Worldwide TÜV Rheinland study on electromobility: China and India go for high-voltage technology

Transcription

1 Worldwide TÜV Rheinland study on electromobility: China and India go for high-voltage technology Cologne/Frankfurt am Main TÜV Rheinland has now produced what is arguably the most comprehensive representative study on the issue of electromobility. The test service provider presented the first representative international survey exclusively at the 64th International Motor Show The overall sentiment of consumers was studied in twelve key automotive markets: China, Denmark, Germany, France, India, Israel, Italy, Japan, Portugal, Spain, the UK and the USA. TÜV Rheinland looked in closer detail at factors such as brand recognition, potential motives to buy, the degree to which drivers are informed and safety concerns of consumers regarding electromobility. For the study, people who were over 18 years of age and who owned a car or had access to a car for private use were surveyed. This representative study brought to light interesting global differences and regional and national differences, as well as specific insights. Electromobility in very high favour amongst the Chinese and Indians

2 The acceptance of electric cars is increasing worldwide, particularly in up-and-coming markets where mobility is expanding rapidly. 92% of Indians and 88% of Chinese would be prepared to choose an electric car when buying a new car in the next five years. 85% of Italians are also planning to make the same purchase. In Germany and the USA, only 57% of those surveyed would actually go ahead with such an intention. As such, the extent to which electromobility is favoured by consumers in these two major industrial nations is considerably behind those surveyed in countries with weaker economies such as Portugal (78%), Spain (72%), Israel (63%) and the UK (60%) but is still higher than in France (52%) and Denmark (37%). In the high-tech nation of Japan, electromobility is faced with a similarly low level of enthusiasm amongst car buyers (34%). By contrast, the majority of those surveyed worldwide credited Japan and Germany with being the technological leaders. Of all the car brands, Toyota has the highest level of expertise in electric cars in the world. It is noticeable that brands such as Nissan and Mitsubishi, which already offer series-production vehicles with purely electric drive systems, are nowhere to be seen at the top of the worldwide rankings given in the TÜV Rheinland study unlike Toyota, which achieved the highest scores for both brand recognition and purchase preference. Men are more open to the idea of electric drive systems, especially in Germany, France, Israel, Italy and Japan. In contrast, women tend to express their reservations more, as well as people with fairly low incomes and residents of rural areas. The majority of those surveyed worldwide advocated government support in the nationwide introduction of this alternative drive technology. However, the electricity would have to originate from renewable sources.

3 Brand recognition in electromobility: Toyota number 1 in the world The findings of the following questions are very revealing: Which manufacturer comes to mind when you think about an electric car? Toyota clearly took the number 1 spot for brand recognition in the TÜV Rheinland study. Overall, 40% of all those surveyed in the twelve countries think of this Asian brand first, even though the Japanese car manufacturer, unlike Nissan and Mitsubishi, does not currently offer a flawless electric car. Toyota is quite clearly benefiting from its head start in terms of image thanks to its more than ten years market experience with hybrid vehicles, explains Dr Thomas Aubel, Executive Vice President of Mobility at TÜV Rheinland. In eleven of the twelve markets, consumers credit Toyota with having a high level of expertise in electric cars, followed by Honda and Renault. Only in India does Honda (28%) relegate Toyota to second place, on an even pegging with Mahindra (both 27%). Potential buyers also favour Toyota In China, Toyota, Honda and Audi are neck and neck in their efforts to raise awareness of their brands among consumers (34%). Toyota s expertise in electric cars is also unchallenged in Germany (42%), still ahead of the leading German players such as Volkswagen (30%), Mercedes-Benz (23%), BMW (19%) and Opel (14%) as well as Renault, Smart (both 13%) and Honda (12%). Findings that cannot be translated directly from theory into practice when an electric car is actually about to be purchased: in these cases, most of those surveyed worldwide would choose an electric Toyota (34%), yet around 17% would favour a Honda or a Volkswagen (16%). Car buyers have less confidence in the expertise in electric cars of brands such as Nissan (14.6%), Ford (11.7%),

