2021 Global Automotive Consumer Study Global Focus Countries
2021 Global Automotive Consumer StudyGlobal focus countries
2020 Global Automotive Consumer Study Global focus countriesTo learn more about the GlobalAutomotive Consumer Study, visitwww.deloitte.com/autoconsumers2
2021 Global Automotive Consumer Study I Global focus countriesFor more than a decade, Deloitte has been exploring automotive consumerbehaviors and trends affecting a rapidly evolving global mobility ecosystem.Key insights from our Global Automotive Consumer Study over the years:2010Overall value ranked as the primaryfactor when evaluating brands2011"Cockpit technology” and the shoppingexperience led differentiators2012Interest in hybrids driven by costand convenience, while interest inconnectivity centers on safety2014Shared mobility emerges as analternative to owning a vehicle2017Interest in full autonomy grows, butconsumers want a track record of safety2018Consumers in many global marketscontinue to move away from internalcombustion engines (ICE)2019Consumers “pump the brakes” oninterest in autonomous vehicles2020The Global AutomotiveConsumer Study informsDeloitte’s point of view onthe evolution of mobility,smart cities, connectivity,transportation, and otherissues surrounding themovement of peopleand goods.Questions remain regardingconsumers’ willingness to pay foradvanced technologies3
2021 Global Automotive Consumer Study Global focus countries2021 Deloitte GlobalAutomotive Consumer StudyFrom September through October 2020, Deloitte surveyed more than24,000 consumers in 23 countries to explore opinions regarding a varietyof critical issues affecting the automotive sector, including the developmentof advanced technologies. The overall goal of this annual study is to answerimportant questions that can help companies prioritize and better positiontheir business strategies and investments.EVs still have a few hurdles to clearAlthough the longer-term trend toward EVs appears to be solidifying, consumers maybe looking for more familiarity and affordability in the face of near-term uncertainty.Younger consumers feeling the pressure?The percentage of younger consumers in the United States and Germany that have requesteda vehicle payment deferment this year is well above that of their older counterparts, raisingquestions about their ability to support a sustained demand recovery.Downside risk for demand in some marketsAs a result of the pandemic, a significant number of consumers in China, India, and the Republicof Korea have altered their timeline for acquiring their next vehicle, with some people planning todelay it as they consider more affordable options.Vehicle sales moving online? Not so fastEven though virtual vehicle sales may be here to stay, a majority of consumers wouldstill prefer to acquire their next vehicle in person at an authorized dealer, as someaspects of the buying process remain difficult to digitize.4
2021 Global Automotive Consumer Study I Global focus countriesVehicle electrificationand connectivityIntention to buy a gasoline or diesel vehicle jumps back up, as consumers may be lookingfor the comfort of affordable, tried, and tested technology in uncertain times.Consumer powertrain preferences for their next vehicleNon-gasoline/diesel(ICE) YoY68%India59%Germany25%55%ChinaGasoline/diesel (ICE)Hybrid electric (HEV)26%24% 4% 4%49%32%7%9%51%41%5%57%45%7% 3%63%55%11%58%57%11%45%43%Rep. of Korea41%29%45%Japan202116% 5%74%United States202035%Battery electric vehicle (BEV)11%5%OtherNote: “Other” category includes ethanol, CNG, and hydrogen fuel cell.Q42. What type of engine would you prefer in your next vehicle?Sample size: Germany 779; United States 879; China 886; India 880; Japan 597; Republic of Korea 906Range anxiety and a lack of charging infrastructure are top concerns for consumersin most countries, but safety is top of mind for people in China.Greatest concerns regarding all-battery-powered electric vehiclesConcernUnited StatesGermanyJapanRep. of KoreaChinaIndiaDriving range28%28%22%11%25%13%Lack of charging infrastructure25%22%29%32%20%26%Cost/price premium20%16%23%17%9%16%Time required to charge13%13%15%18%13%14%Safety concerns8%12%10%19%29%25%Lack of choice4%5%1%3%4%6%Other2%4%0%0%0%0%Top concernQ47: What is your greatest concern regarding all-battery-powered electric vehicles?Sample size: Germany 779; United States 879; China 886; India 880; Japan 597; Republic of Korea 9065
