Global Automotive Consumer Study

Consumer trends on advanced vehicle technology

Forces are changing the mobility landscape and affording consumers more choices 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 with their customers. Discover insights below from our latest Global Automotive Consumer Study and explore findings from previous years’ research.

Global Automotive Consumer Study 

Our latest Global Automotive Consumer Study builds on automotive consumer research Deloitte’s Automotive practice has been conducting since 2009. Informed by themed modules that test consumers multiple times a year, the current report stemming from the Global Automotive Consumer Study, “What's ahead for fully autonomous driving: Consumer opinions on advanced vehicle technology,” explores consumer interest in advanced vehicle technologies, including self-driving technology, advanced safety and powertrain systems, cockpit technologies, and more. We highlight which technologies consumers desire most and how much they are willing to pay for those features. The study focuses on six focus countries, the United States, Germany, Japan, South Korea, China, and India, and compares and contrasts consumer sentiment in these markets as a proxy for consumers worldwide. 

Key findings

  • Today, there is no consensus among consumers and their most preferred advanced vehicle
  • Enthusiasm for fully autonomous vehicles has flattened and even declined in several markets
  • Consumer opinion appears to diverge on whom to trust to bring self-driving cars to market
  • The amount consumers are willing to pay for advanced technology features has declined significantly since 2014
What's ahead for fully autonomus driving

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Latest Results: Consumers remain skeptical about a self-driving car safety

Automotive trends and Millennials

Studies show millennials are a large and powerful consumer segment more willing than prior generations to forego vehicle ownership. Automobile manufacturers should be aware of the opportunities and challenges ahead as millennials begin to decide whether or not to own a vehicle.

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