2023年全球汽车行业及消费者洞察报告-2023-11-市场解读

2023Automotive

Industryand

ConsumerInsights

OBJECTIVES

01

02

03

GlobalAutomotiveMarketOverview

-MarketSize

ElectricVehicleMarketDivein

-MarketSize

-EmergingOpportunities

-SupportingInfrastructure

CustomerInsight

-CustomerTrend

-WhyEV

-Barrierstoadoption

-FutureOpportunities

©GfK2

©GfK3

01

GlobalAutomotive

MarketOverview

VehicleproductionlevelpresentsagraduaterecoverysinceCovid19,whilethesaleshasyettocatchup.

GlobalNewVehicleSales

$279.8BillionUSDRevenue

Produced62MillionUnitsPassengerCar

SalesReached57MillionUnitsPassengerCar

Millions

100

90

80

70

60

50

40

30

20

10

0

27

83

79

26

56

25

54

82

24

57

64

91

2019202020212022

PassageCarCommercialVehiclesAllVehicles

●Commercialvehiclesalesweredownbyabout7.7%,whilepassengercarsaleswereupby1.8%

●TotalSalesdropped1.2%YoYin2022duetodecreaseddemandandautomotivesemiconductorshortage

/category/production-statistics/2020-statistics/

/category/sales-statistics/

4

©GfK

Chinahasemergedasthemaingrowthmarketforplayersintheglobalautomobileindustry.

2022Top10VehicleProductionCountries

In1,000units

CarsCommercialvehicles

China

UnitedStates

Japan

India*SouthKoreaGermany

Mexico

Brazil

Spain

Thailand

China,US,Japanwerethelargestproducersofpassengercarsandcommercialvehiclesin2022.

Chinaledthemarketformotorvehicleproductionin2022,producingmorethan27millioncarsand

commercialvehiclesthatyear.Thiswasevengreaterthantheproductionvaluesoftheothertopfive

countriescombined.Incomparison,vehicle

productionintheUnitedStates—thesecond-rankingcountry—amountedtoapproximatelytenmillion

units,themajorityofwhichwerecommercial

vehicles.

ChinaPassengerCarSalesTrend

In10,000units

15.3%

9.5%

7.3%

8.0%

6.5%

1.4%

-5.9%

-9.6%

-4.1%

2,438

2016

2,115

2015

2,472

2017

2,145

2019

2,018

2020

2,148

2021

2,356

2022

1,821

2023

2,371

2018

Datasource：ChinaCAAM

Jan-Aug

/category/production-statistics/2022-statistics/

/statistics/584968/leading-car-manufacturing-countries-worldwide/

©GfK

5

11/10/2023

02

ElectricVehicle

MarketDivein

©GfK6

Amidstofweakautomarket,2023GlobalElectricVehiclecontinuedits

stronggrowthmomentum,GlobalElectricVehiclesalesexpectedtoreach13.9millionby2023

GlobalElectricVehicleSales&Growth

Units:In1,000units

113.4%

100.1%

10,633

57.4%

6,754

30.7%

24.9%

-1.2%

2,259

1,439

40.1%

58.9%

60.9%

13,900

2,286

3,165

894

716

2015

2016

2017

2018

2019

TTL—YoY

2020

2021

2022

2023E

/data

-and-statistics/data-product/global-ev-outlook-2023©GfK7

China,EuropeandtheUnitedStatesremaintheleadingelectricvehiclemarkets

BEV+PHEVSales&Growth

202120222023E

In1,000units

+29%

+27%

+44%

+63%

291

8,000

6,181

China

3,400

2,683

Europe(W&C)

1,600

900

551

Others

3,396

2,332

7481,108

NorthAmerica

/country/total-world-plug-in-vehicle-volumes/

/energy-system/transport/electric-vehicles

©GfK

8

2,679,071

75%

50%

Attheendof2022Chinawashometoabouttwo-thirdsoftheglobalstockofpublicchargers

GlobalEVChargingPointsValue&Growth

63%

1,781,437

1,260,26041%

37%26%

871,450

45%

73%

533,034

421,694

308,887

178,945

20152016201720182019202020212022

growthrate

/reports/global-ev-outlook-2022/trends-in-charging-infrastructure

/s/i97-491nHcVTn773J9aJGw

(中国充电桩联盟)