2021 Global Automotive Consumer Study Global focus countriesMost consumers intending to acquire an EV expect to charge it at home, but theimportance of charging networks is high in the Rep. of Korea and China.Location people expect to charge their electrified vehicle most 71%64%63%49%United StatesGermanyJapanHomeIndiaStreetChinaWork47%Rep. of KoreaOtherQ45: Where do you expect to charge your electrified vehicle most often?Sample size: Germany 246; United States 185; China 352; India 244; Japan 314; Republic of Korea 411A positive consumer perception of connected vehicles appears to be edging up insome markets, including China, Japan, and the Republic of Korea.Percentage of consumers who feel that increased vehicle connectivity will be %IndiaChinaRep. of KoreaJapanUnited States33%GermanyQ3. To what extent do you agree with the following statements regarding future vehicle technology?Sample size 2020/2021: Germany 2,862/996; United States 2,922/1,022; India 2,979/991; China 2,980/1,034; Japan 2,912/916; Republic of Korea 2,974/1,0316
2021 Global Automotive Consumer Study I Global focus countriesHaving said that, there are a significant number of people across these focus countrieswho remain concerned about the security of a connected vehicle.Percentage of consumers who fear someone hacking into their connected car and risking their personal safety (% agree)66%India64%64%Rep. of KoreaUnited States64%58%Germany54%JapanChinaQ3. To what extent do you agree with the following statements regarding future vehicle technology?Sample size: Germany 1,017; United States 1,018; India 987; China 1,037; Japan 904; Republic of Korea 1,032What other advanced features do consumers want? Overall, safety continues to be most importantwhen people are thinking about their next vehicle.Importance (somewhat or very important) of various vehicles features for next vehicle purchaseAdvanced vehicle featureUnited StatesGermanyJapanRep. of KoreaChinaIndiaBlind spot warning/alert70%65%77%83%82%85%Automatic emergency braking60%57%83%79%85%89%Lane departure warning59%55%60%77%82%82%Built-in navigation system59%65%77%65%79%87%Physical knobs/buttons for controls56%55%56%59%66%78%360-degree camera system54%45%66%70%77%85%Automatic/dual-zone climate control53%45%37%55%69%78%Heated/cooled seats52%56%56%74%61%76%Adaptive cruise control52%48%41%50%74%77%Electronic parking assist43%57%49%64%73%84%Built-in Wi-Fi hotspot41%31%43%58%66%82%Over-the-air software updates40%31%50%59%65%78%Apple CarPlay/Android Auto interface35%31%30%42%61%70%Semi-autonomous drive mode32%30%42%56%69%76%Most importantQ26. How important are each of the following features for your next vehicle?Sample size: Germany 804; United States 901; China 899; India 948; Japan 678; Republic of Korea 949At the end of the day, building value in both EVs and connected technology will be key for OEMslooking to generate an ROI on massive R&D investments.Percentage of consumers that are unwilling to pay more than US 5001 for a vehicle with advanced technologies(including people that would not pay any more)Advanced techonology categoryGermanyUnited StatesJapanRep. of y66%63%62%39%38%37%Alternative engine solutions54%57%61%38%40%38%Unwilling to pay more than 400 500 50,000 500,000 2,500 25,000Safety1Calculated for each country in local market currency (roughly equivalent to US500)Q4: How much more would you be willing to pay for a vehicle that had each of the technologies listed below?Sample size: Germany 928; United States 966; China 1,036; India 980; Japan 856; Republic of Korea 1,0067
