全球汽车行业白皮书-未来购车范式-市场解读

GLOBALAUTOWHITEPAPER2022

Theroadahead

forfuturecarbuying

/automotive

GlobalAutoWhitePaper2022

02

03Introduction

Part1:

Theevolutionofcarbuying

04

Part2:

Carpurchasedrivers

16

Part3:

TheE-volution

24

36

Summary

37Methodology

GLOBALAUTOWHITEPAPER2022

Inside

04

16

24

Introduction

Overthelastfewyears,theautoindustryhasexperienced

aseriesofchallenges.Throughoutthepandemic,car

manufacturingslowed,supplychainsweredisrupted,andcar

purchasingplummetedacrosstheregions.Consequently,manydealershipswereunderpressuretoclosetheirdoors.However,

morerecently,therehasbeenahugebouncebackindemand,

andcoupledwiththeshortagesassociatedwithmanufacturing,andsupplychainissues,autoretailerswereabletoraisepricestoreflectthisshortsupply,andhighdemand.

Thepandemicescalateddigitaltransformationacrossallsectors,andwithintheautoindustrymanymanufacturersandretailerswereforcedtodigitizealmostimmediatelytobetterservetheircustomersandhelpmaintainsales.Asanindustrythattraditionallyreliedonin-person

transactions,thiswasasignificantshiftin

businessoperationsandhasresultedinmanymoreoptionsforwhere,when,andhow,

consumerscanbuyanew,orusedcar.Fornew-carsales,forexample,Teslahavetransformed

thedirect-to-consumerspace,whilstinused-

carsales,Carvanahaveintroducednewwaystoreachconsumersdirectly,withoutatraditionalcar-dealerexperience.

Intermsofevolvingconsumerneeds,the

EVmarketwitnessedthebiggestincreasein

registrationsin2020.Contributingfactors

includeadropintotalmilesdrivenduetothe

pandemic,theflexibilityofworkingfromhome,andthegrowinginterestinsustainabilityand

environmentalconservationissuesacrosstheregions.Toaccommodatethegrowing

demandforEVs,manyautomanufacturers

areexpandingtheirrangeofEVs,andin

somemarkets,theautoindustryisreceiving

governmentsupportandfundingtotransformthisenvironmentallyconscioussector,

includingtheintroductionanddevelopmentofchargingpointinfrastructures.

WhilstTeslastartedtheprestigeelectriccar

revolutionnearlyadecadeago,almostevery

majorbrandandluxurycarspecialistnow

produceselectriccars,whilststillretaining

theirprestigeappealwhetherit’sthestyling,

interiors,orperformance.

BasedonnewYouGovresearchamong

consumersin18internationalmarkets,this

reportwillexploreifconsumersareadopting

thenewdigitaldisruptorsbyexaminingtheir

pastandfuturecarpurchasebehaviourandtheinterestandappetiteforelectrificationinthe

luxuryandpremiumglobalautomarket.

Pleasenote,oursamplesinEastAsianmarketssuchasChina,HongKong,SingaporeandIndiaarenotallnationallyrepresentative(withsomebeingrepresentativeoftheonlineorurbanpopulation;seemethodologyfordetails)

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GlobalAutoWhitePaper202203

PART-1

Theevolution

ofcarbuying

UsingYouGovdataweexaminethechannelsofchoiceforglobalconsumers

intheirpastandfuturecarpurchasingjourney.Exploringhowtheymade

theirlastcarpurchase,andwhethertheyintenttostickwiththatapproach,or

adoptanewpathtopurchase.

GlobalAutoWhitePaper202204

Carpurchasingchannelspastandfuture

Lookingatthemostrecentvehiclepurchaseamongglobalconsumers,ourresearchrevealsthattraditionalpurchasingmethodsoutweighdigitaloptions.Almosteightinten(79%)carpurchasersoptedtobuytheirmostrecentvehiclein-

person,comparedto17%whopurchasedonline.

Previouscarpurchaseonlinevs.in-person

Ofallcarbuyersoptingforaface-to-facetransaction,thevastmajorityusedadealership,ratherthanaprivateowner.Amongthedigitaladopters,almostequalproportions

boughtonlinefromamanufacturerwhohasahybrid

approach(sellingbothonlineandin-person),asthosewhoboughtfromcarretailerswhosolelysellonline.