80%

70%

60%

50%

40%

30%

20%

10%

0%

ChargingpointsinSelectedAPACcountries

2020

2021

2022

China

Korea

Japan

India

Australia

Indonesia

NewZealand

YoYGrowth

810,000

46,800

29,900

355

2,350

101

460

1,150,000

107,000

29,000

942

2,320

184

600

1,790,000

201,000

29,400

10,900

2,570

710

680

56%

88%

1%

1057%

11%

286%

13%

©GfK9

©GfK10

03

Consumer

Insight

©GfK11

Consumers,

sustainability,andEV

Barrierstoadoption

Future

Opportunities

4

3

1

EV:Thevoiceoftheglobalconsumer

WhyEV

2

Rankofclimatechangeasasocietalconcern

©GfK12

Today,ClimateChangeisthedrivingforce

behindsustainablebehaviorchange

#5

.

.

.

.

#13

.

2023

2015

Source:GfKConsumerLifeGlobal

ClimateChange

nowonapar

withotherserious

societalconcerns

Top5societalconcerns

1.Inflation/highprices

2.Moneytolive/paybills

3.Recession/unemployment

4.Healthcare

5.Globalclimatechange

Source:GfKConsumerLifeGlobal©GfK13

Globalconsumersaresoundingthe

alarmthatmoreneedstobedone

Safedrinkingwater

Alternativeenergysources

Openspaces,parkland,othernaturalareas

Accesstorecycling

Preventingdeforestation

Reducingvehicleemissions

Regulatingmining

Globalwarming/climatechange

Regulatingcarbonemissions

Source:GfKConsumerLifeGlobal

66%

60%

60%

58%

55%

52%

51%

49%

48%

Bigdifferencesinperceptionsacrossmarkets

©GfK14

Choosealesspollutingsourceofenergyformycarorhome

Taketheenvironmentintoaccountin

▲

+11pp

▲

+13pp

Consumerbehaviorsandmindsets

haveshifteddramatically

▲

+13pp

Travelinanenvironmentallyfriendlywaywhenpossible

purchasingproducts

Globalshiftsince2013

2013

Source:GfKConsumerLifeGlobal

2023

©GfK15

Consumerbehaviorsandmindsets

haveshifteddramatically

GreenGaugesegmentation(globaldistribution)

2023

2013

+17pp

13%

46%

23%

29%

Source:GfKConsumerLifeGlobal©GfK16

Thoughconsiderationforsustainableenginesvariesbymarket

80%70%60%50%40%30%20%10%

0%

Hybrid

EV

ChinaIndiaKoreaBrazilItalyUKUSASpainGermanyFrance

May2023:

13.8%marketshareofBEVintheEU

(+4pointsfromMay2022)

Netherlands+118.4%(year-over-year)

Sweden+82.6%

France+48.7%

Germany+46.6%

Source:GfKConsumerLifeGlobal;

https://www.acea.auto/pc

-registrations/new-car-registrations-18-5-in-may-battery-electric-13-8-market-share/

©GfK17

56

53

53

53

53

43

41

41

40

39

39

32

26

19

18

43

WhydemandingforEV?

1.Econgain:Fueleconomygainisveryimportanttonearly60%ofthoseawareofit

Followedbyfightingclimatechangeandreducingrelianceonoil,~40%ofthoseinterestsinEVsusetaxincentivestojustifytheirpurchase,withthisbecomingincreasinglyimportanttothosemostlyinterestedinbuyingEVs

Howwouldyoujustifytheinvestmentofbuyinganall-electricvehicle?

59

58

Fueleconomygain

Reduceemissionstofightclimatechange

Reducerelianceonoil

Taxincentives

Encourageanew

technology

Betterperformance

VeryInterestedinbuyingEVMostlyInterestedinbuyingEVSlightlyInterestedinbuyingEV

GfKAutoMobility™-TheFutureofMobilityTJSignificantlyhigher/lowervs.2021(@90%C.I.)©GfK18

WhydemandingforEV?