2021 Global Automotive Consumer Study Global focus countriesVehicle financing trendsGlobal consumer behavior varies significantly regarding the amount of timespent researching finance options prior to acquiring a vehicle.Time spent by consumers in researching finance options prior to acquiring their current vehicle18%Rep. of KoreaIndiaChina35%7%31%5%14%20%United States 1 hr.1–3 hrs.13%10%25%25%21%8%53%13% 5 hrs.6%29%10%20%3–5 id not researchQ13: In total, how long did you spend researching finance options prior to acquiring your current vehicle?Sample size: Germany 746; United States 826; China 790; India 692; Japan 470; Republic of Korea 697Unlike some countries where low rates and convenience top the list, having the flexibilityfor early termination and swapping vehicles is the most important characteristic of a vehiclefinance account in Germany, China, and India.Most important things related to loan, lease, or subscription accountMost important characteristicLowest rate for credit ratingUnited StatesGermanyJapanRep. of 44%38%31%42%Easy pay process/auto-pay29%28%27%21%36%48%Access to loan payoff/equity status23%18%11%25%21%35%Flexibility (e.g., early termination)22%35%28%28%41%50%Simple web/app account management20%13%9%14%31%41%Choosing established auto lender brand19%15%24%37%30%43%All-in rates17%34%21%17%27%27%Access to live agent on phone15%9%11%15%28%36%Receiving customized offers10%15%26%16%39%40%Ability to text-message lender8%6%7%12%18%27%Q14: When it comes to your loan/lease/subscription account, what is most important to you? Please select all that apply.Sample size: Germany 746; United States 826; China 790; India 692; Japan 470; Republic of Korea 6978Most important
2021 Global Automotive Consumer Study I Global focus countriesConsumers in India and China are the most risk-averse when it comes to taking a vehicleloan, as people in other markets are far less likely to buy loan or lease insurance.Percentage of consumers who are somewhat or very likely to purchase credit protection on a new loan or lease74%67%32%28%22%IndiaChinaJapanUnited States19%Rep. of KoreaGermanyQ37. How likely would you be to purchase credit protection on a new loan/lease (i.e., a small increase in monthly payment for protection that pays off orreduces your amount owed in the case of disability, death, job loss, etc.)?Sample size: Germany 656; United States 739; China 805; India 744; Japan 574; Republic of Korea 815The overall average for the number of consumers requesting a payment deferment this year may bemasking an underlying concern among younger consumers in some markets around the world.Percentage of consumers who have requested a payment deferment this year (% Yes)49%52%18-to-34-year-old consumers24%IndiaChina23%UnitedStates10%Rep. d StatesRep. of KoreaGermany5%JapanNote: Respondents can select either “Yes,” “No,” or “Not applicable.”Q16: Have you requested a payment deferment this year?Sample size: Germany 746; United States 826; China 790; India 692; Japan 470; Republic of Korea 6979
2021 Global Automotive Consumer Study Global focus countriesFuture vehicle intentionsA significant downside demand risk exists in India, China, and the Rep. of Korea, asroughly a third of consumers plan to delay the acquisition of their next vehicle.Percentage of consumers who altered their timeline for acquiring next vehicle because of theCOVID-19 8%53%47%25%JapanGermanyUnited StatesNoYes, later than plannedRep. of KoreaYes, sooner than plannedQ23. Have you altered your timeline for acquiring your next vehicle because of the COVID-19 pandemic?Sample size: Germany 804; United States 901; China 899; India 948; Japan 678; Republic of Korea 94910ChinaIndia
2021 Global Automotive Consumer Study I Global focus countriesAlong with the risk of downside demand pressure, consumers in India and China may berethinking the type of vehicle they will acquire next.Has COVID-19 caused you to change your mind regarding what type of vehicle you would most like to acquire next?14%14%86%86%16%84%19%36%57%Percentage of consumersintending to acquire a lessexpensive vehicle thanoriginally planned:81%Japan (44%)64%Germany (48%)United States (55%)43%Rep. of Korea (51%)China (44%)India (65%)JapanNoGermanyUnited StatesRep. of KoreaChinaIndiaYesQ30. Has the COVID-19 pandemic caused you to change your mind regarding what type of vehicle you would most like to acquire next?Sample size: Germany 804; United States 901; China 899; India 947; Japan 678; Republic of Korea 94911
