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文檔簡(jiǎn)介
全球電車趨勢(shì)及
海外消費(fèi)者偏好分析
Confidentialandproprietary
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Content
01GlobalAutomotiveMarketOverview
02OverseaCustomerInsight
?2024NielsenConsumerLLC.AllRightsReserved.Confidentialandproprietary
01GlobalAutomotive
MarketOverview
?2024NielsenConsumerLLC.AllRightsReserved.
Confidentialandproprietary
GlobalNewVehicleSaleshasreach92Millionin2023with65millionPassengerCar,Chinahasemergedasthemaingrowthmarketfor
playersintheglobalautomobileindustry
100
90
80
70
Millions
60
50
40
30
20
10
0
2019-2023GlobalNewVehicleSales
PassageCarCommercialVehiclesAllVehicles
9192
27
82
79
25
54
83
26
24
56
57
27
64
65
20192020202120222023
ChinaUnitedStatesJapan
India*SouthKorea GermanyMexico
BrazilSpain
Thailand
Top10VehicleProductionCountries
CarsCommercialvehicles
China,US,Japanwerethelargestproducersofcarsandcommercialvehicles.
Chinaledthemarketforvehicleproduction,
producingmorethan27millioncarsand
commercialvehiclesthatyear.Thiswasevengreaterthantheproductionvaluesoftheothertopfivecountriescombined
DataSource:
/category/production-statistics/2022-statistics/
/statistics/584968/leading-car-manufacturing-countries-worldwide/
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4
Million
Notonlyintotalcarsmarket,Chinahasalsobecometheleaderinglobalelectricvehicledevelopmentaswell.In2024,GlobalEVsalesisexpectedtoreach16million,morethan60%ofwhicharecontributedfromChina
18
16
14
12
10
8
6
4
2
0
2010-2024EGlobalEVsalesbyregions
ChinaEuropeUnitedStatesJapanKoreaRestofworld
201020112012201320142015201620172018201920202021202220232024E
2024EEVsalesforecastinginfiveregions
China
EVSalesareexpectedtogrowbyalmost25%YoY,reachingaround10millionin2024
Europe
EVSalesareprojectedtoreacharound3.5millionunitsin2024.Thegrowthisexpectedtobethe
lowestofthethreelargestmarket,lessthan10%.
UnitedStates
EVSalesareprojectedtoriseby20%YoY,reachingaround2million,withalmost0.5millionmoresales.
Korea
EVSaleswasaround0.13millionin2023,aretoremainlimitedin2024.
Japan
EVSaleswasaround0.14millionin2023,arealsotoremainlimitedwithdevelopedcarmarkets.
DataSource:GlobalEVOutlook2024
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5
02OverseaCustomer
Insight
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Confidentialandproprietary
Afteryearsofgrowth,interestinEVslevelsoffamongluxuryintenderswhiledecliningamongnon-luxuryintenders
Non-luxurySUVandcompactpickupintendersaretheleastinterestedinEVs
%Veryinterestedinbuying/leasinganall-electricvehicle
LuxuryAvg
Non-luxAvg
4342
38
34
29
24
18
15
13
13
13
14
201820192020202120222023
GfKAutoMobility?2024TheFutureofMobilityTJSignificantlyhigher/lowervs.2022(@90%C.I.)Confidentialandproprietary?2024NielsenConsumerLLC.AllRightsReserved.7
Thesteadyclimbofelectricvehicleintentionsstabilizesin2023
afterdoublingfrom2020to2022
HybridIntentionsalsoleveloff
VehicleMixamong1YearIntenders
70.6
59.6
ICE
Hybrid
All-electric
Plug-in
Hybrid
14.7
11.8
11.17.5
5.05.0
Q320Q420Q121Q221Q321Q421Q122Q222Q322Q422Q123Q223Q323
Topreasonsfor1stchoiceamongEV
intenders
Quality
57%
Features/Techis significantlymore importanttoEVintendersthanICE intendersandis chosenasa reasonfor1stchoicemoreoftenthantrustorsafety
EVDrivingRange
51%
Features/Tech
45%
Trust
40%
Safety
40%
GfKAutoMobility?2024TheFutureofMobility
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8
Pricerisestothetopasthe#1concernaboutowninganEV
DrivingrangewaspreviouslythetopconcernbutfallsamongthosemostinterestedinEVs
Whatareyourmainconcernsaboutowninganall-electricvehicle?