2.Tech:Offeringcuttingedgetechnologyisalsoanopportunitytoswaybrandloyalty

Over70%ofnewvehicleintenderswillconsideradifferentbrandifitoffersthedesiredtechnology

Industry:Wouldyouconsideradifferentbrandiftheyprovidedcuttingedgein-vehicletech?

71%

8

20

56

15

Definitelynotconsider

Probablynot

consider

Probably

consider

Definitely

consider

Eventhosewhointendtostayloyaltotheircurrentbrandcanbeswayedtoconsideradifferentbrandfortechnology

65%ofNon-Luxury

IntendedLoyalistsand78%ofLuxuryIntendedLoyalistswouldDefinitely/ProbablyConsideradifferentbrandifitprovidedcuttingedgein-vehicletechnology

GfKAutoMobility™-TheFutureofMobility©GfK19

WhydemandingforEV?

3.Matchtheirvalues&status:Interestinpurchasingelectricvehiclescontinuestobepredominantlydrivenbyaspirationalfeelings

ThiscontrastswiththepracticaljustificationsIntendersusetopurchaseanEVaroundfueleconomygainandenvironmentalbenefits

Green

>Ibuyvehiclestosupportmy

commitmenttotheenvironment

>Iconsiderbeingenvironmentallyfriendlyabraggingpoint

Practical

>Electricvehiclesbenefitmy

financesbynothavingtobuygas

7%

TopAttitudes

11%

driving

TechCentered

>Iwanttoownthelatesttechnology

>IwouldloveifvehiclescouldjustdrivethemselvessoIcandomoreimportantthings

interestin

61%

Electric

11%

Vehicles

GfKAutoMobility™-TheFutureofMobility

Aspirational&Status

>OwninganelectricvehicleconnectswithwhoIam

>OwninganelectricvehicleprojectswhoIwanttobe

>Iwouldfeelgreatdrivinganelectricvehicle

>Iam/wanttobethefirstinmysocialcircletobuyanelectricvehicle

©GfK20

51%

51%

47%

38%

35%

34%

Purchaseprice,chargingaccessibility,rangeanxiety,anddistorted

perceptionshampersfurtheradoption

Limiteddrivingrange

Lackofpubliclyaccessiblevehiclechargingstations

Timerequiredtocharge

Tooexpensive

Cannotchargeathome

Costtomaintain

Safetyconcernswiththetechnology

Limitedchoicesofmodelsfeaturesetc.

51%

51%

47%

38%

35%

34%

34%

29%

EVcostisbyfarthelargest,

mostimportant

barrier,inmostmarkets,withChinathe

exception

Source:GfKConsumerLifeGlobal©GfK21

TheNetherlands

29.4%

Germany

19.4%

HalfofallEV chargersinEUconcentratedinjust twocountries, Netherlandsand Germany,whichonlymakesup10%ofEUsurfacearea

%ofAmericans

whosayfeatures

provideanadvantagetogas-poweredor

electricvehicles

Overallconvenience

Infrastructureisneededtomeetdemandandcalmrangeanxiety

Drivingrange

17%

43%

nGasadvantage

nEVadvantage

18%

43%

Source:GfKConsumerLifeGlobal;

https://www.acea.auto/press

-release/electric-cars-half-of-all-chargers-in-eu-concentrated-in-just-two-countries/©GfK22

Cost

Infrastructure

EU

US

China

CaseStory:Chinaisaleaderinaddressingkeyconsumerconcerns

AveragepriceofEV

55821

+14%since2014

63864

+20%

31829

-52%

GuidelinesissuedbytheChinesegovernmentcallforbringingchargingstationstoallcountiesandvillagesaspartofthegovernment’s“ruralrevitalization”effort.

%ofpeoplewholiveinaruralareaorsmall

village,considerEVinnextvehiclepurchase

46%

USEU

34%32%

Source:GfKConsumerLifeGlobal;

/business/autos

-transportation/china-has-10000-euro-cost-advantage-small-evs-auto-supplier-says-2023-