INTELLIGENCE BRIEFING THE AUTO INDUSTRY TODAY &
OVERVIEW About Morning Consult What consumers THINK Collecting over 3 million market research interviews What consumers SAY Evaluating over 100 million social media posts What consumers SEE Analyzing over 85,000 news media outlets Currently Tracking 1,000+ Brands (200 interviews per day, per brand) 2
THE AUTO INDUSTRY TODAY
TODAY Do you have a favorable or unfavorable opinion of each of the following industries? Very favorable Somewhat favorable Somewhat unfavorable Very unfavorable The Auto Industry is Viewed Favorably 3% 10% 51% 3% 9% 49% 2% 15% 4% 16% 11% 18% 9% 23% 16% 26% 53% 49% 39% 42% 33% 28% 28% 20% 19% 23% 17% 19% 4 Food & Beverage Tech Retail Auto Entertainment Banking & Financial Services Healthcare
TODAY Generally speaking, how innovative do you consider each of the following industries to be? Very innovative Somewhat innovative Not innovative at all Don't know / No opinion Tech 57% 28% 1% 9% The Auto Industry is Innovative Auto Entertainment 31% 28% 39% 45% 9% 4% 10% 10% Food & Beverage 21% 42% 4% 10% Retail 18% 42% 5% 10% Banking & Financial Services 19% 39% 7% 11% 5 Healthcare 21% 33% 9%
TODAY As you may know, competition within an industry refers to companies that offer similar products or services competing for your business. Generally, how much competition exists in each of the following? A lot Some Not much None at all Don't Know/No Opinion 15% 14% 16% 17% 16% 18% 16% 20% 18% The Auto Industry is Competitive 7% 26% 9% 26% 15% 5% 16% 4% 17% 15% 5% 18% 15% 18% 35% 30% 32% 33% 33% 39% 38% 50% 48% 32% 32% 31% 31% 28% 23% 23% 6 Technology industry Automotive industry Social media companies Pharmaceutical industry Health insurance industry Hospitality industry Oil and gas industry Renewable energy industry Ride sharing companies
TODAY Do each of the following describe the car purchasing process? Yes No While Exciting, Consumers Find Buying a Car to be Frustrating Exciting Frustrating Drawn-out Annoying Easy to understand 59% 54% 54% 51% 48% 41% 46% 46% 49% 52% Fun 44% 56% Straightforward 43% 57% Convenient 42% 58% 7 Simple 35% 65%
TODAY What is your level of comfort purchasing a car through each of the following channels? Very comfortable with this Somewhat comfortable with this Not too comfortable with this Not at all comfortable with this Don't know / No opinion Purchasing a Car In-Person is Viewed as Much More Comfortable 7% 10% 7% 37% 30% 25% 54% 18% 8 11% In-person Online
TODAY When thinking of buying a car, how reliable do you consider recommendations by each of the following? Very reliable Somewhat reliable Not too reliable Not at all reliable Don't know / No opinion Family and Friends are Viewed as Most Reliable 8% 8% 10% 3% 3% 9% 10% 10% 23% 44% 51% 19% 24% 8% 8% 20% 22% 10% 18% 30% 21% 12% 28% 26% 12% 28% 36% 27% 42% 40% 36% 31% 29% 15% 13% 11% 10% 10% 8% 25% 10 Family Friends The car manufacturers themselves Car magazines Car blogs Representatives at dealerships Car TV shows Car radio shows
TODAY If you were to purchase or lease a car in the near future, how important would you consider each of the following factors? Net importance of feature for future vehicle purchase 9 Factors Are Viewed as Important by 80% of Buyers 11 Is reliable Is affordable Has good fuel economy Is durable Has good handling Can be serviced affordably Can be serviced conveniently Has a high safety rating Is the right size for me or my family Windows provide large field of view Looks great Has a lot of interior space for storage Was manufactured recently Has attractive technology options or packages Is made in the U.S. Has high horsepower Has attractive media options Has large dashboard screen Has exterior storage options Has options to customize the interior Has large center-console screen Has a prestigious brand name Center-console has a touch screen Has a high top speed Has options to customize the exterior -2% -6% -15% -15% -16% -16% -21% -22% -24% 19% 17% 1% 61% 52% 48% 38% 87% 87% 85% 85% 84% 83% 81% 80% 79%
TODAY And, which of the following factors do you consider to be the MOST important? Among all consumers But, Reliability and Affordability are the Keys 23% 21% 13% 9% 6% 12 Is reliable Is affordable Has a high safety rating Has good fuel economy Is durable Showing top five most important features
