1、Global Auto White Paper 202201G LO BA L AU TO W H I T E PA P E R 20 2 2The road ahead for future car LO BA L AU TO W H I T E PA P E R 20 2 2Inside0403Introduction162424Part 3:The E-volution36Summary37Methodology04Part 1:The evolution of car buying 16Part 2:Car purchase driversGlobal Auto White Paper

2、 202202Global Auto White Paper 202202IntroductionPlease note,our samples in East Asian markets such as China,Hong Kong,Singapore and India are not all nationally representative(with some being representative of the online or urban population;see methodology for details)The pandemic escalated digital

3、 transformation across all sectors,and within the auto industry many manufacturers and retailers were forced to digitize almost immediately to better serve their customers and help maintain sales.As an industry that traditionally relied on in-person transactions,this was a significant shift in busin

4、ess operations and has resulted in many more options for where,when,and how,consumers can buy a new,or used car.For new-car sales,for example,Tesla have transformed the direct-to-consumer space,whilst in used-car sales,Carvana have introduced new ways to reach consumers directly,without a traditiona

5、l car-dealer experience.In terms of evolving consumer needs,the EV market witnessed the biggest increase in registrations in 2020.Contributing factors include a drop in total miles driven due to the pandemic,the flexibility of working from home,and the growing interest in sustainability and environm

6、ental conservation issues across the regions.To accommodate the growing demand for EVs,many auto manufacturers are expanding their range of EVs,and in some markets,the auto industry is receiving government support and funding to transform this environmentally conscious sector,including the introduct

7、ion and development of charging point infrastructures.Whilst Tesla started the prestige electric car revolution nearly a decade ago,almost every major brand and luxury car specialist now produces electric cars,whilst still retaining their prestige appeal whether its the styling,interiors,or performa

8、nce.Based on new YouGov research among consumers in 18 international markets,this report will explore if consumers are adopting the new digital disruptors by examining their past and future car purchase behaviour and the interest and appetite for electrification in the luxury and premium global auto

9、 market.Over the last few years,the auto industry has experienced a series of challenges.Throughout the pandemic,car manufacturing slowed,supply chains were disrupted,and car purchasing plummeted across the regions.Consequently,many dealerships were under pressure to close their doors.However,more r

10、ecently,there has been a huge bounce back in demand,and coupled with the shortages associated with manufacturing,and supply chain issues,auto retailers were able to raise prices to reflect this short supply,and high demand.LE A R N M O R E A B OUT OUR DATAGlobal Auto White Paper 202203The evolution

11、of car buyingUsing YouGov data we examine the channels of choice for global consumers in their past and future car purchasing journey.Exploring how they made their last car purchase,and whether they intent to stick with that approach,or adopt a new path to purchase.PART -1Global Auto White Paper 202

12、204Car purchasing channels past and futurepast and futurepurchasingLooking at the most recent vehicle purchase among global consumers,our research reveals that traditional purchasing methods outweigh digital options.Almost eight in ten(79%)car purchasers opted to buy their most recent vehicle in-per

13、son,compared to 17%who purchased online.Previous car purchase online vs.in-personHow previous vehicle was purchased Global car buyers79%4%17%In personOnlineOtherOf all car buyers opting for a face-to-face transaction,the vast majority used a dealership,rather than a private owner.Among the digital a

14、dopters,almost equal proportions bought online from a manufacturer who has a hybrid approach(selling both online and in-person),as those who bought from car retailers who solely sell online.In-person at a dealership58%In-person from an owner21%Online from a car manufacturer who sells both online and

15、 in-person6%Online car retailers5%Online from a car manufacturer such as Tesla or Polestar 4%Online auction site2%Thinking of your last vehicle purchase,how did you buy your car?Thinking of your last vehicle purchase,how did you buy your car?Global Auto White Paper 202205Global Auto White Paper 2022

16、05Comparing how global consumers have made their most recent car purchase by age,our research confirms that older car buyers prefer more traditional buying options,whilst younger consumers are more likely to explore digital alternatives.How previous vehicle was purchased global car buyers by ageGlob

17、al total18-2425-3435-4445-5455+In-person at a dealership58%35%43%52%61%74%In-person from an owner21%24%26%25%20%16%Online from a car manufacturer who sells both online and in-person,such as Ford,Honda,Volkswagen,Toyota,etc.6%12%8%7%5%3%Online car retailers5%8%6%5%5%2%Online from a car manufacturer s