Howpreviousvehiclewaspurchased

Globalcarbuyers

17%

4%

Inperson

Online

79%

Other

Thinkingofyourlastvehiclepurchase,

howdidyoubuyyourcar?

In-personatadealership

In-personfromanowner

Onlinefromacarmanufacturerwhosellsbothonlineandin-person

Onlinecarretailers

OnlinefromacarmanufacturersuchasTeslaorPolestar

Onlineauctionsite

58%

21%

6%5%4%

2%

Thinkingofyourlastvehiclepurchase,howdidyou

buyyourcar?

GlobalAutoWhitePaper202205

Comparinghowglobalconsumershavemadetheirmost

recentcarpurchasebyage,ourresearchconfirmsthatoldercarbuyersprefermoretraditionalbuyingoptions,

whilstyoungerconsumersaremorelikelytoexplore

digitalalternatives.

Howpreviousvehiclewaspurchased–globalcarbuyersbyage

Globaltotal18-2425-3435-4445-5455+

In-personatadealership58%35%43%52%61%74%

In-personfromanowner21%24%26%25%20%16%

Onlinefromacarmanufacturerwhosellsbothonlineandin-person,suchasFord,Honda,

Volkswagen,Toyota,etc.

6%12%8%7%5%3%

Onlinecarretailers5%8%6%5%5%2%

OnlinefromacarmanufacturersuchasTeslaorPolestar(manufacturerthatonlysellscarsonline)

4%7%7%4%2%1%

Onlineauctionsite2%5%4%3%2%1%

Other4%7%5%4%4%3%

Thinkingofyourlastvehiclepurchase,howdidyoubuyyourcar?

FINDOUTHOWOURSOLUTIONSCANHELPYOU

GlobalAutoWhitePaper202206

GlobalAutoWhitePaper2022

07

Lookingtothefuture,areconsumersconsidering

stickingwiththeirpreviouspathtopurchase,

orconsideringnewwaystobuytheircar?

Adigitaltransitionforcarbuyers

Inrecentyearswehaveseenaninfluxofdigitaldisruptersunbalancingthevehiclepathtopurchasestatusquo.

YouGovresearchexploreswhetherglobalconsumersare

likelytoembracethesenewmethodsinthefuture,andifso,towhatextent?

Theglobaldatashowsthatthevastmajority(68%),of

futurecarbuyerswouldstillconsiderbuyingin-personatadealership,andjustoverathird(34%)wouldconsiderbuyingin-personprivately.Ontheotherhand,overone

infive(21%)wouldalsoconsiderbuyingfromanonline

carmanufacturerthatoffersbothphysical,aswellas

onlinepurchaseoptions,givingcustomersthefreedomtoapproachthecarbuyingprocessinthewaythatworksbestforthem.Lookingatotherpathtopurchaseoptionsweseedigitalplayingabiggerrole,15%ofglobalconsumerswouldpurchasefromanautoretailersuchasCarvana,Vroom,orCazoo,and13%fromamanufacturerthatonlysellscars

onlinesuchasTeslaorPolestar.

Howwouldyouconsiderpurchasingyournextvehicle

Globaltotal

80

70

60

50

40

30

20

10

0

68%

34%

21%

15%

13%

8%

3%

Onlinefroma

carmanufacturer

Onlinefroma

carmanufacturer

suchasTesla

orPolestar,

(manufacturer

thatonlysellscars

online)

Onlinecar

manufacturers

OnlineauctionsiteOther

In-personatadealership

In-personfroman

owner

whosellsboth

onlineandin-

person,such

asFord,Honda,

Volkswagen,

Toyota,etc.

80

70

60

50

40

30

20

10

0

Whichofthefollowingoptionswouldyouconsiderpurchasingforyournextvehiclepurchase?

GlobalAutoWhitePaper2022

08

So,whichconsumerspreferthetraditionalmethods

andwhichareembracingthenewpathstovehiclepurchase?