4 Renault (11.5%), Peugeot (10.7%), Audi (9.4%), BMW (9.1%) and Opel (7.4%). The brand preferences that dominate on national markets are quite different: most German consumers opted for an electric car from Volkswagen (36%). Toyota only makes the number 2 spot when it comes to actually deciding which electric car to buy (26%), followed by BMW (19%), Mercedes-Benz (17%), Audi (16%) and Opel (13%). The electricity-friendly French, however, give preference to Renault (33%) before Toyota (31%), Peugeot (25%), Citroën (14%) and Nissan (12%). With just 10%, VW is in sixth place when it comes to the level of confidence that electric car fans in France have in the brand. Looking again at regional and major markets, it is apparent that whereas in Europe most of those surveyed pronounced themselves in favour of buying a Toyota electric car (33%) followed by a VW electric car (19%) and a Renault electric car (17%), Chinese consumers would prefer to purchase a Volkswagen or a Honda with an electric drive. In China and India, Toyota comes in just third and fourth place respectively amongst electric car buyers. Audi, Buick and BMW follow in places four to six in China. On the Indian sub-continent, however, Honda has taken the lead over the local brands Maruti and Tata. Mahindra and Suzuki take fifth and sixth place. It is noticeable that brands such as Nissan and Mitsubishi, which already offer series-production vehicles with purely electric drive systems in the form of the Leaf and the i- Miev, are nowhere to be seen at the top of the worldwide rankings given in the TÜV Rheinland study. Nissan takes just fourth place in international consumer recognition, and even Mitsubishi is seen as something of an also-ran. Only the Japanese and Portuguese would consider buying

5 a Nissan, in second place after Toyota. And only in Japan can Mitsubishi hold its own after Toyota, Nissan and Honda in fourth place. This shows there is a considerable lack of communication on the part of this manufacturer, emphasises Dr Aubel. It may also be a sign that electromobility is only considered the technology of the future for individual mobility in China and India. All the other ten countries favour hybrid solutions, with the Danish (76%) and Americans (73%) favouring this the most strongly. Different motives: advocates, fence-sitters and opponents Four driver groups emerged from the global TÜV Rheinland study, with differing opinions on the electric car: the all-out advocates, the fence-sitters with a few minor reservations, the fence-sitters with reservations and the opponents, concludes Dr Thomas Aubel, Executive Vice President of Mobility at TÜV Rheinland. The majority of the advocates who will most probably buy an electric car come from India (68%), China (65%) and Italy (51%). They demonstrate a driving behaviour that is suited to the characteristics of an electric car. They are also very well-informed on the issue of electric cars and perceive the development status of the technology very positively. They are environmentally aware and not very sensitive to price. The fence-sitters with just a few reservations primarily come from the UK (25%), Germany (23%), Spain (22%) and France (16%). Their driving behaviour is also compatible with the characteristics of an electric car. However, their level of knowledge is moderate, as well as their perceptions with regard to the development status of the technology. They are characterised by a certain level of environmental awareness, have very few safety concerns

6 and are only moderately sensitive to price. Their disposition towards buying an electric car is at an average level. The fence-sitters with reservations are mainly found in Portugal (11%), Israel (10%) and the USA (10%). Their driving behaviour is also compatible with the characteristics of an electric car. Their level of knowledge regarding electric cars is also moderate, as well as their perceptions with regard to the development status of the technology. These drivers show barely any environmental awareness, have concerns about safety and are mindful of the price. Their disposition to buy is also at an average level. The majority of the opponents of electric cars come primarily from Japan (67%) and Denmark (63%). Their driving behaviour is not very compatible at all with the current characteristics of an electric car, and their level of knowledge on the issue of electric cars is rather modest. They also perceive the development status of electric car technology differently. These drivers are developing only a low level of environmental awareness, have concerns about safety and are very sensitive to price. Their disposition towards buying an electric car is low. Cost savings as main incentive for purchase In most countries, cost savings are the main motives (drivers) for buying an electric car. The USA takes first place here at 53%. This is followed by the UK (51%), Israel (48%), Portugal (47%), Denmark (38%), Japan (38%), Spain (28%) and France (23%). In the USA, fuel savings (27%) and the purchase price (26%) are the main reasons for men and women to buy an electric car. It is a similar situation in the UK, Israel, Portugal, Denmark, Japan, Spain and France. Environmental protection comes first for Germans

7 Only in Germany are the main reasons for buying an electric car associated with efforts to protect the environment (39%). Of these, 22% state that they wish to protect areas of life from further changes and 17% declare that they wish to conserve oil deposits. By buying an electric car, those surveyed in Italy, China and India intend to reduce both their environmental impact and their own costs. Lower fuel consumption and the fight against global warming (both 17%) play an important role for the Italians. As regards cost aspects, 13% (more men than women) specify the purchase price. 12% state that they wish to save money spent on fuel. For 19% of the Chinese, lower consumption and therefore the conservation of oil deposits is a reason to buy that is cited more by women than by men. Reducing costs takes second place with 16%. Lower costs due to lower consumption is the most important reason to buy in India (18%), followed by the desire to protect the environment (15%). Indians and Chinese feel the best-informed The level of information on the issue of electric cars also substantiates this hypothesis. The survey participants from India (75%) and China (65%) feel the most in the picture, while the Israelis feel they are the worst-informed (19%). Around 40% of those surveyed in Portugal and Italy state that they are generally well- to very well-informed about electric cars. However, this is only the case for around one in three Japanese, Germans and Spanish, and one in four Danish, French, British and Americans. Japan and Germany technological leaders