18、uch as Tesla or Polestar(manufacturer that only sells cars online)4%7%7%4%2%1%Online auction site2%5%4%3%2%1%Other4%7%5%4%4%3%Thinking of your last vehicle purchase,how did you buy your car?F I N D O U T H OW O U R S O LU T I O N S CA N H E L P YO UGlobal Auto White Paper 202206A digital transition

19、for car buyersIn recent years we have seen an influx of digital disrupters unbalancing the vehicle path to purchase status quo.YouGov research explores whether global consumers are likely to embrace these new methods in the future,and if so,to what extent?The global data shows that the vast majority

20、(68%),of future car buyers would still consider buying in-person at a dealership,and just over a third(34%)would consider buying in-person privately.On the other hand,over one in five(21%)would also consider buying from an online car manufacturer that offers both physical,as well as online purchase

21、options,giving customers the freedom to approach the car buying process in the way that works best for them.Looking at other path to purchase options we see digital playing a bigger role,15%of global consumers would purchase from an auto retailer such as Carvana,Vroom,or Cazoo,and 13%from a manufact

22、urer that only sells cars online such as Tesla or Polestar.How would you consider purchasing your next vehicle Global totalWhich of the following options would you consider purchasing for your next vehicle purchase?In-person at a dealership00040405050606070708080In-person from an ownerOnl

23、ine from a car manufacturer who sells both online and in-person,such as Ford,Honda,Volkswagen,Toyota,etc.Online car manufacturersOnline from a car manufacturer such as Tesla or Polestar,(manufacturer that only sells cars online)Online auction siteOtherLooking to the future,are consumers considering

24、sticking with their previous path to purchase,or considering new ways to buy their car?68%34%21%15%13%8%3%Global Auto White Paper 202207Global Auto White Paper 202207As we have seen earlier,in-person dealerships remain a crucial touch point in the vehicle purchase journey,and this is even more impor

25、tant for older car buyers.YouGov data reveals that seven in ten future car buyers aged 45-54 would prefer the face-to-face interaction and the reassurance of in-person dealerships,increasing to more So,which consumers prefer the traditional methods and which are embracing the new paths to vehicle pu

26、rchase?than eight in ten among those aged over 55.Comparing other alternative purchase methods amongst 55-year-olds,they are less likely to consider any other option,suggesting a greater reliance on this traditional brick and mortar method.Traditional methods of vehicle purchase more popular with ol

27、der consumersS PE A K TO A R E SE ARCHE RGlobal Auto White Paper 202208Global Auto White Paper 202208How consumers would consider purchasing their next vehicle Global,by ageWhich of the following options would you consider for your next vehicle purchase?Global total18-2425-3435-4445-5455+In-person a

28、t a dealership68%53%58%63%72%82%Global total18-2425-3435-4445-5455+Online car retailer15%18%19%18%16%10%Global total18-2425-3435-4445-5455+Online auction site8%11%12%10%7%4%Global total18-2425-3435-4445-5455+In-person from an owner34%41%38%36%32%26%Global total18-2425-3435-4445-5455+Online from a ca

29、r manufacturer who sells both online and in-person,such as Ford,Honda,etc.21%24%25%22%20%15%Global total18-2425-3435-4445-5455+Online from a car manufacturer such as Tesla or Polestar,(manufacturer that only sells cars online)13%17%18%15%13%6%Global Auto White Paper 202209Global Auto White Paper 202

30、209Over the last two years,the auto industry has experienced a great deal of disruption.At the beginning of the pandemic,many dealerships were pressured to close their doors,and for an industry that historically relied on in-person transactions,they had to evolve and accelerate to digital options at

31、 pace.But what groups are more interested in these new digital approaches?And which markets are ahead of the game in terms of digital transactions within the auto sector?Younger happier to shun the showroomsExploring the online path to purchase,our research reveals that younger generations are happy

32、 to skip the showroom experience and jump online.As digital natives who are used to doing almost everything online,purchasing big ticket items such as cars is no exception.Under 44-year-olds are more likely than their older counterparts to consider purchasing their next vehicle online,and their leve

33、l of enthusiasm for online only car brands is also evident.Physical matters across most countriesLooking at future potential vehicle purchasing methods,we see some differences emerge by country.Focussing on the most popular methods of car buying,YouGov data shows that Denmark and Great Britain over

34、index for more traditional approaches:with more than eight in ten considering buying their next vehicle in-person at a dealership.Poland,where car ownership and the second-hand car market in general is strong,records the highest level of potential face-to-face private transactions,but lower levels o