Traditionalmethodsofvehiclepurchasemorepopularwitholderconsumers

Aswehaveseenearlier,in-persondealershipsremaina

crucialtouchpointinthevehiclepurchasejourney,andthisisevenmoreimportantforoldercarbuyers.

YouGovdatarevealsthatsevenintenfuturecarbuyersaged45-54wouldprefertheface-to-faceinteractionandthe

reassuranceofin-persondealerships,increasingtomore

thaneightintenamongthoseagedover55.Comparing

otheralternativepurchasemethodsamongst55-year-olds,theyarelesslikelytoconsideranyotheroption,suggestingagreaterrelianceonthistraditionalbrickandmortarmethod.

SPEAKTOARESEARCHER

unchurey

Howconsumerswouldconsiderpurchasingtheirnextvehicle

Global,byage

In-personatadealership

Globaltotal

18-24

25-34

35-44

45-54

55+

Onlinecarretailer

68%

53%

58%

63%

72%

82%

Globaltotal15%

18-2418%

25-3419%

35-4418%

45-5416%

55+10%

Onlinefromacarmanufacturerwhosellsbothonlineandin-person,suchasFord,Honda,etc.

Globaltotal21%

18-2424%

25-3425%

35-4422%

45-5420%

55+15%

In-personfromanowner

Globaltotal

18-24

25-34

35-44

45-54

34%

41%

38%

36%

32%

26%

55+

Onlineauctionsite

Globaltotal8%

18-2411%

25-3412%

35-4410%

45-547%

55+4%

OnlinefromacarmanufacturersuchasTeslaor

Polestar,(manufacturerthatonlysellscarsonline)

Globaltotal13%

18-2417%

25-3418%

35-4415%

45-5413%

55+6%

Whichofthefollowingoptionswouldyouconsiderforyournextvehiclepurchase?

GlobalAutoWhitePaper202209

Overthelasttwoyears,theautoindustryhasexperiencedagreatdealofdisruption.Atthebeginningofthepandemic,manydealershipswerepressuredtoclosetheirdoors,

andforanindustrythathistoricallyreliedonin-persontransactions,theyhadtoevolveandacceleratetodigitaloptionsatpace.Butwhatgroupsaremoreinterestedinthesenewdigitalapproaches?Andwhichmarketsareaheadofthegameintermsofdigitaltransactionswithintheautosector?

Youngerhappiertoshuntheshowrooms

Exploringtheonlinepathtopurchase,ourresearchrevealsthatyoungergenerationsarehappytoskiptheshowroomexperienceandjumponline.Asdigitalnativeswhoareusedtodoingalmosteverythingonline,purchasingbigticket

itemssuchascarsisnoexception.Under44-year-oldsaremorelikelythantheiroldercounterpartstoconsiderpurchasingtheirnextvehicleonline,andtheirlevelofenthusiasmforonlineonlycarbrandsisalsoevident.

LEARNMOREABOUTOURDATA

Physicalmattersacrossmostcountries

Lookingatfuturepotentialvehiclepurchasingmethods,

weseesomedifferencesemergebycountry.Focussing

onthemostpopularmethodsofcarbuying,YouGov

datashowsthatDenmarkandGreatBritainoverindex

formoretraditionalapproaches:withmorethaneightin

tenconsideringbuyingtheirnextvehiclein-personata

dealership.Poland,wherecarownershipandthesecond-

handcarmarketingeneralisstrong,recordsthehighest

levelofpotentialface-to-faceprivatetransactions,butlowerlevelsofface-to-facedealershipconsideration.PolandandChinaaretheonlytwocountrieswhereprivatepurchasingishigherthanviaadealership.

unchurey

GlobalAutoWhitePaper202210

In-personfuturecarpurchaseconsideration

Global,bycountry

In-personfromanowner

34%global

In-personatadealership

68%global

GreatBritain

82%

28%

Germany

75%

27%

France

71%

24%

Italy

78%

30%

Denmark

83%

19%

Sweden

75%

31%

Spain

24%

Poland

45%

64%

UnitedStates

36%

Mexico

63%

34%

UnitedArabEmirates

48%

36%

India

50%

25%

Australia

76%

76%

70%

39%

China

40%

55%

Indonesia

68%

42%

HongKong

63%

29%

Singapore

69%

21%

Canada

78%

32%

Whichofthefollowingoptionswouldyouconsiderpurchasingforyournextvehiclepurchase?

