What level of vehicle connectivity is the Dutch consumer ready to accept?
Global Automotive Consumer Study 2019
While interest in time-saving and improving safety features are high, significant concerns over privacy and data security remain in the Dutch market regarding connected vehicles. Original equipment manufacturers also face an uphill battle in getting people to pay for it, especially in the Netherlands.
The 2019 Deloitte Global Automotive Consumer Study includes more than 25K consumer responses across 20 global markets, of which more than 1200 Dutch consumers.
What the Dutch consumer says about connected vehicles
- Dutch consumers are wary to trust anyone with their data, with 30% indicating they would trust no one in managing data generated & shared by a connected car.
- 60% of consumers are concerned about vehicle hacking and putting personal safety at risk, with only 38% of people thinking more connectivity means more benefits. Consumers in China are embracing the idea at twice the rate.
- 76% of Dutch consumers is interested in features that are time-saving and improve safety. Once consumers are sold on a feature, they aren’t necessarily sold on the price since half of the Dutch consumers is not willing to pay for connected technologies.
Connected Vehicles & Dutch Consumers
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The importance of clarity & transparency in data management
Ownership of data does not exist. At least not in a legal sense. Data is intangible, and a single data point does not have value. However, when datasets are combined or analyzed, data can become very valuable. Organizations (private and public), collect and share data on ever larger scales. This data comes in many forms: data on performance, security, economic development, and data on people.
Cars are actually one of the biggest sources of data. But, if data doesn’t have a legal owner, then to whom does the data belong? Who can exert influence on this data? Who has the right to access this data? To answer these questions, Deloitte, together with industry organizations & the government, is constructing a framework on the legal, technical & economic applications of data. We analyze all applicable laws, regulations and standards, to measure the impact of the differing interests of all relevant parties with regards to vehicle connectivity.
With such a framework, all parties can make better agreements on who can do what with which data generated by a connected vehicle. Making clear agreements is an absolute must. Clarity & transparency will secure investments, ensure safety, and enable good conduct with regards to data management.
What the Dutch consumer says about autonoumous vehicles
Next to connected vehicles, we have also researched the acceptance of the autonomous car by the Dutch consumer. Find the results in short below.
- Safety perception has been improving, but stalled recent years. 56% of the Dutch consumers think they will not be not safe in an autonomous vehicle.
- A strong majority of Europeans want governments to exert a significant amount of control over the development of autonomous vehicles. 91% of Dutch consumers require some to significant government oversight.
- Dutch consumers place the highest trust 41% in a new specialized company to bring AV technology to market.
The overall Dutch mobility landscape is getting more and more ready for the transition towards use of autonomous vehicles and the Netherlands is very well positioned from an infrastructure point of view to adopt the use of autonomous vehicles.
However, before the Dutch consumer really embraces the autonomous vehicle, certain steps still need to be made. Especially with respect to the perception of safety. Safety perception has been improving, but stalled recent years. The perception of safety can be positively influenced if the government is more involved with setting standards for the development, testing and use of autonomous vehicles. Our study shows that an overwhelming amount of Dutch consumers, 91% want the government to exert control & provide oversight.
Additionally, the questions still remains of who is best equipped to bring autonomous vehicle technology to the market. Our research demonstrates that neither traditional OEMs (28%) nor existing tech players (24%) are the preferred options for Dutch consumers. Rather a new specialized company (41%) is preferred, which will definitely disrupt the mobility market.
Autonomous Vehicles & Dutch Consumers
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With the Global Automotive Consume Study we have also researched consumer views on multi-modal mobility. Find the results in a special report soon on this page.
In the meantime, for more information on the Dutch automotive market, and the trends we have identified, please reach out via the contact details below.