35、f face-to-face dealership consideration.Poland and China are the only two countries where private purchasing is higher than via a dealership.LEARN MORE AB OUT OUR DATAGlobal Auto White Paper 202210Global Auto White Paper 202210In-person future car purchase consideration Global,by country In-person a

36、t a dealership 68%globalIn-person from an owner 34%globalWhich of the following options would you consider purchasing for your next vehicle purchase?Great Britain82%28%Germany75%27%France71%24%Sweden75%31%Denmark83%19%Italy78%30%Canada78%32%Singapore69%21%Hong Kong63%29%Indonesia68%42%China40%55%Aus

37、tralia70%39%India50%25%United Arab Emirates48%36%Mexico63%34%United States76%36%Poland45%64%Spain76%24%Global Auto White Paper 202211Zooming in on digital approaches,car buyers are now faced with a range of digital choices when it comes to vehicle buying such as direct to the consumer via the car ma

38、nufacturer who only sell online,or via online only car retailers.The pandemic saw the rise of a new breed of online used car retailers such as UK-based Cinch,and Carvana in the US that enable shoppers to buy,part exchange,and finance used vehicles from the comfort of their own home.Tesla flipped car

39、 buying on its head by foregoing dealerships and selling its electric cars directly to customers,who can custom-order vehicles online and receive delivery to their doorsteps.In addition,many car manufacturers including Ford,Honda,Volkswagen etc.,have transformed their digital offering to serve car b

40、uyers online,as well as in-person.Click,deliver and driveClickdriveF I N D O U T H OW O U R S O LU T I O N S CA N H E L P YO UGlobal Auto White Paper 202212Global Auto White Paper 202212Whilst many consumers still prefer to see,touch,and drive a car before buying,some consumers are wary of the face-

41、to face sales negotiating process,which is typically part of the in-person vehicle purchasing process.Buying online from a car manufacturer who operates in both the physical,and online space,allows car buyers to by-pass this.The pandemic has also accelerated the range of e-commerce solutions now ava

42、ilable to car buyers,and the range of potential digital approaches to purchase varies significantly by region and country.YouGov research reveals that Great Britain,US,India,and China register the highest proportion of car buyers who would consider buying from an online car manufacturer that offers

43、both a physical,and online option.On the other hand,UAE,Hong Kong,and India,have the highest proportion of car buyers who would consider purchasing from an online only manufacturer such as Tesla.Direct to consumer shake-upDirect to consumerSPEAK TO A RE SEARC HERGlobal Auto White Paper 202213Global

44、Auto White Paper 202213In-person future car purchase consideration Global,by country Which of the following options would you consider purchasing for your next vehicle purchase?United StatesCanadaPolandSingaporeSpainHong KongSwedenIndonesiaDenmarkChinaItalyAustraliaFranceIndiaGermanyUnited Arab Emir

45、atesGreat BritainMexico26%20%21%22%17%25%13%23%10%29%21%19%18%23%13%22%25%18%18%10%13%16%16%18%13%21%6%14%14%12%13%20%18%17%21%12%13%10%14%20%5%19%7%16%8%14%13%10%10%20%7%17%15%12%6%6%6%15%9%4%5%11%5%9%12%11%5%12%12%7%8%6%Online from a car manufacturer who sells both online and in-person 21%globalOn

46、line car retailers 15%globalOnline from a car manufacturer that only sells cars online 13%globalOnline auction site 8%globalGlobal Auto White Paper 202214Global Auto White Paper 202214In terms of e-commerce,used cars have been ahead of new cars in the transition to online sales,and more recently,the

47、 emergence of online used car disrupters such as Cinch,and Carvana in the US-offering customers the time saving benefits of buying online.Our research reveals that potential car buyers in Australia and the US score most highly for future vehicle purchase from a car retailer,closely followed by Hong

48、Kong.Interestingly,the used car market in Australia has seen significant growth in recent years,potentially driven by an increase in the millennial population and the growth of online buying options used vehicles coupled with supply chain problems for new cars triggered by the pandemic,which signifi

49、cantly increased the average wait time for new car deliveries.Whilst less than one in ten global car buyers are potentially considering purchasing their next vehicle from an online auction site,car buyers in UAE,Sweden,and Poland have a higher consideration for this route to purchase than other mark

