Estudio Global Del Consumidor Automotriz

2020 Global Automotive Consumer Study
Is consumer interest in advanced

automotive technologies on the move?
Global focus countries
2020 Global Automotive Consumer Study | Global focus countries
To learn more about the Global

Automotive Consumer Study, visit
www.deloitte.com/autoconsumers
2
2020 Deloitte Global Automotive Consumer Study I Global focus countries
For more than a decade, Deloitte has been exploring consumers’ changing
automotive expectations and the evolving mobility ecosystem.
Key insights from our Global Automotive Consumer Study over the years:
2010 Overall value ranked as the primary

factor when evaluating brands
The Global Automotive
Consumer Study helps
inform Deloitte’s work
2011 "Cockpit technology” and the shopping

experience led differentiators
and insights into the
evolution of mobility,
smart cities, connectivity,
2012 transportation, and other

Interest in hybrids driven by cost
and convenience, while interest in
connectivity centers on safety changes transforming
the movement of people
and goods.
2014 Shared mobility emerges as an
alternative to owning a vehicle
2017 Interest in full autonomy grows, but

consumers want a track record of safety
2018
Consumers in many global markets
continue to move away from internal
combustion engines (ICE)
2019 Consumers “pump the brakes” on

interest in autonomous vehicles
3
2020 Deloitte Global

Automotive Consumer Study
From September through October 2019, Deloitte surveyed more than

35,000 consumers in 20 countries to explore opinions regarding a variety
of critical issues affecting the automotive sector, including the development
of advanced technologies. The overall goal of this annual study is to answer
important questions that can help companies prioritize and better position
their business strategies and investments.
Interest in EVs continues to grow around the world
Even in the United States, where significant barriers to EV adoption remain, the number
of people who most want an alternative engine in their next vehicle is growing rapidly.
Interest in AVs stalled in most markets
Consumers in most global markets remain equally split regarding the perceived safety
of autonomous vehicles, but China and India are moving in the wrong direction.
Consumers remain resistant to multimodal mobility
Consumers in Japan, Germany, and the United States are among the hardest to shift, as
fewer than one in five people use multiple modes of transportation in a single trip.
Concerns about privacy and data security remain
Whom consumers trust the most to manage the data being collected and shared by
their vehicle remains firmly up in the air, as original equipment manufacturers (OEMs)
are not necessarily the logical choice.
4
Even as OEMs continue to spend billions on R&D in advanced vehicle features, questions
remain regarding consumers’ willingness to pay for them.
Percentage of consumers that are unwilling to pay more than ~$US500¹ for a vehicle with advanced technologies
Advanced technology category Germany US Japan Republic of Korea China India
Safety 71% 60% 59% 52% 39% 49%
Connectivity 79% 66% 72% 63% 46% 52%
Infotainment 84% 75% 79% 74% 52% 57%
Autonomy 67% 58% 61% 42% 37% 40%
Alternative engine solutions 58% 54% 60% 42% 37% 39%
Unwilling to pay more than... €400 $500 ¥50,000 ₩500,000 ¥2,500 ₹25.000
¹ Calculated for each country in local market currency (roughly equivalent to $US500)
Q7: How much more would you be willing to pay for a vehicle that had each of the technologies listed below and that met your wants and needs?
Sample size: Germany=3,002; US=3,006; China=3,019; India=3,022; Japan=3,056; Republic of Korea=3,013
However, there is some evidence to suggest that consumer willingness to pay at least
something for advanced technologies has improved over the last few years.
Percentage of consumers who are unwilling to pay any more for…
Autonomous technologies Alternative engine technologies
50%
41% 42%
38%
34%
31% 30% 35% 34%
33% 31%
25% 29%
18%
23%
13% 16%
11% 10%
8% 9% 7% 7%
7%
Germany US Japan Republic India China Germany Japan US Republic India China
of Korea of Korea
2017 2020 2017 2020
Q7. How much more would you be willing to pay for a vehicle that had each of the technologies listed below and that met your wants and needs?
Sample size (2020/2017): Germany=3,002/1,740; US=3,006/1,754; China=3,019/1,738; India=3,022/1,739; Japan=3,056/1,745; Republic of Korea=3,013/1,708
5
What do consumers think

about connected vehicles?
Consumers are split on the benefits of increased vehicle connectivity.

