Cars Online 2017 Beyond the Car Highlights Deck...Cars Online Study 2017 „Beyond the Car“ –...
Transcript of Cars Online 2017 Beyond the Car Highlights Deck...Cars Online Study 2017 „Beyond the Car“ –...
Leader in Digital Transformation
April, 2017
Cars Online 2017 – “Beyond the Car” Highlights Deck
Cars Online – The voice of the consumer since 1999
2
Cars Online is the “voice of the customer” with its main focus on the different phases of the customer life cycle from interest over purchase to owning and repurchase
The study also covers the “hot topics” such as mobility services, autonomous driving, and cyber security
Every second year
Next issue will be published 16th of May
Trend Studies focusing on specific topics will support the Cars Online with additional reports (approx. 2 per year)
Consumer research: 70 questions in an online questionnaire
Country scope: Brazil, China, France, Germany, India, Italy, UK, US
Purpose & Content Method Frequency
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2017 2011 2012 / 13 2014
Cars Online Europe 1999
Global customer
survey 2001
Unlocking hidden value
Creating opportunities for revenue growth
Changing customer trends and buying
behavior
Smart growth options in volatile
conditions
Changing dynamics drive new
developments
Global recession
Emerging markets
eBust / downturn
Mobility & mobile
Internet hype
Climate debate
Growth agenda
Web 2.0
Financial crisis
Global consumer
survey 2000
The adaptive automotive
enterprise study
Driving growth through
collaboration
Understanding the dynamics of
consumer buying behavior
Buying behavior in mature
and developing markets
Listening to the voice of
the consumer
Social media
My Car, My Way
Digital
Generation Connected
Connectivity
The Selfie Experience
2015
Cars Online Study
2016
Leader in Digital Transformation
March, 2017
Cars Online 2017 – KFW Highlights Deck
Automotive Online Sales
© Capgemini Consulting 2017. All rights reserved.
30%
70% owned a car before
first car
10%
34% 56%
Total
In less than 1 month
In 1 - 4 months
In 5 - 12 months
Cars Online Study 2017 – Methodology of the online survey
HISTORY OF OWNERSHIP
AGE GROUPS AND GENDER:
18-34: 38%
35-49: 38%
50+: 24%
59% male 41%
female
INTENTION OF PURCHASE
1010
Growth markets Mature markets
8101 8MARKETS RESPONDENTS FROM
3
General car purchase considerations Searching for information / Use of social media The customer journey and loyalty The future of mobility
The survey took place between16th January and 17th February 2017
TOPICS
1001 1005 1013 1011 1020 1005 1036
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Cars Online Study 2017 „Beyond the Car“ – Executive Summary
4
1 Dealerships are becoming less important in the Interest phase.
3 Customers are open to additional offers in the phase between vehicle purchase and hand-over.
4 Consumers are looking forward to new players entering the market for new car sales and used car re-selling.
5 There is a high and growing interest in mobility services.
7 The “cyber resilience” of a car is seen as having a high impact on the buying decision.
8 The success of electric vehicles depends on many factors beside the vehicle e.g. loading infrastructure.
Consumers are very interested in additional features for information (e.g. virtual reality). 2
6 Autonomous Driving is seen as a compelling issue, with consumers willing to pay for it.
© Capgemini Consulting 2017. All rights reserved.
Cars Online Study 2017 „Beyond the Car“ - Key Findings Summary (1/2)
Interest
• Dealerships are becoming less important in this phase, especially in emerging markets
• Social Media is becoming even more important, especially OEM and dealer sites
• Consumers are very interested in additional features for information (e.g. Virtual Reality)
Purchase
• There are less contact points with consumers, especially in the dealership (e.g. test-drive alternatives); more technical help is expected
• The appetite for online sales continues to grow. There is a shift from premium brands (2015) to volume brands (2017)
• There is a strong desire for more communications – and the ability to modify orders - between purchase and delivery. Consumers are open for cross-selling and up-selling
Ownership
• There is a high/growing appreciation of authorized service outlets. However, there is a strong decline in support for specialized service shops in Germany
• There is a high/growing interest for buying parts and accessories online. There is a strong interest in being able to buy „digital“ services (in-car apps, functions on demand)
• There are mixed/complicated messages about communications: knowing which customer wants which level/type of comms is key (eg some consumers are never contacted and like this, others hate this)
• Consumers value transparency in data usage. Many do not feel well informed about how their data is being used
Repurchase and Loyalty
• New market entrants have taken - or are looking to take - market share (eg online sales of used cars; autonomous cars from Google or Apple)
• Brand loyalty is complex and needs deep analysis to maximize marketing spend: 10% are brand ambassadors, 50% are likely to change brand anyway, 30% would change after bad service experiences, 20% are strongly influenced by image)
© Capgemini Consulting 2016. All rights reserved. 5 © Capgemini Consulting 2017. All rights reserved.