50、ets.Online car retailers appeal to Americans and AustraliansOnline car retailers AmericansAustraliansGlobal Auto White Paper 202215Global Auto White Paper 202215Car purchase drivers In this next section we delve into the factors that are important when purchasing cars,and what drives choice.Whether

51、car buyers are considering purchasing a new or used car,reviewing online or in-person options,what are the key factors that are important in deciding where to buy?PART -2Global Auto White Paper 202216EXPLORE MORE DATAWhen considering vehicle purchases,our research reveals that finding the best price

52、 is the top influencing factor for more than six in ten future global car buyers,with the ability to see/test drive a vehicle before buying in second position(56%).Other financially motivated factors of importance are the ability to trade-in current vehicle to receive money off the initial outlay(35

53、%),and the ability to take out a finance arrangement with the same company they are buying from.After-care service is deemed appealing to three in ten global car buyers and,whilst a similar proportion welcome the opportunity to deal with live sales associates,around one in ten would prefer to avoid

54、price negotiations or interactions with sales.Thinking about your most recent,or your next vehicle purchase,which factors are important to you in determining where you purchase your vehicle?Find best priceAbility to see/test drive vehicleAbility to trade in current vehicleReceive 1st-rate customer s

55、ervice post purchaseAbility to meet live sales associateAbility to take out a finance arrangement with the same company I purchased the car fromAbility to shop around from homeAbility to have vehicle delivered to meAvoiding price negotiationsAvoiding sales associate interactions61%56%35%30%29%21%19%

56、13%11%8%Price is keyFactors important in determining where to purchase future vehicle GlobalGlobal Auto White Paper 202217Global Auto White Paper 202217When we explore car purchase drivers in more detail,YouGov data reveals some differences in priorities among those considering buying online,and tho

57、se purchasing face-to-face.Getting the best deal ranks top across all channels to purchase When reviewing the factors of importance for future car buyers by purchasing methods,there is not a one size fits all approach.However,finding the best price is the number one priority for all global potential

58、 car buyers irrelevant of the type of purchasing channel they are considering,although,price is slightly more important for those considering in-person transactions.In addition,given the considerable outlay of buying a car,finance deals are also popular among a fifth of global car buyers,and those c

59、onsidering an online purchase from a car manufacturer are more interested in taking out a finance agreement with the same manufacturer than car buyers using other channels.For some car buyers,the negotiation process and haggling for the best deal may seem part and parcel of the car buying experience

60、,and our data shows that the ability to meet live sales associates is of greater importance for global car buyers opting for in-person methods of future vehicle purchase.On the other hand,the avoidance of salespeople and price negotiations is a higher priority for those considering online purchases,

61、opting for a hassle free,more simplistic purchasing model.Factors important in determining where to purchase future vehicle by future car purchase channelGlobal totalGlobal totalIn-person at In-person at a dealershipa dealershipIn-person In-person from an from an ownerownerOnline Car Online Car reta

62、ilersretailersOnline from a Online from a car manufacturer car manufacturer such as Tesla or such as Tesla or Polestar,Polestar,Online from a Online from a car manufacturer car manufacturer who sells both who sells both online and in-online and in-personpersonOnline Online auction siteauction siteFi

63、nd best priceFind best price61%61%67%67%69%69%66%66%57%57%64%64%57%57%Ability to see/test drive vehicleAbility to see/test drive vehicle56%56%64%64%63%63%56%56%53%53%59%59%49%49%Ability to trade in current vehicleAbility to trade in current vehicle35%35%41%41%31%31%37%37%35%35%39%39%30%30%Receive 1s

64、t-rate customer service Receive 1st-rate customer service post purchasepost purchase30%30%34%34%27%27%31%31%33%33%35%35%26%26%Ability to meet live sales associateAbility to meet live sales associate29%29%32%32%31%31%24%24%23%23%25%25%26%26%Ability to take out a finance Ability to take out a finance

65、arrangement with the same arrangement with the same company I purchased the car fromcompany I purchased the car from21%21%23%23%20%20%27%27%30%30%28%28%25%25%Ability to shop around from homeAbility to shop around from home19%19%20%20%20%20%33%33%32%32%30%30%30%30%Ability to have vehicle delivered Ab

66、ility to have vehicle delivered to meto me13%13%12%12%14%14%26%26%27%27%23%23%27%27%Avoiding price negotiationsAvoiding price negotiations11%11%10%10%12%12%20%20%22%22%19%19%20%20%Avoiding sales associate Avoiding sales associate interactionsinteractions8%8%7%7%10%10%17%17%21%21%15%15%18%18%Thinking

67、 about your next vehicle purchase,which factors are important to you in determining where you purchase your vehicle?LEARN MORE AB OUT OUR DATAGlobal Auto White Paper 202218Global Auto White Paper 202218Many online car buying platforms show the price of the car alongside trade-in and finance options.

