2020年德国汽车消费者调查-2021.01正式版

AUTOMOTIVEEXCELLENCE

STARTSWITHUS.

SHORT

VERSION

ENGLISH

DAT

REPORT

2020

dat.de

Shortversion

Keypointsofthe

DATReport2020

Ostfildern/Berlin(January23,2020)–DeutscheAutomobilTreuhandGmbH(DAT)presentstheresultsofthecurrentDATReport2020.Thisannualstudyhasbeenpublishedfor46yearsandisbasedonarepresentativesurveyofconsumersastotheirbehaviourwhenbuyingacarandvisitingtherepairshop.TheDATReportalsogetstogripswithtopicalquestionspertainingtopeople’srelationshiptotheircar,carsharing,carsubscriptionsandelectricmobility.

Hereisasummaryoftheresults.

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Automotivestatusquo

A

Attitudestothecar

New-car

Used-car

Car

Source:DAT

buyers

buyers

owners

Thesightofmycaralwaysmakemehappy

80%

68%

55%

Drivingisfun

91%

85%

79%

WithoutacarIwouldfeelrestrictedinmymobility

91%

88%

84%

Isometimesgoforadrivejustforfun

40%

40%

18%

1|Overwhelminglypositiveattitudetowardsthecar:80%ofprivatenew-carbuyers

A2

reportedthatthesightoftheircarmakesthemhappy.Over90%saidtheyenjoyeddriving

andwouldfeelrestrictedintheirmobilitywithoutacar.40%evensaidtheygoforadrivejust

forfun.Theseverypositiveattitudestowardsthecararebasedonarepresentativesurveyof

privatenew-carbuyers.Peoplewhoboughtpre-ownedcarsin2019takeasimilarview,albeit

withslightlylowerpercentages.Thesurveyrevealedthefollowingabouttheaveragecar

owner/driverinGermany:onaverage,hehasownedhisvehicleforalittleoverfiveyearsand

onlyaboutoneintwosaysthesightofhiscarmakeshimhappy.Althoughjustunderonein

fivemighttakeadrivejustforfun,nearly80%affirmedthattheyenjoydriving.84%saidthat

theyfelttheirmobilitywouldberestrictedwithoutacar.Forthefirsttime,motoristswerealso

askedfortheirassessmentofthecurrenttrafficsituationonGermanroads:80%ofcar

ownerscomplainedofhighvolumesoftrafficandmoretrafficjamsthanever.

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2|Increasedwillingnesstospendmoneyonalower-emissionscar:Thecarbuyerswereaskedwhethertheywouldbepreparedtopaymoretobuyacarthatconsumedlessfuel.68%(2018:55%)of

A6 new-carbuyersand58%(2018:48%)ofused-carbuyerssaidtheywould.WhenaskedwhethertheyfeltthesameaboutacarwithlowerCO₂emissions,53%(45%)ofnew-carbuyersand39%(36%)ofused-carbuyersconfirmedthattheywerewillingtospendmore.

3|Acceptanceofcarsharingasanalternativetoowningacarisstilllow:Depiterisingnumbersofcar-sharingvehiclesandthemediacoverageofthetopic,acceptanceremainslow–amongthecarbuyerssurveyed,atleast–althoughthefigureshaverisenslightlyinrecentyears.In2015,only9%ofthe

A7 new-carbuyerssaidtheycouldimagineacar-sharingvehicleasanalternativetotheirowncar.Inthecaryear2019,thisfigurehasclimbedto16%.Amongtheused-carbuyers,asmanyas14%in2015and18%to-daycouldimagineusingcar-sharingasanalternativetohavingtheirowncar.

4|Assistancesystemsareviewedpositively:

Despitetheircomplexity,consumersseethemultitude

ofavailableassistancesystemspositively.90%ofthe

A12 new-carbuyersand77%ofthecarownerstooktheviewthattheyimprovedactiveandpassivesafety.Almostasmanyagreedthatassistancesystemsmadedrivingeasierormorepleasant.Theriskofhigherrepaircostsintheeventofdamagewasviewedcriticallyby59%ofthenew-carbuyersand74%ofthecarowners.