Consumers in India and China are embracing the idea at more than twice
the rate than consumers in Germany.
Percentage of consumers who feel that increased vehicle connectivity will be beneficial
India
China
Republic of Korea
Japan
US
80% Germany
76%
36%
46%
56% 49%
Note: Percentage of respondents who strongly agreed or agreed have been added together; did not consider “NA/Don’t know“ responses
Q3. To what extent do you agree with the following statements regarding future vehicle technology?
Sample size: Germany=2,862; US=2,922; India=2,979; China=2,980; Japan=2,912; Republic of Korea=2,974
6
Consumer opinions also differ on specific concerns around connectivity, including

the security of biometric data generated and shared by connected vehicles.
Percentage of consumers who are somewhat/very concerned about the concept of biometric data
being captured and shared with external parties
69%
62% 59%
42% 40% 40%
India Germany US Republic of Korea Japan China
Note: Biometric data refers to information about the vehicle occupant(s), such as heart rate, blood pressure, and blood alcohol level
Q34. As vehicles become more and more connected to the Internet, how concerned would you be if the following types of data were shared with your vehicle manufacturer,
dealer, insurance company, and/or other third parties?
People are also concerned about who would best manage the data being
generated and shared by the vehicle.
Consumer preference regarding the type of entity they would most trust to manage the data
being generated and shared by a connected car
Japan 46% 18% 10% 6% 20%
Republic of Korea 36% 8% 2% 18% 36%
India 35% 4% 10% 15% 36%
Germany 28% 29% 8% 17% 18%
US 26% 26% 9% 5% 34%
China 24% 2% 18% 19% 37%
OEM No one Dealer Government Other
Note: The “other” category includes financial service providers, insurance companies, cellular service providers, and cloud service providers
Q36. In a scenario where you owned a connected vehicle, which of the following entities would you trust the most to manage the data being generated and shared?
7
OEMs may also struggle to get consumers to pay for advanced connectivity
features in some markets, even when it means increasing road safety.
Extra amount that consumers would pay for a vehicle that could communicate with other
vehicles and road infrastructure to improve safety
15% 28% 21% 31% 53% 60%
39%
51%
41%
55%
46% 41%
35%
31%
28%
14%
6% 5%
Germany US Japan Republic of Korea India China
None A little More than a little
Note: Definition for “a little” is less than or equal to: DE (€600); US ($500); JP (¥50,000); IN (₹25,000); CN (¥2,500); KR (₩500,000)
Q37. How much more would you be willing to pay for a vehicle that had the following connectivity technologies?
8
What do consumers think about

autonomous vehicle technology?
Consumer perception regarding the safety of self-driving vehicles

remains stalled since last year, and countries like India and China are
reversing course.
Percentage of consumers who agree that autonomous vehicles will not be safe
58% 57%
54%
50% 48% 50% 49%
47% 48% 47% 47% 46% 45% 47% 45%
35%
26% 25%
India US Japan Republic of Korea Germany China
2018 2019 2020
Sample size: Germany=2,950 [2020], 1,733 [2019], 1,705 [2018]; US=2,950 [2020], 1,720 [2019], 1,730 [2018]; China=2,988 [2020], 1,735 [2019], 1,724 [2018]; India=2,945
[2020], 1,725 [2019], 1,728 [2018]; Japan=2,976 [2020], 1,717 [2019], 1,680 [2018]; Republic of Korea=2,999 [2020], 1,715 [2019], 1,722 [2018]
Reports of accidents involving autonomous vehicles have had a significant

and lasting impact on consumers’ view of the technology.
Percentage of consumers who feel that media reports of accidents involving autonomous
vehicles has made them more cautious of the technology
72% 70% 68%

