,731 [2019], 1,763 [2018], 1,757 [2017]
7
Electric vehicles finally

showing potential to scale
Interest in alternative powertrain technology continues to expand

as fewer people want traditional internal combustion engines
(ICE) in their next vehicle.
Consumer powertrain preferences for their next vehicle Alternative powertrain YoY
71% 22% 4% 3%
US
29% 20%
63% 26% 6% 5%
Germany 37% 34%
61% 21% 6% 12%
India 39% 31%
57% 28% 5% 10%
43% 40%
Rep. of
Korea
41% 46% 10% 3%

Japan 59% 48%
35% 44% 12% 9%

China 65% 61%
Gas/diesel (ICE) Hybrid electric (HEV) All battery-powered electric (BEV) Other 2019 2018
Note: “Other” category includes ethanol, CNG, and fuel cell.

Q45: What type of engine would you prefer in your next vehicle?
Sample size: Germany=1,273; US=1,471; China=1,566; India=1,591; Japan=860; Republic of Korea=1,513
8
Consumers may be reluctant

to pay for connectivity
When it comes to vehicle connectivity, consumer opinion is split. Consumer opinions also differ on specific concerns around
Consumers in China are embracing the idea at over twice the connectivity, including the security of biometric data* generated and
rate compared to Japan and Germany. shared by connected vehicles.
Percentage of consumers who feel that increased vehicle Percentage of consumers who are somewhat/very concerned
connectivity will be beneficial about the concept of biometric data being captured and
shared with external parties
China
India India 70%
Rep. of Korea
US US 63%
Japan
Germany
79% Germany 60%
76%
Rep. of Korea 55%
China 42%
35%
36%
60% Japan 39%
47%
* Biometric data refers to information about the vehicle occupant(s) such as heart
rate, blood pressure, blood alcohol level, etc.
Note: Percentage of respondents who are somewhat concerned
Note: Percentage of respondents who strongly agreed or agreed and very concerned have been added together.
have been added together. Q22: As vehicles become more and more connected to the Internet, how
Q3: To what extent do you agree that as vehicles become more connected concerned would you be if the following types of data were shared with your
via wireless internet, they are more beneficial? vehicle manufacturer, dealer, insurance company, and/or other third parties?
Sample size: Germany=1,688; US=1,689; China=1,721; India=1,693; Sample size: Germany=1,207; US=1,432; China=1,229; India=1,234; Japan=814;
Japan=1,659; Republic of Korea=1,701 Republic of Korea=1,126
9
Consumer concern also extends to who would manage the data

being generated and shared by the vehicle. Some people would
choose the OEM, but a lot of people would choose anybody else.
Consumer preference regarding the type of company they would most trust to manage
the data being generated and shared by a connected car
53% 17% 16% 10% 4%

Japan
India 48% 4% 29% 10% 9%
2%
Rep. of 38% 7% 39% 14%
Korea
31% 4% 34% 7% 24%

China
2%
31% 31% 27% 9%
US
31% 30% 15% 9% 15%

Germany
OEM No one Other Dealer Government
Note: “Other” category includes financial service providers, insurance companies, cellular service providers, and cloud service providers.
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: Germany=1,207; US=1,432; China=1,229; India=1,234; Japan=814; Republic of Korea =1,126
10
What do people want? Save me time and ensure my safety.

Percentage of people interested in each connected vehicle feature
Rep. of
Category China Germany India Japan Korea US
Updates regarding traffic congestion

Time 83% 73% 84% 76% 79% 75%
and suggested alternate routes
Suggestions regarding safer routes Safety 81% 68% 84% 75% 78% 72%
Updates to improve road safety

Safety 81% 67% 84% 71% 80% 71%
and prevent potential collisions
Customized/optimized vehicle
Cost 73% 43% 78% 53% 63% 55%
insurance plan
Maintenance updates and

Cost 78% 64% 84% 66% 74% 71%
vehicle health reporting
Maintenance cost forecasts

Cost 75% 49% 79% 57% 65% 58%
based on your driving habits
Customized suggestions regarding

Cost 76% 53% 79% 61% 75% 58%
ways to minimize service expenses
Over-the-air vehicle
Performance 71% 60% 75% 58% 68% 53%
software updates
Access to nearby parking (i.e.,

Services 82% 63% 83% 68% 74% 61%
availability, booking, and payment)
Special offers regarding non-

automotive products and services Services 68% 34% 71% 52% 61% 41%
related to your journey or destination
Receiving a discount for access to a