Cars Online Study 2017 „Beyond the Car“ - Key Findings Summary (2/2)
Mobility Services
• There is a high/growing interest in mobility services, with especially strong growth in the US and Germany
• Mobility services are seen by most consumers as complementary to owning a car more than as an alternative
• Cars brands are seen as important in car-sharing programs, especially in emerging markets and for premium brand customers
Connected Car Services
• The demand for connected car services is strong, but it is not seen as a compelling issue for consumers
• There is a general openness to share data, especially with OEM’s and dealers
Autonomous Driving
• Autonomous driving is seen as a compelling issue, with consumers willing to pay for these services
• Safety is seen as the top benefit with regards to Autonomous driving
Cyber Security
• The “cyber resilience” of a car is seen as having a high impact on the buying decision
• Very few consumers are not concerned about cyber security
• Very few consumers are strongly against surveillance whatsoever
Electric Vehicles
• Many things need to happen before take-up of electric vehicles grows significantly
• Consumers are interested in electric vehicles, but are not passionate. Many things will need to happen before this becomes a reality
© Capgemini Consulting 2016. All rights reserved. 6 © Capgemini Consulting 2017. All rights reserved.
7
1 Interest Phase
A DEALER VISIT IS NOT THE PREFERRED WAY OF GATHERING INFORMATION ANYMORE, DEALERS MAY RETAIN INFLUENCE BY BEING ACTIVE ON SOCIAL MEDIA
© Capgemini Consulting 2017. All rights reserved.
Dealerships are becoming less important in the interest phase, especially in emerging markets
8
Q: WHICH OF THE FOLLOWING TYPES OF INFORMATION SOURCES AND CHANNELS DO YOU EXPECT TO USE WHEN RESEARCHING YOUR NEXT CAR?
50%
46%
40%
35%
33% 32%
20%
16% 15%
12%
49% 48%
47%
42%
32% 32%
16%
14%
10% 9%
51%
43%
30%
23%
36%
33%
27%
20%
23%
15%
45%
40%
31%
23%
41%
33%
25%
22% 23%
16%
0%
20%
40%
60%
Independent press Manufacturer website
Dealership Dealer website Family and friends Manufacturer brand store
Auto shows General social media
Manufacturer social media
Dealer social media
Total Mature markets Emerging markets India
© Capgemini Consulting 2017. All rights reserved.
Social Media is becoming even more important, especially when owned by the OEM or dealers
9
50%
41% 40%
37%
34%
25%
13%
44%
36%
31%
28% 28%
15%
20%
61%
50%
55%
51%
44% 42%
2%
61%
47%
57% 58%
50% 52%
0%
0%
20%
40%
60%
80%
Dealer or manufacturer
social media sites
Third-party automotive
blog or discussion forum
Personal or professional
social networking sites
Online video or photo
sharing service
Informative or
encyclopaedia site with
user-generated content
Social messaging or
micro-blogging services
None of these
Total Mature markets Emerging markets India
Q: WHEN RESEARCHING YOUR CAR PURCHASE ONLINE, PLEASE INDICATE IF YOU EXPECT TO USE ANY OF THE FOLLOWING:
© Capgemini Consulting 2017. All rights reserved.
We see a strong influence of social media on the purchase decision
2%
2%
11%
8%
2%
2%
9%
6%
14%
16%
29%
24%
42%
44%
36%
39%
40%
36%
15%
23%
India
Emerging markets
Mature markets
Total
Very unlikely 2 3 4 Very likely
10
Q: HOW MUCH WILL YOUR PURCHASE DECISION BE INFLUENCED BY POSITIVE COMMENTS ON SOCIAL MEDIA ABOUT A CAR, DEALER OR MANUFACTURER?
© Capgemini Consulting 2017. All rights reserved.