A

Carbuyers’willingness

tospendmore

Source:DAT

Wouldpaymoreforacar

ifithadlower...

…fuelconsumption

New-carbuyers

68%

Used-carbuyers

58%

...CO2emissions

53%

39%

A Car-sharingasanalternativetoowningacar

Source:DAT

Yes,wouldconsiderit;guresinpercent

New-car

2019

16

2015

buyers

9

Used-car

2019

18

2015

buyers

14

A Attitudesto

assistancesystems

Source:DAT Figuresinpercent

Assistancesystems...

90

89

79

77

74

59

New-car

Used-car

buyers

buyers

...makedriving ...makedriving ...resultinhigher/rising

safer easier/morepleasant repaircosts

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Buyingacar

1|Importanceofthetestdrivesignificantlyhigher:Asasourceofinformation,thetestdrivehasgainedconsiderablycomparedtothepreviousyear.Inthelistof“offlinesourcesofinformation”,itrankssecondforbuyersofusedcarsandthirdforbuyers

P17 ofnewcars.86%ofallused-carbuyersand78%ofnew-carbuyerstookatestdrivebeforebuying.Of

thesecarbuyers,15%and16%respectivelywouldevenbewillingtopayforatestdriveifthechargewassubsequentlydeductedfromthepurchaseprice.

2|Retailtraderatedhighlybycarbuyers:

81%ofused-carbuyerswhoboughttheircarfroma

P22 franchiseddealership,andlikewise81%ofnew-carbuyers,affirmedthattheywereadvisedwith‘heartandsoul’whenbuyingacar.Nevertheless,only

30%ofused-carand45%ofnew-carbuyersactuallyboughtanothercarfromthesamedealer.

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P Testdriveintheused-carpurchasingprocess

Source:DAT

Total

Used-carbuyers86%

Franchiseddealers

91%

Independentdealers

90%

Privatesale

77%

P Thedealer:attitudesofused-carbuyers

Source:DAT

30%

81%

89%

74%

64%

Franchised

Independent

dealers

dealers

Mycurrentcarisfromthesamedealerasbefore

12%

Iwasadvisedwith“heartandsoul”andshownpossiblealternatives

57%

FeltIgotthebesto•er

70%

Imadeuseofotherservicesthere(workshop/accessories)

23%

Wouldbuymynextcarfromthesamedealer

48%

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P

Used-carpricespaidbydierentbuyergroups

Source:DAT

18,300€

13,980€

13,430€

13,910€

10,730

12,240€

10,040

€

€

12,470€

6,880€

Women Men Average German German Import First-time ReplacementAdditional-car

used-carprice brands premiumbrands brands buyers buyers buyers

P

New-carpricespaidbydierentbuyergroups

Source:DAT

47,770€

37,880€

37,200€

34,610€32,950€

28,700€

24,900

€

33,580

€

21,620€

Women Men Average German German Import First-time ReplacementAdditional-car

new-carprice brands premiumbrands brands buyers buyers buyers

P30

P47

P49

3|Strongwillingnesstoinvestwhenbuyingacar:Theaveragepricepaidforausedcarin2019wasEUR12,470.Thisisthehighestpricesincethissurveybegan.ThesumofEUR16,470waspaidwhenbuyingfromfranchiseddealers,andEUR8,530ontheprivatemarket.

In2019,theinvestmentinafactory-newcarwasEUR33,580–anotherrecordfigure.Thesepricesaretheaverageoftheactualpricespaidandnotthemanu-facturers’listprices.

4|Soundincreaseinproportionofprivateleasing:Atotalof22%ofallnewcarsboughtbyprivateindividualsin2019wereleased,ariseofeight

percentagepointsover2018.Consideringallleasedandfinancedvehiclestogether,77%ofallnewcarswereboughtinthisway,andonly23%werepaidforoutright.