TODAY Features that have gained the most importance since last purchase Net importance in past purchase Net importance for future purchase Being Manufactured Recently is Increasingly Important Was manufactured recently Is made in the U.S. 27% 38% 13% 17% Net +4% pts. Net +11% pts. Can be serviced conveniently 79% 81% Net +2% pts. Has good fuel economy 83% 85% Net +2% pts. 13 Showing features that are net important overall and excluding those that are net unimportant
TODAY Features that have lost the most importance since last purchase Net importance in past purchase Net importance for future purchase While Storage Space and Horsepower Have Seen Slight Declines Has a lot of interior space for storage Has high horsepower 7% 1% 54% 48% Net -6% pts. Net -6% pts. Windows provide large field of view 66% 61% Net -5% pts. Looks great 52% 56% Net -4% pts. 14 Showing features that are net important overall and excluding those that are net unimportant
TODAY And, which of the following factors do you consider to be the MOST important? Key Factors for Sedan, SUV, and Truck Buyers Among consumers who say their next car will be a sedan an SUV a pickup truck Is reliable (29%) Is reliable (23%) Is reliable (27%) Is affordable (23%) Is affordable (22%) Is affordable (21%) Has a high safety rating (12%) Has a high safety rating (15%) Has a high safety rating (11%) Has good fuel economy (9%) Has good fuel economy (9%) Is durable (9%) 15 Is durable (6%) Is the right size for me or my family (9%) Has good fuel economy (7%) Showing top five most important features
TODAY Assuming you are in the market for a new car, how likely are you to consider buying Very likely Somewhat likely Not too likely Not likely at all Consumers are More Likely to Buy Hybrids than Electric Vehicles 24% 26% 35% 16% 14% 22% 11% 26% Total Likely Total Unlikely Total Likely Total Unlikely 16 Hybrid Vehicle Electric Vehicle
TODAY Which of the following describe(s) why you are unlikely to purchase a car? Yes No Cars themselves are too expensive 52% 48% Overall, the Expense and Practicality is What Limits Car Buying I have no practical reason to own a car I don't consider cars to be safe Parking where I live is not convenient Driving where I live is not convenient Driving where I work is not convenient 36% 34% 29% 19% 18% 64% 66% 71% 81% 82% Gas is too expensive 11% 89% Incidentals such as tickets or expenditures related to accidents are too expensive 11% 89% I'm concerned about the effect cars have on the environment 11% 89% Car insurance is too expensive 10% 90% 17 Parking where I work is not convenient 10% 90% Showing among consumers who say they are unlikely to purchase in a car in the next five years
TODAY Among consumers who say they are unlikely to buy a car in the next five years, would the following situations make you more likely to consider purchasing a car? Yes No But that Can Change 75% 55% 58% 62% 29% 25% 24% 18 Getting Married Less Accessible Job Having Kids Getting a Pet 8%
TODAY How familiar are you with car sharing services, defined as services where people can rent cars for short periods of time (not ride sharing services such as Uber or Lyft)? A Majority of Americans are Familiar with Car Sharing Services 20% 35% 36% 9% Very Familiar Somewhat Familiar Not Too Familiar Never Heard Of 20
TODAY How much do you trust car sharing services in general? They Largely Trust Them A Great Deal Somewhat 6% 7% 16% Not Too Much Not At All 25% Don't Know/ No Opinion 46% 21
TODAY Would you trust car sharing services more or less if they were run by each of the following types of companies? Trust Much More Trust Somewhat More Trust Somewhat Less Trust Much Less Don't Know/No Opinion And would trust them more if they are run by a carmaker A Car Manufacturer 22% 40% 13% 4% 22% A Tech Company 19% 36% 16% 5% 24% 22
THE AUTO INDUSTRY
Thinking of the following industries, do you consider their best days to be ahead or behind them? Best days ahead Best days behind The Auto Industry s Best Days Are Ahead 74% 24% 55% 22% 51% 34% 44% 35% 43% 31% 40% 35% 40% 11% 24 Tech Industry Auto Industry Food & Beverage Entertainment Healthcare Banking & Financial Services Retail
Thinking ahead to the year 2050, do you think each of the following industries or types of companies will undergo major changes, minor changes, or stay about the same as they are today? Major changes Minor changes Stay about the same Don't Know/No Opinion The Auto Industry s Expected to Undergo Major Changes Technology Industry Automotive Industry Renewable energy industry Health insurance industry Oil and gas industry 47% 46% 64% 60% 57% 23% 24% 17% 13% 16% 7% 7% 8% 12% 12% 16% 16% 18% 17% 18% Social media companies 46% 27% 9% 17% Pharmaceutical Industry 46% 25% 11% 18% Ride sharing companies 42% 29% 11% 18% 25 Hospitality industry 36% 31% 14% 19%
