Cars Online 08/09


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Cars Online 08/09

  1. 1. Automotive the way we see itCars Online 08/0910th Annual Global Automotive Study: TrackingConsumer Buying Behavior in Both Mature andEmerging Markets
  2. 2. ContentsIntroduction 3Executive Summary 410-Year Review: What a Difference a Decade Makes 6Emerging Markets: The Key to Future Growth 8 Brazil: Vehicle Buyers Know Green 8 Russia: Western Purchase Patterns Emerge 9 India: Tech-Savvy Consumers Turn to Online Tools 10 China: High-Growth Market, Demanding Consumers 11Vehicle Research: Market Maturity Impacts Behavior Patterns 12Going Green: Emerging Markets Focus on Fuel Efficiency 14Web Usage: Interest in Online Vehicle Buying Jumps 17Customer Interaction: A Holistic Approach to Building Loyalty 22Customer Satisfaction: What Needs to Change? 25The Next 10 Years: Conclusion and Recommendations 27© 2008 Capgemini. No part of this document may be modified, deleted or expanded by any process or means without priorwritten permission from Capgemini.
  3. 3. Automotive the way we see itIntroduction Welcome to the 10th annual The research for this year’s study Capgemini global automotive study – involved more than 3,100 consumers Cars Online 08/09. in the United Sates, Western Europe (especially Germany, France and the This year’s study expands our coverage UK), Brazil, Russia, India and China. of consumer buying behavior beyond The executive summary provides an traditional mature markets such as the overview of key findings from the United States and Western Europe to research, and the sections that follow include several emerging markets: offer more in-depth data and analysis Brazil, Russia and India, in addition to on each of the emerging markets as China, which we have covered since well as key topics such as vehicle 2004. As these developing markets research, lead management and become increasingly vital for the customer loyalty. We also look at the automotive industry, companies must changes consumers expect to see in understand how consumer purchase the way they buy a vehicle in the patterns in these countries differ from coming 10 years. “The whole vehicle or mirror the behavior of car buyers in buying process will be done with a established markets. click of the mouse,” said a consumer from India, reflecting a sentiment This year we also take a deeper look expressed by the majority of at top-of-mind issues like fuel respondents in our study. efficiency and alternative-fuel vehicles, the use of new online tools such as We hope the findings of Cars Online blogs and discussion forums, and 08/09 will provide automotive customer satisfaction with the vehicle manufacturers and dealers with buying process, including consumer insights into changing consumer suggestions on what would improve dynamics in both mature and the buying experience. As this is the developing markets, and will help the 10th annual issue of Cars Online, we industry gain a better understanding have also reviewed results from the of how to successfully anticipate past decade to see just how much has evolving consumer needs and changed and what clues that can demands. provide about the decade ahead. During the past 10 years, Capgemini has surveyed almost 42,000 consumers across 15 countries, as well as 300 automotive Original Equipment Manufacturers (OEMs) and 2,500 dealers, which adds up to significant insight into vehicle buying behavior. Some of the consumer knowledge gained over the course of this research has been highlighted in fact boxes. Look for them throughout the report.Cars Online 08/09 3
  4. 4. Executive Summary “It will be as easy to buy a vehicle online consistently rated among the most as it is to buy a book or bottle of perfume important decision criteria, there are over the Internet.” significant differences beyond these common factors. In particular, “Combustion engines will be just for consumers in emerging markets put classic cars.” greater emphasis on more short-term factors such as 0% financing, cash- “I hope we will be able to buy direct from back incentives and additional the manufacturer at the cost the dealer warranty coverage. pays so as to be able to get a better model for a fair price.” All emerging automotive markets are not alike. Understanding both the “Buying a car will be like putting together similarities and differences among the a Lego kit. You will choose standardized four developing markets studied is components from different manufacturers essential to succeeding in these high- that will be assembled into your car.” growth regions. Brazilian consumers, for example, are far more likely than As these quotes from our Cars Online those in China, India or Russia to own 08/09 research make clear, consumers or have interest in fuel-efficient and have some very definitive ideas about alternative-fuel vehicles. Russian the way they expect to buy cars in the consumers demonstrate buying future. These qualitative comments, behavior that is closer to that ofAbout the Study together with the extensive respondents in western markets. For quantitative data from the study, point instance, 21% of Russian respondents to the importance of understanding said they were likely to buy a usedCapgemini worked with SmartRevenue,a Ridgefield, Connecticut-based consumer needs and behavior vehicle, the highest of the emergingresearch firm, to conduct the survey for patterns, particularly as automotive markets.Cars Online 08/09. All analysis and companies turn to new growthinterpretation of the data has been markets to offset static sales in At the same time, the researchmade by Capgemini in collaboration traditional western markets. uncovered some consistent trendswith the Car Internet Research Program among the emerging markets.