59% 58%
55%
Republic of Korea India US Germany Japan China
9
More than half of consumers in India and the United States are concerned
about the idea of autonomous vehicles being tested in areas where they live.
Percentage of consumers who are somewhat/very concerned with fully autonomous vehicles
being tested on public roads where they live
India 57%
US 51%
Republic of Korea 48%
Germany 46%
Japan 41%
China 32%
Note: Percentage of respondents who said “somewhat concerned” or “very concerned” have been added together
Q4. How concerned are you with each of the following scenarios?
A strong majority of consumers in India, China, and the Republic of Korea would
feel more comfortable to ride in an AV if they were government-certified.
Percentage of consumers who feel that government safety certification makes them more likely
to ride in a self-driving car
India 80%
China 77%
Republic of Korea 74%
US 57%
Germany 42%
Japan 42%
Note: Percentage of respondents who said somewhat more likely or significantly more likely have been added together; did not consider “Don’t know” responses
10
Consumer trust in manufacturers to bring AV technology to market

continues to decline in the United States and Japan while remaining largely
unchanged in other markets.
Percentage of consumers that would most trust traditional automakers to bring fully
autonomous technology to market
76%
68%
65%
47% 48%
41%
39% 37% 37%
35%
33%
30% 31%
29% 30%
28%
25%
22%
China India US Germany Republic of Korea Japan
2018 2019 2020
Q6. Which of the following type of company would you trust the most to bring fully autonomous (self-driving) vehicle technology to the market?
[2020], 1,725 [2019], 1,728 [2018]; Japan=3,056 [ 2020], 1,770 [2019], 1,762 [2018]; Republic of Korea=3,013 [2020], 1,715 [2019], 1,722 [2018]
11
Trust in existing technology companies continues to grow across some

markets, with India being the notable exception.
Percentage of consumers that would most trust an existing technology company to bring fully
autonomous technology to market
41%
39%
33% 31% 33%
30% 28%
28%
24% 25%
19% 20% 19%
17% 15% 15%
12%
10%
India China Germany US Japan Republic of Korea
2018 2019 2020
Sample size: Germany=3,002 [2020], 1,733 [2019], 1,705 [2018]; US=3,006 [2020], 1,720 [2019], 1,730 [2018]; China=3,019 [2020], 1,735 [2019], 1,724 [2018] India=3,022
Trust in a new player that specializes in autonomous vehicle technology also

inches up in some markets.
Percentage of consumers that would most trust a new company that specializes in autonomous
vehicles to bring fully autonomous technology to market
58%
53%
45% 47% 47%
44%
37% 36%
30% 32% 33%
29%
27% 25%
23%
14% 15%
12%
Republic of Korea China India US Germany Japan
2018 2019 2020
12
What do consumers think

about new mobility models?
Global consumers are unanimous in their support for greater access to

mass transit as the top method to reduce traffic congestion.
Ways to reduce traffic congestion Republic

China Germany India Japan of Korea US
Road tolls/congestion charges 7% 7% 15% 16% 7% 8%
High-occupancy express lanes 14% 8% 21% 8% 9% 21%
Greater access to mass transit 41% 62% 22% 46% 52% 44%
V2V connectivity 20% 9% 21% 10% 15% 13%
Regulations that restrict car use 12% 5% 14% 15% 13% 6%
Creation of low- or zero-emission

6% 5% 6% 3% 3% 4%
zones
Other 0% 4% 1% 2% 1% 4%
Top option
Q43: In your opinion, what is the best way to reduce traffic congestion?
Sample size: Germany=3,002; US=3,006; China=3,019; India=3,022; Japan=3,056; South Korea=3,013
But the idea of combining different modes of transportation into a single trip
remains largely an occasional behavior for most consumers.
Frequency that consumers use multiple modes of transportation in the same trip
Republic of Korea 9% 54% 37%
India 11% 59% 30%
China 13% 60% 27%
Japan 21% 58% 21%
Germany 32% 51% 17%
US 39% 48% 13%
Never Rarely 1+ per week
Q39. How often do you use multiple modes of transportation in the same trip (e.g., a trip using a subway, commuter train, and your own vehicle)?
13
The number of people reporting regular usage of ride-hailing services has

increased in the last few years as consumers see multiple benefits, such as…
Frequency of ride-hailing usage
2017 2020
4% 7% 23% 19% 43% 47% 3% 4% 11% 11% 26% 32%

9% 19% 20%
20%
51% 52%
87%
31%
22% 78%
76%
73% 59%
57%
32%
55%
38%
50%
38% 37%
25%
15% 15%
11%
JP DE US KR CN IN JP DE US KR CN IN
Never Rarely 1+ per week
Q40. How often do you currently use ride-hailing services?

