2022 Global Automotive Consumer Study

Southeast Asia perspectives

For over a decade, Deloitte has been exploring automotive consumer behaviours and trends impacting a rapidly evolving global mobility ecosystem. The Global Automotive Consumer Study informs Deloitte’s point of view on a variety of critical issues impacting the automotive sector, including the development of advanced technologies.

Between September and October 2021, Deloitte surveyed more than 26,000 consumers in 25 geographies to explore a variety of issues impacting the global automotive sector, including the development of advanced technologies, sustainability, cost expectations on new vehicles, virtual purchasing experiences, and mobility services. The study was fielded using an online panel methodology, where consumers of driving age were invited to complete the questionnaire (translated into local languages) via email.

Within the Southeast Asia region, six geographies – Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam – were covered in the study. Overall, our findings have revealed four themes around consumers’ changing automotive and mobility preferences:

  • Advanced technologies: A majority of Southeast Asian consumers appear willing to pay for advanced technologies and share their personal data if it helps with road safety. The willingness to pay for infotainment technologies, however, remains more limited.
  • Vehicle electrification: Interest in electric vehicles (EVs) is driven by lower fuel costs, concerns about climate change/reduced emissions, and a better driving experience. However, the lack of public charging infrastructure and driving range remain barriers to adoption in Southeast Asia.
  • Future vehicle intentions: Most Southeast Asian consumers still prefer an in-person purchase experience, but convenience, health concerns about physical interactions, and ease of use will likely support the continued growth of virtual purchase processes.
  • Mobility services: Personal vehicles remain the preferred mobility choice for Southeast Asian consumers. In addition, several regional markets are also exhibiting a significant level of interest in vehicle subscription services, especially those that provide consumers with access to different brands of vehicles.

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