Services 69% 43% 73% 51% 65% 55%
Wi-Fi connection in your vehicle
Top feature
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?
11
OEMs, however, may also struggle to get consumers to pay

for advanced connectivity features in most markets,
even when it means increasing road safety.
Extra amount that consumers would pay for a vehicle that could communicate
with other vehicles and road infrastructure to improve safety
17% 25% 27% 18% 50% 43%
40% 72%
42% 55%
50%
43%
43%
33%
18%
10% 7% 7%
Germany US Rep. of Korea Japan India China
None A little More than a little
Note: Definition for “a little” is less than or equal to: Germany (€600); US ($500); Japan (¥50,000); India (₹25,000); China (¥2,500); Republic of Korea (₩500,000).
Q25: How much more would you be willing to pay for a vehicle that had the following connectivity technologies?
12
Mobility revolution faces

significant headwinds
Daily usage of personally owned vehicles is quite high in some

markets, but even where usage is lower, the expectation is to
maintain the “status quo” into the next decade.
Percentage of consumers that use their own vehicle every day
61%
59%
50%
47% 47% 46%
38% 38% 39%

35%
21% 20%
US India Germany China Rep. of Korea Japan
Today 3 years from now
Q26–Q27: Please indicate how often you use each transportation method (today vs. 3 years from now).
13
The idea of combining different modes of mobility into one trip

remains largely an occasional behavior for most consumers.
Frequency that consumers use multiple modes of transportation in the same trip
Rep. of 7% 55% 38%

Korea
10% 58% 32%

Japan
8% 64% 28%
China
8% 66% 26%
India
25% 55% 20%

Germany
39% 48% 13%

US
Never Rarely 1+ per week
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)?
14
Even though ride-hailing has been integrated into some markets,

the number of people reporting regular usage has actually
decreased in the last two years.
Frequency of ride-hailing usage
2017 2019
4% 7% 23% 19% 43% 47% 3% 2% 5% 12% 14% 26%

9% 11% 18%
34%
20%
87% 86% 46%
69%
31% 80%
22%
73% 64%
61%
55% 32%
38%
50%
42%
25%
15% 17%
10%
Japan Germany US Rep. of China India Japan Germany Rep. of US China India
Korea Korea
Never Rarely 1+ per week
Q36: How often do you currently use ride-hailing services?

Sample size: Germany=1,773 [2019], 1,752 [2017]; US=1,750 [2019], 1,768 [2017]; China=1,760 [2019], 1,751 [2017]; India=1,755 [2019], 1,754 [2017];
Japan=1,770 [2019], 1,752 [2017]; Republic of Korea= 1,731 [2019], 1,759 [2017]
15
Having said all that, maybe the answer lies in waiting out the
“old guard” as young people seem to be getting the idea of
shared mobility in greater numbers.
Percentage of ride-hail users that question whether they need to own a vehicle going
forward (by generation)
60%
53%
51%
46%
45% 44%
38% 39%
35%
34% 33%
32% 31% 31%
29%
20%
17% 17%
Japan India US China Germany Rep. of Korea
Pre/Boomers Gen X Gen Y/Z
Q36c: Does your use of ride-hailing services make you question whether you need to own a vehicle going forward?
Sample size: Germany=360; US=1,015; China=1,465; India=1,546; Japan=239; Republic of Korea=668
Note: Pre/Boomers: Born before 1965; Gen X: Born 1965–1976; Gen Y/Z: Born after 1976 (sample excludes consumers under 16 years of age).
16
About the 2019 Deloitte

Global Automotive
Consumer Study
The 2019 Deloitte Global Automotive Consumer Study includes

more than 25K consumer responses across 20 global markets.
Belgium United Kingdom Germany Austria
(n=1,254) (n=1,750) (n=1,773) (n=1,256)
Netherlands
(n=1,263)
Canada
(n=1,278)
France
United States (n=1,254) Japan
(n=1,750) (n=1,770)
Rep. of Korea
Mexico (n=1,731)
(n=1,256) China
Italy
(n=1,258) (n=1,760)
India
(n=1,755) Australia
(n=1,252)
Brazil South Africa