2020 Global Automotive Consumer Study Global focus countriesWill there be virtual vehicle sales in the future? Absolutely, but let’s not write off thein-person experience just yet, as most consumers still want it going forward.Most preferred way to acquire next vehicle80%Japan76%Germany71%United States67%Rep. of Korea65%China60%IndiaIn-personPartially virtual6%8%12%14%16%17%12%21%14%21%13%27%Fully virtualQ48. How would you most prefer to acquire your next vehicle?Sample size: Germany 779; United States 879; China 886; India 880; Japan 597; Republic of Korea 906In most countries, even those consumers who want a virtual buying process for theirnext vehicle would still most prefer to interact with an authorized dealer.Most preferred way to acquire next vehicle via a virtual 6%55%37%ChinaIndiaUnited StatesAuthorized dealerGermanyRep. of KoreaManufacturerThird party retailer/otherQ49. From whom would you most prefer to acquire your next vehicle via a virtual process?Sample size: Germany 188; United States 258; China 312; India 350; Japan 117; Republic of Korea 29712Japan
2021 Global Automotive Consumer Study I Global focus countriesThe reason people want a virtual buying process for their next vehicle can varysignificantly by country.Main reason to acquire next vehicle via a virtual process21%China28%28%India23%34%United States24%42%Japan22%19%40%GermanyConvenienceEase of useSpeed23% 4%21%15%16%21%10%54%Rep. of Korea25% 2%17%23%20%12%Necessity10%17%7%5%13% 4%Desire to avoid going to dealerNote: For Germany, “Desire to avoid going to dealer” includes one percentage point from “Other” reasonQ50. What is the main reason you would prefer to acquire your next vehicle via a virtual process?Sample size: Germany 188; United States 258; China 312; India 350; Japan 117; Republic of Korea 297But, some things are simply hard to digitize, as people still want to see, touch, and smell(and drive) a vehicle before they buy it.Main reasons for being not interested in acquiring next vehicle via a virtual processReasonUnited StatesGermanyJapanRep. of KoreaChinaI have to see the vehicle before buying it75%76%80%70%47%India75%I have to test drive the vehicle64%58%58%48%59%58%I prefer to negotiate in-person38%39%39%29%34%44%I don’t feel comfortable buying online37%18%41%25%26%42%I want to interact with a real person34%35%30%32%28%41%I want a personal contact27%33%18%23%21%26%I want to be treated like I’m important17%11%14%15%15%21%I want to build a relationship for service16%23%23%14%39%42%Most importantQ51. What are the main reasons you are not interested in acquiring your next vehicle via a virtual process? (Select all that apply)Sample size: Germany 591; United States 621; China 574; India 530; Japan 480; Republic of Korea 60913
2020 Global Automotive Consumer Study Global focus countriesWhat about “virtual servicing?” Most consumers are interested, but a significant percentagedon’t want to pay for it. Can dealers absorb the cost to maintain it?Percentage of consumers who are interested in having their vehicle picked up from home or office when it needs ndia57%38%30%12%United StatesGermanyNot interestedJapanYes, as long as it’s free8%Rep. of KoreaYes, willing to pay a reasonable feeQ20: To what extent are you interested in the following services?Sample size: Germany 413; United States 489; China 599; India 630; Japan 360; Republic of Korea 461The idea of a subscription service is significantly more interesting to consumers in India, China,and the Rep. of Korea when compared with people in Japan, Germany, or the United States.Percentage of consumers who are somewhat or very interested in a subscription that allows access to different modelsfrom the same brand69%60%45%IndiaChinaRep. of Korea27%26%JapanUnited StatesQ59. How interested are you in each of the following scenarios?Sample size: Germany 1,050; United States 1,053; China 1,049; India 1,002; Japan 1,009; Republic of Korea 1,0501423%Germany
