1、 1 2017 KPMG Advisory(China)Limited,a wholly foreign owned enterprise in China and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative(“KPMG International”),a Swiss entity.All rights reserved.AutoForesight is separate and distinct from KPMG In

2、ternational Cooperative(“KPMG International”)and its member firms.中国新能源汽车消费者洞察Consumer Insights on New Energy Vehicles in China预致汽车咨询有限公司和 毕马威中国联合出品In association with AutoForesight2 3 2017 KPMG Advisory(China)Limited,a wholly foreign owned enterprise in China and a member firm of the KPMG network o

3、f independent member firms affiliated with KPMG International Cooperative(“KPMG International”),a Swiss entity.All rights reserved.AutoForesight is separate and distinct from KPMG International Cooperative(“KPMG International”)and its member firms.2017 毕马威企业咨询(中国)有限公司 中国外商独资企业，是与瑞士实体 毕马威国际合作组织(“毕马威国

4、际”)相关联的独立成员所网络中的成员。版权所有，不得转载。预致汽车有限公司与毕马威国际合作组织(“毕马威国际”)和各成员所为各自独立的实体。中国的潜在买车人士是 既受政策、经济诱因驱动，又有环保意识的消费者。Potential Chinese customers are policy-and economically driven,environmentally conscious consumers回顾 2016 年，中国的新能源汽车市场长足发展，新能源汽车销量超过 50万辆的佳绩。中国的消费者为什么选购新能源汽车或电动汽车呢?更重要的是，购买新能源汽车的消费者对新能源汽车有何看法?毕马威中

5、国与汽车业市场调研机构AutoForesight 联手对 220 位新能源汽车车主和潜在买车人士开展了一项调研，以了解中国的汽车消费者目前和未来的需要和诉求，调研结果颇出乎意料。In 2016,we saw an impressive increase in the new energy vehicle(NEV)market in China,with over half a million new NEV car sales.Why would Chinese customers choose to buy an NEV or electric vehicle(EV)?Most import

6、antly,what do potential NEV buyers think about the topic of NEVs?KPMG China and market&industry research firm AutoForesight have conducted a survey of 220 NEV owners and potential NEV buyers to understand the needs and wants of current and future Chinese automobile consumers and the results are surp

7、rising.2 3 2017 KPMG Advisory(China)Limited,a wholly foreign owned enterprise in China and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative(“KPMG International”),a Swiss entity.All rights reserved.AutoForesight is separate and distinct from

8、 KPMG International Cooperative(“KPMG International”)and its member firms.2017 毕马威企业咨询(中国)有限公司 中国外商独资企业，是与瑞士实体 毕马威国际合作组织(“毕马威国际”)相关联的独立成员所网络中的成员。版权所有，不得转载。预致汽车有限公司与毕马威国际合作组织(“毕马威国际”)和各成员所为各自独立的实体。4 5 2017 KPMG Advisory(China)Limited,a wholly foreign owned enterprise in China and a member firm of the

9、 KPMG network of independent member firms affiliated with KPMG International Cooperative(“KPMG International”),a Swiss entity.All rights reserved.AutoForesight is separate and distinct from KPMG International Cooperative(“KPMG International”)and its member firms.2017 毕马威企业咨询(中国)有限公司 中国外商独资企业，是与瑞士实体

10、毕马威国际合作组织(“毕马威国际”)相关联的独立成员所网络中的成员。版权所有，不得转载。预致汽车有限公司与毕马威国际合作组织(“毕马威国际”)和各成员所为各自独立的实体。动机和理由 Motivation and rationale 在中国的新能源汽车车主和潜在买车人士之中，70%的受访者在工作日平均驾驶里数达 40 公里，周末驾驶里数达 40 公里的百分比下跌至 65%。电动汽车的主要用途是上班出行。调查发现，两类受访者都认为与内燃机汽车(传统燃油汽车)相比，电动汽车在经济上更划算，而且更环保，国家补贴也是促使消费者买车/拥有汽车的重要因素，特别是在一些需要限量拍卖私车牌照，交通比较拥堵的大城

11、市。购买电动汽车的原因是多方面的。虽然车主表示主要原因是免费私车牌照和国家补贴，潜在买车人士认为购买电动汽车的主要原因是维保费用较低，而且有利于保护环境，其次是免费私车牌照。但是，消费者过去对新能源汽车的疑虑仍然存在。首次购买新能源汽车的车主和潜在买车人士认为电动汽车的缺点是电池续航力不足(及电池技术)、充电速度缓慢，以及充电设施短缺等。大多数新能源汽车车主会在家中或工作地点(如有充电设施)为汽车充电。然而虽有疑虑，仍有 45%的现有新能源车主表示将来会再购一辆新能源汽车，反映消费者对新能源汽车的未来仍有信心。中国的新能源汽车车主和潜在车主对电池的续航力也有类似的期望。超过70%的受访者期望电

12、动汽车续航力为 350 公里，他们认为这个距离应可足够满足其驾驶需要。在可接受的最长充电时间方面，超过 53%的新能源汽车车主目前接受 4 小时的充电时间(潜在车主 73%)，而大多数新能源汽车车主(84%)期望最快充电时间在 1 小时以内(潜在车主 61%)。Of the Chinese NEV owners and potential buyers,70 percent need to travel an average of up to 40km on weekdays.This drops to 65 percent on weekends.The primary use of EVs