Consumers are very interested in using additional features when searching for information (e.g. virtual reality)
11
1%
45%
54%
59%
64%
1%
35%
48%
56%
67%
9%
15%
29%
35%
58%
6%
23%
36%
43%
62%
-10% 0% 10% 20% 30% 40% 50% 60% 70%
Other
Video Chat
Video blogs from customers
Live Chat
Virtual Reality vehicle presentation
Total Mature Markets Emerging Markets India
Q: BESIDES TRADITIONAL METHODS OF RESEARCH, WHICH ADDITIONAL FEATURES WOULD YOU LIKE TO USE?
© Capgemini Consulting 2017. All rights reserved.
12
2 Purchase Phase
CONSUMERS HAVE A HIGH INTEREST ON BEING INFORMED ABOUT THE STATUS OF THEIR VEHICLE ORDER, MANUFACTURERS AND DEALERS COULD USE THE OPPORTUNITY FOR UP-SELLING
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Potential Customers are visiting dealers less often
13
Q: HOW MANY TIMES WILL YOU VISIT A DEALERSHIP BEFORE PURCHASING YOUR NEXT CAR?
2015 2017
6%
67%
20%
4% 2%
8%
70%
16%
3% 3% 3%
63%
26%
7%
1%
4%
62%
26%
8%
0%
0%
20%
40%
60%
1 2 to 3 4 to 5 More than 5 Don't know
Total Mature Markets Emerging Markets India
6%
59%
24%
6% 5%
8%
59%
21%
5% 7%
4%
60%
29%
6%
1%
4%
61%
29%
5%
1%
0%
20%
40%
60%
1 2 to 3 4 to 5 More than 5 Don't know
Total Mature Markets Emerging Markets India
© Capgemini Consulting 2017. All rights reserved.
63%
52%
38% 37% 35%
30% 30%
5%
65%
59%
38%
34% 31%
27% 25%
8%
59%
42% 39%
41% 41%
37% 39%
1%
64%
44% 43% 40%
30%
34%
43%
0%
0%
20%
40%
60%
80%
Technical expert
available in the
dealership to answer
my questions
Navigation through
the available vehicles
at the dealer to see
different options
Cars in showroom
have digital info
available (e.g. QR-
Codes, augmented
reality)
Interactive touch
screens to view or
configure car
information with
pictures and videos in
3D/Virtual Reality
Tablet for me to use
in the showroom to
get detailed
information,
compare cars,
configure cars, etc.
Ability to transfer
data from or to your
mobile device (e.g.
contact details,
configurations)
Virtual test drive
stations
None of the above
Total Mature markets Emerging markets India
14
Q: WHAT SERVICE ITEMS DO YOU EXPECT WHEN VISITING A DEALER BEFORE PURCHASING OR LEASING A CAR?
When consumers visit a dealership, they are looking for technical help and assistance in navigating through the showroom.
© Capgemini Consulting 2017. All rights reserved.
15
Q: INSTEAD OF VISITING A DEALER FOR A TEST DRIVE, WHAT ALTERNATIVES WOULD YOU CONSIDER IF THEY OFFERED THE CAR OF YOUR CHOICE?
2017
41%
35%
29%
22% 21%
20%
4%
37%
28%
33%
18%
14%
18%
6%
46% 46%
22%
29%
33%
24%
1%
46%
41%
23%
33%
29% 29%
0%
0%
20%
40%
Dealer brings
car to me
Pick up car
at safe and
well known
location of
my choice
I would only
test drive at a
car
dealership
Use another
owner
through a
peer-to-peer
test drive site
Use a car
sharing
service
Use a car
rental
company
None of the
above
Total Mature markets Emerging markets India
40%
30%
27%
22%
19% 18%
16%
38% 38%
21%
15% 16%
12%
8%
42%
18%
35%
32%
24%
26% 25%
49%
12%
41%
33%
28%
30% 29%
0%
20%
40%
Dealer brings
car to me
I would only
test drive at
a car
dealership
Pick up car
at safe and
well known
location of
my choice
Self-service
test drive
using a
mobile app
Use a car
rental
company
Use another
owner
through a
peer-to-peer
test drive site
Use a car
sharing
service
Total Mature Markets Emerging Markets India
Customers are interested in alternatives to a dealer when looking for a test drive
2015
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The appetite for online sales continues to grow. There is a shift from premium brands (2015) to volume brands (2017)
16
Q: HOW LIKELY ARE YOU TO PURCHASE YOUR NEXT CAR OVER THE INTERNET? BY THIS WE MEAN THE COMPLETE TRANSACTION, EXCEPT DELIVERY OF THE CAR, THROUGH AN INTERNET CAR DEALER OR MANUFACTURER INTERNET SITE OR A SALES OR AUCTION SITE (E.G. EBAY).