Sample size: Sample size: Germany=3,002 [2020], 1,752 [2017]; US=3,006 [2020], 1,768 [2017]; China=3,019 [2020], 1,751 [2017]; India=3,022 [2020], 1,754 [2017]; Japan=3,056
[2020], 1,752 [2017]; Republic of Korea=3,013 [2020], 1,759 [2017]
14
…an ability to multitask, lower costs versus owning a vehicle, reduced concerns
regarding drunk driving, and finding a place to park.
Top three benefits of using ride-hailing services (2019)
US India
No need to find or pay for parking 21% Ability to multitask (e.g. text/check email/watch a video) 32%
Ability to multitask (e.g. text/check email/watch a video) 21% Less costly than owning/driving a car 24%
No worries about alcohol consumption 19% Better for the environment 16%
Germany China
Less costly than owning/driving a car 27% Ability to multitask (e.g. text/check email/watch a video) 30%
Better for the environment 19% No worries about alcohol consumption 17%
Ability to multitask (e.g. text/check email/watch a video) 18% No need to find or pay for parking 17%
Japan Republic of Korea

Ability to multitask (e.g. text/check email/watch a video) 21% Less costly than owning/driving a car 33%
Less costly than owning/driving a car 21% No need to find or pay for parking 16%
No worries about alcohol consumption 20% Ability to multitask (e.g. text/check email/watch a video) 16%
Q36b: What is the most important benefit of using a ride-hailing service?

Sample size: Germany=360; US=1,015; China=1,465; India=1,576; Japan=239; Republic of Korea=668
15
For the most part, consumers prefer to use ride-hailing services as a

replacement for a traditional taxi.
Consumer preferences regarding the usage of ride-hailing services
74%
63% 62%
57%
56% 53%
49%
29%
42%
35% 35% 34%

32% 31%
29% 30%
27% 27%
India China US Republic of Korea Germany Japan
Prefer to use ride-hailing instead of a traditional taxi Prefer to use ride-hailing instead of their own vehicle
Note: Percentage of respondents who strongly agreed or agreed have been added together
Q41. To what extent do you agree with the following statements?
Sample size: Germany=723; US=1,874; China=2,557; India=2,670; Japan=667; Republic of Korea=1,892
16
Having said that, younger people appear to be more in tune with alternative
mobility, even to the point of wondering if they still need to own a vehicle.
Percentage of ride-hail users that question whether they need to own a vehicle going forward
(by generation)
64%
58%
49% 49%
45%
40% 41% 41% 41%
37% 38%
32% 33%
30% 30%
28%
25%
20%
India Japan China Germany US Republic of Korea
Pre/Boomers Gen X Gen Y/Z
Average across all generations
Overall
61% 42% 43% 37% 32% 33%
Q42. Does your use of ride-hailing services make you question whether you need to own a vehicle going forward?
Sample size: Germany=Pre/Boomers (115), Gen X (154), Gen Y/Z (454); US=Pre/Boomers (529), Gen X (337), Gen Y/Z (1,008); China=Pre/Boomers (329), Gen X (394), Gen Y/Z
(1,834); India=Pre/Boomers (342), Gen X (423), Gen Y/Z (1,905); Japan=Pre/Boomers (180), Gen X (155), Gen Y/Z (332); Republic of Korea = Pre/Boomers (354), Gen X (536),
Gen Y/Z (1,002)
17
What do consumers think about

electric vehicle (EV) technology?
Interest in alternative powertrain technology continues to expand, as fewer
people want traditional internal combustion engines (ICE) in their next vehicle.
Consumer powertrain preferences for their next vehicle
Alternative powertrain YoY
59% 27% 8% 6%
US
41% 29%
51% 25% 15% 9%
India
49% 39%
49% 31% 9% 11%
Germany 51% 37%
57% 65%
43% 33% 19% 5%
China
58% 43%
42% 37% 11% 10%
Republic of Korea
37% 47% 12% 4%

