First Annual Automotive Mobility Study

How Consumer Preference will reshape the Automotive Industry
The First Annual
Mobility Study
Presented by Vision Mobility and CuriosityCX
November 22nd , 2016

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James Carter
About James
James is the founder of Vision Mobility, a Consulting
Service that specializes in providing Automotive and “New
Mobility” insights to OEMs, Dealers, Tier 1 suppliers and
Startups.
James is a ‘car guy’ with an eye to the future. The
changing automotive landscape provides fascinating
possibilities, and it is exciting to be able to guide
companies into this new world.
James is a 20+ year Automotive Industry veteran, with 19
years at Toyota in Australia, Japan and North America.

Dave Fish, Ph.D.
About Dave
Dave is the founder of CuriosityCX, a blog focused on
consumer behavior and customer experience.
Why people do what they do is one the hardest questions
for scientists to answer. For the last 20 years he has been
focused on understanding human emotions, attitudes,
and behavior in decision making.
Dave worked in Strategic Planning for Toyota Motor Sales
for many years and spent the last 20 conducting research
in the automotive space and consulting across different
verticals. He’s a veteran of JD Power & Associates,
MaritzCX, and the Mars Agency.

CuriosityCX and Vision Mobility 2016
6
Why Mobility?Why Mobility?

7
Why Mobility?Why Mobility
Our Goals:
• Understand people's attitudes about mobility
• Discover people's needs and wants in mobility
• Better understand openness to new types of mobility options
• Identify the barriers of adoption
• Take a peak at new possibilities

8
Methodology
• Fielded September 29th – October 1st
• National Representative panel sample
• 1.000 respondents, 18 to 65+
• 84% own or lease a vehicle
• Short on line 10 question survey
• Weighted by age and gender to US Census
Who we talked to…and when

9
01 02 03 04
Ownership Attitudes
How are the attitudes of
Americans changing about
ownership?
Car Culture
Is car culture dead?
Maybe not, but’s certainly
changing
Mobility Openness
What are customers aware
of and willing to try?
Mobility Needs
What are customers
demanding in their
mobility options?
Key mobility insights shaping our industry
Today’s Agenda
05
New Frontiers
What is the future of
Mobility and what are the
implications?

10
01 02 03 04
Ownership Attitudes
ownership?
Car Culture
changing
Mobility Openness
Mobility Needs
What are customers
demanding in their
mobility options?
Today’s Agenda
05
New Frontiers
What the future of
implications?

12
Source: 1st Annual Mobility Study
1 in 3Americans Who Agreed with the Statement
“If I didn’t have to own a car I wouldn’t”

13
Younger Americans are putting getting their the license, until they older.
Percentage with A Driver’s License by Age
Source:Sivak, M. & Schettle, B. (2016) Recent Decreases in the Proportion of Persons with a Driver’s License Across All Age Groups. University of Michigan Transportation Institute
http://www.umich.edu/~umtriswt/PDF/UMTRI-2016-4.pdf
46
69
80
25
45
60
0
10
20
30
40
50
60
70
80
90
16 years old 17 years old 18 years old
1983
2008
2011
2014

14
Source: Schoettle, B and Sivak, M (2015). Potential Impact of Self-Driving Vehicles on Household Vehicle Demand and Usage. University of Michigan Transportation Research Institute
2.1Average Number of Vehicles in the Household Garage Today

15
Source: Schoettle, B and Sivak, M (2015). Potential Impact of Self-Driving Vehicles on Household Vehicle Demand and Usage. University of Michigan Transportation Research Institute
1.2Predicted Household Needs with the Deployment of Autonomous
Vehicles

16
“If I didn’t have to own a car, I wouldn’t” (% somewhat/completely agree).
Urbanization Drives Attitudes
28%
31% 31%
43% 46%
0%
10%
20%
30%
40%
50%
Rural/Country Small to medium size town
(<100,000 population)
Suburbs of small or large
city
Small City (<1m
population)
Large city/urban area (1m+
population)
Location of Residence
Source: 2016 Mobility Study by Vision Mobility and CuriosityCX
Measured on a four point scale of “Completely Disagree” “Somewhat Disagree” :Somewhat Agree”, and “Completely Agree”
N=1,000 , US population over 18 weighted back to the US Census 2014 update

17
“If I didn’t have to own a car, I wouldn’t” (% somewhat/completely agree).
Generational Car Ownership Ambivalence
Source: 2016 Mobility Study by Vision Mobility and CuriosityCX
Measured on a four point scale of “Completely Disagree” “Somewhat Disagree” :Somewhat Agree”, and “Completely Agree”
N=1,000 , US population over 18 weighted back to the US Census 2014 update
0%
10%
20%
30%
40%
50%
60%
18-24 25-34 35-44 45-54 55-64 65+
Men
Women

18
Change in Commuting Model Share, 2006 to 2013 by age group.
Share of Car Use is Declining Among Youth
Source: US Pirg Education Fund. Dutzik, T and Inglis, J, and Baxandal, P. (October 2014). Millennials in Motions. Changing Travel Habits of You Americans and the Implications for Public Policy
From US Department of Transportation Federal High Administration National Household Travel Survey 2001, 20099
1.0
0.5
0.0
-.0.5
-1.0
-1.5
Car (solo and carpool)
Public Transportation Other means* Work at home
* Other means walking, taxicab, motorcycle, bicycle, or other unspecified means.
16 to 24
25 to 44
45 to 64

19
Percentage of People Who Carpool to work , % of workers 16 years and older
Carpooling is Declining
Source: US Census Bureau, American Community Survey 2005 - 2015
8%
9%
10%
11%
2005 2007 2009 2011 2013 2015
Carpooling
10.7
9.0

20
Percentage of People Commuting by Means, % workers 16 years or older
Alternative Approaches Have Increased
Source: US Census Bureau, American Community Survey 2005 - 2015
0%
1%
2%
3%
4%
5%
6%
2005 2007 2009 2011 2013 2015
Public Transportation
Walk
Bike
Work From Home

21
01 02 03 04
Ownership Attitudes
ownership?
Car Culture
changing
Mobility Openness
Mobility Needs
What are customers
demanding in their
mobility options?
Today’s Agenda
05
New Frontiers
What the future of
implications?

23
“I enjoy driving”, (% somewhat/completely agree).
Americans Still Love Driving
Source: 2016 Mobility Study
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18-24 25-34 35-44 45-54 55-64 65+
Men
Women

24
“I consider myself an automotive enthusiast”, (% somewhat/completely agree).
And for the most part...like car culture
Men
Women
0%
10%
20%
30%
40%
50%
60%
70%
18-24 25-34 35-44 45-54 55-64 65+

25
But there
are now
alternatives
to owning

CuriosityCx and Vision Mobility 2016

27
“I sometimes choose to spend time with friends online instead of driving to see them”, (licensed drivers, % agree)
Younger People Can Connect without Driving
Source: Zipcar (2014) Millennials and the American Dream, 1009 adults age 18 and over
43%
46%
34%
24%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Ages 18-34 35-44 45-54 55+

28
0%
10%
20%
30%
40%
50%
18-24 25-34 35-44 45-54 55-64 65+
“I general, I would rather rent or lease expensive things than own them”, (% somewhat/ completely agree)
Experiences without Obligations
Men
Women

29
Traditionals, Boomers, and some Xers don’t want to give up, stuff is important...
Loss Aversion
Losses Gains
Value
Loss Aversion

30
01 02 03 04
Ownership Attitudes
ownership?
Car Culture
changing
Mobility Openness
Mobility Needs
What are customers
demanding in their
mobility options?
Today’s Agenda
05
New Frontiers
What the future of
implications?

31
MOBILITY TRENDS: BIG CITY vs RURAL

32
0%
10%
20%
30%
40%
50%
60%
70%
Local public transit Long distance public
transit
An airline Cab / limousine A rental car Ride Hailing
(Lyft/Uber)
Car sharing
(ZipCar/Car2Go)
Peer to peer car
sharing*
Could you explain how to use:
While city dwellers know more mobility options, rural folk aren’t that far behind
Mobility Knowledge
Large City (1m+)
Rural/
Country

33
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Local public transit Long distance public
transit
An airline Cab / limousine A rental car Ride Hailing
(Lyft/Uber)
Car sharing
(ZipCar/Car2Go)
Peer to peer car
sharing*
Have you used in the last 3 months:
While rural folk are up on mobility trends, they likely haven’t used it recently.
Mobility Use
Large City (1m+)
Rural/
Country

34
0%
10%
20%
30%
40%
50%
60%
70%
Carpooling Peer to Peer car sharing Partial Vehicle ownership MaaS app Autonomous Vehicles
(L4/5)
Respondents who were
Interested or Very Interested
Rural dwellers, are much more open to mobility options than you might think...
Mobility Option Interest
Large City (1m+)
Rural/
Country

35
01 02 03 04
Ownership Attitudes
ownership?
Car Culture
changing
Mobility Openness
Mobility Needs
What are customers
demanding in their
mobility options?
Key mobilty insights shaping our industry
Today’s Agenda
05
New Frontiers
What the future of
implications?

36
MOBILITY TRENDS: COMMUTE TIME

37
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Carpooling - with friend, no
fee
Carpooling - with stranger,
no fee
Carpooling - with friend,
with fee
P2P Car Sharing Partial Vehicle Ownership Receive money for
transporting goods
Independant Test Drive
Centre
"Interested" or "Very Interested" in new types of Mobility Options - by commute time
People with long commutes, will be most likely to be open to new types of Mobility options
Commute Time and Mobility Options
<= 5 min
>= 60 min
Independent Test Drive

38
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Large city/urban area (1m+
pop)
Rural/Country Commute mins - 5 or less Commute mins - 60+
I arrive at School or Work stressed from my commute - % Completely or somewhat agree
Living Location Commute Time
We also know those who are stressed by commutes, may be motivated to change behavior
Commuting Stress Influences Mobility