68、This enables online car retailers to play on a level playing field with their physical counterparts without the face-to-face sales interaction,negotiations,and haggling on price that some car buyers dislike.In addition,to ensure trade-in deals are competitive,consumers can also use online comparison

69、 sites to get quick and easy valuations which reassure them that they are getting the best trade-in deal.Discover living dataSpeak to salesLaunch a surveyGlobal Auto White Paper 20221956%of global car buyers consider the test drive experience to be an important factor when considering their purchase

70、.Test driving is the second most popular priority behind price and rises to around six in ten among car buyers considering an in-person purchasing option.Those considering purchasing their vehicle either online from a car manufacturer,an online car retailer,or an online auction are slightly less int

71、erested in a test drive.Nevertheless,to overcome the challenge of the test-drive experience,some online auto groups are offering trial ownership arrangements,offering buying a period to try out the car,along with an easy returns process.Drive before you buyDrivebuyF I N D O U T H OW O U R S O LU T I

72、 O N S CA N H E L P YO UGlobal Auto White Paper 202220Global Auto White Paper 202220The convenience of online car buying Online car platforms offer the flexibility for consumers to buy a car from the comfort of their own home,and YouGov data shows that future global car buyers considering online pur

73、chasing methods are more attracted by convenience than those selecting face-to-face approaches.A significantly higher proportion of car buyers considering using online car retailers,purchasing online from a car manufacturer,or online auction site are more likely to prioritise factors such as the abi

74、lity to shop around from home,and the ability to have their vehicle delivered to the door than consumers selecting face-to-face purchasing options.Whilst we are seeing growing interest in car buyers embracing the digital path to purchase some are still holding back.What are global consumers attitude

75、s to online car retailers?online car buying Global Auto White Paper 202221Global Auto White Paper 202221Across the 18 international markets surveyed,there is a low level of understanding of online car purchasing options among global consumers,with almost half(49%)agreeing that they dont know enough

76、about online car retailers and manufacturers.Significantly,despite the higher levels of use of online car purchasing options among younger generations,they are equally as unfamiliar with their knowledge of online car retailers and manufacturers as some of their older counterparts.This,however,presen

77、ts an opportunity for online car platforms to build awareness,and communicate their offering to a wider audience.Agreement with statement:“I dont know enough about online car retailers or manufacturers”Global totalGlobal total18-2418-2425-3425-3435-4435-4445-5445-5455+55+Strongly agree20%19%18%18%18

78、%25%Slightly agree29%32%31%29%28%26%Neither agree nor disagree29%26%29%32%30%27%Slightly disagree9%9%9%9%9%8%Strongly disagree5%5%4%5%6%5%How much do you agree with the following statement about buying cars online either through an online retailer or manufacturer?The education challengeSPEAK TO A RE

79、 SEARC HERGlobal Auto White Paper 202222Global Auto White Paper 202222Whilst we have seen there is an opportunity to increase consumers knowledge and understanding of online car retailers or manufacturers across the glow,there is also a trust challenge to overcome.39%of global consumers agree that t

80、hey dont trust online car retailers or manufacturers(with only 15%disagreeing with this statement)and a third unsure.Significantly,whilst younger future car buyers are more likely to consider purchasing their next vehicle online,our research indicates that levels of trust in online car retailers amo

81、ng global consumers remains low across all age groups.This may be because online options are newer and less familiar,but the online car sector has a challenge ahead to build this trust and consumer confidence across the globe,particularly among younger generations-the future audience for the automot

82、ive industry.Agreement with statement:“I dont trust online car retailers or manufacturers”Global totalGlobal total18-2418-2425-3425-3435-4435-4445-5445-5455+55+Strongly agree14%11%12%13%15%18%Slightly agree25%26%27%26%23%24%Neither agree nor disagree36%35%36%37%37%34%Slightly disagree10%13%12%11%11%

83、8%Strongly disagree5%5%4%4%5%5%Dont know10%10%9%9%9%11%How much do you agree with the following statement about buying cars online either through an online retailer or manufacturer?As global consumers become more open to buying online,brand marketers need to focus on creating more knowledge,communic

