2014 Global Automotive Consumer Study
The Changing Nature of Mobility
The 2014 Global Automotive Consumer Study is based on a survey of over 23,000 consumers in 19 countries. Three developed countries (United States, Germany, Japan) and three emerging markets (China, India, Brazil) were selected to further analyze and highlight consumer trends and insights. Key findings and insights below are based on responses from consumers in six focus countries.
- Globally, Gen Y consumers are interested in owning or leasing vehicles. Over 80% of those consumers in emerging markets are expecting to buy in the next five years. In China and India alone, 680 million Gen Y consumers plan to buy within the next five years.
- The top reasons for Gen Y not owning a vehicle are affordability and that lifestyle needs can be met by walking or public transportation. In China and India, parking is also a significant factor – over 50% of Gen Y say they would buy a car if convenient and less costly parking is available.
- Over 50% of Gen Y consumers are influenced by friends and family during the purchase process.
- A majority of Gen Y consumers think they will be driving an alternative engine or fuel efficiency vehicle in five years and they are willing to pay more for it. Hybrid electric is the predominant choice for Gen Y in the U.S., Germany, Japan, China and Brazil.
- Consumers see the greatest benefits of vehicle technology in improved safety and increased fuel efficiency.
- In all six countries, interest decreases as automation increases, but Gen Y consumers in emerging markets are more comfortable with advanced levels of automation.