Perspectives
2014 Global Automotive Consumer Study
Mobility choices
Forces are changing the mobility landscape and affording consumers more choices than ever before in meeting their transportation needs. For automotive companies, these shifting consumer demands result in a number of complex questions that may ultimately impact their products and how they engage their customers.
To explore consumers’ mobility choices and transportation decisions, Deloitte fielded a survey in 19 countries. In total, more than 23,000 individuals representing a broad range of cross generational— Baby Boomers, Gen X and Gen Y—automotive consumers responded to the survey. This broad and diverse consumer demographic, both across countries and Gen Y, allowed for in-depth analysis through multiple lenses, including generational, socio-economic, gender, and many others.
2014 Global Automotive Consumer Study
The objectives of the study centered on understanding the factors influencing consumers’ mobility decisions as new transportation models that provide access to transportation (e.g., car-sharing, etc.) emerge. We also analyzed the different tradeoffs consumers are willing to pay for to own a vehicle, and examined how preferences for powertrains, technology (inside and outside of the vehicle), and lifestyle needs impact consumers’ choice in the purchase or lease decision. The study also sought to assess the customer experience and the factors influencing the final vehicle purchase decision.