84、ating the enhanced customer experience and build brand trust to fully convert to the online path to purchase.As automotive retailing becomes a more omnichannel experience,it is important that businesses consider how their methods of communication address the needs and expectations of individual cust

85、omers.The trust challengeEXPLORE MORE DATAGlobal Auto White Paper 202223Global Auto White Paper 202223The E-volution Despite the impact of the pandemic on the automotive market,the EV sector has continued to grow.The world is moving full force towards electrification,OEMs have invested billions to d

86、eliver new electrified models,from R&D to factory redesign.Consumer attitudes have evolved,and demand for efficient and low emission vehicles is increasing.YouGov Global Profiles data reveals that almost two thirds(65%)of global consumers agree that the future vehicle industry is electrification,onl

87、y a small 11%disagree.PART -3Global Auto White Paper 202224Level of agreement with the statement Electric cars are the future of the motor industryExploring attitudes towards the future electrification of the vehicle industry by different markets,YouGov Global Profiles data highlights that Asian mar

88、kets have the highest agreement with the statement reaching to almost eight in ten for Indonesia and over seven in ten in India,Singapore and Hong Kong,along with Mexico.F I N D O U T H OW O U R S O LU T I O N S CA N H E L P YO U65%11%24%AgreeNeither agree nor disagreeDisagreeGlobal Auto White Paper

89、 202225Global Auto White Paper 202225Net agreement with the statement Electric cars are the future of the motor industryBy countryHow much do you agree with the following statement about buying cars online either through an online retailer or manufacturer?Agree 65%globalNeither agree nor disagree 24

90、%globalDisagree11%globalUnited Arab Emirates69%23%7%Great Britain19%15%65%Australia13%22%65%Canada11%25%65%USA23%14%63%Spain14%24%62%China6%34%60%Poland16%26%59%Italy14%31%56%Denmark12%32%56%Sweden22%28%51%Germany42%10%48%France33%33%35%Hong Kong71%25%4%Singapore71%24%5%India72%18%9%Mexico75%19%6%In

91、donesia79%18%4%Global Auto White Paper 202226Global Auto White Paper 202226There is also growing interest in premium branded EVs,capitalising on the segment carved out by Tesla.Large,established,luxury automotive manufacturers and newer premium specialists are also competing to be at the forefront o

92、f this growing sector.Almost every major brand and luxury car specialist have now committed to making electric cars,whilst keeping their prestige appeal;whether its the styling,interiors,performance,or a combination of all three.Using YouGov BrandIndex data to measure which car brands have customers

93、 buzzing in the automotive sector in the UK,we can see that Tesla ranks as the number one brand for Buzz among under 44s.Amongst 45-54 year olds,Tesla drops back to 8th position,and falls out of the top ten to 23rd amongst the over 55s.Focus on E-luxuryE-luxuryGlobal Auto White Paper 202227YouGov Br

94、and Index,UK,Jan-Dec210426810TeslaMercedes-BenzFordAudiPorsheBMWToyotaMINIVolkswagenJaguar1 8-240426810TeslaMercedes-BenzFordAudiVolvoBMWToyotaJaguarVolkswagenHonda25-340426810TeslaToyotaFordVolkswagenAudiMercedes-BenzVolvoJaguarHondaNissan3 5-440426810FordMercedes-BenzJaguarVolvoNissanAudiToyotaTes

95、laSkodaMINI45-540426810FordToyotaKiaJaguarNissanVolvoAudiLand RoverSkodaMecedes-Benz55+96.35.74.44.34.143.93.73.63.23.13.12.93.93.73.43.43.33.33.132.84.34.23.93.63.53.33.13.12.65.45.154.94.54.23.53.12.98.17.16.76.16.15.44.74.74.5Car brands with the biggest Buzz score-UKBuzz is a measure of whether c

96、onsumers have heard positive things about a brand in the last two weeks.The score can range from 100 to-100 and is compiled by subtracting negative feedback from positive.A zero score means equal positive and negative feedback.It is just one of 16 brand health metrics continuously tracked by YouGov

97、BrandIndex across thousands of brands and hundreds of sectors,globally,with historical data ranging back over 15 years.Global Auto White Paper 202228Global Auto White Paper 202228Whilst Tesla has created a buzz in the industry,YouGov research explores the global appetite for buying luxury and premiu

98、m EVs across the 18 international markets,and the core drivers for buying luxury/premium electric vehicles.More than half globally are interested in buying an electric luxury or premium car.YouGov data identified that over a fifth(22%)of global consumers currently own a luxury or premium car*.Almost

