Intelligent Mobility and Voice of Customer. Kaushik Madhavan Director, Automotive & Transportation MENASA

Transcription

1 Intelligent Mobility and Voice of Customer Kaushik Madhavan Director, Automotive & Transportation MENASA

2 Agenda and Table of Contents Intelligent Mobility What is Intelligent Mobility? Scope and Role of Multiple Stakeholders Evolution of Mobility Services Voice of Customer Global Powertrain Snapshot Hybrids and EVs in the Middle East Perceptions and Willingness to pay for Hybrids and EVs [Europe] 2

3 Intelligent Mobility increased interaction between end users and operators Increasing levels of information highlighting changing user needs - increasing levels of productive travel Intelligent Mobility Ecosystem Increasing innovation and intelligent provision of supply, new business models and innovative financing 3

4 Integrated Mobility - Technology enabled and multi-modal travel improving journey experience to the Mobility User CARSHARING CORPORATE CAR SHARING TAXI SERVICES LCV PARKING PUBLIC TRANSPORT RIDESHARING CAR RENTAL BIKE SHARING MOBILITY AUDIT / BUDGET CASH / CAR ALLOWANCE E-MOBILITY MICRO-MOBILITY SOLUTIONS LOYALTY PROGRAMME / ECOSYSTEM PARTNERSHIP INTEGRATED MOBILITY Source: Urban Science 4

5 Evolution of OEMs Mobility Services from the business of manufacturing, selling cars to providing services, mobility solutions Car Independent Integrated Mobility: Journey Planning, Booking and Payment City Planners and Lifestyle Energy Creation and Storage Car Services Carsharing Parking and Charging Ridesharing Taxi and Limousine Automated Driving Car Ownership Finance Maintenance Connected Services Evolution & Expansion of OEM Services 5

6 Dubai as a Smart City Making infrastructure intelligent and communicating with cars the first step towards a connected city Making the car aware and connected would enhance its communication with machines (V2V) as well as the infrastructure (V2I) The Dubai Govt launched the Smart City campaign [Dubai Plan 2021], earmarking over 100 million for innovations, including mobility development. Smart City Infra Needs Open architecture apps and technology solutions, e.g. mobility, security, cloud computing, etc. Analysis and quality control of Big Data flowing from sensors Sensors in everything road signs, pavements, road asphalt, etc. Wi-Fi and Fibre-optic networks 6

7 Global Powertrain Mix Regional Snapshot European powertrains will be seen receding from Diesel, while developing markets like India will continue to witness increasing diesel engine uptake to meet higher fuel economy requirements. Powertrain Market: Expected Light Vehicle* Unit Shipment by Region and Powertrain Mix, Global, Gasoline Diesel Alt. Fuels Mild Hybrids Full Hybrids EVs ~72.1 Million Others* % 5% 16% Units (Million) % 51% 92% 76% % 51% 46% 45% China Japan India Europe North America 34% 95% Key: Light vehicles include personal vehicles (PVs) and light commercial vehicles (LCVs). The powertrain mix in China and Japan consider only PVs. Mild and full hybrids in Japan are shown under the full hybrid legend. Mild and full hybrids are shown as a part of gasoline and diesel in China, India, South America, and Korea. Total for 2015 represents the sum of regions shown. 57% South America GCC South Korea 2015 *Others in 2015 goalpost include mild hybrids, full hybrids and EVs. Note: All figures are rounded. The base year is Source: LMC Automotive; Frost & Sullivan 7

8 Market Breakdown by Segment and Propulsion Type Powertrain electrification will grow significantly, while alternative and flex fuels will also witness continued adoption to make powertrains more fuel economic and clean. Powertrain Market: Vehicle Growth Outlook by Region and Propulsion Type, Global, 2015 Segment Diesel Hybrids BEV Gasoline CNG Gasoline- Flex Fuel Europe North America China Japan South Korea India South America GCC Growing Declining Stable Not Applicable Key: CNG Compressed Natural Gas, BEV Battery Electric Vehicles Top markets with large selling volume have been considered. 8

9 2015 European Consumers Attitudes, Perceptions, and Willingness to Pay for Powertrain Technologies and Alternate Hybrid and Electric Vehicles 9