8 When asked which country had come the furthest in the development of electric car technology, 53% of those surveyed said Japan and 42% Germany. Here, ten of the twelve countries put Japan at the top. Only the Germans and French regard Germany as being the furthest ahead. Already relatively far behind, the USA takes the number three spot with 23%. In places four to twelve are China (16%), France (12%), Denmark (10%), the UK (5%), India and Israel (both 3%), Italy and Portugal (both 2%) and Spain (1%). Purchased as a main car and used like a conventional vehicle The intercultural differences when it comes to the purchase of an electric car are also interesting: For those surveyed in Germany, France and the USA, the electric car tends to be an option as a second car, explains Dr Thomas Aubel. In the nine other countries, those surveyed intend to buy the electric car primarily as a main car. Apart from China, where 44% of those surveyed put their current daily kilometrage at 50 to 100 km, the other survey participants drive a maximum of 50 km a day to get to work, go shopping and carry out leisure activities. This is also reflected in the planned use of electric cars. In all twelve countries, the majority of those surveyed state that they intend to use their electric car like their conventional car both for the daily commute to work and into town and for longer journeys such as holidays. This is 73% in Israel, 62% in Spain, 54% in Japan, 53% in Italy, 52% in both France and Portugal, 47% in Denmark, 45% in both Germany and the UK, 44% in China, 41% in the USA and just 37% in India. In India and China, however, 34% and 39% respectively would hire a car with a conventional drive

9 for longer journeys. Majority advocates government support The TÜV Rheinland researchers also asked whether consumers advocate government aid for the market launch of electric cars. Apart from the USA (43%), the majority pronounced themselves in favour of financial government aid: 93% in China, 89% in both India and Spain, 84% in Italy, 80% in Portugal, 79% in Israel, 74% in France, 70% Japan, 64% in Denmark, 62% in the UK and 57% in Germany. In all countries, the survey participants who approve of aid advocate first and foremost a discount on the purchase price, followed by research and development subsidies granted to car manufacturers and tax credits. Electricity must come from renewable sources The survey participants around the world clearly stated that the electricity for electric cars must come from environmentally friendly, renewable sources. The Italians took the lead here with 95%, with more women than men speaking out in favour of clean power. This was followed by the Indians and Portuguese (both 94%), Chinese (90%), Spanish (89%), Israelis (76%), French (73%), Germans (72%), British (67%), Danish (64%) and Americans (60%). Amazingly, the Japanese came last with 59%. At the time of the TÜV Rheinland survey in mid-2011, around a third of those surveyed here and of these more women were actually indifferent to the source of the energy, despite the nuclear reactor disaster in Fukushima. High level of safety concerns amongst Americans, Chinese and Indians

10 Regarding the safety of electric cars, it became apparent that the Portuguese (5%), Germans, Italians and Spanish (8% each) have the fewest concerns. Meanwhile, the Americans, Indians, Chinese (26% each) and Japanese (22%) are worried about electric cars having worse crash behaviour due to their lighter bodywork, the formation of sparks, short-circuits, power loss while driving and the possibility of the battery running out. What obstructs the intention to buy? National highlights In Germany and France, 36% of those surveyed see the main reason preventing the purchase of an electric car as being the limited range. For car drivers in Japan (38%), the USA (29%), Portugal (29%) and Israel (25%), the purchase price constitutes the biggest hindrance. In the UK, reservations include the availability of charging stations (23%), the limited range (21%) and the purchase price (21%). In Italy, the purchase price (21%), the limited range (18%), the battery charging time (17%) and the availability of charging stations (16%) dampen people s propensity to buy. The Danish are mainly worried about the purchase price (29%) and the availability of charging stations (26%). The Chinese primarily see the range (22%) and availability of charging stations (19%) as the main reasons preventing a purchase. For the Indians, as well as the availability of charging stations (16%) and the range (14%), the safety of electric cars (13%) also plays a role. The Spanish see the main hindrance as being the purchase costs (21%) and the charging time of an electric car (20%).

11 Wolfgang Partz Phone: *************************************************************** TÜV Rheinland is a global leader in independent inspection services, founded more than 140 years ago. The group maintains a worldwide presence with 19,600 employees; annual turnover is nearly EUR 1.9 billion. The independent experts stand for quality and safety for people, technology and the environment in nearly all aspects of life. TÜV Rheinland inspects technical equipment, products and services, oversees projects and helps to shape processes for companies. Its experts train people in a wide range of careers and industries. To this end, TÜV Rheinland employs a global network of approved labs, testing and education centres. Since 2006, TÜV Rheinland has been a member of the United Nations Global Compact to promote sustainability and combat corruption. Website: