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Global Auto Consumer Study 2014

The 2014 Global Automotive Consumer Study for Australia examines how mobility choices are changing due to trends such as urbanization, generational differences, and emerging technologies. It highlights Gen Y's distinct preferences, including a strong interest in alternative powertrains and connectivity, while expressing concerns over costs and convenience in vehicle ownership. The study suggests significant opportunities and challenges for automotive manufacturers as consumer behavior evolves, particularly among younger generations who are less devoted to traditional car ownership and more inclined towards shared mobility solutions.

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May 31, 2014 2014 Global Automotive Consumer Study: Exploring consumers’ mobility choices and transportation decisions Australia Insights
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights Table of Contents 2 Global Consumer Survey Overview 3 Key Study Findings 9 Gen Y Market Potential 12 Decision Criteria 13 Driver Profiles 15 Vehicle Loyalty 16 Lifestyle 17 Alternative Powertrains 19 Vehicle Technology 23 Autonomous Vehicles 25 The Customer Experience 26 Appendix 31
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights About the 2014 Global Consumer Study ‱ The study, initiated in 2013, focused on “the changing nature of mobility” and how the consumption of mobility affects various aspects of the automobile buying and ownership experience ‱ Within the mobility theme, the survey also covered questions around alternative powertrains, fully connected vehicles, and the customer experience. 3
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights The changing nature of mobility – Deloitte’s point of view Six megatrends are providing consumers with more choices than ever before in meeting their transportation needs, and as a result – redefining mobility Hyper-urbanization Generational views Connected technology and software ‱ In 2006, the world reached a critical midpoint; over half of the world’s population was living in a city. The trend is expected to accelerate, with approximately 70% of the world’s population expected to live in cities by 2050 (90% in North America) ‱ Baby Boomers, Gen X, and Gen Y consumers view their mobility needs and preferences differently. ‱ While Baby Boomers tend to gravitate toward traditional vehicle ownership models, younger generations are highly interested in models that provide access to mobility, allow them to remain connected (and productive), and reduce costs. ‱ Innovations in Vehicle to Vehicle (V2V) and Vehicle to (V2I) connectivity, mobile phones, apps, and smart card technology are disrupting the automotive industry ‱ Consumers will expect experiences that go beyond the sales or service transaction and leverage technology to integrate with their connected lifestyles—both inside and outside of the vehicle. ‱ Overcrowding, the realities of traffic, and new capabilities enabled by technology are all leading to more collaborative approaches to transport: for example, the “sharing economy,” driverless cars, and improved public transportation ‱ This trend threatens vehicle sales particularly in developed economies where profit margins are higher today ‱ These differing expectations of mobility, along with disruptions of traditional ownership models, will change how OEMs engage their customers ‱ This fundamental shift in buying behavior with a new generations of consumers present significant opportunities and challenges for OEMs ‱ The formerly clear lines—between humans and machines, between ownership and non- ownership, between goods and services—will blur as a result of connectivity and the information generated and used interchangeably by people and machines IMPACTDESCRIPTION Why Conduct a Global Automotive Consumer Study?
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights The changing nature of mobility – Deloitte’s point of view Digital exhaust Convergence of the private and public sectors Sustainability and environmental concerns ‱ Automobiles and infrastructure will generate a large amount of digital exhaust that will create both opportunities and challenges for consumers, manufacturers, federal agencies and businesses. Every action taken can be measured and quantified in the connected vehicle of the future ‱ This data provides opportunities for a more integrated and seamless mobility system ‱ Government will neither be able to fully fund nor take primary responsibility for the requirements supporting tomorrow's transportation systems ‱ Moreover, the sheer complexity of transportation systems that work for everyone argues that many players will have to be involved ‱ Continued concerns regarding environmental sustainability and a focus on improving fuel efficiency are leading to ever increasing government targets and expectations in countries around the world such as EU 2020: 60.6, Japan 2020: 55.1, and U.S. 2025: 54.5 ‱ Automakers are being challenged to develop more fuel efficient engines and alternative powertrains to comply with the new standards ‱ If used correctly, this data could allow for automotive and non-automotive companies to gain insight on the consumer behavior and vehicle performance, as well as identify new potential growth opportunities and/or business models. ‱ Because data will be produced across disparate sources, management and integration of the data will be the barrier to optimizing the use of the data ‱ The mass adoption and use of new public transportation, electric cars and autonomous/driverless cars, and the supporting infrastructure requirements is going to require increased public-private collaborations to address both development costs and ongoing operations ‱ In the future, consumers will have the ability to choose from a mix of proven powertrain options that best meet their lifestyle needs and are competitively priced – including more efficient internal combustion engines, electric vehicles (EVs), hybrid electric, and vehicles powered by natural gas. IMPACTDESCRIPTION Six megatrends are providing consumers with more choices than ever before in meeting their transportation needs, and as a result – redefining mobility
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights About Deloitte’s Global Automotive Consumer Research The 2014 Global Automotive Consumer Study builds on Deloitte’s previous automotive consumer research. 6 Electric Vehicles Connected Vehicles* www.deloitte.com/us/electricvehicles www.deloitte.com/us/connectedvehicleswww.deloitte.com/us/geny Gen Y *U.S. respondents only
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights Began in 2009 to explore perspectives on automotive brands, desired features, and the shopping experience for consumers born 1977-1994. Research into Gen Y 2009 Vehicle safety ranked as the top priority* 2010 Overall value ranked as the primary factor when evaluating brands * 2011 “Cockpit” technology and the shopping experience were leading criteria* 2012 Cost and convenience drive interest, while connectivity and safety converge Leading purchase considerations for Gen Y have changed each year. * US respondents only
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 8 The Global Automotive Consumer Study is based on a survey of over 23,000 consumers in 19 countries. The key findings and insights in this publication are based on Australia responses to the survey. Participating Countries Australia India China Japan Korea Argentina Brazil South Africa Canada Turkey Italy France United Kingdom Germany Czech Republic Belgium Netherlands United States Gen Y, 33% Gen X, 20% Baby Boomer, 35% Other, 12% Over 1,000 respondents in Australia Mexico
Key Study Findings
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights Deloitte’s 2014 Global Automotive Consumer Study Key findings about Gen Y consumers in Australia 10 Source: Deloitte Touche Tohmatsu Limited. 2014 Gen Y Automotive Survey Cost and quality of service bundle influences over two- thirds of consumers’ purchase decision For Gen Y consumers that do not currently own or lease a car today the fact that lifestyle needs can be met by walking or public transport and high operational costs were cited as the top reasons for not owning a vehicle Gen Y consumers in Australia show significant interest in safety technologies that: ‱ Recognizes the presence of other vehicles on the road ‱ Lets them know when they exceed the speed limit ‱ Blocks them from engaging in dangerous driving situations Consumers are interested in owning or leasing vehicles, with 75% of them expecting to buy in the next five years Factors that will motivate consumers to buy: Cheaper vehicles, more affordable and convenient parking options and more fuel efficient vehicles. About two-thirds of Gen Y consumers are influenced by friends and family, the most during the purchase decisions Gen Y sees the greatest benefits of vehicle technology in improved safety and increased fuel efficiency Almost half of the Gen Y consumers in Australia think they will be driving an alternative powertrain five years from now, with strong preference for Hybrid Electrics and they are willing to pay more for it
Results
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights Market Potential 75% of consumers in Australia plan to purchase or lease a vehicle within the next five years 12 When do you expect to purchase or lease a vehicle? 16% 52% 75% Within a year Within 3 years Within 5 years Total Respondents Note: There was no statistical difference between Gen Y and other generation consumers
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 69% 67% 67% Lifestyle needs met by walking or public transport Operational / Maintenance Costs Affordability Gen Y Lifestyle needs currently being met by walking or public transit and high operational cost were cited as the top reasons for consumers not owning a vehicle. 13 Top three reasons Gen Y does not buy Decision Criteria Note: “Strongly Agree” and “Agree” responses have been summed up together. 85% interested 15% not interested But are Gen Y consumers willing to buy? (In current models) 70% interested 30% not interested But are Other Generation consumer willing to buy? (In current models) 85% 73% 63% Lifestyle needs met by walking or public transport Operational / Maintenance Costs Affordability Other Generations Top three reasons other generations does not buy
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights Cheaper vehicles and more affordable and convenient parking options will motivate Gen Y to purchase a vehicle. 14 Top three things that would get Gen Y consumer into a vehicle + + = Vehicle purchaseCheaper More Fuel Efficient Cheaper Parking Top three things that would get Other Generations into a vehicle + + = Vehicle purchaseCheaper More Fuel Efficient Better Roads / Infrastructure Gen Y Other Generations Note: “Much more likely" and "More likely" responses have been summed up together
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 15 Driver Profiles Ranking 1 2 3 4 5 6 7 Gen Y Other Generations Gen Y enjoys driving, provided it’s convenient and the cost is low. Eco-friendly Low cost Convenience Utility Luxury Technology Love to drive I make green choices in my life. When going somewhere, I want to do so in an eco- friendly manner, even if that means more time and money. My total cost when going somewhere needs to be low, and I will choose a transportation option that is cheapest. When going somewhere, I want to do so in the fastest and easiest way and am willing to use any transportation option to achieve this. I have things to do and getting somewhere needs to fit the demands of my lifestyle. My transportation option must have the functionality to meet these demands (e.g., I require a truck to haul my equipment/tools). I value luxury and want to be noticed when I go somewhere. I feel a sense of pride driving a luxury vehicle and am willing to pay more for the features and the brand name. Connected technology is important to me when going somewhere. To do this, my transportation choice needs to be integrated with my electronic devices, and it needs to access, consume, and create information. I look forward to driving because getting there is half the fun. How would you describe yourself as a commuter? Driver Profile Generational Comparison * * * Gen Y: Luxury and Eco-friendly ranked 5th equally
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 16 Vehicle Loyalty "I would be willing to give up driving my car even if I had to pay more to get where I need to go." 63% of GenYconsumers love their cars but are 2Xmore likely to abandon their vehicles if costs increase Other generations Gen Y 18% 8% Most Gen Y consumers in Australia are interested in driving but they are not as devoted to their car compared to the Other Generations
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 72% 45% 33% 66% 15% 25% Prefer living in a neighborhood that has everything within walking distance I am willing to relocate closer to work to reduce my commute I would be willing to use car-sharing, car-pooling, or similar services if they were readily available and convenient Gen Y Other Generations 17 How much do you agree with each of the following statements? Note: “Strongly Agree” and “Agree” responses have been summed up together. Lifestyle Factors that may influence consumers’ decision to abandon vehicle ownership Lifestyle is a primary reason, with nearly three- quarters of consumers preferring to have everything within walking distance +30%
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 18 42% Travel by bus, train, or taxi to do other things when traveling 55% Like using a smartphone app to plan transport 31% 49% Worry about safety, security, or privacy when ride-sharing 25% 35% Would try a ride- sharing app / website, if recommended by friends or family 20% 26% Would try a website that would rent out car to strangers for money 27% Percentage of respondents that agree with the following statement: Gen Y consumers in Australia show interest in using technology-enabled efficiencies particularly if they are convenient and safe. Gen Y 14% 26% 41% 31%22%
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 19 Alternative Powertrains Almost half of Gen Y would prefer to drive an alternative powertrain, five years from now, with preference for hybrid electric engines 43% 12% 45% 21% 8% 6% 6% 4% Hybrid Electric Plug-In Hybrid Battery-powered electric Fuel Cell Compressed natural gas Diesel engines Alternative powertrains GenY Petrol engines 47% 20% 33% 14% 9% 5% 3% 2% Hybrid Electric Plug-in Hybrid Compressed natural gas Battery-powered electric Fuel cell electric Diesel engines Alternative powertrains OtherGenerations Petrol engines Today, 89% of consumers drive petrol, 8% diesel and 3% alternative powertrains.
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 
but cost is still a primary motivation 20 Gen Y consumers are willing to pay more for an alternative powertrain
 3X as many Gen Y consumers would prefer to drive a traditional vehicle if it could provide comparable fuel efficiency to vehicles with alternative powertrains. 58% 42% 36% arewillingto pay $2,000 or more Other Generations 44% arewillingto pay $2,000 or more 22% Gen Y 78% 3X as many Gen Y consumers say “My motivation to purchase/lease an alternative powertrain would be driven more by my desire to save money on fuel rather than to save the environment.”
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 21 “Manufacturers don’t offer enough alternative fuel engines in vehicles I would actually want to drive” More than half of all consumers feel that there are not enough alternative powertrain options in the market, and two-thirds prefer a broad range of powertrain options in each vehicle model 65% Agree 28% Neutral 7% Disagree Agree 54%Neutral 36% Disagree 10% 37% 20% 40% 46% Gen Y Other Generations 68% 26% Total population Over two-thirds of consumers prefer a range of engine options
. “I would prefer that manufacturers offer a range of engine options for each model that they produce.” “I would prefer that manufacturers offer a specialized line of vehicles that only have alternative engines.” ..with Gen Y showing more interest in the specialized line of vehicles that only have alternative engines. Alternative Engine Preference Agree Neutral 6% Disagree Agree Neutral 35% Disagree 22% Disagree Neutral Agree Note: There was no statistical difference between Gen Y and other generation consumers
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights Majority of consumers are supportive of government incentives and standards to switch to alternative powertrains 22 How much do you agree with each of the following statements about vehicles with alternative fuel engines? 68% 64% 73% 64% I would support more government standards that require manufacturers to produce vehicles that have better fuel efficiency. I would support more government programs that reward consumers who switch to or own vehicles with alternative fuel engines and/or high fuel efficiency engines. Gen Y Other Generations Note: “Strongly Agree” and “Agree” responses have been summed up together
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 23 Greatest Benefits* *% of respondents indicating they expect significant benefits from these automotive technologies Other Benefits* *% of respondents indicating they expect significant benefits from these automotive technologies vs. Consumers want: ‱ Technology that recognizes the presence of other vehicles on the road ‱ Technology that will let them know when they exceed the speed limit ‱ In-vehicle technologies that would automatically block them from engaging in dangerous driving situations Consumers in Australia believe there are significant benefits from new vehicle technologies, including vehicles that
 Vehicle Technology 76% 67% 36% 34%87% 69% 29% 31% Don't Crash Are highly fuel efficient Are fully connected Driverless vehicles Gen Y Other Generations
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 
but they are not willing to pay much with only around a quarter of consumers willing to pay over $2,500 In-vehicle technology that helps them manage daily activities Features that help or make tasks more convenient (e.g. assisted parking, adaptive cruise control, etc.). Easier to customize a vehicle’s technology after purchase/lease To connect their smartphone to use all the applications from the vehicle's dashboard interface 52% Percent of respondents indicating they expect significant benefits from these automotive technologies 28% 24% 12% 6% 3% 27% $2,500 or more $1,000 $500 $250 $100 I wouldn't pay more Consumers' willingness to pay Technology that will let them know when they exceed the speed limit Technologies that block them from engaging in dangerous driving situations 70% Technology that recognizes the presence of other vehicles on the road 73% Safety Technologies Cockpit Technologies 47% 24 Consumers desire safety technologies more than cockpit technologies
 81% Gen Y vs. 69% Other Generations Willing to pay 19% Gen Y vs. 31% Other Generations NOT willing to pay 36% 54%66% 74% 66% Technologies that would report how safely they were driving 54% 53%77%85% 33%63% 28% ... Though Gen Y’s desire for cockpit technologies is higher than other generations Gen Y Other Generations
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 25 Autonomous Vehicles *% of respondents indicating they would find the following levels of autonomy desirable Definitions for autonomous (driverless) vehicles:  Basic: Allows the vehicle to assist the driver by performing specific tasks like anti-lock braking (prevent from skidding) and/or traction control (to prevent loss of grip with the road).  Advanced: Combines at least two functions such as adaptive cruise control and lane centering technology in unison to relieve the driver of control of those functions.  Limited: Allows the vehicle to take over all driving functions under certain traffic and environmental conditions. If conditions changed, the vehicle would recognize this and the driver would then be expected to be available to take back control of the vehicle.  Full: Allows the vehicle to take over all driving functions for an entire trip. The driver would simply need to provide an address and the vehicle would take over and require no other involvement from the driver. Source: Based on U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) Today, most consumers in Australia are interested in basic levels of automation but show declining interest with higher levels of automation, although Gen Y seems more comfortable with advanced levels of autonomy. Limited Self-driving Full Self-driving 81% 66% 64% 40% 42% 28% Gen Y Other generations % 76% Basic Advanced 48%
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 5% 10% 31% 21% 18% 14%10% 13% 32% 23% 10% 11% 1 2 3 4 5 >=6 Gen Y Other Generations 26 Time spent by consumers researching possible vehicles Number of brands considered when purchasing or leasing 58%26% 16% More than 10 hours 4-10 hours Less than 4 hours The Customer Experience 15% of Gen Y considers 2 brands or less 85% of Gen Y considers 3 brands or more >=654321 Research is key Over half of all consumers spend more than 10 hours researching and more than three quarters consider 3 or more brands before they purchase or lease a vehicle. 23% of Other Generations consider 2 brands or less 77% of Other Generations consider 3 brands or more
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 27 How much of an impact does information from each of the following sources have on your ultimate decision on which vehicle you choose Social networking sites Influencing the purchase decision Gen Y trusts family and friends the most to help them in making a purchasing decision. Salesperson at the dealership Family and friends News articles/media reviews Manufacturer websites 4% 27% 34% 37% 43% 39% 22% 34% 39% 41% 55% 67% Gen Y Other Generations +18% +28% +12%Car reviews on independent websites
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 28 9 out of 10 Consumers want an extremely efficient purchase process Average acceptable time per phase for total population Getting info from dealerships Waiting to test drive a vehicle Processing paperwork and registration 32 min 35 min 27 min 25 min 35 min 36 min Processing financing Performing simple maintenance service 37 min 33 min 52 min More than one hour* 65 min Gen Y Other Generations
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights Service impacts vehicle sales The cost and quality of the influences two-thirds of consumers' purchase decisions 29 When choosing a vehicle to purchase or lease, how important to you are each of the following attributes? 40% of Gen Y consumers are willing to pay for services that make their lives easier I would pay to have a dealer pick up my vehicle to be serviced and drop off a loaner vehicle Gen Y Other Generations Free routine maintenance 74% 62% 68% 55% Confidence in the dealer’s ability to repair Gen Y Other Generations 29% 40%
Appendix
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 31 Respondents profile 100% 3% 33% 20% 35% 9% Total Respondents 16-18 years Gen Y (Born 1977 - 1994) Gen X (Born 1965 - 1976) Boomers (Born 1946 - 1964) Born before 1946 Respondents by Generation 1% 2% 6% 9% 11% 17% 13% 15% 4% 3% 19% <$10,000 $10,000- $14,999 $15,000- $24,999 $25,000- $34,999 $35,000- $49,999 $50,000- $74,999 $75,000- $99,999 $100,000- $149,999 $150,000- $199,999 $200,000+ Prefernotto answer Household Income Male, 50% Female, 50% Gender of consumers live in urban areas23% of consumers live in suburban areas59% of consumers live in rural areas18% Place of Residence
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights 32 Respondents profile 88% 2% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Own Lease Neither own nor lease Vehicle Ownership 1% 4% 25% 42% 13% 5% 3% 7% 0% 10% 20% 30% 40% 50% Convertible Coupe Hatchback Sedan SUV Truck Van/Minivan Wagon Vehicle Type 89% 8% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Gasoline Diesel Compressed natural gas-powered/Hybrid electric Engine Type Duration of Current Ownership 30% 33% 20% 10% 6% < 2 years 2 to <5 years 5 to <8 years 8 to <10 years >=12 years 0% 10% 20% 30% 40%
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights
Confidential and proprietary to Deloitte 2014 Global Automotive Consumer Study Australia Insights Disclaimer This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collectively the “Deloitte Network”) is, by means of this publication, rendering professional advice or services. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this publication. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/au/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. About Deloitte Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte's approximately 200,000 professionals are committed to becoming the standard of excellence. About Deloitte Australia In Australia, the member firm is the Australian partnership of Deloitte Touche Tohmatsu. As one of Australia’s leading professional services firms. Deloitte Touche Tohmatsu and its affiliates provide audit, tax, consulting, and financial advisory services through approximately 6,000 people across the country. Focused on the creation of value and growth, and known as an employer of choice for innovative human resources programs, we are dedicated to helping our clients and our people excel. For more information, please visit our web site at www.deloitte.com.au. Liability limited by a scheme approved under Professional Standards Legislation. Member of Deloitte Touche Tohmatsu Limited © 2014 Deloitte Motor Industry Services Pty Ltd 34

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Global Auto Consumer Study 2014

  • 1.
    May 31, 2014 2014Global Automotive Consumer Study: Exploring consumers’ mobility choices and transportation decisions Australia Insights
  • 2.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights Table of Contents 2 Global Consumer Survey Overview 3 Key Study Findings 9 Gen Y Market Potential 12 Decision Criteria 13 Driver Profiles 15 Vehicle Loyalty 16 Lifestyle 17 Alternative Powertrains 19 Vehicle Technology 23 Autonomous Vehicles 25 The Customer Experience 26 Appendix 31
  • 3.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights About the 2014 Global Consumer Study ‱ The study, initiated in 2013, focused on “the changing nature of mobility” and how the consumption of mobility affects various aspects of the automobile buying and ownership experience ‱ Within the mobility theme, the survey also covered questions around alternative powertrains, fully connected vehicles, and the customer experience. 3
  • 4.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights The changing nature of mobility – Deloitte’s point of view Six megatrends are providing consumers with more choices than ever before in meeting their transportation needs, and as a result – redefining mobility Hyper-urbanization Generational views Connected technology and software ‱ In 2006, the world reached a critical midpoint; over half of the world’s population was living in a city. The trend is expected to accelerate, with approximately 70% of the world’s population expected to live in cities by 2050 (90% in North America) ‱ Baby Boomers, Gen X, and Gen Y consumers view their mobility needs and preferences differently. ‱ While Baby Boomers tend to gravitate toward traditional vehicle ownership models, younger generations are highly interested in models that provide access to mobility, allow them to remain connected (and productive), and reduce costs. ‱ Innovations in Vehicle to Vehicle (V2V) and Vehicle to (V2I) connectivity, mobile phones, apps, and smart card technology are disrupting the automotive industry ‱ Consumers will expect experiences that go beyond the sales or service transaction and leverage technology to integrate with their connected lifestyles—both inside and outside of the vehicle. ‱ Overcrowding, the realities of traffic, and new capabilities enabled by technology are all leading to more collaborative approaches to transport: for example, the “sharing economy,” driverless cars, and improved public transportation ‱ This trend threatens vehicle sales particularly in developed economies where profit margins are higher today ‱ These differing expectations of mobility, along with disruptions of traditional ownership models, will change how OEMs engage their customers ‱ This fundamental shift in buying behavior with a new generations of consumers present significant opportunities and challenges for OEMs ‱ The formerly clear lines—between humans and machines, between ownership and non- ownership, between goods and services—will blur as a result of connectivity and the information generated and used interchangeably by people and machines IMPACTDESCRIPTION Why Conduct a Global Automotive Consumer Study?
  • 5.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights The changing nature of mobility – Deloitte’s point of view Digital exhaust Convergence of the private and public sectors Sustainability and environmental concerns ‱ Automobiles and infrastructure will generate a large amount of digital exhaust that will create both opportunities and challenges for consumers, manufacturers, federal agencies and businesses. Every action taken can be measured and quantified in the connected vehicle of the future ‱ This data provides opportunities for a more integrated and seamless mobility system ‱ Government will neither be able to fully fund nor take primary responsibility for the requirements supporting tomorrow's transportation systems ‱ Moreover, the sheer complexity of transportation systems that work for everyone argues that many players will have to be involved ‱ Continued concerns regarding environmental sustainability and a focus on improving fuel efficiency are leading to ever increasing government targets and expectations in countries around the world such as EU 2020: 60.6, Japan 2020: 55.1, and U.S. 2025: 54.5 ‱ Automakers are being challenged to develop more fuel efficient engines and alternative powertrains to comply with the new standards ‱ If used correctly, this data could allow for automotive and non-automotive companies to gain insight on the consumer behavior and vehicle performance, as well as identify new potential growth opportunities and/or business models. ‱ Because data will be produced across disparate sources, management and integration of the data will be the barrier to optimizing the use of the data ‱ The mass adoption and use of new public transportation, electric cars and autonomous/driverless cars, and the supporting infrastructure requirements is going to require increased public-private collaborations to address both development costs and ongoing operations ‱ In the future, consumers will have the ability to choose from a mix of proven powertrain options that best meet their lifestyle needs and are competitively priced – including more efficient internal combustion engines, electric vehicles (EVs), hybrid electric, and vehicles powered by natural gas. IMPACTDESCRIPTION Six megatrends are providing consumers with more choices than ever before in meeting their transportation needs, and as a result – redefining mobility
  • 6.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights About Deloitte’s Global Automotive Consumer Research The 2014 Global Automotive Consumer Study builds on Deloitte’s previous automotive consumer research. 6 Electric Vehicles Connected Vehicles* www.deloitte.com/us/electricvehicles www.deloitte.com/us/connectedvehicleswww.deloitte.com/us/geny Gen Y *U.S. respondents only
  • 7.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights Began in 2009 to explore perspectives on automotive brands, desired features, and the shopping experience for consumers born 1977-1994. Research into Gen Y 2009 Vehicle safety ranked as the top priority* 2010 Overall value ranked as the primary factor when evaluating brands * 2011 “Cockpit” technology and the shopping experience were leading criteria* 2012 Cost and convenience drive interest, while connectivity and safety converge Leading purchase considerations for Gen Y have changed each year. * US respondents only
  • 8.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 8 The Global Automotive Consumer Study is based on a survey of over 23,000 consumers in 19 countries. The key findings and insights in this publication are based on Australia responses to the survey. Participating Countries Australia India China Japan Korea Argentina Brazil South Africa Canada Turkey Italy France United Kingdom Germany Czech Republic Belgium Netherlands United States Gen Y, 33% Gen X, 20% Baby Boomer, 35% Other, 12% Over 1,000 respondents in Australia Mexico
  • 9.