Japan 63% 59%
2020 2019
Gas/diesel (ICE) Hybrid electric (HEV) Battery electric vehicle (BEV) Other
Note: “Other” category includes ethanol, CNG, and hydrogen fuel cell
Q52. What type of engine would you prefer in your next vehicle?
18
Interest in battery electric vehicles (BEVs) would rise if fossil fuel prices increased significantly.
Percentage of consumers (cumulative) who are much more likely to consider BEVs if gasoline prices reach
US Germany Japan
73%
67% 60%
58% 56% 50% 55%
51%
46% 39%
39% 34%
20% 18%
15%
3.81 4.57 5.33 6.09 > 6.09 1.83 2.19 2.56 2.92 > 2.92 176 212 247 282 > 282
US dollar per gallon Euro per liter Yen per liter
China India Republic of Korea
88%
78% 76% 81% 76%
69%
60% 63% 61%
48% 46%
34% 31%
21%
13%
9.00 10.80 12.60 14.40 > 14.40 95 114 133 152 > 152 1,864 2,237 2,610 2,983 > 2,983
Yuan per liter INR per liter Won per liter
Note: Remaining percentage of consumers for each nation are those for whom price of gasoline is not a deciding factor in whether to choose a BEV or not and those who said
“Don’t know”
Q29. At what price for gasoline would you be much MORE likely to consider buying or leasing an all-battery-powered electric vehicle (BEV)?
19
Lower emissions, as well as lower operating costs, are the primary reasons
consumers consider hybrids or BEVs.
Reasons consumers consider hybrids or BEVs
7% 5% 6% 9% 3% 8%
3%
5% 5% 5%
11% 6%
4% 11%
12% 51%
7%
38%
5%
8%
24% 47%
21%
34%
56%
54%
47%
38% 38%
32%
India Germany US China Republic of Korea Japan
Lower emissions Lower vehicle operating costs Rebates/tax incentives

Social status/keeping up with latest technology Vehicle brand/other
Q54. What is the main reason you are considering an electrified vehicle?
Sample size: Germany=865; US=869; China=1,345; India=1,060; Japan=998; Republic of Korea=1,311
20
Consumers in some countries are not willing to pay very much extra for an EV.
Germany US Japan
5% 6% 9%
11% 12% 9%
34% 34%
17% 43%
18%
19%
24% 29% 30%
>€2,500 €800–2,500 >$3,000 $1,000–3,000 >¥300,000 ¥100,000–300,000

<€800 Wouldn’t pay more <$1,000 Wouldn’t pay more <¥100,000 Wouldn’t pay more
Don’t know Don’t know Don’t know
Republic of Korea China India

5% 2% 10% 2% 10%
20% 14%
18%
31%
28%
21%
20% 37% 53%
29%
>₩3 million ₩º1–3 million >¥15,000 ¥5,000–15,000 >₹300,000 100,00–300,000
<₩1 million Wouldn’t pay more <¥5,000 Wouldn’t pay more <₹100,000 Wouldn’t pay more
Don’t know Don’t know Don’t know
Q25. How much more would you be willing to pay for an electric vehicle compared to a similar vehicle with a traditional internal combustion engine?
21
Expectations regarding the acceptable range of a BEV are quite significant,

even though daily transportation requirements are modest by comparison.
Minimum driving range consumers are expecting from a BEV (miles)
On average, how
far do you drive
each day (miles)?
100 mi. 50 mi. Don't know
100 mi. 50 mi. Don't know 1%
100 mi. 50 mi. 1%
Don't
1% know
1% 1%
1%
34%
34% 34%
34% 20% 6%
20% 6% 5%
5%
Germany
Germany
Germany
34% 34%
25
20% 6% 5%
22%
22% 19%
19% 22%
22% 12% 5%
12% 5% 20%
20%
US
US
US
22% 19% 22% 12% 5% 27 20%
15% 23% 24% 12% 3%

