Consumer views on autonomous and electric powertrain technologies Asia Pacific insights from Deloitte s Global Automotive Consumer Study June 2018
Consumers are warming up to the idea of self-driving cars as fewer people believe AVs will not be safe compared to last year. Percentage of consumers who think fully self-driving vehicles will not be safe Korea (Rep. of) 57% 54% 79% 81% Southeast Asia 40% 47% 59% 64% 26% 2018 62% 2017 Note: Percentage of respondents who strongly agreed or agreed have been added together. Southeast Asia represents Malaysia, Indonesia and Thailand. Sample sizes: [2018] =1,677; Korea (Rep. of)=1,727; =1,727; Southeast Asia = 1,504; =1,725 [2017] =1,649; Korea (Rep. of)=1,645; =1,663; Southeast Asia = 1,437; =1,650 Copyright 2018 Deloitte Global. All rights reserved. Deloitte Global Automotive Consumer Study 2
More consumers say they would feel more comfortable riding in an autonomous vehicle if it were offered by a brand they trust. Percentage of consumers who feel they would be more likely to ride in an autonomous vehicle if it were offered by a brand they trust Southeast Asia Korea (Rep. of) 54% 85% 79% 84% 77% 80% 74% 71% 61% 2018 46% 2017 Note: Percentage of respondents who said somewhat more likely or significantly more likely have been added together Sample sizes: [2018] =1,720; =1,726; Southeast Asia = 1,480; Korea (Rep. of)=1,721; =1,625 [2017] =1,683; =1,699; Southeast Asia = 1,443; Korea (Rep. of)=1,687;=1,661 Copyright 2018 Deloitte Global. All rights reserved. Deloitte Global Automotive Consumer Study 3
What type of company do consumers trust most to bring self-driving technology to market? Types of companies consumers trust most to bring fully autonomous technology to market (2018) 76% 12% 10% Korea (Rep. of) 41% 45% 12% 29% 29% 41% 28% 53% 19% Southeast Asia 13% 37% 49% Traditional car manufacturer New AV company Existing tech company Other Sample size: =1,762; Korea (Rep. of)=1,763; =1,761; =1,759; Southeast Asia = 1,523 Copyright 2018 Deloitte Global. All rights reserved. Deloitte Global Automotive Consumer Study 4
is leading the way in terms of increasing consumer interest in moving to alternative powertrain technologies. Percentage of consumers who would prefer a hybrid-electric, batteryelectric or other form of alternative powertrain in their next vehicle 61% 53% 2018 2017 48% 42% 40% 41% 34% 37% 31% 27% Korea(Rep. of) Southeast Asia Sample sizes: [2018] =1,606; =1,040; Korea (Rep. of)=1,623; Southeast Asia = 1,388; =1,686 [2017] =1,606; =1,040; Korea (Rep. of)=1,475; Southeast Asia = 1,374; =1,645 Copyright 2018 Deloitte Global. All rights reserved. Global Automotive Consumer Study 5
There are big differences between Asia Pacific markets in the time consumers spend researching a vehicle purchase. Number of hours spent researching a vehicle purchase 33% 25% 16% 8% 4% 14% Korea (Rep. of) 21% 27% 17% 12% 6% 17% Southeast Asia 20% 31% 18% 10% 4% 17% 13% 30% 20% 15% 9% 13% 6% 23% 22% 17% 9% 23% <4hrs 4hrs to less than 10hrs 10hrs to less than 15hrs 15hrs to less than 20hrs 20hrs to less than 25hrs >25hrs Sample size: =1,040; Korea (Rep. of)=1,623; Southeast Asia = 1,250 =1,686; =1,606 Copyright 2018 Deloitte Global. All rights reserved. Deloitte Global Automotive Consumer Study 6
Manufacturers may be missing out on a big opportunity to deepen customer relationships through more frequent communication. Frequency of manufacturer touchpoints with consumers post vehicle purchase 51% 20% 19% 10% Southeast Asia 42% 21% 36% 1% Korea (Rep. of) 37% 26% 32% 5% 29% 25% 45% 1% 27% 29% 42% 2% Never Once or twice 3 times or more Don't know Sample size: =880; Southeast Asia=1,003; Korea (Rep. of)=922; =1,239; =1,227 Copyright 2018 Deloitte Global. All rights reserved. Global Automotive Consumer Study 7
About the Deloitte Global Automotive Consumer Study Copyright Deloitte Development LLC. All rights reserved. 8
Study demographics Generational Segments (%) Korea (Rep. of) Southeast Asia 33 39 41 4532 46 20 22 22 51 21 28 61 13 26 66 13 21 62 17 21 n=1,762 n=1,763 n=1,523 n=1,759 n=1,761 Pre/Boomers Gen X Gen Y/Z Gender (%) Korea (Rep. of) Southeast Asia 52 4846 549 51 49 51 45 55 45 55 43 57 Female Male Note: Pre/Boomers: Born Before 1965; Gen X: Born Between 1965-1976; Gen Y/Z: Born After 1976 (sample excludes consumers under 16 years of age) Copyright 2018 Deloitte Global. All rights reserved. Source: Global Automotive Consumer Study 9
The 2018 Deloitte Global Automotive Consumer Study includes 22,177 consumer responses across 15 global markets Belgium (n=1,275) United Kingdom (n=1,261) Germany (n=1,759) Canada (n=1,261) United States (n=1,760) France (n=1,258) Italy (n=1,260) (n=1,762) Rep. of Korea (n=1,763) (n=1,759) Mexico (n=1,269) (n=1,760) Brazil (n=1,256) South Africa (n=1,251) Study methodology The study is fielded using an online panel methodology where consumers of driving age are invited to complete the questionnaire (translated into local languages) via email. It was fielded in 17 countries and designed to be nationally representative of the overall population in each country. Malaysia (n=505) Thailand (n=515) Indonesia (n=503) Southeast Asia (n=1,523) Copyright 2018 Deloitte Global. All rights reserved. Global Automotive Consumer Study 10
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