GlobalAutoWhitePaper202211

Click

drive

Zoominginondigitalapproaches,carbuyersarenow

facedwitharangeofdigitalchoiceswhenitcomesto

vehiclebuyingsuchasdirecttotheconsumerviathecar

manufacturerwhoonlysellonline,orviaonlineonlycar

retailers.ThepandemicsawtheriseofanewbreedofonlineusedcarretailerssuchasUK-basedCinch,andCarvana

intheUSthatenableshopperstobuy,partexchange,andfinanceusedvehiclesfromthecomfortoftheirownhome.

Teslaflippedcarbuyingonitsheadbyforegoingdealershipsandsellingitselectriccarsdirectlytocustomers,whocan

custom-ordervehiclesonlineandreceivedeliverytotheir

doorsteps.Inaddition,manycarmanufacturersincluding

Ford,Honda,Volkswagenetc.,havetransformedtheirdigitalofferingtoservecarbuyersonline,aswellasin-person.

FINDOUTHOWOURSOLUTIONSCANHELPYOU

GlobalAutoWhitePaper202212

Directtoconsumer

Whilstmanyconsumersstillprefertosee,touch,anddriveacarbeforebuying,someconsumersarewaryoftheface-tofacesalesnegotiatingprocess,whichistypicallypartofthein-personvehiclepurchasingprocess.Buyingonline

fromacarmanufacturerwhooperatesinboththephysical,andonlinespace,allowscarbuyerstoby-passthis.The

pandemichasalsoacceleratedtherangeofe-commercesolutionsnowavailabletocarbuyers,andtherangeof

potentialdigitalapproachestopurchasevariessignificantlybyregionandcountry.

YouGovresearchrevealsthatGreatBritain,US,India,and

Chinaregisterthehighestproportionofcarbuyerswho

wouldconsiderbuyingfromanonlinecarmanufacturerthatoffersbothaphysical,andonlineoption.Ontheotherhand,UAE,HongKong,andIndia,havethehighestproportionofcarbuyerswhowouldconsiderpurchasingfromanonlineonlymanufacturersuchasTesla.

SPEAKTOARESEARCHER

unchurey

GlobalAutoWhitePaper202213

In-personfuturecarpurchaseconsideration

Global,bycountry

Onlinefromacar

manufacturerwhosellsbothonlineandin-person

Onlinecarretailers

Onlinefromacar

manufacturerthatonlysellscarsonline

Onlineauctionsite

21%global

15%global

13%global

8%global

GreatBritain

18%

13%

6%

Germany

21%

13%

14%

6%

France

17%

16%

5%

4%

Italy

13%13%

7%

5%

26%

Mexico

20%

10%

10%

6%

UnitedArabEmirates

22%

16%

20%

15%

India

25%

18%

19%

9%

Australia

16%

11%

23%21%

Denmark

10%

6%

8%

5%

China

14%

14%

9%

29%

Sweden

21%

14%

13%

12%

Spain

13%

10%

5%

Poland

13%

7%

12%

UnitedStates

18%

18%

21%

15%

8%

25%

Indonesia

19%

12%

10%

11%

HongKong

23%

20%

20%

12%

Singapore

22%

17%

17%

7%

Canada

18%

12%

12%

6%

Whichofthefollowingoptionswouldyouconsiderpurchasingforyournextvehiclepurchase?

GlobalAutoWhitePaper202214

Onlinecar

retailersappeal

toAmericans

andAustralians

Intermsofe-commerce,usedcarshavebeenaheadofnewcarsinthetransitiontoonlinesales,andmorerecently,theemergenceofonlineusedcardisrupterssuchasCinch,

andCarvanaintheUS-offeringcustomersthetimesavingbenefitsofbuyingonline.OurresearchrevealsthatpotentialcarbuyersinAustraliaandtheUSscoremosthighlyfor

futurevehiclepurchasefromacarretailer,closelyfollowedbyHongKong.Interestingly,theusedcarmarketinAustraliahasseensignificantgrowthinrecentyears,potentially

drivenbyanincreaseinthemillennialpopulationandthe

growthofonlinebuyingoptionsusedvehicles–coupledwithsupplychainproblemsfornewcarstriggeredbythepandemic,whichsignificantlyincreasedtheaveragewaittimefornewcardeliveries.