(CIRP) of the University of Ottawa, Key Findings Respondents in all four developingCanada. In total more than 3,100 The research uncovered a number of economies indicated strong interest inconsumers were surveyed in eight key findings: buying vehicles over the Internet,countries: Brazil, China, France, heavy use of new online tools such asGermany, India, Russia, the United Fuel economy is as important a blogs and web forums, and higherKingdom and the United States. Thecomposition of the consumer sample in factor in a consumer’s choice of levels of customer satisfaction with theeach country was based on projectable vehicle as are safety and reliability. overall vehicle buying process. Innational samples representative of the The impact of volatile gasoline prices some respects consumers in emergingpopulation from the standpoint of can be seen in all markets, with nine markets demonstrate less sophisticatedregion, age and gender. All consumers out of 10 respondents pointing to fuel buying behavior than those in westernsurveyed were in-market (20% plan to economy as an important or very countries, but they are also extremelybuy or lease a vehicle within three important consideration in their technology enabled, indicating themonths; 25% in three to six months; vehicle choice. In Brazil, it was the potential to leapfrog established40% in six to 12 months; and 15% in 12 number one factor, cited by 97% of practices in western markets in a shortto 18 months). respondents. While reliability, safety, time. fuel economy and price are4
  5. 5. Automotive the way we see itConsumers’ latent demand for This year saw a rise in green vehicle said they were satisfied with theonline vehicle buying continues to ownership: 36% of all respondents process of buying a car. It’s interestinggrow. This year 44% of consumers said they own a fuel-efficient or to note that there appears to be ansaid they were likely or very likely to alternative-fuel vehicle, up from 28% inverse relationship between marketpurchase a car entirely over the last year. And half said they plan to maturity and satisfaction levels: TheInternet if that capability were buy or are thinking seriously about more sophisticated the market, theavailable, up from 20% last year. The buying such a vehicle. However, most lower the degree of satisfaction. Forinterest level was particularly consumers are not prepared to pay a example, in the U.S. only 40% saidpronounced in emerging markets like high premium to go green: The they were satisfied, compared withBrazil (88%) and India (67%). Interest research found that 85% of 84% of consumers in online buying extended to parts respondents expect to pay less thanand accessories, with 55% of all 10% extra for a fuel-efficient or And even those respondents who areconsumers saying they were likely to alternative-fuel car. satisfied see room for improvement. Atbuy these items over the Internet. the top of the list is the vehicle negotiation Consumers are increasingly process at the dealership. Consumers saidInterestingly, the barriers to online demanding about the speed of less haggling and pressure by dealervehicle buying seem to be response they expect from dealers salespeople would increase theiraddressable. We expected respondents and manufacturers. Half of satisfaction level. Other areas forto voice concern about the inability to consumers said they expect a response improvement include better customerinteract face to face or negotiate a to a web or e-mail inquiry within four service and greater transparency intrade-in over the Internet, but instead, hours, up from 39% last year. That pricing.they cited the inability to test drive a number jumps to 60% for respondentsvehicle (43%) and the lack of full who are within three months of buying While this topline review provides aprice and product information (36%) a car. Respondents in developing summary of key findings from thisas more significant blockers. countries are particularly demanding: year’s Cars Online study, the sections Two-thirds of Chinese consumers that follow offer more in-depth dataConsumers are confident in their expect a response within four hours, as and analysis, as well as a peek into theknowledge about green vehicles and do 57% of Russians and 55% of future as viewed through the eyes ofare increasingly likely to own fuel- Brazilians. Failing to respond in a vehicle buyers.efficient and alternative-fuel cars. timely manner can lead vehicle buyersMore than three-quarters of to vote with their feet: A full 75% ofrespondents said they are confident or respondents said they would switchvery confident that they have a clear manufacturer, dealer or both if theyunderstanding of what “green vehicles” don’t get the response they expect.really means. The degree of confidenceis highest in Brazil, where 92% of Most consumers are satisfied withconsumers said they understood the the vehicle buying process, but they Fact Boxenvironmental issues. This is not see plenty of room for improvement.surprising given that ethanol and The study uncovered both good news Italians see the Internet as a way togasoline/ethanol flex-fuel vehicles have and bad news for the automotive eliminate the hassles of the dealershipbeen popular in Brazil for a number of industry when it comes to customer experience and as a powerful tool foryears. Almost one-third of Brazilians satisfaction. Two-thirds of respondents comparing cars and services againstindicated that they owned or planned worldwide said they were satisfied or one another, and less for actually gathering information about specificto buy an ethanol or flex-fuel car, the very satisfied with the overall vehicle cars.highest among all the markets. buying process. While that’s encouraging, it’s a decline from 10 — Cars Online 2000 years ago, when 80% of consumersCars Online 08/09 5