5|Increaseduseoftheinternetwhenbuyingacar:Over80%ofthosewhoboughtacarusedthe

internettogatherinformation.New-carbuyerslookedP35forinformationaboveallonthemanufacturers’web-

sitesandusedthenew-carconfiguratorsintegratedthere.Thenew-carportals,whichwereinfirstplacelastyear,havenowslippeddownintothird.Atotalof10%ofallnewcarspurchasedbyprivateindividualswereboughtthroughthiskindofportal.

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P Financingofallnewcars

Source:DAT

23%

55%

22%

nonance

partly/fullynanced

leased

2018:25%

2018:61%

2018:14%

Buyersofusedcarssoughtinformationaboveallontheestablishedonlineplatforms;however,likelastyear,justunder20%ofallusedcarswereboughtwithoutthehelpoftheinternet.

FOCUSTOPIC“Alternativedrivesystems”

Inthespecialchapterdedicatedtoalternativedrivesystems,weanalysenotonlytheactualsalesfiguresbutalsotheconsumer’sperspectiveonelectriccars

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P Informationsourcesfornew-carbuyers

Source:DAT

54% Manufacturerwebsite

46%Manufacturer’scarcongurator

43% Onlinecar-sellingportals/new-carportals

37%Dealerwebsite

36%Searchengines(Google,...)

22%Testreports

11%Videosoninternet(YouTube,...)

6%Socialnetworks/forums/blogs

5%OnIineads/advertising

Online

andhybridvehicles.Oneissuehereistheknowledge

EA3

aboutalternativedrives,whichisstillfairlylimitedon

thewhole.New-carbuyerstendtobemostknowl-

edgeableabouttheall-electriccar,with12%saying

theyhadlookedintothetopicingreaterdepth;this

wasthecaseforjust6%oftheused-carbuyers,giving

anaveragescoreof2.6and2.8respectively.The

hydrogendriveisatthelowerendofthescale(with

scoresof3.5and3.7respectively),withjust5%of

new-carbuyersand3%ofused-carbuyerssayingthey

havelookedintoitingreaterdepth.

EA

Knowledgeaboutalternativedrivesystems

Averagegures

Source:DAT

havelooked

heard/read

heard/read

haveheardthe

neverheard

intoitin-depth

alotaboutit

alittleaboutit

namebefore

ofit

2.6All-electriccar

2.8Hybridwithoutplug-in

New-car3.0Plug-inhybridbuyers

3.1Gasengine(LPG/CNG)

3.5Hydrogen

2.8All-electriccar

3.1Hybridwithoutplug-in

Used-car

3.3Plug-inhybrid

buyers

3.3Gasengine(LPG/CNG)

3.7Hydrogen

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Therepairshop

W Statementsonvalueretention W Initiativesonvalueretention

andcare andcare

Source:DAT Source:DAT

92%

40%

78%

saytheircarmustalwaysbe

havesmallrustspotsandscratches

don’ttrytosavemoneyby

inatechnicallyflawlesscondition

removedimmediately

puttingorepairandservicework

W38

W40

W41

W46

1|Conditionofthecarstillextremelyimpor-tant:92%ofcarownerssaidthattheirvehiclemustalwaysbeinatechnicallyflawlesscondition;78%affirmedthattheydidnotputoffhavingrepairsorservicingdone,and40%alsosaidthattheyhadsmallrustspotsandscratchesremovedimmediately.

2|Slightlylessneedforcommunicationwiththegarage:Beforehavingafullservicedone,in2019only57%(2018:60%)preferredanin-depthconsultation,atwhichanyworkthatneedstobedoneisdiscussedpersonallywiththeserviceadvi-sor/mechanic.41%(2018:38%)justhandedoverthekeysandkeptthecommunicationtonomorethanabriefconversationthatincludedsigningtheserviceorder.