Whilstlessthanoneintenglobalcarbuyersarepotentially

consideringpurchasingtheirnextvehiclefroman

onlineauctionsite,carbuyersinUAE,Sweden,andPolandhaveahigherconsiderationforthisroutetopurchase

thanothermarkets.

unchurey

GlobalAutoWhitePaper202215

PART-2

Carpurchase

drivers

Inthisnextsectionwedelveintothefactorsthatareimportantwhen

purchasingcars,andwhatdriveschoice.Whethercarbuyersareconsidering

purchasinganeworusedcar,reviewingonlineorin-personoptions,whatare

thekeyfactorsthatareimportantindecidingwheretobuy?

GlobalAutoWhitePaper202216

Priceiskey

Whenconsideringvehiclepurchases,ourresearchrevealsthatfindingthebestpriceisthetopinfluencingfactorfor

morethansixintenfutureglobalcarbuyers,withtheabilitytosee/testdriveavehiclebeforebuyinginsecondposition(56%).Otherfinanciallymotivatedfactorsofimportancearetheabilityto‘trade-in’currentvehicletoreceivemoneyofftheinitialoutlay(35%),andtheabilitytotakeoutafinancearrangementwiththesamecompanytheyarebuyingfrom.

After-careserviceisdeemedappealingtothreeinten

globalcarbuyersand,whilstasimilarproportionwelcometheopportunitytodealwithlivesalesassociates,aroundoneintenwouldprefertoavoidpricenegotiationsor

interactionswithsales.

EXPLOREMOREDATA

Factorsimportantindeterminingwheretopurchasefuturevehicle

Global

61%

Findbestprice

56%

Abilitytosee/testdrivevehicle

35%

Abilitytotradeincurrentvehicle

Receive1st-ratecustomerservicepostpurchase

30%

Abilitytomeetlivesalesassociate

29%

AbilitytotakeoutafinancearrangementwiththesamecompanyIpurchasedthecarfrom

Abilitytoshoparoundfromhome

Abilitytohavevehicledeliveredtome

21%

19%

13%

Avoidingpricenegotiations

11%

Avoidingsalesassociateinteractions

8%

Thinkingaboutyourmostrecent,oryournextvehiclepurchase,whichfactorsareimportanttoyouin

determiningwhereyoupurchaseyourvehicle?

GlobalAutoWhitePaper202217

Whenweexplorecarpurchasedriversinmoredetail,

YouGovdatarevealssomedifferencesinprioritiesamongthoseconsideringbuyingonline,andthosepurchasingface-to-face.

Gettingthebestdealrankstopacrossallchannelstopurchase

Whenreviewingthefactorsofimportanceforfuturecar

buyersbypurchasingmethods,thereisnota‘onesizefitsall’approach.However,findingthebestpriceisthenumberonepriorityforallglobalpotentialcarbuyersirrelevantofthe

typeofpurchasingchanneltheyareconsidering,although,priceisslightlymoreimportantforthoseconsideringin-

persontransactions.Inaddition,giventheconsiderable

outlayofbuyingacar,financedealsarealsopopularamongafifthofglobalcarbuyers,andthoseconsideringanonlinepurchasefromacarmanufactureraremoreinterestedin

takingoutafinanceagreementwiththesamemanufacturerthancarbuyersusingotherchannels.

Forsomecarbuyers,thenegotiationprocessandhagglingforthebestdealmayseempartandparcelofthecarbuyingexperience,andourdatashowsthattheabilitytomeet

livesalesassociatesisofgreaterimportanceforglobal

carbuyersoptingforin-personmethodsoffuturevehiclepurchase.Ontheotherhand,theavoidanceofsalespeopleandpricenegotiationsisahigherpriorityforthose

consideringonlinepurchases,optingforahasslefree,moresimplisticpurchasingmodel.