3% 23%
14
15% 23% 24% 12% 23%
Japan
Japan 15% 23% 24% 12% 3% 23%
Japan
2%
2%
2%
17%
17% 38%
38% 29%
29% 11% 3%
11% 3%
China
China
China
17% 38% 29% 30 11% 3%
20%
20% 25%
25% 26%
26% 15% 4%
15% 4% 10%
10%
RepublicofofKorea
Republic Korea
Republic of Korea
20% 25% 26% 15%
224% 10%
7%
7% 15%
15% 30%
30% 28%
28% 14%
14% 6%
6%
India
India
India
7% 15% 30% 28% 32 14% 6%
400 mi. 300 mi. 200 mi. 100 mi. 50 mi. Don’t know
Q27. What is the minimum driving range that an all-battery-powered electric vehicle (BEV) needs to have?
22
In addition, a large proportion of consumers are willing to wait at least

30 minutes to fully charge a BEV.
Amount of time consumers are willing to wait to fully recharge a BEV
40%
35% 35%
34%
30% 30%
29% 29%
27%
26%
24%
23%
22%
20%
18%
17%
16% 16%
14%
% 13%
12%
9% 9%
7% 7%
6%
3%
2% 2%
1%
Republic of Korea Germany Japan US India China
Less than 10 mins 10 mins to less than 30 mins 30 mins to less than 1 hour 1 hour to less than 4 hours 4 hours or more
Note: Sum of percentages for a country may not add up to 100%, as “Don’t know” percentage is not shown above
Q28: How long should it take to fully recharge an all-battery-powered electric vehicle (BEV)?
23
A majority of consumers across markets agree that it is the responsibility of

either OEMs or governments to set up a network of charging stations.
Consumer opinions on whom they think is responsible for building publicly accessible EV charging
stations and other infrastructure
1% 3% 1% 1%
11% 16% 20% 13% 25%
21%
23%
12%
19%
21%
21%
50% 22%
27% 31%
29%
19%
31%
38% 36%
34%
30%
24%
21%
Japan US India China Republic of Korea Germany
Vehicle manufacturers Government Existing fuel companies Electric utilities Other
Q31. In your opinion, who should be primarily responsible for building publicly accessible electric vehicle charging stations and other EV infrastructure?
24
About the study
Global study coverage
The 2020 study includes more than 35K consumer responses across 20 global markets.
Belgium United Kingdom Germany Austria

(n=1,286) (n=1,264) (n=3,002) (n=1,279)
Canada
(n=1,296)
France
United States (n=1,266)
Japan
(n=3,006)
Spain (n=3,056)
(n=1,268) Republic
Mexico
(n=1,262) of Korea
Italy (n=3,013)
(n=1,274)
China
Turkey (n=3,019)
(n=1,268)
India
(n=3,022) Australia
(n=1,253)
South Africa
Malaysia Thailand Indonesia
(n=1,260)
(n=1,279) (n=1,258) (n=1,268)
Southeast Asia (n=3,805)
Study methodology
The study is fielded using an online panel methodology, where consumers of driving age are invited to complete the
questionnaire (translated into local languages) via email. It was fielded in 20 countries and designed to be nationally
representative of the overall population in each market.
Note: “n” represents the number of survey respondents in each country
25
The study is fielded using an online panel and designed to be nationally

representative of the overall population in each market.
US Germany Japan China India Republic of Korea
13% 12% 21%

39% 37% 42% 33% 17% 16%
44% 46% 49%
70% 72%
30%
17% 21% 21%
Pre/Boomers Gen X Gen Y/Z
47% 53% 52% 48% 52% 48% 48% 52% 57% 43% 55% 45%
n=3,006 n=3,002 n=3,056 n=3,019 n=3,022 n= 3,013
Male Female
Note: “n” represents the number of survey respondents in each country

Note: Pre/Boomers: Born before 1965; Gen X: Born between 1965 and 1976; Gen Y/Z: Born after 1976 (sample excludes consumers under 18 years of age)
26
Contacts
Joseph Vitale Jr. Craig Giffi Thomas Schiller

Global Automotive Leader Vice Chairman Automotive Leader, Europe and Germany
Deloitte Touche Tohmatsu Limited Global Managing Principal, Deloitte Insights Deloitte Germany
[email protected] Deloitte LLP [email protected]
[email protected]
Karen Bowman Marco Hecker Jung Hee Bae