10 Methodology and Sample Structure Methodology Web Interviews (CAWI) Total France Germany UK Italy Sample Size N=2015 interviews in total The detailed sample structure is provided on following slide Fieldwork November-December 2014 Past data 2012: n=2,687 (G4+ Russia) 2010: n=2,150 (G5) Quota Criteria for Participation Reporting Notes On vehicle segment, age group, and gender Need to own and drive a car Primary decision maker or joint decision maker with 50% or more involvement in vehicle purchase Current car model not older than 2006 Current car had to be purchased new Due to rounding errors, percentages in charts / tables may not sum up to 100 Total By Car Segment A&B % % % % % C % % % % % D % % % % % E&F % 50 10% 50 10% 49 9% 50 10% SUV % 50 10% 51 10% 51 10% 50 10% MPV % 92 19% 96 19% 90 17% 93 19% By Age 18 to % 17 3% 25 5% 32 6% 35 7% 25 to % 73 15% 81 16% 89 17% 99 20% 35 to % % % % % 45 to % % % 94 18% % 55 or older % % % % 70 14% By Gender Male % % % % % Female % % % % % By Area Urban area % % % % % Suburbs % % % % % Rural % % % % 35 7% 10

11 Overall Diesel hybrid is preferred more than petrol hybrid as more Diesel drivers are willing to consider a hybrid Consider Hybrid Engine What Kind of Hybrid Engine? Diesel PHEV 19% 26% 3% n=828 Petrol mild hybrid 18% 41% Diesel full hybrid 17% 30% Diesel mild hybrid 16% Petrol PHEV 12% Petrol full hybrid 10% Likely Undecided Unlikely Don't know Don t know 10% Base: All respondents (n=2,015). Q14E. How likely are you to consider a hybrid engine for your next vehicle purchase? Q16. Which kind of hybrid engine would you purchase? 11

12 When compared overall, Petrol drivers and Diesel drivers do not differ strongly in their purchasing criteria for Hybrid vehicles. Diesel puts slightly higher emphasis on reliability and overall performance 83% 77% 76% 77% Purchase Criteria for Hybrid Vehicle (Top 2 importance rating) Petrol drivers (n = 820) Diesel drivers (n = 1008) 69% 65% 64% 62% 61% 60% 59% 54% 51% 48% 33% Reliability/durability Price of the vehicle Better fuel economy Fuel cost Monitoring and maintaining battery charge Overall performance Eco friendly Car space/carry capacity Resale value (e.g., rate of depreciation) Use of innovative technology Availability of models Vehicle designs and styles Recycling (scrapping battery) Congestion charge/ Toll road exemption Cool image 39% 71% 70% 68% 69% 67% 64% 63% 60% 57% 53% 80% 79% 78% 86% Base: All respondents Q9. Please indicate the importance of how they will influence your purchase of a hybrid vehicle in the future? 12

13 Urban Drivers are more likely to consider hybrid or electric vehicles while males prefer hybrid than females do Consider Hybrid Vehicle Consider Electric Vehicle Urban 47% 30% 21% 29% 30% 39% Suburbs 37% 29% 31% 17% 27% 53% Rural 29% 33% 33% 13% 23% 60% Male 44% 30% 25% 23% 28% 47% Female 37% 31% 28% 22% 27% 47% Likely Undecided Unlikely Don't know Likely Undecided Unlikely Don't know Base: All respondents (n=2,015). Q14D. How likely are you to consider an electric / hybrid vehicle for your next vehicle purchase? 13

14 When considering hybrid vehicles for next purchase data shows that drivers will tend to stay with their current fuel type Consideration for hybrid engines (split by type) Petrol Drivers (n = 288) Diesel Drivers (n = 404) 33% Petrol mild hybrid 8% 21% Petrol PHEV 4% 15% Petrol full hybrid 4% 8% 7% 6% Diesel mild hybrid Diesel PHEV Diesel full hybrid 22% 24% 27% 10% Don t know 11% Base: All petrol drivers considering hybrid vehicle for next purchase Q14E. How likely are you to consider a hybrid engine for your next vehicle purchase? Q16. Which kind of hybrid engine would you purchase? 14

15 A quarter of all drivers are willing to pay a high price point for hybrid engine while more than a third of SUV drivers are not willing to pay at all Accepted Price Difference for Hybrid Engine by Segment Mean: 6,100 1,800 2,300 4,000 5,200 7,000 10,300 12,000 Not willing to pay Lower price point Medium price point High price point 11% 22% 13% 19% 52% 35% 24% 25% 21% 18% 23% 15% 24% 32% 45% 40% 22% 19% 18% 24% 16% 23% 27% 34% 42% 14% 23% 21% 35% 12% 22% 32% Total A&B C D MPV E&F SUV S/M SUV L Price Option A/B C D MPV E/F SUV S/M SUV L Lower price point ,000 2,500 3,000 6,000 6,000 Medium price point 1,500 1,500 4,000 5,000 6,000 10,000 10,000 High price point 3,500 3,500 6,000 8,000 12,000 15,000 20,000 Base: those who consider hybrid (n=828). Q14. How likely are you to consider a hybrid engine for your next vehicle purchase? Q26. Basically, how much premium are you willing to pay for a hybrid engine vehicle over a traditional engine? 15