LEARNMOREABOUTOURDATA

Factorsimportantindeterminingwheretopurchasefuturevehiclebyfuturecarpurchasechannel

Globaltotal

In-personatadealership

In-person

froman

owner

OnlineCar

retailers

Onlinefroma

carmanufacturer

suchasTeslaor

Polestar,

Onlinefromacarmanufacturerwhosellsboth

onlineandin-person

Onlineauctionsite

Findbestprice

61%

67%

69%

66%

57%

64%

57%

Abilitytosee/testdrivevehicle

56%

64%

63%

56%

53%

59%

49%

Abilitytotradeincurrentvehicle

35%

41%

31%

37%

35%

39%

30%

Receive1st-ratecustomerservicepostpurchase

30%

34%

27%

31%

33%

35%

26%

Abilitytomeetlivesalesassociate

29%

32%

31%

24%

23%

25%

26%

Abilitytotakeoutafinance

arrangementwiththesame

companyIpurchasedthecarfrom

21%

23%

20%

27%

30%

28%

25%

Abilitytoshoparoundfromhome

19%

20%

20%

33%

32%

30%

30%

Abilitytohavevehicledeliveredtome

13%

12%

14%

26%

27%

23%

27%

Avoidingpricenegotiations

11%

10%

12%

20%

22%

19%

20%

Avoidingsalesassociate

interactions

8%

7%

10%

17%

21%

15%

18%

Thinkingaboutyournextvehiclepurchase,whichfactorsareimportanttoyouindetermining

whereyoupurchaseyourvehicle?

GlobalAutoWhitePaper202218

Manyonlinecarbuyingplatformsshowthepriceof

thecaralongsidetrade-inandfinanceoptions.

Thisenablesonlinecarretailerstoplayonalevel

playingfieldwiththeirphysicalcounterpartswithout

theface-to-facesalesinteraction,negotiations,and

hagglingonpricethatsomecarbuyersdislike.In

addition,toensuretrade-indealsarecompetitive,

consumerscanalsouseonlinecomparisonsitesto

getquickandeasyvaluationswhichreassurethem

thattheyaregettingthebesttrade-indeal.

Speaktosales

Launchasurvey

Discoverlivingdata

GlobalAutoWhitePaper202219

Drive

buy

56%ofglobalcarbuyersconsiderthetestdriveexperiencetobeanimportantfactorwhenconsideringtheirpurchase.

Testdrivingisthesecondmostpopularprioritybehindpriceandrisestoaroundsixintenamongcarbuyersconsideringanin-personpurchasingoption.

Thoseconsideringpurchasingtheirvehicleeitheronline

fromacarmanufacturer,anonlinecarretailer,oran

onlineauctionareslightlylessinterestedinatestdrive.

Nevertheless,toovercomethechallengeofthe‘test-drive’experience,someonlineautogroupsareoffering‘trial

ownership’arrangements,offeringbuyingaperiodtotry

outthecar,alongwithaneasyreturnsprocess.

FINDOUTHOWOURSOLUTIONSCANHELPYOU

GlobalAutoWhitePaper202220

onlinecarbuying

Onlinecarplatformsoffertheflexibilityforconsumersto

buyacarfromthecomfortoftheirownhome,andYouGovdatashowsthatfutureglobalcarbuyersconsideringonlinepurchasingmethodsaremoreattractedbyconvenience

thanthoseselectingface-to-faceapproaches.Asignificantlyhigherproportionofcarbuyersconsideringusingonlinecarretailers,purchasingonlinefromacarmanufacturer,oronlineauctionsitearemorelikelytoprioritisefactorssuchasthe

abilitytoshoparoundfromhome,andtheabilitytohavetheirvehicledeliveredtothedoorthanconsumersselectingface-to-facepurchasingoptions.

Whilstweareseeinggrowinginterestincarbuyersembracingthedigitalpathtopurchasesomearestillholdingback.Whatareglobalconsumers’attitudestoonlinecarretailers?

unchurey

GlobalAutoWhitePaper202221

Theeducation

challeng