12%
20%
28%
25%
11%
13%
18%
17%
20%
22%
23%
23%
27%
28%
20%
22%
30%
17%
11%
13%
India
Premium
Volume
Total
Very unlikely 2 3 4 Very likely
8%
18%
21%
20%
9%
13%
15%
14%
20%
22%
25%
24%
32%
27%
25%
26%
32%
20%
14%
16%
India
Premium
Volume
Total
Very unlikely 2 3 4 Very likely
2015 2017
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There is a strong desire for more communications between purchase and delivery
17
Q: WHEN WOULD YOU LIKE INFORMATION FROM YOUR CAR MANUFACTURER OR DEALER DURING THE PHASE BETWEEN PURCHASE AND DELIVERY?
43%
38%
17%
2%
Regular update Constantly available
Only on status change Not at all
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55% 38%
7% 0%
Regular update
Constantly available
Only on status change
Not at all
India
All respondants
61%
44% 38%
34% 29% 28%
21% 19% 16%
71%
40%
25% 28% 27% 25%
14% 12% 9%
53% 47% 49%
39%
30% 31% 27% 26% 23%
51% 45% 47%
42%
31% 33% 35% 28% 27%
0%
20%
40%
60%
80%
Estimated delivery
date or time left
until delivery
Additional
information on my
model
Offers and
information on
insurance and
service contracts
Suggestions to
upgrades and
adjustments to my
order around the
car
Assembly status
including pictures
Information on my
dealer (customer
care manager,
service team)
Car Manufacturer
information on
other car models
General Car
Manufacturer
information
(company sales &
revenue growth,
sustainability, etc.)
Lifestyle stories
around the brand
Customers wish to receive more information and are open to additional offers
18
Q: WHAT KIND OF INFORMATION WOULD YOU LIKE TO RECEIVE FROM YOUR CAR MANUFACTURER OR DEALER DURING THE PHASE BETWEEN PURCHASE AND DELIVERY?
20
15
62%
50% 46%
37% 36% 28%
22%
3%
64%
43% 41% 32% 32%
23% 17%
4%
58% 61% 55%
47% 42%
37% 29%
1%
59% 59% 56% 53% 49%
37% 34%
0%
0%
20%
40%
60%
80%
Estimated delivery
date or time left
until delivery
Offers and
information on
additional services
Additional
information on my
model
Suggestions to
upgrades and
adjustments to my
order
Information on my
dealer
Assembly status
including pictures
Lifestyle stories
around the brand
No information at all
Total Mature markets Emerging markets India
20
17
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There is a strong desire for the ability to modify orders between purchase and delivery
19
56%
48%
45%
42%
38%
31%
31%
4%
55%
42%
35%
35%
32%
26%
25%
5%
57%
56%
55%
49%
45%
36%
37%
2%
52%
55%
60%
55%
46%
45%
48%
2%
Options/accessories
Insurance and service contract options
Safety features
Colour
Connected and entertainment features
Model
Engine
None of the above
Total Mature markets Emerging markets India
Q: AFTER SIGNING THE CONTRACT, WHICH OF THE FOLLOWING WOULD YOU EXPECT TO BE CHANGEABLE?
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20
3 Ownership
BUYING PARTS AND ACCESSORIES ONLINE IS A COMMON BEHAVIOR, CONSUMERS ARE ALSO READY TO PURCHASE DIGITAL SERVICES ONLINE
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There is a growing appreciation of authorized service outlets
21
64% 20%
13%
3%
Authorized or brand dealer workshop
Independent workshop (local)
Specialized service shops (national chains)
Myself, friend, family
Q: WHERE WOULD YOU EXPECT TO HAVE YOUR CAR SERVICED?
2015 2017
58%
18%
19%
5%
Brand dealer
Independent dealer
Special service Shops
Myself, friend, familiy
Total Total
© Capgemini Consulting 2017. All rights reserved.
India
66%
20%
10% 4%
Brand dealer
Independent dealer
Special service Shops
Myself, friend, familiy
India
69%
15%
12%
4% 0%
Brand dealer Independent dealer Special service Shops Myself, friend, familiy Other
There is high interest for buying parts, accessories and digital services online
22
Q: HOW LIKELY ARE YOU TO PURCHASE CAR PARTS AND ACCESSORIES OVER THE INTERNET ?
