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uncommon senseLife in the fast lane Global Automotive Disruption Speedometer 2019Our research covers 10,029 consumers across 5 countries.Global Automotive Disruption Speedometer 2019The world of automotive is in a period of unprecedented change: subscription models, car sharing, electric and autonomous collectively will transform the landscape for all companies in the automotive value chain and represent significant opportunities for winners. But how fast is the hype turning into reality?To find out, OC consumers still prefer their own exclusive vehicle.66%of Europeans and Americans would not trust an autonomous vehicle.Whereas 72% of Chinese consumers would trust one. Even if it could drive itself, 76% (France) 88% (USA) still want their own exclusive car, rather than access to a pool of robotaxis.Instead of replacing private cars, Autonomous looks set to democratise what the super-rich have today: your own private driver.Most users want to retain exclusive access to vehicles on a bundled subscription basis that takes away the hassles and risk of ownership. 43% (USA) to 68% (China)of consumers would like to bundle servicing.45% (USA) to 80% (China)would like to bundle insurance.23% (Germany) to 63% (China)would consider an all-inclusive subscription including the ability to swap cars.04 Life in the fast laneOC 17% of drivers will consider a mobility option instead of ownership at next replacement, equal last with UK.There is some excitement about autonomy 37% would like to try it, and 24% would prefer a pool of autonomous cars to their own exclusive vehicle.OC however, this isnt high minded environmental concerns, the #1 reason for not getting a car is that they cant afford it.Germans are beginning to seriously consider mobility alternatives, at next replacement,22% of Germans would consider mobility options instead of a car.However, old habits die hard and there is attachment to the combustion engine, with the second lowest rates of consideration of electric vehicles in our survey; only 7% reported they will “definitely” buy one next time they replace.Germans are one of the most sceptical countries on autonomy;67% would not trust an autonomous vehicle.As the home of European motoring, there is a surprisingly low importance attached to cars by GermansLife in the fast laneOC 60% want to bundle servicing and breakdown cover, 56% would like to bundle insurance with their monthly payment.Consideration of mobility options was the lowest in the survey 22% would consider in addition to or instead of their own vehicle. Consideration of full subscription type models is still middle of the pack with c.29% interested in a fully inclusive monthly subscription with ability to swap cars.UK consumers show increasing momentum towards electrified vehicles; 19% will seriously consider one at their next replacement, up from 11% last time.Like other European countries, there is scepticism of autonomous vehicles; 67% would not trust one.#5 USAThe spiritual home of the automobile and the open road will consider car sharing but has less interest in other changes.The USA remains as car-focused as you might expect with 84% seeing the car as essential to getting around and 65% seeing it as an important part of growing up.USA-based millennials remain almost as car-focused with 73% seeing the car as essential to getting around and 53% seeing it as a status symbol.Owning the metal is still important to many Americans, the USA had the second lowest consideration of a subscription model, at 27%.As the home of Silicon Valley tech firms, consideration of car sharing and other mobility options is higher than Europe with c.28% considering mobility options instead of, or in addition to a car.Electric/hybrid vehicle consideration remains low only 19% see themselves as likely to consider one next time they replace, the joint lowest in our survey.Even in the home of Uber and Waymo 70% would not trust autonomous vehicles, the highest in our survey.OC&C Life in the fast lane010 |OC&C OC&C Life in the fast lane Do consumers still care about havingtheir own car?Reports of the death of the private car are greatly exaggerated. Consumers still see a strong role for having a car of their own, where consistent majorities in all countries saw the car as essential, even those in urban city locations. In the USA, 73% of 18-29 year olds see a car as essential to getting around, closely followed by aspirational China where 78% see a car as essential and 46% see it as an important status symbol. Even amongst the young “Generation Rent”, the car remains a passport to freedom with high importance. Despite earning a reputation for focusing on experience over material goods and subscribing rather than owning, amongst 18-29 year olds 49% (Germany) to 79% (China) see a car as essential to getting around and 34% (Germany) to 53% (USA) still see the car as a status symbol.In the USA 84% see a car as essential to getting around10 |OC&C Life in the fast laneAcross all these metrics there is a striking erosion of appetite for car usage amongst German consumers where in the home of the premium marques like BMW and Mercedes only 24% see a car as a status symbol.
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