2021 Global Automotive Consumer Study I Global focus countriesConsumers in India and China are also more willing to pay for access to a vehiclesubscription service compared with people in Japan, Germany, and the United States.How much consumers are willing to pay for a subscription service to access different models from thesame ssUnited StatesSame/no premium8%7%Rep. of KoreaChina 10% more10% to less than 20% more10%India20% or moreQ60. How much would you be willing to pay for each of the following services? (A subscription service where you have the convenience and flexibility to periodicallyopt for a different vehicle model from the same brand)Sample size: Germany 563; United States 530; China 931; India 881; Japan 569; Republic of Korea 90215
2020 Global Automotive Consumer Study Global focus countriesConsumers across geographies feel most connected to either the brand of vehicle theycurrently own or the dealer where they bought it.Percentage of consumers for whom the most trusted relationship is with China55%India55%40%Rep.of Korea29%28%23%29%Japan34%23%GermanyBrandPurchasing dealer36%Servicing dealerFinancial lenderQ21. With whom do you have the most trusted relationship?Sample size: Germany 779; United States 884; China 812; India 742; Japan 483; Republic of Korea 7151613% 2% 2%24% 1%43%27%United States14% 2%12%21% 1% 6%14% 2%21% 1%None of the above23%19%
2021 Global Automotive Consumer Study I Global focus countriesAbout the studyThe 2021 study includes more than 24,000 consumer responses from 23 countriesaround the world.North AmericaSampleEMEASampleAsia PacificSampleCanada (CA)1,047Austria (AT)1,046Australia (AU)1,024Mexico (MX)1,049Belgium (BE)1,057China (CN)1,049United States (US)1,053France (FR)1,052India (IN)1,002Germany (DE)1,050*Indonesia (ID)1,017Italy (IT)1,040Japan (JP)1,009Spain (ES)1,045Malaysia (MY)1,013South Africa (ZA)1,051Philippines (PH)1,003Turkey (TR)1,033Republic of Korea (KR)1,050United Kingdom (GB)1,521Singapore (SG)1,013Thailand (TH)1,041Vietnam (VN)1,021Study methodologyThe study is fielded using an online panel methodology where consumers of driving age are invited to complete thequestionnaire (translated into local languages) via email.* Data for Germany has been weighted by age group.Note: “Sample” represents the number of survey respondents in each country.17
2020 Global Automotive Consumer Study Global focus countriesStudy demographicsUnited States28%39%Germany*43%18–3435–5553%n 3%48%Rep. of Korea32%35%42%28%40%55 or older47%n 1,05053%47%n 1,009FemaleNote: “n” represents the number of survey respondents in each country.*Data for Germany has been weighted by age group.18China51%49%n 1,04952%48%n 1,00250%50%n 1,050
2021 Global Automotive Consumer Study I Global focus countriesContactsDr. Harald ProffGlobal Automotive leaderDeloitte Germanyhproff@deloitte.deKaren BowmanUS Automotive leaderDeloitte Consulting LLPkarbowman@deloitte.comYoshitaka TanakaAutomotive leader, JapanDeloitte Japanyotanaka@tohmatsu.co.jpAndy ZhouAutomotive leader, ChinaDeloitte Chinaandyzhou@deloitte.com.cnTae Hwan KimAutomotive leader, Rep. of KoreaDeloitte Koreataehwankim@deloitte.comRajeev SinghAutomotive leader, IndiaDeloitte Indiarpsingh@deloitte.comRyan RobinsonAutomotive Research leaderDeloitte LLPryanrobinson@deloitte.caBrian WheelerAutomotive Marketing leaderDeloitte Services LPbwheeler@deloitte.com19
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United States Germany Japan China India Rep. of Korea 1 hr. 1-3 hrs. 3-5 hrs. 5 hrs. Did not research Most important characteristic United States Germany Japan Rep. of Korea China India Lowest rate for credit rating 43% 26% 21% 38% 27% 43% Convenience 33% 24% 44% 38% 31% 42% Easy pay process/auto-pay 29% 28% 27% 21% 36% 48%
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