  • 10.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights Deloitte’s 2014 Global Automotive Consumer Study Key findings about Gen Y consumers in Australia 10 Source: Deloitte Touche Tohmatsu Limited. 2014 Gen Y Automotive Survey Cost and quality of service bundle influences over two- thirds of consumers’ purchase decision For Gen Y consumers that do not currently own or lease a car today the fact that lifestyle needs can be met by walking or public transport and high operational costs were cited as the top reasons for not owning a vehicle Gen Y consumers in Australia show significant interest in safety technologies that: ‱ Recognizes the presence of other vehicles on the road ‱ Lets them know when they exceed the speed limit ‱ Blocks them from engaging in dangerous driving situations Consumers are interested in owning or leasing vehicles, with 75% of them expecting to buy in the next five years Factors that will motivate consumers to buy: Cheaper vehicles, more affordable and convenient parking options and more fuel efficient vehicles. About two-thirds of Gen Y consumers are influenced by friends and family, the most during the purchase decisions Gen Y sees the greatest benefits of vehicle technology in improved safety and increased fuel efficiency Almost half of the Gen Y consumers in Australia think they will be driving an alternative powertrain five years from now, with strong preference for Hybrid Electrics and they are willing to pay more for it
  • 11.
  • 12.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights Market Potential 75% of consumers in Australia plan to purchase or lease a vehicle within the next five years 12 When do you expect to purchase or lease a vehicle? 16% 52% 75% Within a year Within 3 years Within 5 years Total Respondents Note: There was no statistical difference between Gen Y and other generation consumers
  • 13.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 69% 67% 67% Lifestyle needs met by walking or public transport Operational / Maintenance Costs Affordability Gen Y Lifestyle needs currently being met by walking or public transit and high operational cost were cited as the top reasons for consumers not owning a vehicle. 13 Top three reasons Gen Y does not buy Decision Criteria Note: “Strongly Agree” and “Agree” responses have been summed up together. 85% interested 15% not interested But are Gen Y consumers willing to buy? (In current models) 70% interested 30% not interested But are Other Generation consumer willing to buy? (In current models) 85% 73% 63% Lifestyle needs met by walking or public transport Operational / Maintenance Costs Affordability Other Generations Top three reasons other generations does not buy
  • 14.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights Cheaper vehicles and more affordable and convenient parking options will motivate Gen Y to purchase a vehicle. 14 Top three things that would get Gen Y consumer into a vehicle + + = Vehicle purchaseCheaper More Fuel Efficient Cheaper Parking Top three things that would get Other Generations into a vehicle + + = Vehicle purchaseCheaper More Fuel Efficient Better Roads / Infrastructure Gen Y Other Generations Note: “Much more likely" and "More likely" responses have been summed up together
  • 15.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 15 Driver Profiles Ranking 1 2 3 4 5 6 7 Gen Y Other Generations Gen Y enjoys driving, provided it’s convenient and the cost is low. Eco-friendly Low cost Convenience Utility Luxury Technology Love to drive I make green choices in my life. When going somewhere, I want to do so in an eco- friendly manner, even if that means more time and money. My total cost when going somewhere needs to be low, and I will choose a transportation option that is cheapest. When going somewhere, I want to do so in the fastest and easiest way and am willing to use any transportation option to achieve this. I have things to do and getting somewhere needs to fit the demands of my lifestyle. My transportation option must have the functionality to meet these demands (e.g., I require a truck to haul my equipment/tools). I value luxury and want to be noticed when I go somewhere. I feel a sense of pride driving a luxury vehicle and am willing to pay more for the features and the brand name. Connected technology is important to me when going somewhere. To do this, my transportation choice needs to be integrated with my electronic devices, and it needs to access, consume, and create information. I look forward to driving because getting there is half the fun. How would you describe yourself as a commuter? Driver Profile Generational Comparison * * * Gen Y: Luxury and Eco-friendly ranked 5th equally
  • 16.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 16 Vehicle Loyalty "I would be willing to give up driving my car even if I had to pay more to get where I need to go." 63% of GenYconsumers love their cars but are 2Xmore likely to abandon their vehicles if costs increase Other generations Gen Y 18% 8% Most Gen Y consumers in Australia are interested in driving but they are not as devoted to their car compared to the Other Generations
  • 17.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 72% 45% 33% 66% 15% 25% Prefer living in a neighborhood that has everything within walking distance I am willing to relocate closer to work to reduce my commute I would be willing to use car-sharing, car-pooling, or similar services if they were readily available and convenient Gen Y Other Generations 17 How much do you agree with each of the following statements? Note: “Strongly Agree” and “Agree” responses have been summed up together. Lifestyle Factors that may influence consumers’ decision to abandon vehicle ownership Lifestyle is a primary reason, with nearly three- quarters of consumers preferring to have everything within walking distance +30%
  • 18.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 18 42% Travel by bus, train, or taxi to do other things when traveling 55% Like using a smartphone app to plan transport 31% 49% Worry about safety, security, or privacy when ride-sharing 25% 35% Would try a ride- sharing app / website, if recommended by friends or family 20% 26% Would try a website that would rent out car to strangers for money 27% Percentage of respondents that agree with the following statement: Gen Y consumers in Australia show interest in using technology-enabled efficiencies particularly if they are convenient and safe. Gen Y 14% 26% 41% 31%22%
  • 19.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 19 Alternative Powertrains Almost half of Gen Y would prefer to drive an alternative powertrain, five years from now, with preference for hybrid electric engines 43% 12% 45% 21% 8% 6% 6% 4% Hybrid Electric Plug-In Hybrid Battery-powered electric Fuel Cell Compressed natural gas Diesel engines Alternative powertrains GenY Petrol engines 47% 20% 33% 14% 9% 5% 3% 2% Hybrid Electric Plug-in Hybrid Compressed natural gas Battery-powered electric Fuel cell electric Diesel engines Alternative powertrains OtherGenerations Petrol engines Today, 89% of consumers drive petrol, 8% diesel and 3% alternative powertrains.