  6. 6. 10-Year Review: What a Difference a Decade Makes Consumer usage of the Internet as a research tool during the vehicle buying process has had a profound impact on the power dynamics in the automotive industry. “The Internet, with its increasing In fact, by our 2005 report, more than household penetration worldwide, is 60% of car buyers indicated that they expected to be the most powerful used the Internet as a primary source“ In 10 years I would expect to see vehicles that are less polluting and communication channel to support the more demanding, better-informed of information during the purchasing process. That number climbed to 80% use cheaper fuels. Cars should and increasingly segmented in 2006 and 88% this year. [automotive] customers.”1 That also be more durable and have prediction lay at the heart of the first While consumer use of the web has simpler and cheaper technology. edition of Capgemini’s Cars Online jumped dramatically, the key drivers But at the same time, we should study, published in 1999. The behind this trend have remained be able to have intelligent speed research was launched that year to consistent. Noted the 1999 study: systems to prevent accidents. help the automotive industry “Customers state that a major Brazilian consumer ” understand the role that the Internet and electronic commerce overall advantage of the Internet is that it provides comparable data on the car might play in the way consumers market and that pressure is never put shopped for and bought vehicles. on the consumer on whether or not to buy.”2 The primary options vehicle Since that time, Capgemini has buyers look for on the web today surveyed almost 42,000 consumers (price and product information) across 15 countries (Belgium, Brazil, haven’t changed over the past 10 Canada, China, France, Germany, India, years, with those two features Italy, Japan, Netherlands, Russia, Spain, swapping position but always ranking Sweden, United Kingdom and United among the top three (with vehicle States). In addition, 2,500 dealers and comparison capability included as 300 automotive manufacturers and well). At the same time, the national sales companies were entertainment-oriented elements of a interviewed over the decade. website such as dynamic graphics have been rated low on the list of While the inaugural research focused important web options in all years. exclusively on the Internet, the study has broadened over the years to The Balance of Power Shifts to incorporate additional topics such as the Consumer brand and dealer loyalty, Viewed in a vacuum, the evolution of environmental issues and customer the Internet as a research tool is an Fact Box satisfaction. The one constant, interesting phenomenon. However, it however, has been the examination of is the industry-changing impact of For the first time in the course of our the growing impact of the web, and this technology that has truly made it Cars Online research, the Internet has this is the area where Capgemini worth chronicling over the past 10 become the number one information found the greatest changes over the years. source used by consumers when 10 years of conducting the research. researching vehicles, surpassing family A decade ago, the balance of power in and friends and manufacturer-specific The first Cars Online report noted that the vehicle buying process lay squarely dealers.” 11% of respondents used the Internet with dealers and manufacturers. They — Cars Online 05/06 to research vehicles and predicted that had the knowledge and information the web was likely to influence 50% that consumers lacked, giving them an of vehicle purchases within five years. upper-hand in negotiations. Today the 1 “Cars Online 1999: Empirical Study on the Potential for Automotive Sales and Distribution in Electronic Commerce,” Capgemini. 6 2 Ibid.
  7. 7. Automotive the way we see itThe Internet’s Rise as a Research Tool(% of consumers saying they use the Internet as an information source during the Fact Boxvehicle buying process) The Japanese stand out for their enthusiasm for the Internet: 93% of80% Japanese consumers had visited an OEM website.60% — Cars Online 200140%20% 0% 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008Source: Capgeminipower balance has shifted dramatically, although it typically remains higher The amount of information availablewith many consumers one step ahead than dealer loyalty. In 2005, for to consumers on the web continues toof dealerships and automotive example, 62% of U.S. consumers said increase with the emergence of onlinecompanies. they were likely to buy the same make consumer-to-consumer (C2C) tools as their current vehicle, compared such as blogs, web forums andEarly signs of this changing dynamic with 55% this year. Internet discussion groups. In thiswere noted in the 1999 edition of Cars year’s study, 42% of respondentsOnline: “The consumer can enjoy Continued evidence of the shift in the indicated that