How likely is it that each of the following companies will be manufacturing or supplying vehicles by the year 2050? Adults say tech firms will more likely than not be manufacturing or supplying vehicles by 2050. Very likely Somewhat likely Not too likely Not likely at all Don't Know / No Opinion Google Amazon 28% 23% 15% 12% 22% 26% 23% 17% 11% 23% Apple 26% 25% 16% 11% 23% 27
Thinking ahead to the year 2050, do you believe each of the following will still be in business? Adults predict a stable future for technology companies, though are less sure about the future of ridesharing and taxi cab companies. Yes, will be in business No, will not be in business Don't Know / No Opinion Google Amazon Apple 73% 73% 71% 5% 5% 6% 22% 21% 22% Ride-Sharing Companies Tesla Uber 55% 53% 48% 16% 13% 19% 29% 34% 33% Lyft 45% 20% 35% 28 Taxi Cab Companies 32% 37% 31%
In the year 2050, do you think the majority of cars, trucks and other vehicles will be powered by... 2 in 3 adults say the majority of vehicles will be powered by something other than gasoline by 2050. Gasoline Electricity Something else Don't Know/No Opinion 23% 20% 13% 44% 29
In the year 2050, do you think gasoline powered vehicles or electric vehicles will Gasoline powered vehicles Electric vehicles Don't Know / No Opinion Adults predict electric vehicles will outpace their gas-powered counterparts by 2050. Be most affordable to people like you Be able to drive the farthest without needing to refill or recharge 32% 27% 38% 46% 30% 27% Make up the vast majority of automotive sales in the U.S. 21% 51% 28% 30
Would you say a future of fully electric vehicles would be... The prospect of a fully electric future is seen as exciting. Very exciting Somewhat exciting Somewhat disappointing Very disappointing Don't Know / No Opinion 6% 12% 21% 23% 37% 31
How much would you say you know about Autonomous Vehicles? Major Information Gap About Autonomous Vehicles 31% 36% 24% 9% A lot Some Not much Nothing at all 32
Based on what you know, do you trust or distrust autonomous vehicles? Despite divided support for autonomous vehicles, the majority of Americans generally distrust them. Trust completely Trust somewhat Distrust somewhat Distrust completely Don't Know/ No Opinion 22% 16% 9% 30% 23% 33
Based on what you know, do you trust or distrust autonomous vehicles? Trust completely Trust somewhat Distrust somewhat Distrust completely Don't Know/No Opinion Current adopters of new car technology are most trustful of autonomous vehicles. Adults Own Electric Car 9% 23% 40% 30% 24% 22% 16% 10% 16% 10% 32%* 64%* Own Hybrid Car 30% 34% 18% 11% 7% 64%* Use Ride-Sharing Once a Month 21% 31% 24% 13% 11% 52%* 34 * Indicates total support
Which of the following would you trust more? An autonomous vehicle designed by... Today, adults trust an autonomous vehicle designed by a technology company over an automotive company. 34% 23% 43% A technology company An automotive company Don't Know / No Opinion 35
Which of the following comes closest to your view, even if neither is exactly right? Consumers are not confident cars in the U.S. will one day mostly be automated and driverless Cars in the U.S. will one day mostly be automated and driverless Cars in the U.S. will always require a person to be in control Don't know / No opinion 19% 40% 42% 36
As you may know, autonomous vehicles, also known as self-driving cars, are predicted to be available to consumers in the next few years. Generally speaking, do you support or oppose the use of autonomous vehicles on American roads? Adults are generally divided on support for autonomous vehicles on American roads. Strongly support Somewhat support Somewhat oppose Strongly oppose Don't Know/No Opinion 19% 14% 25% 20% 22% 37
Those who own hybrid or electric vehicles show greater support for autonomous vehicles. As you may know, autonomous vehicles, also known as self-driving cars, are predicted to be available to consumers in the next few years. Generally speaking, do you support or oppose the use of autonomous vehicles on American roads? Strongly support Somewhat support Somewhat oppose Strongly oppose Adults Own Electric Car 14% Don't Know/No Opinion 25% 47% 22% 23% 20% 14% 5% 19% 11% Own Hybrid Car 40% 30% 16% 7% 7% 38 Use Ride-Sharing Once a Month 26% 34% 17% 10% 13%
