Between September and October 2022, Deloitte surveyed more than 26,000 consumers in 24 geographies to explore opinions regarding a variety of critical issues impacting the automotive sector, including consumer interest in electric vehicle (EV) adoption, brand perception, and the adoption of connected technologies.
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 in Southeast Asia:
Interest in EVs is growing across Southeast Asia as consumers, pressured by hyper-inflationary conditions, look to lower their operating costs. However, a focus on building public charging capacity – and making it easy for EV owners to pay for public charging – will be critical for overall adoption.
Future vehicle intentions
Expectations regarding the acceptable length of time to wait for delivery is starting to stretch out in some Southeast Asia markets on the back of the semiconductor crisis – potentially opening the door for a more “built-to-order” retail paradigm. In terms of their purchase experience, consumers place significant emphasis on getting a good deal with transparent pricing.
Vehicle brand and service experience
When asked who they trust most, Southeast Asia consumers point to the relationship they have with either their selling or servicing dealer, signalling the important role that dealers play in the regional automotive value chain – particularly in the conversation around direct-to-consumer sales.