99、 six in ten(59%)luxury or premium car owners globally would be interested in buying a luxury/premium EV model,and a quarter would be very interested.*Luxury and Premium car buyers are defined as;Luxury cars defined as:Bentley,Rolls Royce,Bugatti,Ferrari,Lamborghini,Aston Martin,Maserati,McLaren,Pors

100、che and Jaguar E-Type.Premium cars defined as:Mercedes-Benz,Lexus,JLR,BMW,Tesla,Audi,and Volvo.Interest in buying a luxury/premium electric vehicleHow interested would you be in being able to buy an electric vehicle luxury/premium car?Based on Luxury and Premium Car owners?*26%32%21%11%9%Very intere

101、stedQuite interestedNot sureNot very interestedNot at all interestedGlobal Auto White Paper 202229Global Auto White Paper 202229Turning to countries with the highest level of interest in buying an electric luxury/premium vehicle,we see that UAE,and the Asia markets,register the highest level of inte

102、rest amongst existing luxury/premium car owners.%Interested(very/quite)in buying a luxury/premium electric vehicle By country59%globalHow interested would you be in being able to buy an electric vehicle luxury/premium car?Based on Luxury and Premium Car buyers*020406080100Great Britain50%Germany45%F

103、rance44%Italy44%Denmark48%Sweden40%Spain46%Poland44%United States48%Mexico67%United Arab Emirates77%India80%Australia72%China64%Indonesia77%Hong Kong76%Singapore70%Canada64%Global Auto White Paper 202230Global Auto White Paper 202230Looking at the reasons why luxury or premium car owners would be in

104、terested in buying a top of the range EV,the highest scoring motivations are centred around the reduced cost of fuel(39%),and protecting the environment (38%),followed by future proofing and lower running costs(both registering interest among a third of luxury or premium car owners).Being at the for

105、efront of change in terms of interest in the latest technology,and vehicle design are also appealing EV attributes for around three high end car owners.Lower running costs and the environmental impact drive interest in luxury/premium EVsSPEAK TO A RE SEARC HERGlobal Auto White Paper 202231Global Aut

106、o White Paper 202231Reasons interested in buying a luxury/premium EV car amongst existing luxury/premium car buyers GlobalReduced cost of fuel(e.g.,petrol and diesel have increasing costs)To protect the environmentFuture proofing(e.g.,petrol and diesel are in decline)Low running costs(e.g.,tax,maint

107、enance and charging)I like using the latest technologyI like the design of the carI like the brandI like how silent these types of cars areIt has unique featuresLow purchase price(e.g.,electric cars are getting cheaper)Low insurance costsDepreciation of ICE cars(ICE=Internal Combustion Engine)OtherW

108、hy are you interested in being able to buy an electric vehicle luxury/premium car?Please select all that apply.Based on Luxury and Premium Car owners interested in buying a luxury/premium EV car.39%38%34%33%30%29%27%27%25%23%20%20%1%Global Auto White Paper 202232Interest in buying a luxury or premiu

109、m EV among high end car owners(59%)outweighs those uninterested(20%)three times to one.Of those who are not interested,the lack of charging points and initial cost rank as the top barriers to purchase.Other challenges to the adoption of luxury/premium EVs among top of the range car owners are highly

110、 charged,with more than three in ten stating the charging time,longevity of battery and the hassle involved in charging.This suggests that a better charging infrastructure could eliminate this as a barrier.Speed is not a barrier not a barrierGlobal Auto White Paper 202233Global Auto White Paper 2022

111、33Top reasons not interested in buying a luxury/premium car amongst existing luxury/premium car buyers GlobalWhy are you not interested in being able to buy an electric vehicle luxury/premium car?Based on Luxury and Premium Car buyers not interested in buying a luxury/premium EV car.38%Initial cost

112、is higher37%There are not enough charging stations33%Low mileage range at full charge33%Charging time32%Longevity of battery31%Hassle of charging24%Low mileage23%Environment&Sustainability concerns (i.e.,lithium mining,battery production&disposal)22%Cost of charging at home21%Do not have capability/

113、space to charge at home20%Complexity of charging (i.e.,plug options,payment options)12%Financial benefits,tax breaks and legislation are confusing10%I dont like the design9%Range of models to choose from is reduced9%Low performance in terms of speed7%It is too silent6%The type/model of car which I w