16 Of the 23% who consider EV in their next purchase, 40% prefer EV with range extender whereas full electric is not favourable Consider Electric Vehicle Preferred Electric Vehicle Technology Full Battery Electric Vehicle 19% 3% 23% n=457 Extended Range Electric Vehicle 40% 47% 28% Plug-in Hybrid Electric Vehicle 33% Don t know 9% Likely Undecided Unlikely Don't know Base: All respondents (n=2,015). Q14D. How likely are you to consider an electric vehicle for your next vehicle purchase? Q17. Which kind of electric vehicle would you purchase? 16

17 When divided between petrol and diesel drivers, consideration of EV with range extender still remains favourable Petrol Drivers Consideration for Electric Vehicles (8%) 2014 (Top 2 box Somewhat Likely and Very Likely) Full Battery Electric vehicle 20% Extended Range Electric vehicle 39% Plug-in Hybrid Electric Vehicle Don't know 12% 29% 2014 (n=161) Diesel Drivers Consideration for Electric Vehicles (11%) 2014 (Top 2 box Somewhat likely and Very likely) Full Battery Electric vehicle 15% Extended Range Electric vehicle 45% Plug-in Hybrid Electric Vehicle Don't know 7% 33% 2014 (n=218) Base: All petrol and diesel drivers considering electric vehicle for next purchase Q14D. How likely are you to consider an electric vehicle for your next vehicle purchase? Q17. Which kind of electric vehicle would you purchase? 17

18 Similar to Hybrids, about 23% of the drivers willing to pay a large premium; Large SUV drivers willing to pay highest Accepted Price Difference for Electric Engine Mean: 7,400 2,500 3,800 5,200 5,800 15,200 11,300 14,200 Not willing to pay 27% 17% 24% 27% 23% 41% 32% 25% Lower price point Medium price point High price point 30% 30% 47% 28% 40% 23% 20% 24% 22% 19% 23% 14% 16% 21% 25% 14% 32% 13% 15% 32% 21% 13% 25% 37% Total A&B C D MPV E&F SUV S/M SUV L Price Option A/B C D MPV E/F SUV S/M SUV L Lower price point 1,000 1,000 2,500 3,000 7,000 6,000 6,000 Medium price point 3,500 3,500 5,000 6,000 12,000 10,000 10,000 High price point 6,000 6,000 9,000 9,000 20,000 20,000 20,000 Base: those who consider Electric vehicle (n=457). Q14. How likely are you to consider an Electric engine for your next vehicle purchase? Q27. Basically, how much premium are you willing to pay for an Electric engine vehicle over a traditional engine? 18

19 Audi has regained the leading position as a fuel efficient premium car, followed by BMW Top-Five Premium Manufacturers: Fuel Efficient Vehicles Total Audi BMW Mercedes Lexus Volvo 24% 17% 23% 18% 19% 18% 20% 19% 12% 13% 12% 13% 9% 11% 10% 19% 7% 8% 8% 9% 2014 (n=2015) 2012 (n=2,687) 2010 (n=2,150) 2008 (n=2,648) Note: Top-five brands selected from number-one ranking only. Q40. In your opinion, which premium vehicle manufacturers are most dedicated to delivering fuel efficient vehicles? 19

20 Toyota continues its leadership position as a fuel efficient volume car brand with stable increase since 2010 Top-Five Volume Manufacturers: Fuel Efficient Vehicles Total Toyota Volkswagen Ford Citroen Renault Honda Fiat Hyundai 20% 18% 17% 29% 15% 11% 8% 7% 7% 8% 7% 5% 6% 9% 9% 10% 6% 4% 4% 8% 5% 5% 8% 8% 4% 7% 7% 4% 3% 3% 2% 4% Note: Top-ten brands selected from number-one ranking only (n=2,015) 2012 (n=2,687) 2010 (n=2,150) 2008 (n=2,648) Q41. In your opinion, which volume vehicle manufacturers are most dedicated to delivering fuel efficient vehicles? 20

21 Summary and Conclusions Evolution of car as a Service and not just a product Integrated Mobility solutions Change in ownership patterns Focus on overall Mobility experience and freedom Hybrids and EVs gaining popularity among buyers Increased customer willingness-to-pay Limited overall customer understanding of technologies Need for increasing awareness OEM Product Portfolio and Mobility Solutions OEMs offering subscription services Multi-modal transport options and infrastructure Focus shifting from driving to mobility 22

22 Thank You Kaushik Madhavan Director, Automotive & Transportation