they use automotiveunbiased online information gathering power dynamic was recorded in blogs when researching informationand purchasing, which leads to a shift subsequent years of our research. during the vehicle shopping process;in bargaining power that comes in step “The resulting pricing transparency 45% use discussion groups or forums;with a more transparent and from Internet-driven information has and 37% use information/competitive market. Empowered by accentuated the ‘buyer’s market’ encyclopedia sites with user-generatedthe web, the automotive customer is environment and shifted some of the content such as Wikipedia.better informed, diversified, heavily negotiation power to the consumer. In Consumers are relying on these newfocusing on independent information today’s environment, when a buyer tools to obtain supporting informationand test reports and less brand loyal.”3 arrives at the dealership he or she and a more objective viewpoint, all of often knows what type of vehicle he which will accompany them whenThe truth of that prediction is or she wants, where he or she can get they visit the dealer showroom – or,apparent in customer loyalty data, the vehicle and how much the vehicle increasingly, when they look to thewhich shows that in most mature will cost,” noted the 2002 edition of web – to make a vehicle purchase.automotive markets, brand loyalty has Cars Online.4been slowly declining in recent years,3 Ibid..4 “Cars Online 2002: The Adaptive Automotive Enterprise Study,” Capgemini.Cars Online 08/09 7
  8. 8. Emerging Markets: The Key to Future Growth Despite some similarities, it’s clear that complex and diverse consumer purchase patterns exist from one emerging market to another. Since 2004 Capgemini has included Brazil: Vehicle Buyers Know China among the countries studied in Green our annual Cars Online report. That In many respects, Brazil is the most“ There will be no my computer, I10 years. Sitting at car dealers in will research has offered a glimpse of how this dynamic and growing automotive sophisticated of the developing automotive markets. Adoption rates of directly order a vehicle from the market is evolving, identified the Internet and mobile phones are differences in buying behavior growing rapidly, particularly in urban maker, making design changes to compared with mature markets, and areas, leading to increased interest in my future vehicle. It will be put on offered evidence of the convergence online buying. This trend was the assembly line and I will have a that is beginning to take place as reflected in our research, with 87% of unique vehicle. Funny, maybe … Chinese consumers become more respondents from Brazil saying they but we can buy furniture that way familiar with buying cars. were likely or very likely to buy a car today so why not cars in 10 years? over the Internet if the capability were Russian consumer ” To provide a more complete picture of the markets that may hold the key to available, the highest among all countries. The same number indicated the automotive industry’s future they would like to purchase parts and growth, Brazil, Russia and India were accessories online. added to this year’s research. The findings demonstrate that there are The interest in buying cars over the similarities among all four developing Internet may stem from the fact that a markets. For example, in some decade ago Brazilians were offered tax respects consumers in these markets breaks when they bought a vehicle demonstrate less sophisticated buying online. And certain cars were only behavior than those in western available over the Internet. Those tax countries. They put much greater breaks no longer exist, but the prior emphasis than do western consumers experience may make consumers on all the decision criteria when more comfortable with buying a choosing a vehicle, which is not vehicle fully online. surprising given the fact that many are first-time car buyers. Brazilians who use the Internet say it can have a significant impact on their At the same time, they are also buying decisions. More than nine out extremely technology enabled, of 10 said that having the right web indicating the potential to leapfrog features would make them more likely established practices in western to purchase a car from that company. markets in a short time. For instance, And, conversely, a similar number respondents in all four developing indicated that not having the right economies show strong interest in website options would make them buying vehicles over the Internet and less likely to buy from that company. heavy use of blogs and web forums. Brazilian consumers are particularly Despite these similarities, it’s clear that focused on fuel-efficient and alternative- complex and diverse consumer fuel vehicles, due primarily to the fact purchase patterns exist from one that ethanol has enjoyed widespread emerging market to another. The usage in the country for many years. following are snapshots of the vehicle Today, flex-fuel vehicles, which can use buying trends in each of these four any combination of ethanol and markets. gasoline or each of these fuels alone, 8