AutointenderswhoareveryinterestedinpurchasinganEV
Price
Timerequiredtocharge
Replacementbatterycost
DrivingRange
Availabilityofvehiclecharginginfrastructure
51
49
48
47
41
GfKAutoMobility?2024TheFutureofMobilityTJSignificantlyhigher/lowervs.2022(@90%C.I.)Confidentialandproprietary?2024NielsenConsumerLLC.AllRightsReserved.9
In-vehicletechnologyisbecomingincreasinglyimportant
Offeringcuttingedgetechnologyisanopportunitytoswaybrandloyalty
52%
Wouldremoveavehiclefromtheirconsiderationlistifitdidnotofferthein-vehicletechdesired
↑5pptsfrom2022
Thoughtstartersandissuesforconsideration
Safetyfeaturestopthelistonwhatautointenders
wantintheirnextvehicle.Whatotherfeaturesare
importanttobrandloyalty?
%Wouldremoveavehiclefromyourconsiderationlistifitdidnotofferthedesiredtech
LuxuryNon-luxury
62
65
61
54
50
49
49
52
48
48
LuxuryAvg
LuxuryMidsize
SUV
NearEntryLuxury
MidPrestigeLuxury
NonLuxuryAvg
MidsizeSUV
FullsizePickup
SmallSUV
MidsizeSedan
Entry/SmallCar
EntrySUV
44
GfKAutoMobility?2024TheFutureofMobilityTJSignificantlyhigher/lowervs.2022(@90%C.I.)Confidentialandproprietary?2024NielsenConsumerLLC.AllRightsReserved.10
One-thirdofautointendersdon’tunderstandautonomoustechnology
Non-Luxuryintenderslikelytobelessfamiliarwithautonomoustechnology
FamiliaritywithAutonomousTechnology(2023)Havenotheardofautonomoustechnologyordon’t
Haven’tHearofthisTech
HearofTechbutDon’tUnderstandit
HearofTechand
generallyUnderstandit
OwnVehiclewith
TechbutDon'tUse
itorUnderstand
OwnorDrivenVehiclewithTechandUnderstand
8
27
56
3
6
understandit(%)
35%ofintendersaren’tfamiliarwithordon’t
42
37
understandautonomoustechnology
36
35
3434
29
28
NonLuxuryLuxuryFemaleMaleGenZGenYGenXBoomers
GfKAutoMobility?2024TheFutureofMobility
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11
“Drivingatnight”and“protectionfromdistracteddrivers”rankatthetopofthelistforimprovementsintenderswantfortheirdrivingexperience
Anopportunityforautonomoustechnology
Industry:Whatwouldyoulikeimprovedaboutthedrivingexperience?
36
32
31
31
28
19
18
16
11
9
Drivingatnight
OnethirdofIntenderscite
ProtectfromdistracteddriversBeingstuckintraffic
Dangerous/aggressivebehaviors
ReceiveinformationabouttrafficconditionsDrivinginunfamiliarareas
wantingimprovementsforbeingstuckintraffic,gettinginfoon
traffic,drivinginunfamiliar
areas,anddangerous/
aggressivedrivingbehaviors.