  • 20.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 
but cost is still a primary motivation 20 Gen Y consumers are willing to pay more for an alternative powertrain
 3X as many Gen Y consumers would prefer to drive a traditional vehicle if it could provide comparable fuel efficiency to vehicles with alternative powertrains. 58% 42% 36% arewillingto pay $2,000 or more Other Generations 44% arewillingto pay $2,000 or more 22% Gen Y 78% 3X as many Gen Y consumers say “My motivation to purchase/lease an alternative powertrain would be driven more by my desire to save money on fuel rather than to save the environment.”
  • 21.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 21 “Manufacturers don’t offer enough alternative fuel engines in vehicles I would actually want to drive” More than half of all consumers feel that there are not enough alternative powertrain options in the market, and two-thirds prefer a broad range of powertrain options in each vehicle model 65% Agree 28% Neutral 7% Disagree Agree 54%Neutral 36% Disagree 10% 37% 20% 40% 46% Gen Y Other Generations 68% 26% Total population Over two-thirds of consumers prefer a range of engine options
. “I would prefer that manufacturers offer a range of engine options for each model that they produce.” “I would prefer that manufacturers offer a specialized line of vehicles that only have alternative engines.” ..with Gen Y showing more interest in the specialized line of vehicles that only have alternative engines. Alternative Engine Preference Agree Neutral 6% Disagree Agree Neutral 35% Disagree 22% Disagree Neutral Agree Note: There was no statistical difference between Gen Y and other generation consumers
  • 22.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights Majority of consumers are supportive of government incentives and standards to switch to alternative powertrains 22 How much do you agree with each of the following statements about vehicles with alternative fuel engines? 68% 64% 73% 64% I would support more government standards that require manufacturers to produce vehicles that have better fuel efficiency. I would support more government programs that reward consumers who switch to or own vehicles with alternative fuel engines and/or high fuel efficiency engines. Gen Y Other Generations Note: “Strongly Agree” and “Agree” responses have been summed up together
  • 23.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 23 Greatest Benefits* *% of respondents indicating they expect significant benefits from these automotive technologies Other Benefits* *% of respondents indicating they expect significant benefits from these automotive technologies vs. Consumers want: ‱ Technology that recognizes the presence of other vehicles on the road ‱ Technology that will let them know when they exceed the speed limit ‱ In-vehicle technologies that would automatically block them from engaging in dangerous driving situations Consumers in Australia believe there are significant benefits from new vehicle technologies, including vehicles that
 Vehicle Technology 76% 67% 36% 34%87% 69% 29% 31% Don't Crash Are highly fuel efficient Are fully connected Driverless vehicles Gen Y Other Generations
  • 24.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 
but they are not willing to pay much with only around a quarter of consumers willing to pay over $2,500 In-vehicle technology that helps them manage daily activities Features that help or make tasks more convenient (e.g. assisted parking, adaptive cruise control, etc.). Easier to customize a vehicle’s technology after purchase/lease To connect their smartphone to use all the applications from the vehicle's dashboard interface 52% Percent of respondents indicating they expect significant benefits from these automotive technologies 28% 24% 12% 6% 3% 27% $2,500 or more $1,000 $500 $250 $100 I wouldn't pay more Consumers' willingness to pay Technology that will let them know when they exceed the speed limit Technologies that block them from engaging in dangerous driving situations 70% Technology that recognizes the presence of other vehicles on the road 73% Safety Technologies Cockpit Technologies 47% 24 Consumers desire safety technologies more than cockpit technologies
 81% Gen Y vs. 69% Other Generations Willing to pay 19% Gen Y vs. 31% Other Generations NOT willing to pay 36% 54%66% 74% 66% Technologies that would report how safely they were driving 54% 53%77%85% 33%63% 28% ... Though Gen Y’s desire for cockpit technologies is higher than other generations Gen Y Other Generations
  • 25.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 25 Autonomous Vehicles *% of respondents indicating they would find the following levels of autonomy desirable Definitions for autonomous (driverless) vehicles:  Basic: Allows the vehicle to assist the driver by performing specific tasks like anti-lock braking (prevent from skidding) and/or traction control (to prevent loss of grip with the road).  Advanced: Combines at least two functions such as adaptive cruise control and lane centering technology in unison to relieve the driver of control of those functions.  Limited: Allows the vehicle to take over all driving functions under certain traffic and environmental conditions. If conditions changed, the vehicle would recognize this and the driver would then be expected to be available to take back control of the vehicle.  Full: Allows the vehicle to take over all driving functions for an entire trip. The driver would simply need to provide an address and the vehicle would take over and require no other involvement from the driver. Source: Based on U.S. Department of Transportation’s National Highway Traffic Safety Administration (NHTSA) Today, most consumers in Australia are interested in basic levels of automation but show declining interest with higher levels of automation, although Gen Y seems more comfortable with advanced levels of autonomy. Limited Self-driving Full Self-driving 81% 66% 64% 40% 42% 28% Gen Y Other generations % 76% Basic Advanced 48%