  9. 9. Automotive the way we see itaccount for nearly 90% of all new cars Brazil: High Ownership of ‘Green’ Vehiclessold in Brazil.5 Sales of flex-fuel cars in (% of consumers saying)Brazil are predicted to grow at anannual rate of 15.67% from 2007 to 100% 52010.6 6 5 8 80% Thinking seriously about buying anThe focus on green vehicles is 41 8 alternative-fuel vehiclereflected in our Cars Online research, 8 22 Thinking seriously about buying a fuel- 6 efficient vehiclewith 59% of Brazilian consumers 60% 81 02 Planning to buy an alternative-fuel vehicleindicating that they currently own a 42 4 3 42 Planning to buy a fuel-efficient vehiclefuel-efficient or alternative-fuel 40%vehicle, the highest among all the 8 42 92 Currently own an alternative-fuel vehiclemarkets studied. Almost one-third of Currently own a fuel-efficient vehicle 20%the respondents from Brazil said those 2 2 53 82vehicles were fueled by ethanol or a 91 61gasoline/ethanol combination, again 0%the highest among the countries. In TOTAL U.S. Western Brazilother markets, gas/electric hybrids or Europenatural gas vehicles and natural Source: Capgeminigas/gas hybrids were more popular. Russia: Intention to Acquire New vs. Used VehicleIn addition, 95% of Brazilian (% of consumers saying)respondents identified alternative-fuelvehicles as an important or very 100% 4 6 8 1 1 11 6 9important factor in their choice of 41 91vehicle, compared with the overall 80% 12average of 63%. Brazilian consumers 62 93also demonstrate great confidence in 60%their understanding of what green Undecidedreally means and are more willing 98 39 09 Usedthan others to pay extra for a fuel- 40% 77 17 Newefficient or alternative-fuel vehicle: 06 55One-quarter said they would pay a 20%premium of more than 10%. 0%Russia: Western Purchase TOTAL U.S. Western Russia Brazil India ChinaPatterns Emerge EuropeOur Cars Online research found that Source: Capgeminiin many respects Russian vehiclebuying patterns resemble those in emerging markets. The used car sport utility vehicles (SUVs). In thiswestern markets. For instance, despite market is expected to remain strong in year’s research, 21% of respondents inthe growth of new car sales in Russia, Russia due to the continued influx of Russia said they expect to purchase anthe country still has a significant used used Japanese and German cars. SUV, compared with the overallcar market, similar to the U.S. and average of just 8%. In addition,Western Europe: 21% of Russian Similar to U.S. vehicle buyers, Russian Russian respondents, like those inrespondents said they were likely to consumers are more likely than those western countries, are less interestedbuy a used vehicle, the highest of the in other emerging markets to buy in factors such as low financing and 5 “Brazil Flex-Fuel Cars Help Tame Gasoline Prices,” Planet Ark,, March 17, 2008. 6 “Brazil Automobile Industry Till 2010,” RNCOS, January 2008.Cars Online 08/09 9
  10. 10. cash-back incentives when it comes to for customer interaction and buying. Fact Box This is evident in the fact that more their vehicle purchase decisions. And they also tend to be less satisfied with than two-thirds of Indian respondents The Dutch see the Internet primarily as the overall vehicle buying process, said they were likely to buy a car an educational tool that they can use to focusing in particular on the online, second only to Brazil among enhance their bargaining power within complexity involved in buying a car in the countries studied in our Cars the showroom. Though the Dutch have Russia. Online research. A similar number also a strong preference for dealership said they would like to buy parts and buying, this trend is driven primarily by Growing Internet penetration in accessories online. their desire to see cars first-hand and Russia has led to above-average usage confirm quality, not by the value they of information sources such as Indian consumers are heavy users of place upon personalized service. manufacturer websites, search engines, new online tools: 56% use blogs when — Cars Online 2000 information sites and online news sites. researching vehicles, 55% use web Our research also found extensive use forums and 52% use video-sharing of C2C web tools: 45% of Russian sites, the highest rates among all the respondents use automotive blogs markets. They are also more likely when researching a vehicle purchase, than their counterparts to use 49% use Wikipedia-type sites, and Wikipedia-type sites and RSS feeds. 64% use web forums, the highest among all the countries studied. Despite the growing importance of the Internet in India, consumers also rely India: Tech-Savvy Consumers on other types of information sources Turn to Online Tools when researching vehicles: 44% of The growing number of affluent and Indian respondents said they use TV educated Indians is driving increased advertising, compared with the overall utilization of the Internet and mobile average of 23%; and 39% use auto devices, which is expected to lead to shows against the average of 22%. expanded use of electronic channels India: Above-Average Use of New Online Tools (% consumers saying) 65 Automotive weblog 24 Automotive dis cus s ion 55 group/forum 54 25 Online video s ite/video- s haring s ervice 23 Informational/encyclopedia 15 s ite with user-generated content 73 India 03 Total RSS feeds 51 0% 20% 40% 60% Source: Capgemini Note: multiple responses allowed10
