Automotive Consumer Study 2014
Exploring consumers’ mobility choices and transportation decisions
According to Deloitte’s 2014 Automotive Consumer Survey, cheaper, more fuel efficient cars with affordable payment options are among the top factors that can motivate consumers to purchase a vehicle. Over half of Gen Y consumers would prefer to be driving an alternative powertrain five years from now and consumers are willing to pay more for an alternative powertrain compared to the Europeans. Consumers desire safety technologies more than cockpit technologies such as vehicles that do not crash. Customer experience and service also impacts consumers’ purchase decisions.
Cheaper, more fuel efficient cars with affordable payment options motivate consumers to purchase a vehicle
Based on a survey of 979 consumers from different generations in Turkey, 85% of consumers plan to purchase or lease a vehicle within the next five years. This ratio is 73% in European Union countries. Top three factors that impact the purchase decision are cheaper, more fuel efficient cars with affordable payment options.
While consumers in Turkey are interested in driving, for those that do not currently own or lease a car today, lifestyle needs met by walking or public transportation, affordability and operational/maintenance costs were cited as the top reasons for Gen Y not owning a vehicle.
Every 1 out of 2 consumers are willing to relocate closer to work to reduce commute
Every 1 out of 2 consumers that has participated the survey, is willing to relocate closer to work to reduce commute. Every 2 out of 3 consumers at an age of 38 and older, prefer living in a neighborhood that has everything within walking distance.
Consumers at the age of 38 and older would prefer to drive an alternative powertrain more than the consumers of from the younger generation
Over half of Gen Y consumers (52%) indicate that they would prefer to be driving an alternative powertrain five years from now compared to 64% of the 38+ consumers. Amongst the alternative powertrains, hybrid electric, plug-in hybrid and battery-powered electric vehicles rank at the beginning of the list.
Turkish consumers are more willing to pay more for the alternative powertrain compared to Europeans
Every 3 out of 4 consumers indicate that they are willing to pay more for an alternative powertrain and amongst those, every 1 out of 2 consumers are willing to pay 2,000 USD and over. However, cost is still a primary motivation in their decision to pay more for an alternative powertrain.
Consumers in Turkey believe that “vehicles that do not crash” will have the most significant benefits
According to the survey, consumers in Turkey show significant interest in safety related technologies such as technology that recognizes the presence of other vehicles on the road to help avoid collisions, in-vehicle technology to make them feel safe and secure, in-vehicle technologies that would block them from engaging in dangerous driving situations, technology that will let them know when they exceed the speed limit compared to cockpit technologies such as assisted parking, in vehicle technology that helps manage daily activities.
Consumers trust family and friends the most to help make their purchase decision
The majority of consumers spend more than 10 hours researching and over 90% consider 3 or more brands before they purchase or lease a vehicle. Consumers trust family and friends the most to help make their purchase decision (67%).
Every 2 out of 3 consumers believe service is very important
The cost and quality of the service bundle influences over 70% of Gen Y’s purchase decision. While 42% of the Turkish consumers are willing to pay for services that make their lives easier, this ratio is 33% in Europe and 44% in USA.