39
0%
10%
20%
30%
40%
50%
60%
70%
80%
Carpooling with a friend for
no fee
Carpooling with a stranger,
no fee
Carpooling with a stranger
for a small fee
P2P Car Sharing Partial Vehicle Ownership A vehicle with limited
autonomous capabilities
A vehicle with complete
autonomous capabilities
The combination of urbanization and commuter stress, sets the stage for behavioural change
Commute Time and Mobility Options
Urban/Stressed
Non Urban/Stressed
Population

40
MOBILITY TRENDS: Ride Sharing

41
10%
20%
30%
40%
50%
60%
70%
Interested or Very Interested Not at all interested
Ride sharing with strangers, has big barriers to successs due perceived personal safety concerns
Riding Sharing Challenges
With Friend, no fee
With Stranger,
no fee

42
30%
35%
40%
45%
50%
55%
Male Female
Ride Sharing with a stranger, no fee
- Not at all interested
Safety concerns, are particularly high among women

43
0%
10%
20%
30%
40%
50%
60%
Interested or Very Interested Not at all interested
The addition of a fee does not sway opinion, the key to ride sharing is about trust, not cost
With Stranger,
no fee
With Stranger,
Small fee

44
0%
5%
10%
15%
20%
25%
30%
35%
Large city/urban area (1m+ pop) Rural/Country Suburbs (small or large city)
Respondents who were "Very Interested" in Ride Sharing
No matter where they live, there is still a hestiation to ride sharing with strangers
With Friends
With Strangers

45
5%
15%
25%
35%
45%
55%
65%
75%
18-24 25-34 35-44 45-54 55-64 65+
Plurals Millennial Gen X Boomers
Carpool with friends, no fees
P2P Car Sharing
Partial Vehicle Ownership
Plurals, Millennials, and some Gen Xers, will be the champions of new mobility
New Mobility Acceptance
% “Not Interested”
Car Pooling with Stranger, no fee
Car Pooling with friend for fee

46
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18-24 25-34 35-44 45-54 55-64 65+
Gen Xers and Millennials trade cost of use, with increased speed and ability to be productive
Top 3 Priorities for Mobility
Reduced cost of Use
Increased speed to my destination
Ability to be productive
Thinking about your DAILY transportation needs, please RANK what needs to be IMPROVED the MOST (1) to LEAST(7)

47
0%
10%
20%
30%
40%
50%
60%
70%
80%
18-24 25-34 35-44 45-54 55-64 65+
Young owners and users demand more in car connectivity, this is a lesser issue for older consumers
Extra In-Car Connectivity
Interested/Very Interest
Not at all interested

48
20%
30%
40%
50%
60%
70%
80%
18-24 25-34 35-44 45-54 55-64 65+
Millennials and Gen Xers will drive initial adoption, however the elderly and disabled can benefit as well
Autonomous Preference
Hybrid Vehicle (e.g., gas/electric)
Electric Vehicle
Vehicle with Full
Autonomous Capability
Vehicle with Partial Autonomous Capability
% somewhat/very interested

49
As people age, ease of use becomes more of a priority
Make it Easy...to Use and Understand
0%
10%
20%
30%
40%
50%
60%
70%
18-24 25-34 35-44 45-54 55-64 65+
Thinking about your DAILY transportation needs, please RANK what needs to be IMPROVED the MOST (1) to LEAST(7)
% top 3 priority item for age group

50
50
Source: 1st Annual Mobility Study
80%Americans Who Agreed with the Statement
“I am concerned about the safety of autonomous vehicles”

51
01 02 03 04
Ownership Attitudes
ownership?
Car Culture
changing
Mobility Openness
Mobility Needs
What are customers
demanding in their
mobility options?
Key mobilty insights shaping our industry
Today’s Agenda
05
New Frontiers
What is the future of
implications?

52
BUYING TRENDS: TEST DRIVE CENTRE

53
A place to try out new cars, no pressure, no obligation.
No Hassle Independent Test Drive Centre

54
77%
57%
73%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Major metro (1m+) residents Females +65 yo Car owners Total Surveyed
The idea of testing a vehicle, without pressure or an obligation to buy is seen very positively
Hassle Free Shopping
% of Respondents “Interested” or “very Interested” in “An independent test drive center where you can test vehicles with no pressure to buy”
Us Population

55
You’re going someplace anyway, why not make use of excess capacity?
P2P Delivery Concept

56
In general Strong Interest, but depends on your circumstance.
P2P Delivery Concept
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Large city -1m+ Rural/Country 5 min or less 60m+ 18-24 25-34 35-44 45-54 55-64 65+
A service where you would recieve money for transporting goods
% Interested or Very Interested
RESIDE COMMUTE TIME AGE

57
Operate your car, while you’re not in the car.
Remote Operation of Vehicle Concept

58
Operate your car, while you’re not in the car.
Remote Operation of Vehicle Concept
0%
5%
10%
15%
20%
25%
30%
Large city -1m+ Rural/Country 5 or less 60+ 18-24 25-34 35-44 45-54 55-64 65+
The ability to control your vehicle remotely (i.e, via phone)
% Very Interested
RESIDE COMMUTE TIME AGE

59
Supporters and Future Engagements

Questions
A copy of this presentation is available upon request
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First Annual Automotive Mobility Study

First Annual Automotive Mobility Study

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