4444
Parkingintightspaces
FeelingtiredwheninthecarKeepdriver'seyesontheroadProtectingmyhealth/wellnessDrivinginurbanareas
Wastingtime/beingunproductivewhileinthecar
GfKAutoMobility?2024TheFutureofMobilityTJSignificantlyhigher/lowervs.2022(@90%C.I.)Confidentialandproprietary?2024NielsenConsumerLLC.AllRightsReserved.12
InterestinpurchasingEVscontinuestobepredominantlydrivenbyaspirationalfeelings
Thiscontrastswiththepracticaljustifications’intendersusetopurchaseanEVaroundfueleconomygainandenvironmentalbenefits
Green
Ibuyvehiclestosupportmy
commitmenttotheenvironment
Iconsiderbeingenvironmentallyfriendlyabraggingpoint
Practical
Electricvehiclesbenefitmy
financesbynothavingtobuygas
TechCentered
Iwanttoownthelatesttechnology
IwouldloveifvehiclescouldjustdrivethemselvessoIcandomoreimportantthings
9%
12%
8%
TopAttitudes
driving
interestin
Electric
Vehicles
59%
Aspirational&Status
OwninganelectricvehicleconnectswithwhoIam
OwninganelectricvehicleprojectswhoIwanttobe
Iwouldfeelgreatdrivinganelectricvehicle
Iam/wanttobethefirstinmysocialcircletobuyanelectricvehicle
GfKAutoMobility?2024TheFutureofMobility
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13
China’sboldinroadsintoEuropeanandglobalautomotive
Consumersaregenerallyuninformed,ormisinformed,aboutChinesecar
brands.Whileasmallgroupofsurveyrespondents(15%)associateChinesebrandswithEVs,andcutting-edgetechnology,themajorityofsurveyed
consumers:
ConfusedChinesevehicleswithmodelsfromJapan,SouthKorea,andFranceAssociatedChinesevehicleswithlow-quality(45%)andlowprices(43%)
Meanwhile,onlyaminority:
ConsideredChinesevehiclestechnologicallyadvanced(11%)
AssociatedChinesemodelsashighquality,comfortable,andprestigious(2%)
Only17%
percentofsurveyedconsumerscorrectly
identifiedaChinesecarmodelduringblindtesting.
Consumerloyalty:
Withitsrichautomobilelegacy,Europeishometogenerations
ofconsumerswhohavegrownupwithloyaltytospecificbrands.Switchingtoanunfamiliarbrand,especiallywheninvestinginanassetasvaluableasavehicle,becomesdauntingformany.
Infact,51%ofsurveyedconsumerssharedthereisnochancetheywillbuyaChinesevehicleinthefuture.However,theGfK2023FutureofMobilityReportfindsthatconsumerwould
considerswitchingbrandsifthenewoneoffersmorecutting-
edgetechnology—creatingabrightfutureforChinese
automakerswhocanchangetheseperceptionsabouttheirvehicles.
34%
ofsurveyedconsumersprefertopayforsomethingtheyalreadyknow.
ChineseCarBrandsinEurope:SuccessorFailure?()
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Theroadahead:navigatingtheriseofChineseEVcarbrands
TheglobalshifttoEVsishappeningatverydifferentspeedsdependingontheindividualautomotivemarkettrends.
TheseregionaldifferencesarefurtherimpactedbyfactorssuchasChinesebrandsstrikingdealswithcompaniesandrentalagencies—whichmayboostsales,andbrandexposure,despiteprivateconsumersremainingreluctant.
ArecentGfKstudy,forexample,foundthat13%ofBelgianconsumerspreferEVs(with31%statingapreferenceina
singleregion!).However,thisnumberdropssignificantlywhensinglingoutprivateconsumers—ineffect,mostconsumersarehappytodriveanEV,aslongasit'sacompanyvehicle.
AlimitednumberofconsumerspreferanEV
25%
34%
38%
24%
23%
17%
13%
15%
EV
Petrol
Hybrid
Whichofthefollowingenginetypeswouldyouseriouslyconsiderthenexttimeyoubuyacar?Whichenginetypewouldbeyourfirstchoicenexttimeyoubuyacar?
Diesel
ElectricVehicleRevolution:InfluenceofChineseCarBrands()
Confidentialandproprietary?2024NielsenConsumerLLC.AllRightsReserved.15
Atthesametime,EVbrandsmustalsoovercomegeneralbarrierst
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