what's ahead for fully autonomous driving - deloitte us · what's ahead for fully autonomous...

What's ahead for fully autonomous drivingConsumer opinions on advanced vehicle technology

Deloitte Global Automotive Consumer StudyJanuary 2017

2

-20%

-15%

-10%

-5%

0%

5%

-16%

Change in desirability for fully autonomous vehicles since 2014

4% 3% 1%

-3%-7%

Chi

na US

Japa

n

Ger

man

y

Indi

a

Sou

th

Kore

a

Source: Global Automotive Consumer StudyCopyright 2017 Deloitte Development LLC. All rights reserved.

3

Percentage of consumers who feel fully autonomous vehicles will NOT be safe


81% 79%74% 72%

64% 62%

South Korea Japan US Germany India China

4

Percentage of consumers who feel an established track record of fully autonomous cars being safely used would make them more likely to ride in one


81%74% 70% 68%

59%47%

China US Japan GermanyIndia South Korea

5

Percentage of consumers who feel they would be more likely to ride in a fully autonomous vehicle if it were offered by a brand they trust


China US Japan GermanyIndia South Korea

79% 77%

54% 54%46%

34%

6

Types of companies consumers trust most to bring fully autonomous vehicles to market


76%

51%

47%

44%

34%

27%

16%

26%

27%

48%

29%

58%

8%

20%

20%

7%

36%

15%

3%

6%

1%

1%

Japan

Germany

US

SouthKorea

India

China

Traditional car manufacturer New autonomous companyExisitng tech company Other

7

Consumers most and least preferred advanced automotive technologies


Description Category US Germany Japan South Korea China India

Recognizes objects on road and avoids collision Safety 1 1 1 2 1 1Informs driver of dangerous driving situations Safety 2 3 4 3 3 4Blocks driver from dangerous driving situations Safety 3 2 2 1 2 2Takes steps in medical emergency or accident Safety 4 4 3 4 4 3Diagnoses and sends maintenance notifications Connectivity 5 14 12 5 6 5Enables remote shutdown of stolen vehicle Cyber security 6 13 8 14 8 8Helps enhance fuel efficiency Fuel efficiency 7 5 6 11 12 7Enables vehicles-to-vehicle and road communication Connectivity 8 10 5 9 5 11Prevents hacking into vehicle systems Cyber security 9 15 19 17 22 13Prevents theft by restricting unauthorized access Cyber security 10 7 16 20 18 10Enables use of advanced lightweight materials Fuel efficiency 11 11 14 12 7 12Enables interactive vehicle operational information Convenience 12 16 18 19 20 17Enables usage of alternative fuels Environment 13 6 9 6 11 6Automates tasks for comfort and convenience Convenience 14 12 10 7 9 14Lowers the impact on the environment Environment 15 8 15 13 16 9Enables hands-free interior controls Convenience 16 23 26 30 29 24Monitors the physical health of the driver Safety 17 9 13 16 13 15Enables high-speed, long-distance, highway auto-pilot mode Self-drive 18 17 11 8 15 19Enables remote/automatic software updates of the vehicle Connectivity 19 25 24 21 31 22Allows use of smartphone applications through the vehicle dashboard Connectivity 20 28 32 29 27 26Enables full self-driving capabilities Self-drive 21 20 7 10 14 20Coaches the driver to drive safely Cost efficiency 22 18 17 18 10 16Makes available adjustable settings to enhance vehicle performance Performance* 23 21 20 15 23 18Assists in locating, reserving, and navigating to a parking space Service enabler 24 19 25 25 17 21Enables the use of self-healing paint Miscellaneous 25 24 23 27 25 32Provides passengers with customized entertainment while driving Convenience 26 32 30 28 30 28Provides notifications when places of interest are near Service enabler 27 26 31 31 26 23Automatically pays parking and toll fees Service enabler 28 27 22 26 21 30Empowers customer to personalize vehicles Miscellaneous 29 30 28 22 28 27Allows the driver to control automated home systems Service enabler 30 29 29 24 24 29Enables low-speed urban auto pilot mode Self-drive 31 22 21 23 19 25Helps manage daily activities Convenience 32 31 27 32 32 31

8Source: Global Automotive Consumer StudyCopyright 2017 Deloitte Development LLC. All rights reserved.

ChinaUSJapanGermany IndiaSouth Korea

Percentage of consumers who are NOT willing to pay more than $500 for various advanced vehicle technologies

Alternativepowertrain

Safety

Self-drive

Connectivity

Cockpit/convenience

9

Overall expected price which consumers are willing to pay for advanced automotive technologies (2014 and 2016)


$1,370

$1,590

$700

$1,780

$1,440

$2,400

$925

$360 $360 $415

$700

$1,140

US Germany Japan South Korea China India

2014 2016

Wei

ghte

d av

erag

e pr

ice

($)

32%

77% 48% 77%

52%

53%

The $ value for each country represents the average of overall weighted prices across the five technology categories, that is, safety, connectivity, cockpit/convenience, self-drive, and alternative engines. The non-USD currency has been converted into USD by using the average exchange rates in 2016

10Source: Global Automotive Consumer StudyCopyright 2017 Deloitte Development LLC. All rights reserved.

53%

42% 42%

28% 27%24%

China Japan South Korea Germany India US

Percentage of consumers who would prefer a hybrid-electric, battery-electric or other form of alternative powertrain in their next vehicle

11

Frequency that consumers use ride-hailing services, by country


Diesel

15%25%

55% 50%

73%87%

38%32%

22% 31%

20%

9%

47% 43%

23% 19%7% 4%

India China US South Korea Germany JapanNever Rarely At least once a week

12

Percentage of consumers who use ride-hailing services and question their need to own a vehicle in the future


Diesel

61%52%

47%41%

30%25%

India US Japan China Germany South Korea

13

Percentage of consumers who use ride-hailing services and question their need to own a vehicle in the future, by generation


Diesel16%20%

34%

22%

27%

46%43%

26%

43%

23%

37%

58%64%

35%

57%

28%

44%

66%

US Germany Japan South Korea China India

Pre/Boomers Gen X Gen Y/Z

15

The Global Automotive Consumer Study surveyed over 22,000 consumers in 17 countries around the world

India(1,750)

China (1,750)

Japan(1,750)

South Korea (1,750)

Brazil(1,250)

South Africa(1,250)

Canada(1,250), 1,000 Captured in English, 250 in French

Italy(1,250)

France (1,750)

United Kingdom (1,250)

Germany(1,750)

Belgium (1,250),750 captured in Dutch,

500 in French

United States(1,750)

Mexico(1,250)

Thailand (500)

Indonesia (500)

Malaysia(500)


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