Malaysia Thailand Indonesia
(n=1,262) (n=1,307)
(n=508) (n=506) (n=503)
Southeast Asia (n=1,517)
17
The study is fielded using an online panel and designed

to be representative of the population in each market.
US Germany Japan China India Rep. of Korea
10% 12%
33% 33% 22%
40% 46% 45% 21% 16%
41% 48%
69% 72% 30%
19% 21% 22%
Pre/Boomers Gen X Gen Y/Z
n=1,750 n=1,773 n=1,770 n=1,760 n=1,755 n= 1,731
50% 50% 50% 50% 53% 47% 53% 47% 54% 46% 53% 47%
Male Female
Note: Pre/Boomers: Born before 1965; Gen X: Born 1965–1976; Gen Y/Z: Born after 1976 (sample excludes consumers under 16 years of age).
18
Contacts
Joseph Vitale Jr. Craig Giffi Ryan Robinson Steve Schmith

Global Automotive Leader Vice Chairman Automotive Research Leader Global Automotive Marketing Leader
Deloitte Touche Tohmatsu Limited US Automotive Leader Deloitte LLP Deloitte Services LP
jvitale@deloitte.com Deloitte LLP ryanrobinson@deloitte.ca sschmith@deloitte.com
cgiffi@deloitte.com
Masato Sase Thomas Schiller Marco Hecker Rajeev Singh

Automotive Leader - Japan Automotive Leader - Germany Automotive Leader - China Automotive Leader - India
Deloitte Japan Deloitte Germany Deloitte China Deloitte India
msase@tohmatsu.co.jp tschiller@deloitte.de mhecker@deloitte.com.hk rpsingh@deloitte.com
Jung Hee Bae

Automotive Leader - Korea
Deloitte Korea
junbae@deloitte.com
19
About 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. In the United States, Deloitte refers to one or more of the US
member firms of DTTL, their related entities that operate using the “Deloitte” name
in the United States and their respective affiliates. Certain services may not be
available to attest clients under the rules and regulations of public accounting.
Please see www.deloitte.com/about to learn more about our global network of
member firms.
Copyright © 2019 Deloitte Development LLC. All rights reserved.

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2019 Deloitte Global

Automotive Consumer Study

To learn more about the Global

For a decade, Deloitte has been exploring consumers’ changing

2009 2010 2011 2012

2018 2017 2014

The Global Automotive Consumer Study helps inform

2019 Deloitte Global

From September to October 2018, Deloitte surveyed more than

Consumers “pump the brakes”

Note: Percentage of respondents who strongly agreed or agreed have

A majority of consumers want their governments to exert a significant

Don’t know No oversight Some oversight Signiﬁcant oversight

Consumer trust in manufacturers to bring AV technology to

Japan US Rep. of Korea Germany India China

2017 2018 2019

Electric vehicles finally

Interest in alternative powertrain technology continues to expand

41% 46% 10% 3%

35% 44% 12% 9%

Note: “Other” category includes ethanol, CNG, and fuel cell.

Consumers may be reluctant

Consumer concern also extends to who would manage the data

53% 17% 16% 10% 4%

India 48% 4% 29% 10% 9%

31% 4% 34% 7% 24%

31% 30% 15% 9% 15%

OEM No one Other Dealer Government

What do people want? Save me time and ensure my safety.

Updates regarding traffic congestion

Updates to improve road safety

Maintenance updates and

Maintenance cost forecasts

Customized suggestions regarding

Access to nearby parking (i.e.,

Special offers regarding non-

Receiving a discount for access to a

OEMs, however, may also struggle to get consumers to pay

17% 25% 27% 18% 50% 43%

None A little More than a little

Mobility revolution faces

Daily usage of personally owned vehicles is quite high in some

38% 38% 39%

US India Germany China Rep. of Korea Japan

Today 3 years from now

The idea of combining different modes of mobility into one trip

Rep. of 7% 55% 38%

10% 58% 32%

25% 55% 20%

39% 48% 13%

Never Rarely 1+ per week

Even though ride-hailing has been integrated into some markets,

4% 7% 23% 19% 43% 47% 3% 2% 5% 12% 14% 26%

Never Rarely 1+ per week

Q36: How often do you currently use ride-hailing services?

Japan India US China Germany Rep. of Korea

Pre/Boomers Gen X Gen Y/Z

About the 2019 Deloitte

The 2019 Deloitte Global Automotive Consumer Study includes

Brazil South Africa

The study is fielded using an online panel and designed

Pre/Boomers Gen X Gen Y/Z

n=1,750 n=1,773 n=1,770 n=1,760 n=1,755 n= 1,731