Which of the following comes closest to your view? 3 in 5 adults say their opinion on autonomous vehicles could change as the technology evolves. I don't trust self-driving cars right now, but as the technology evolves I could trust them I will never trust selfdriving cars 36% 6% 58% Don't Know / No Opinion 39
Which of the following comes closest to your view? Adults across all ages show a willingness to change opinions on autonomous vehicles as the technology evolves. Adults Age: 18-34 Age: 35-44 I don't trust self-driving cars right now, but as the technology evolves I could trust them I will never trust self-driving cars Don't Know/No Opinion 52% 58% 61% 42% 36% 31% 6% 8% 6% Age: 45-64 59% 35% 5% Age: 65+ 56% 37% 7% 40
How concerned are you with each of the following issues regarding autonomous vehicles? Very concerned Somewhat Concerned Not too concerned Not concerned at all Don't Know/No Opinion Still, multiple safety issues concern adults a great deal 11% 7% 26% 10% 8% 28% 11% 8% 31% 12% 16% 30% 53% 51% 47% 36% 41 Technological glitches in the driverless cars Road safety Driverless cars & humanoperated cars being on street together Safety of personal data, such as GPS tracking
Which of the following comes closest to your view, even if none are exactly right? Overwhelmingly, adults say there should be restrictions applied to operators of autonomous vehicles. Operators of autonomous vehicles should be allowed to do whatever they want, such as read or watch television in the vehicle, as long as they are alert enough to take control of the vehicle if need be There should be restrictions on what operators of autonomous vehicles are allowed to do to ensure they are alert enough to take over control of the vehicle if need be 21% 63% 15% Don't Know/No Opinion 42
If traveling in an autonomous vehicle, 3 in 5 adults say they re likely to do nothing but operate the vehicle, though majorities are also likely to eat or make telephone calls. If you operated an autonomous vehicle now and could rely on the vehicle to control itself, how likely would you be to do each of the following while traveling? Very likely Somewhat likely Not too likely Not likely at all Do nothing but operate the vehicles Eat Make call Surf the Internet Text Send emails Read Sleep 24% 23% 21% 19% 18% 17% 15% Don't Know/No Opinion 30% 14% 21% 25% 24% 28% 27% 35% 34% 21% 20% 17% 18% 16% 17% 14% 13% 21% 17% 9% 16% 18% 20% 13% 14% 17% 13% 14% 15% 14% 14% 14% 14% Groom 12% 22% 26% 26% 15% Romance 11% 15% 24% 24% 15% 43 Exercise 10% 10% 26% 26% 15%
Which of the following statements comes closest to your view, even if none are exactly right? Skepticism remains about whether autonomous vehicles can replace human drivers. Self-driving or autonomous vehicles will never be able to fully replace human drivers Self-driving or autonomous vehicles will be able to fully replace human drivers by about 2030 Self-driving or autonomous vehicles will be able to fully replace human drivers by about 2050 24% 17% 14% 45% Don't Know/No Opinion 44
Which of the following statements comes closest to your view, even if none are exactly right? Self-driving or autonomous vehicles will never be able to fully replace human drivers Self-driving or autonomous vehicles will be able to fully replace human drivers by about 2030 Even early adopters are not convinced. Self-driving or autonomous vehicles will be able to fully replace human drivers by about 2050 Don't Know/No Opinion Adults 45% 14% 17% 24% Own Electric Car 43% 36% 9% 12% Own Hybrid Car 46% 29% 16% 9% 45
Thinking ahead to the year 2050, which of the following statements comes closest to your view, even if neither is exactly right? When we have fully self-driving or autonomous vehicles, owning a car for most Americans won't make sense. We will have the ability to request cars to pick us up and take us to our destinations on demand, making it unnecessary to have your own vehicle Americans still expect to own cars in the future, regardless of income. When we have fully self-driving or autonomous vehicles, owning a car for most Americans will still make sense. The ability to get in your own car and go somewhere as soon as you are ready are worth the costs of car ownership Don't Know/No Opinion Adults 27% 46% 27% Income: Under 50k 25% 44% 31% Income: 50k-100k 28% 47% 25% 46 Income: 100k+ 30% 55% 15%
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