Q: WHAT PARTS AND ACCESSORIES WOULD YOU LIKE TO BE ABLE TO BUY ONLINE?
4%
4%
14%
10%
4%
4%
10%
8%
18%
18%
24%
22%
35%
37%
31%
33%
39%
37%
21%
27%
India
Emerging markets
Mature markets
Total
1 = Very unlikely 2 3 4 5 = Very likely
69%
54%
45%
19%
11%
65%
49%
35%
13% 15%
75%
63% 62%
28%
4%
75%
56%
65%
33%
3%
0%
20%
40%
60%
80%
Accessories (e.g. floor
mats, wiper blades)
Parts (e.g. spark plugs,
oil filter)
In-car apps and
service (e.g. additional
navigation features)
Functions-On-Demand
(e.g. more horsepower
for the weekend)
None of the above
Total Mature markets Emerging markets India
© Capgemini Consulting 2017. All rights reserved.
It is important to get to know your customer, and which level and type of communication he expects
23
Q: HOW SATISFIED ARE YOU WITH THE COMMUNICATIONS WITH YOUR DEALER AND MANUFACTURER ?
Q: HOW OFTEN HAS YOUR DEALER OR MANUFACTURER PROACTIVELY CONTACTED YOU IN THE PAST?
3%
5%
4%
17%
18%
26%
23%
41%
46%
40%
42%
38%
32%
27%
29%
0% 20% 40% 60% 80% 100%
India
Emerging markets
Mature markets
Total
Very dissatisfied 2 3 4 Very satisfied
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2%
2%
1%
1%
7%
28%
43%
22%
More than 6 times 3 to 6 times
1 or 2 times Never
Total
12%
42%
37%
9%
More than 6 times
3 to 6 times
1 or 2 times
Never
India
3%
Consumers value transparency in data usage although many do not feel well informed about how their data is being used
24
Q: HOW IMPORTANT IS TRANSPARENCY ON THE USAGE OF YOUR PERSONAL DATA TO YOU?
Q: TO WHICH LEVEL ARE YOU INFORMED ABOUT HOW THE DEALER OR MANUFACTURER USES YOUR PERSONAL DATA?
2%
1%
3%
2%
3%
3%
15%
14%
20%
18%
33%
34%
32%
33%
49%
50%
43%
45%
India
Emerging markets
Mature markets
Total
1 = Not important at all 2 3 4 5 = Very important
6%
11%
22%
18%
7%
8%
15%
12%
24%
25%
28%
27%
33%
34%
23%
27%
30%
22%
12%
16%
India
Emerging markets
Mature markets
Total
1 = Not informed at all 2 3 4 5 = Very well informed
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2%
25
4 Repurchase and Loyalty
NEW COMPETITORS ARE GAINING SIGNIFICANT MARKET SHARE IN PROFITABLE AREAS, LIKE THE PRE-OWNED CAR BUSINESS
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Customers are open to buy a vehicle from a tech company
26
Total
Q: IF TECHNOLOGY COMPANIES (E.G. APPLE, GOOGLE) PRODUCED A CAR, ARE YOU LIKELY TO SWITCH FROM YOUR CURRENT BRAND?
57%
43%
Yes No
© Capgemini Consulting 2017. All rights reserved.
India
83%
17%
Yes No
New market entrants are looking to take market share
27
54%
43%
37%
37%
35%
23%
2%
55%
40%
34%
32%
27%
21%
3%
54%
48%
43%
46%
49%
27%
1%
53%
58%
46%
43%
57%
36%
1%
Dealer or authorized service outlet
Online classified ads
Sell privately to friends
Independent second-hand car dealer
Online car buying companies
Paper classified ads
Other
Total Mature markets Emerging markets India
Q: IF YOU WANT TO SELL YOUR CAR, WHICH CHANNELS WOULD YOU PREFER TO USE?
© Capgemini Consulting 2017. All rights reserved.
Brand loyalty is complex and needs deep analysis to maximize marketing spend
28
49%
36%
29%
21%
11%
10%
49%
32%
25%
18%
11%
12%
48%
43%
35%
25%
10%
6%
64%
34%
31%
25%
11%
6%
I just want a change
Unhappy with the performance of the car
Unhappy with the servicing of the car
Unhappy with the image of the brand
Other reason
I am not going to change the brand for my next car
Total Mature markets Emerging markets India
Q: WHAT WOULD MAKE YOU CHANGE THE BRAND FOR YOUR NEXT CAR PURCHASE?