114、ant isnt available as electric5%The brands I like dont make electric cars5%OtherGlobal Auto White Paper 202234Only around one in ten state the design,range of models and the low performance as barriers to not buying electric luxury/premium vehicles.Given electric vehicles have an instant torque,more

115、 horsepower,and generally have a quicker 0-100km/h acceleration,speed is not a seen as a barrier to buying electric luxury/premium vehicles.As governments across the world tighten their emissions,regulation will clearly be a key driver towards EV in the luxury and premium car market.At COP26,several

116、 major countries and automakers agreed to set a new goal to go all-electric by 2040.Luxury OEMs such as Land Rover,Jaguar,Maserati and Alfa Romeo are all at different stages of moving toward electrification.LE A R N M O R E A B OUT OUR DATAGlobal Auto White Paper 202235Global Auto White Paper 202235

117、Summary1The rise of digital purchasing options for both new and used cars transformed the automotive industry during the pandemic.Whilst in-person car purchasing via a dealership or a private owner remains the preferred option for past and future purchasing,global car buyers are increasingly explori

118、ng digital channels.2Younger generations are more receptive to digital car purchasing solutions.But global consumers across all age groups dont know enough about the online purchasing options available,suggesting an educational need for potential car buyers,and an opportunity for online auto retaile

119、rs and manufacturers to clearly communicate,and promote the benefits and processes of purchasing online.3Todays car buying process is becoming increasingly complex and varied.Purchasing considerations not only include visits to dealerships,test drives,and face-to-face interactions,but also a range o

120、f digital alternatives including buying directly online from car manufacturers,online car retailers,or online auction sites.These digital experiences offer consumers convenience,price benefits,and a hassle-free purchasing process,all from the comfort of their own home.4As the car buying process beco

121、mes a more omnichannel experience It is important that automotive organizations continue to track consumer attitudes and purchasing behaviour across the regions and consider how communication methods and messages address the changing needs and expectations of consumers.5Interest in purchasing luxury

122、/premium EV cars is high among global high end car owners.Key appeal factors centre on reduced fuel costs and protecting the environment.Main objections for purchasing EV cars include price and battery issues;including lack of available charging infrastructure,low driving range,charging time,battery

123、 longevity,and the hassle involved in the charging process.Reducing charging time and adding technology features to luxury EVs would act as core factors for faster luxury/premium EV market growth.Global Auto White Paper 202236The insights in this report are drawn from a recent global Custom Research

124、 survey uncovering how car purchase behaviour and channels are evolving,the drivers to car purchase and the interest and appetite for electrification in the luxury and premium global auto market.The study covers 18 global markets of more than 19,000 respondents.Our survey results were further bolste

125、red by connecting research from our syndicated surveys YouGov Global Profiles and BrandIndex.Our survey was fielded the week of 6th to 22nd July 2022.The YouGov panel provides a naturally accurate and representative view of the population.Data is adjusted using a mild weighting team using interlocki

126、ng demographic characteristicsmethodology considered advanced in the market research space.For this report series the following population representation was used:For further information or for any questions about the data used in this report,please get in touch.MethodologyRegionMarketPopulation sam

127、pled representationSample Size (n=)North AmericaUSNat Rep-18 years of age+1,662 North AmericaCanadaNat Rep-18+1,011 North AmericaMexicoNational(Urban focus)18+1,109 EuropeGBNat Rep-18+2,004 EuropeFranceNat Rep-18+1,003 EuropeGermanyNat Rep-18+1,063 EuropeSpainNat Rep-18+1,004 EuropeDenmarkNat Rep-18

128、+1,009 EuropeItalyNat Rep-18+1,008 EuropePolandNat Rep-18+1,005 EuropeSwedenNat Rep-18+1,018 APACAustraliaNat Rep-16+1,091 APACChinaNational Online-16+1,033 APACHong KongNational Online-18+514APACIndonesiaNational Online-18+1,100 APACIndiaNational Online(Urban only)-18+1,073 APACSingaporeNat Rep-18+

129、1,054 MENAUAENat Rep-18+1,117 Global Auto White Paper 202237Thank youYouGov is an international research,data and analytics group.We have been building an ever-growing source of consumer data for over 20 years,creating the richest and most complete understanding of your customers complex lives.We ca

130、ll it living data.Understand what 20 million+registered panel members in over 55 markets are thinking,on over a million-and growing-data points.Re-Contact and dig deeper to explore,plan,activate and track marketing activity with certainty,at speed,every time.Living Consumer Intelligence.2022 YouGov

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