US Automotive Leader Automotive Leader, China Automotive Leader, Republic of Korea
Deloitte Consulting LLP Deloitte China Deloitte Korea
[email protected] [email protected] [email protected]
Rajeev Singh Yoshitaka Tanaka

Automotive Leader, India Automotive Leader, Japan
Deloitte India Deloitte Japan
[email protected] [email protected]
Ryan Robinson Steve Schmith

Automotive Research Leader Global Automotive Marketing Leader
Deloitte LLP Deloitte Services LP
[email protected] [email protected]
27
This publication contains general information only and Deloitte is not, by means
of this publication, rendering accounting, business, financial, investment, legal,
tax, or other professional advice or services. This publication is not a substitute
for such professional advice or services, nor should it be used as a basis for any
decision or action that may affect your business. Before making any decision or
taking any action that may affect your business, you should consult a qualified
professional adviser. Deloitte shall not be responsible for any loss sustained by
any person who relies on this publication.
About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK
private company limited by guarantee (“DTTL”), its network of member firms,
and their related entities. DTTL and each of its member firms are legally
separate and independent entities. DTTL (also referred to as “Deloitte Global”)
does not provide services to clients. In the United States, Deloitte refers to one
or more of the US member firms of DTTL, their related entities that operate
using the “Deloitte” name in the United States, and their respective affiliates.
Certain services may not be available to attest clients under the rules and
regulations of public accounting. Please see www.deloitte.com/about to learn
more about our global network of member firms.
Copyright © 2020 Deloitte Development LLC. All rights reserved.

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2020 Global Automotive Consumer Study

Is consumer interest in advanced

To learn more about the Global

2010 Overall value ranked as the primary

2011 "Cockpit technology” and the shopping

2012 transportation, and other

2017 Interest in full autonomy grows, but

2019 Consumers “pump the brakes” on

2020 Deloitte Global

From September through October 2019, Deloitte surveyed more than

Interest in EVs continues to grow around the world

Interest in AVs stalled in most markets

Consumers remain resistant to multimodal mobility

Concerns about privacy and data security remain

Advanced technology category Germany US Japan Republic of Korea China India

Safety 71% 60% 59% 52% 39% 49%

Connectivity 79% 66% 72% 63% 46% 52%

Infotainment 84% 75% 79% 74% 52% 57%

Autonomy 67% 58% 61% 42% 37% 40%

Alternative engine solutions 58% 54% 60% 42% 37% 39%

Percentage of consumers who are unwilling to pay any more for…

Autonomous technologies Alternative engine technologies

What do consumers think

Consumers are split on the benefits of increased vehicle connectivity.

Consumer opinions also differ on specific concerns around connectivity, including

42% 40% 40%

India Germany US Republic of Korea Japan China

Sample size: Germany=3,002; US=3,006; China=3,019; India=3,022; Japan=3,056; Republic of Korea=3,013

Japan 46% 18% 10% 6% 20%

Republic of Korea 36% 8% 2% 18% 36%

India 35% 4% 10% 15% 36%

Germany 28% 29% 8% 17% 18%

US 26% 26% 9% 5% 34%

China 24% 2% 18% 19% 37%

OEM No one Dealer Government Other

15% 28% 21% 31% 53% 60%

Germany US Japan Republic of Korea India China

None A little More than a little

What do consumers think about

Consumer perception regarding the safety of self-driving vehicles

India US Japan Republic of Korea Germany China

2018 2019 2020

Reports of accidents involving autonomous vehicles have had a significant

72% 70% 68%

Republic of Korea India US Germany Japan China

Republic of Korea 48%

Republic of Korea 74%

Consumer trust in manufacturers to bring AV technology to market

China India US Germany Republic of Korea Japan

2018 2019 2020

Trust in existing technology companies continues to grow across some

India China Germany US Japan Republic of Korea

2018 2019 2020

Trust in a new player that specializes in autonomous vehicle technology also

Republic of Korea China India US Germany Japan

2018 2019 2020

What do consumers think

Global consumers are unanimous in their support for greater access to

Ways to reduce traffic congestion Republic