© Capgemini Consulting 2017. All rights reserved.
29
5 Mobility Services
CONSUMERS COMBINE THE ADVANTAGES OF AN INDIVIDUALLY OWNED CAR AND INTELLIGENT MOBILITY SERVICES
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There is a high and growing interest in mobility services
30
Q: HOW LIKELY ARE YOU TO CONSIDER EACH OF THE FOLLOWING ALTERNATIVE MOBILITY SERVICES?
4%
21%
3%
22%
3%
19%
1%
5%
13%
9%
15%
6%
14%
4%
11%
23%
24%
24%
23%
21%
23%
17%
23%
36%
26%
34%
25%
38%
28%
38%
29%
33%
16%
30%
15%
32%
16%
40%
21%
India Car sharing programme
Car sharing programme
India Ride-share service
Ride-share service
India Multi-modal package
Multi-modal package
India Mobility on demand
Mobility on demand
Very unlikely 2 3 4 Very likely
2015 2017
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6%
31%
5%
30%
4%
28%
3%
6%
14%
9%
15%
7%
13%
7%
14%
27%
23%
24%
24%
24%
25%
28%
29%
34%
21%
35%
20%
38%
22%
37%
22%
27%
11%
27%
11%
27%
12%
25%
12%
India Car sharing programme
Car sharing programme
India Ride-share service
Ride-share service
India Multi-modal package
Multi-modal package
India Mobility on demand
Mobility on demand
Very unlikely 2 3 4 Very likely
23% 16%
Mobility services are widely seen as complementary to owning a car
31
Total
Q: DO YOU SEE MOBILITY SERVICES AS COMPLEMENTARY OR AS AN ALTERNATIVE TO AN OWNED OR LEASED CAR?
56% 34%
10%
Complementary Alternative
Don't know
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India
63%
36%
1%
Complementary
Alternative
Don't know
Car brands are seen as important in car-sharing programs
32
Total
Q: IF YOU CHOOSE A CAR-SHARING PROVIDER IS IT RELEVANT WHICH CAR BRAND THE PROVIDERS USES?
66%
34%
Yes No
© Capgemini Consulting 2017. All rights reserved.
84%
16%
Yes No
India
33
6 Connected Car
SHARING DATA IS NOT A NO GO ANYMORE, ESPECIALLY OEMS AND DEALERS BENEFIT FROM HIGH CUSTOMER TRUST
© Capgemini Consulting 2017. All rights reserved.
The demand for connected car services is there, but it is not seen as a compelling issue for consumers
34
36%
24%
15%
12%
11%
3%
32%
18%
13%
17%
15%
4%
41%
33%
18%
4%
4%
1%
34%
34%
21%
5%
5%
1%
My current car does not have Connected Car services, but I would
like my next car to have them
I already use Connected Car services in my current car
I have Connected Car features in my car, but do not use them
I am not interested in Connected Car services
I have not heard of Connected Car services before
Don't know
Total Mature markets Emerging markets India
Q: PLEASE INDICATE YOUR USAGE OF CONNECTED CAR SERVICES
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Customer are generally open to share vehicle data
35
Q: WHILE THE CAR IS CONNECTED, WHICH OF EACH OF THE FOLLOWING TYPES OF DATA WOULD YOU BE WILLING TO SHARE? - VEHICLE DATA
34%
31%
25%
9% 1%
Yes, if necessary for an incentive or
a service I want to get
Yes, but only anonymous data for
research and statistics purposes
Yes, without restrictions
No data sharing
Don't Know
Total
© Capgemini Consulting 2017. All rights reserved.
India
37%
27%
29%
6% 1%
Yes, if necessary for an
incentive or a service I want
to get Yes, but only anonymous
data for research and
statistics purposes Yes, without restrictions
No data sharing
36
7 Autonomous Driving
CUSTOMERS ARE WILLING TO PAY EXTRA FOR AUTONOMOUS DRIVING FEATURES
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Autonomous driving is seen as a compelling issue, with consumers willing to pay for these services
37
Q: ARE YOU WILLING TO PAY AN ADDITIONAL PRICE FOR AUTONOMOUS DRIVING FEATURES?
81%
19%
Yes No
Total
© Capgemini Consulting 2017. All rights reserved.