3|Greaterneedforinformationaboutrepaircostsandgarages:Beforehavingrepairsdone,74%(2018:71%)ofcarownersrequestedacostestimate.Whenchoosingarepairshop,36%consideredapositiveinternetratingtobeimpor-tant(2018:31%).Overall,asinthepreviousyear,only15%searchedforinformationontheinternetbeforeanupcomingvisittotherepairshop.

W Typesofworkshopcustomers

Source:DAT

In-depthservice

Handoverthekeys

consultation

a„erashortchat

Total

57%

41%

W Requestsforcostestimates

Forrepairwork

Total74%

Source:DAT

Yes,fromseveral

11%

repairshops

Yes,fromasingle

repairshop

63%

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W Cheaperinsurancebysharingtelematicsdata

Source:DAT Wouldbewilling:

38%Yes

45%N0

17%Don’tknow

4|Betterinsuranceratebysharingtelematics

W34

data:38%ofrespondentswouldshareinforma-

tionabouttheirdrivingbehaviourwiththeirinsur-

ertogetabetterinsurancerate.45%wereagainst

W31

theidea,17%wereundecided.Thevastmajorityof

carownerstookoutfullycomprehensiveinsurance

(67%);25%optedforthirdpartyfireandtheft.

5|Slightlylessfreechoiceofrepairshop:

W35

Only54%ofcarowners(2018:56%)arestillfree

tochoosetheirrepairshopintheeventofaclaim.

For35%(2018:34%)ofcarownerswithcom-

prehensiveinsurance,theinsurancecompany’s

claimsmanagementdepartmentdecidesatwhich

ofitspartnercompaniesthedamageistobere-

paired.11%didnotknowatthetimeofthesurvey.

W Carinsurancepoliciespurchasedin

Source:DAT

Fullycomp

67%|EUR570ayear

(incl.motorliability)

25%|EUR469ayear

3rdparty

(incl.motorliability)

8%|EUR347ayear

Motorliability

W Freechoiceofrepairshop

Basis:coveredbyfullycomprehensiveinsurance

Source:DAT

54%Yes

35%No

11%Don’tknow

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AbouttheDATReport

TheDATReportisanannualpublicationbyDeutscheAutomobilTreuhandGmbH(DAT)andhasbeenpublishedfor46years.Ithasearnedareputationasareliable,unbiasedsourceprovidingaccurate,representativeinformationonhowpeopleinGermanyfeelaboutthecarsincethe1970s.TheonlyoneofitskindinGermany,thisextensivestudyhasbeenregardedasanimportanttoolforstrategicplanningintheautomotiveindustryforoverfourdecades.ThebasisoftheDATReportisalwaysarepresentativesurveyofconsumersthatisconductedbyamarketresearchinstituteonbehalfofDAT.

ThecurrentDATReport2020looksatthecaryear2019.Comprising84pagesand131graphics,itwaspresentedtoaround250guestsfrompoliticsandbusinessinBerlinon23January2020tomarkthestartofthenewautomotiveyear.ThenewDATReportwillbemadeavailabletothepublicon28February.Thestudymaybeobtainedforafee.Fordetailsofhowtoorder,pleasesee

dat.de/report

FortheDATReport2020,atotalof4,032privateindividualswereinterviewedbymarketresearchinstituteGfKaboutcarpurchasesandattitudestorepairsandservicing.

Forthecarpurchases,2,599peoplewhohadboughtacarbetweenMarchandJune2019werequestionedinface-to-faceinterviews.

ThissurveywasconductedduringOctoberandNovember2019.Fortherepairandmaintenancesurvey,1,433cardrivers/ownersweresurveyedviaapostalquestionnaireduringtheperiodOctobertoNovember2019.

StatisticsfromtheDATReportareregularlypublishedviaTwitter(@datgmbh)under

thehashtag#datreport.

AfreenewsletterwithfurtherinformationfromtheDATReport,theDATBarometeroronspecialtopicsispublishedonceamonth.Youcansignu