  11. 11. Automotive the way we see itThe Indian automotive market is Chinese consumers are particularly A similar shift is apparent in dealerdominated by small cars, so it’s not demanding when it comes to the speed loyalty. Half of Chinese consumerssurprising that 39% of Indian at which they expect to receive a said they were likely to buy a vehiclerespondents said they own a fuel- response from a dealer or manufacturer. from the same dealer where theyefficient vehicle, which is 10 Two-thirds expect a reply to a web or made their previous purchase, uppercentage points higher than the e-mail inquiry within four hours, the from 18% in 2004 and closer to theaverage for all consumers. Another highest among the countries. In dealer loyalty levels found in the U.S.35% are planning to buy or thinking contrast, consumers in the U.S. and and Western Europe.seriously about buying such a car. Western Europe were more willing toThey also indicate a willingness to pay wait 24 hours for a response.extra for a fuel-efficient vehicle,although most won’t pay more than a While China is still a developing10% premium. automotive market, there is growing Fact Box evidence of a gradual shift in someChina: High-Growth Market, buying patterns toward those more In Spain (70% of respondents), SwedenDemanding Consumers likely to be found in mature markets. (55%) and France (49%) car buyers areChinese consumers are increasingly Take brand loyalty, for example. In more attracted by the possibility of non-technology savvy, as they begin to rely 2004, just 9% of Chinese respondents stop 24-hour information over themore on the Internet as a key said they were likely to buy the same Internet than those in other countries.information source, including C2C make as their current vehicle, nottools. In fact, 70% of Chinese surprising given their lack of — Cars Online 1999respondents said they use automotive experience in owning a car. This yearblogs during the vehicle research that number stands at 48%, muchprocess, the highest among all the closer to the brand loyalty levelscountries studied. Chinese consumers found in western markets.are also showing increasing interest inonline vehicle buying. This year, 37% ofrespondents from China said they were China: Consumers Demand a Quick Responselikely to buy a car over the Internet, up (% consumers saying)from just 5% the prior year. 100% 11 2 1 1Despite the growth of the Internet in 5 01 11 21China, consumers favor the telephonefor many types of communication 80% 72with dealers and manufacturers,particularly surveys and service 93 Dont knowreminders. About half of Chinese 60% 15 45 More than 48 hoursrespondents said they want to receive 02 24-48 hourspost-sale, post-test drive and post- <24 hoursservice surveys by phone, compared 1 - 4 hours 40% <1 hourwith the average for all consumers of 22 71 Immediatelyabout 25%. The phone was preferredfor service reminders by more than 61 91 20%half of Chinese consumers, compared 41 03with the average of 26%. Chinese 11 21respondents were far less likely than 31 6 0% 5their counterparts in other markets to TOTAL U.S. Western Chinawant to receive these forms of Europecommunication via e-mail. Source: CapgeminiCars Online 08/09 11
  12. 12. Vehicle Research: Market Maturity Impacts Behavior Patterns The vehicle research process varies considerably between mature markets and developing markets and even from one emerging country to another. The bottom line: Know your markets as not all car shoppers are created equal. Most consumers today do a significant countries. Search engines are used by amount of research, using a wide range 39% of consumers in the U.S. and of information sources, prior to buying Western Europe, but by just 24% of a car. While the Internet is the main those in the developing markets.“ I anticipate a more ‘virtual’ experience when buying a car; source relied on by respondents in all countries studied, diverse patterns In contrast, consumers in the less computer simulations, projections emerge by country. Distinctions are mature markets are likely to rely more of the car in our living rooms, etc. U.S. consumer ” particularly pronounced when comparing mature and emerging heavily on sources such as family and friends, the automotive press, auto markets. Understanding these shows and TV advertising. For differences is essential in order to example, 27% of consumers from the determine the most effective developing nations said they would advertising/marketing mix for each use TV advertising during the research market. process, compared with just 13% of respondents from the U.S. and Consumers in the U.S. and Western Western Europe. Europe are heavier users of manufacturer and dealer sites, search Interestingly, while the use of most engines and information websites. types of websites is lower in emerging Dealers sites, for example, are used by markets than in mature markets, 44% of respondents in the developed respondents from the developing markets and by 23% in the emerging countries showed a higher usage rate for web forums, blogs and discussion Expected Use of Information Sources – Mature vs. Emerging Markets groups. (% consumers saying) Dealer websites 82 44 Manufacturer Internet sites 14 43 Search engine 42 93 83 Family and friends 24 Information websites 03 63 Fact Box Independent car valuation services 21 33 Manufacturer-specific franchise dealer 13 23 Specialist motoring/automotive press 52 43 Only 18% of consumers said TV Used car dealer 01 42 advertising was likely to be influential Internet news sites 32 72 when choosing a vehicle. In contrast, Print advertising 91 76% of dealers and 57% of OEMs 71 believed that TV advertising would Auto shows 51 52 31 influence consumers’ buying decisions. TV advertising 72 31 Independent e-tailer sites 41 — Cars Online 2003 Web forums, blogs or Internet discussion groups 21 91 TV news 8 12 Mature markets Non-specialist motoring/automotive press 8 8 Emerging markets Radio advertising 3 8 Website banner ads 3 9 Radio news 2 6 Financial services broker 2 7 0% 20% 40% 60% Source: Capgemini 12