  • 26.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 5% 10% 31% 21% 18% 14%10% 13% 32% 23% 10% 11% 1 2 3 4 5 >=6 Gen Y Other Generations 26 Time spent by consumers researching possible vehicles Number of brands considered when purchasing or leasing 58%26% 16% More than 10 hours 4-10 hours Less than 4 hours The Customer Experience 15% of Gen Y considers 2 brands or less 85% of Gen Y considers 3 brands or more >=654321 Research is key Over half of all consumers spend more than 10 hours researching and more than three quarters consider 3 or more brands before they purchase or lease a vehicle. 23% of Other Generations consider 2 brands or less 77% of Other Generations consider 3 brands or more
  • 27.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 27 How much of an impact does information from each of the following sources have on your ultimate decision on which vehicle you choose Social networking sites Influencing the purchase decision Gen Y trusts family and friends the most to help them in making a purchasing decision. Salesperson at the dealership Family and friends News articles/media reviews Manufacturer websites 4% 27% 34% 37% 43% 39% 22% 34% 39% 41% 55% 67% Gen Y Other Generations +18% +28% +12%Car reviews on independent websites
  • 28.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 28 9 out of 10 Consumers want an extremely efficient purchase process Average acceptable time per phase for total population Getting info from dealerships Waiting to test drive a vehicle Processing paperwork and registration 32 min 35 min 27 min 25 min 35 min 36 min Processing financing Performing simple maintenance service 37 min 33 min 52 min More than one hour* 65 min Gen Y Other Generations
  • 29.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights Service impacts vehicle sales The cost and quality of the influences two-thirds of consumers' purchase decisions 29 When choosing a vehicle to purchase or lease, how important to you are each of the following attributes? 40% of Gen Y consumers are willing to pay for services that make their lives easier I would pay to have a dealer pick up my vehicle to be serviced and drop off a loaner vehicle Gen Y Other Generations Free routine maintenance 74% 62% 68% 55% Confidence in the dealer’s ability to repair Gen Y Other Generations 29% 40%
  • 30.
  • 31.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 31 Respondents profile 100% 3% 33% 20% 35% 9% Total Respondents 16-18 years Gen Y (Born 1977 - 1994) Gen X (Born 1965 - 1976) Boomers (Born 1946 - 1964) Born before 1946 Respondents by Generation 1% 2% 6% 9% 11% 17% 13% 15% 4% 3% 19% <$10,000 $10,000- $14,999 $15,000- $24,999 $25,000- $34,999 $35,000- $49,999 $50,000- $74,999 $75,000- $99,999 $100,000- $149,999 $150,000- $199,999 $200,000+ Prefernotto answer Household Income Male, 50% Female, 50% Gender of consumers live in urban areas23% of consumers live in suburban areas59% of consumers live in rural areas18% Place of Residence
  • 32.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights 32 Respondents profile 88% 2% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Own Lease Neither own nor lease Vehicle Ownership 1% 4% 25% 42% 13% 5% 3% 7% 0% 10% 20% 30% 40% 50% Convertible Coupe Hatchback Sedan SUV Truck Van/Minivan Wagon Vehicle Type 89% 8% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Gasoline Diesel Compressed natural gas-powered/Hybrid electric Engine Type Duration of Current Ownership 30% 33% 20% 10% 6% < 2 years 2 to <5 years 5 to <8 years 8 to <10 years >=12 years 0% 10% 20% 30% 40%
  • 33.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights
  • 34.
    Confidential and proprietaryto Deloitte 2014 Global Automotive Consumer Study Australia Insights Disclaimer This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collectively the “Deloitte Network”) is, by means of this publication, rendering professional advice or services. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this publication. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/au/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. About Deloitte Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte's approximately 200,000 professionals are committed to becoming the standard of excellence. About Deloitte Australia In Australia, the member firm is the Australian partnership of Deloitte Touche Tohmatsu. As one of Australia’s leading professional services firms. Deloitte Touche Tohmatsu and its affiliates provide audit, tax, consulting, and financial advisory services through approximately 6,000 people across the country. Focused on the creation of value and growth, and known as an employer of choice for innovative human resources programs, we are dedicated to helping our clients and our people excel. For more information, please visit our web site at www.deloitte.com.au. Liability limited by a scheme approved under Professional Standards Legislation. Member of Deloitte Touche Tohmatsu Limited © 2014 Deloitte Motor Industry Services Pty Ltd 34