India
93%
7%
Yes No
Increased safety is highest among many strong expectations in regards to Autonomous Driving
38
60%
51%
43%
39%
11%
53%
51%
30%
30%
17%
72%
53%
63%
55%
2%
72%
53%
64%
52%
1%
Increased safety / reduced risk
Less stress
Save time, faster reaching the destination
Time to concentrate on other topics (e.g. family,
smartphone usage)
None of these
Total Mature markets Emerging markets India
Q: WHAT DO YOU EXPECT FROM AUTONOMOUS DRIVING?
© Capgemini Consulting 2017. All rights reserved.
39
8 Cyber Security
CYBER SECURITY HAS A HIGH INFLUENCE ON THE BUYING DECISION
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The protection against cyber fraud has a high impact on the buying decision
1%
1%
5%
4%
2%
2%
4%
4%
17%
20%
28%
24%
40%
43%
35%
38%
40%
34%
28%
30%
India
Emerging markets
Mature markets
Total
1 = Not at all 2 3 4 5 = Key decision factor
40
Q: TO WHAT DEGREE THE CYBER RESILIENCE OF A VEHICLE WOULD INFLUENCE YOUR PURCHASING DECISION ?
© Capgemini Consulting 2017. All rights reserved.
Very few consumers are not concerned about cyber security
41
Q: HOW DO YOU WANT TO CONTROL THE PERSONALLY IDENTIFIABLE INFORMATION FROM YOUR VEHICLE?
Q: HOW WOULD YOU CONSIDER SECURITY SURVEILLANCE OF YOUR VEHICLE?
1%
1%
11%
7%
2%
3%
8%
6%
16%
20%
30%
26%
37%
39%
31%
35%
44%
37%
20%
26%
India
Emerging markets
Mature markets
Total
1 = I am totally against any surveillance
2
3
4
5 = I support surveillance if it provides a service
© Capgemini Consulting 2017. All rights reserved.
33%
26%
15%
14%
8%
4%
31%
23%
14%
19%
8%
5%
35%
32%
18%
5%
9%
1%
34%
34%
19%
5%
7%
1%
I want to select myself which data are collected,
transmitted and used, and when they are destroyed.
I want to be informed about the type and amount of
personally identifiable data that are created, stored
and transmitted beforehand.
Creation, storage and transmission of personally
identifiable data must be restricted to absolute
emergency cases (danger to life)
I want no creation, storage or transmission of personally
identifiable data by my car whatsoever.
I don't care / everybody can see when, where, how I
drive
None of the above.
Total Mature markets Emerging markets India
42
9 Electric Vehicles
OEMS AND THE SOCIETY NEED TO SOLVE SEVERAL ISSUES BEFORE ELECTRIC VEHICLES MAY BECOME A SUCCESS
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The success of electric vehicles depends on various open aspects
43
43%
40%
37%
36%
31%
27%
18%
11%
40%
37%
37%
32%
24%
24%
13%
16%
49%
46%
37%
41%
42%
32%
25%
3%
43%
43%
39%
45%
51%
35%
33%
2%
Charging the batteries is as quick and easy as picking
up gas/petrol/diesel
The cost of EVs is further subsidised to make them as
cheap as gas/petrol/diesel cars
The driving range of EVs is significantly increased
beyond current levels
The cost of gas/petrol/diesel increases significantly
The environmental impact of gas/petrol/diesel is proven
to be far worse than previously imagined
The variety of available models is as great as with
conventional combustion engine cars
It is more fun driving an EV
None of the above
Total Mature markets Emerging markets India
Q: WHAT WOULD DRIVE YOU TO BUY AN ELECTRIC VEHICLE FOR YOUR NEXT CAR PURCHASE?
© Capgemini Consulting 2017. All rights reserved.
44
Based on our study, six key recommendations have been derived for OEMs and dealers to be successful in the future
Improve the (digital) customer experience by providing social media content and using digital tools to stay part of the game
1
Provide additional offers and services between purchase and hand-over of the vehicle. 2
Be aware of new competition for car sales and pre-owned car (re-)sales. Provide services as convenient as the new ones.
3
Get to know and leverage your brand ambassadors. 4
Make use of mobility services as a complementary offer to car possession. 5
Make your cars cyber resilient and promote this, as it will affect the buying decision. 6
Customers are looking for more – Provide products and services that go beyond the car
© Capgemini Consulting 2016. All rights reserved.
THANK YOU!