  13. 13. Automotive the way we see itImportance of Factors in Consumers’ Choice of Vehicle — Mature vs. Emerging Markets(% consumers saying “important/very important”) Reliability of brand 94 92 Safety 91 93 Fuel economy 90 90 Price of vehicle 90 89 Quality of interior styling 70 84 Brand name of vehicle 70 82 Extra options at no cost 70 73 Vehicle availability 68 80 Aftersales service 67 86 Low emissions 67 81 Ability to research information on the Internet 65 74 Product features/options 64 81 0% or low financing 58 73 Additional warranty coverage or service credit 51 79 Hybrid or other alternative-fuel cars 48 70 Mature markets Cash-back incentive 43 67 Emerging markets Coupons/options for third-party providers 41 63 0% 20% 40% 60% 80% 100%Source: CapgeminiBut that doesn’t tell the whole story. Consumers in China rely more heavily markets, which is not surprising givenThe patterns vary significantly from on family and friends and consumers’ lack of experience inone emerging country to another. For manufacturer-specific dealers than do buying cars. This trend has beenexample, Russia again more closely those in the other emerging markets. apparent in China since we beganresembles the western countries, with Almost two-thirds of Chinese including that country in ourhigher usage of dealer and respondents turn to family and research, and is also evident in Indiamanufacturer sites and search engines friends, compared with the average and is particularly pronounced inand less reliance on TV advertising. for all emerging markets of 42%. Brazil.More than half of Russian respondentssaid they would use OEM websites as Key Factors in Vehicle Choice Again Russia looks more like thean information source, compared with The volatile state of gasoline prices western markets, particularly the U.S.,an average among the emerging today was reflected in the fact that fuel where there is less emphasis placed onmarkets of 24%. By comparison, economy jumped in importance as a short-term factors such as lowBrazilians were much less likely to decision criterion for consumers when financing and additional warranty. Inrely on manufacturer and dealer sites. choosing a car. In this year’s study Russia, 61% of consumers said 0% orIn fact, the use of all types of 90% of respondents said it was an low financing was an importantinformation sources among Brazilian important or very important factor in decision criterion, the same numberconsumers tended to be below their choice of vehicle, up from 83% as in the U.S., but lower than theaverage. last year. That puts it on par with average of 73% for the emerging safety and reliability, the perennial markets as a whole.Usage of dealer and OEM sites by leaders among decision criteria. In pastIndian consumers was somewhat years, fuel economy tended to lag In general, consumers in developingabove the average for all emerging behind these factors in importance. markets placed much moremarkets. Respondents in India were importance on aftersales service,also more likely to rely on family and Interestingly, the four most important additional warranty coverage,friends, TV advertising and auto considerations – reliability, safety, fuel hybrid/alternative-fuel cars and lowshows: 44% of Indian respondents economy and price – are consistent in emissions than did those in maturesaid they would turn to TV both developing and mature markets. markets.advertising as an information source, Beyond that, however, there are somecompared with the average of 27% for significant differences. For example,all the emerging countries. all factors matter more in emergingCars Online 08/09 13
  14. 14. Going Green: Emerging Markets Focus on Fuel Efficiency Consumers are increasingly focused on fuel-efficient and alternative-fuel vehicles when making car buying decisions, especially in developing markets. Volatile fuel prices and shifting vehicle Do Consumers Understand preferences have pushed green issues What Green Means? into the spotlight. Increasingly, fuel Given the current emphasis on fuel“ Ion a rechargeable batterythat runs would like to buy a car (like efficiency and environmental considerations are impacting consumer efficiency and alternative-fuel vehicles, we wanted to gauge the confidence mobile phones) and can be buying decisions and are also level consumers had in their becoming important elements in understanding of what green really recharged by solar energy. Such automotive companies’ growth means. More than three-quarters of an eco-friendly car may cost more strategies. consumers said they were confident but it will be economical in the or very confident that they had a clear long run. The focus on green issues led us to understanding about green vehicles. ” Indian consumer delve more deeply into consumer behavior regarding fuel-efficient and The overall number was heavily alternative-fuel vehicles. Early interest influenced by the higher degree of in hybrid cars was apparent in our confidence exhibited by consumers in 2003 edition of Cars Online, when India, China and especially Brazil. It’s nearly one-third of consumers said it not surprising that Brazilians are more was an important factor in their choice comfortable with green issues given of vehicle.7 In this year’s report, the country’s history with ethanol- almost half of respondents in western powered cars. The confidence levels markets said hybrid/alternative-fuel drop in Russia and the western cars was an important consideration in countries. In the U.S., for example, their choice of vehicle. The number 60% of consumers said they were jumped to 70% among consumers in confident in their green vehicle emerging markets, driven by Brazil, knowledge, compared with 92% in where it was the number three factor Brazil. named by respondents, and India, where 80% of consumers considered it For most consumers, the web is the a key decision criterion. primary source for information about green vehicles: 44% said they use Once again, Russia stood out as more information websites (such as third- closely resembling the western party reviews of vehicles), 40% use markets. Only 36% of Russian manufacturer sites, 30% use dealer respondents named hybrid/alternative- websites and 22% turn to blogs and fuel vehicles as an important factor in web forums. Other key sources for their choice of vehicle. In Western this kind of information include Europe the number was 46% and in dealers, family and friends and the the U.S. it was 50%. automotive press. Many consumers questioned how much they should trust green-focused advertising and marketing. Others suggested that consumers need to take a more holistic view of what truly makes a vehicle green. One consumer from the UK summed up the 7 “Cars Online 2003: Unlocking Hidden Value,” Capgemini. 14
  15. 15. Automotive the way we see itsentiment expressed by many others Consumers Show Confidence in Green Vehicle Knowledgethroughout the eight markets: “The (% consumers saying)assessment of a car company’s greencredentials must be based on thewhole life of the car, including 100%manufacture and disposal, not justemissions and miles per gallon.” 52 22 72 13 23 53 80% 34We also asked consumers to tell ushow they define fuel efficiency.Overall, more than half said the 60% 5 (Very confident)vehicle must get more than 15 km per 53 4 3liter (more than 35 miles per gallon) 14 63 74 45 2to be considered fuel efficient. 40% 07 1 (Not at all confident)However, the responses varied by 34country. For example, U.S. consumers 92had lower expectations regarding fuel 20% 02 22efficiency, while those in Western 71 51Europe and Russia had the highest 8 21 5 5 8expectations. 0% 1 4 3 2 2 1 2 4 TOTAL U.S. Western Russia Brazil India China EuropeOwnership of Green VehiclesGrowsThis year 36% of consumers said they Source: Capgeminicurrently own either a fuel-efficient oralternative-fuel vehicle, up from 28%last year. Most of that increase is dueto the inclusion of Brazil in this year’s Primary Reason Behind Green Vehicle Decisions (% consumers saying)study: 59% of Brazilians own a fuel-efficient or alternative-fuel vehicle.The numbers were also higher than 100% 1 3average in India and China, compared 21 01 01 15 9 51 32 1 3with Russia and the western 2 1 6 80% 9 41 62countries. About half of consumers 91 2 22overall said they were planning to buy 91 Other 22or thinking seriously about buying 60% Costeither a fuel-efficient or alternative- Tax creditfuel car. 40% Impact on the environment 77 57 66 86 66 Fuel economy 06Fuel economy is the primary reason 35 20%driving these buying decisions: 66%of consumers identified fuel economyas the main reason they own, plan to 0%buy or are thinking seriously about TOTAL U.S. Western Russia Brazil India China Europebuying a fuel-efficient or alternative-fuel car. That’s up from 57% last year, Source: Capgemini Base: Those who own/are interested in/thinking seriously about buying a fuel-efficient or alternative-fuel vehicleCars Online 08/09 15
  16. 16. no doubt due to the volatility in gas alternative-fuel car. However, most Fact Box prices. Concern about the impact on were unwilling to pay a premium of the environment ran a distant second. more than 10%, and the majority of Two topics that the industry should Chinese were only willing to pay 5% keep on its radar screen are on-board Gas/electric hybrids are the primary extra. This is consistent with similar navigation and hybrid cars, which were type of alternative-fuel vehicle that research Capgemini has conducted in named as important factors by roughly consumers currently own or plan to the retail and consumer goods one-third of consumers. Yet, both buy, particularly in the U.S. and industry where consumers were dealers and OEMs significantly Western Europe. The emerging willing to pay only a small premium underestimated their importance. markets are more focused on natural for products that offered sustainability gas or natural gas/gas hybrids, except aspects.8 — Cars Online 2003 in Brazil, where ethanol or flex-fuel vehicles top the list. Whether consumers’ behavior matches their stated intentions The Cost of Going Green remains to be seen as an increasing Consumers show some willingness to number of small fuel-efficient and put their money where their mouth is alternative-fuel cars make their way to when it comes to fuel efficiency. the market. Nearly three-quarters of respondents said they were willing to pay a higher price for a fuel-efficient vehicle and 80% said they would pay extra for an How Much Extra Will Consumers Pay for Fuel Efficiency? (% consumers saying) 4 3 100% 3 2 3 3 4 3 8 11 8 12 13 22 12 80% 42 60% 47 55 More than 15% extra 52 56 54 11%-15% extra 56 6%-10% extra 40% 1%-5% extra 54 20% 39 33 35 28 26 19 0% TOTAL U.S. Western Russia Brazil India China Europe Source: Capgemini Base: Consumers who are willing to pay a higher price for a fuel-efficient vehicle 8 “Future Consumer: How Shopper Needs and Behaviour Will Impact Tomorrow’s Value Chain,” Capgemini, 2007.16