13、 is commuting to work.The research found that both groups believe that compared to internal combustion engine(ICE)cars(conventional vehicles),electric vehicles are more economical and environmentally friendly,and that state subsidies are important factors in buying/owning a car,especially in dense c

14、ities with car licence plate quotas.The reasons for purchasing an EV are manifold.While owners say the key reasons are free car licence plates and state subsidies,potential buyers believe that the main reasons for purchasing EVs is the lower maintenance costs and environmental protection benefits,fo

15、llowed by the free licence plates.However,previous concerns about NEVs remain.First-time NEV owners and potential buyers see the drawbacks of EVs as the battery range(and the battery technology),the slow battery charging speed,as well as the availability of charging pole infrastructure.The majority

16、of NEV owners primarily charge their cars at home or at their workplace(if charging infrastructure is provided).However,45 percent current NEV owners would purchase another NEV,demonstrating customers belief in the future of NEVs.Chinese NEV owners and potential owners have quite similar expectation

17、s with regard to range.Over 70 percent expect the range of EVs to be 350km,which they believe would sufficiently cover their mobility needs.In terms of the longest acceptable battery charging time,more than 53 percent of NEV owners would currently accept a charging time of up to four hours(potential

18、 owners 73 percent),while the majority of NEV owners(84 percent)expect a maximum fast charging time of within one hour(potential owners 61 percent).6 7 2017 KPMG Advisory(China)Limited,a wholly foreign owned enterprise in China and a member firm of the KPMG network of independent member firms affili

19、ated with KPMG International Cooperative(“KPMG International”),a Swiss entity.All rights reserved.AutoForesight is separate and distinct from KPMG International Cooperative(“KPMG International”)and its member firms.2017 毕马威企业咨询(中国)有限公司 中国外商独资企业，是与瑞士实体 毕马威国际合作组织(“毕马威国际”)相关联的独立成员所网络中的成员。版权所有，不得转载。预致汽车

20、有限公司与毕马威国际合作组织(“毕马威国际”)和各成员所为各自独立的实体。Brand awareness and preference 由于中国政府会运用税务激励、补贴和免费私车牌照等措施鼓励消费者购买本地制造品牌的新能源汽车，所以本地制造的新能源汽车销量占据最大份额并不足为奇。调查发现，受访者对比亚迪汽车、荣威和北汽等中国品牌的偏好和认识特别明显。值得注意的是，受访者主要认识的外国品牌(但只限于潜在消费者)是特斯拉，而且排名在比亚迪和荣威之后。除了品牌认识外，产品质量和专业服务也是车主购买汽车的两大原因。对于潜在消费者来说，品牌认知是关键，其次是新能源汽车领域的行业领导地位和科技的成熟度。A

21、s the Chinese Government is using tax incentives,subsidies and free licence plates to encourage customers to buy locally produced NEV brands,it is not surprising that most sales come from domestically produced NEVs.The survey found that Chinese brand preference and awareness is especially strong for

22、 BYD Auto,Roewe and BAIC.Interestingly,the major foreign brand that has brand recognition(but only for potential customers)is Tesla,which is ranked behind BYD and Roewe.After brand awareness,product quality and professional service are the other two reasons that owners purchase their vehicles.For po

23、tential customers,brand awareness is key,followed by industry leadership in the NEV space and the maturity of the technology.品牌认知和 偏好 8 9 2017 KPMG Advisory(China)Limited,a wholly foreign owned enterprise in China and a member firm of the KPMG network of independent member firms affiliated with KPMG

24、 International Cooperative(“KPMG International”),a Swiss entity.All rights reserved.AutoForesight is separate and distinct from KPMG International Cooperative(“KPMG International”)and its member firms.2017 毕马威企业咨询(中国)有限公司 中国外商独资企业，是与瑞士实体 毕马威国际合作组织(“毕马威国际”)相关联的独立成员所网络中的成员。版权所有，不得转载。预致汽车有限公司与毕马威国际合作组织

25、(“毕马威国际”)和各成员所为各自独立的实体。Beyond EVs中国社会，特别是较年轻的消费者较容易接受新科技，尤其是为日常生活带来便利的高科技产物，例如手机银行、社交媒体、网购等。对消费者来说便利才是关键。因此，我们发现新能源汽车车主，尤其是潜在车主对未来的新能源汽车功能有新的期望，虽然不是硬性要求。他们的最大期望是新能源汽车能够把半自动及/或全自动驾驶功能作为标配。自动驾驶、停车辅助和其他高级驾驶辅助系统(ADAS)功能在两大消费者类别中的排名均位于前列。在新能源汽车车主中，49%的受访者期望新能源汽车能够具备3级自动驾驶功能(解放双眼)，32%期望具备2级自动驾驶功能(解放双手)，而高

26、达 68%的潜在消费者期望未来的新能源汽车可同时具备 2 级和 3 级自动驾驶功能。两大消费类别的受访者均同意 3 级自动驾驶功能将大幅改善驾驶质量，因此可提升生活水平。现有的新能源汽车车主和潜在消费者对电动汽车共享经济态度正面。当问到选择自行驾驶的电动汽车，还是共享汽车服务时，65%的受访者表示虽然他们仍希望拥有自己的汽车，但他们会使用共享汽车服务。Chinese society especially younger consumers embrace new technologies,especially high-tech features that help them in their

27、 everyday life,such as mobile banking,social media and mobile commerce.Convenience is key.As such,we observed that NEV owners and especially potential owners have new expectations if not demands about future NEV features.Foremost,they expect standard NEV features to include semi-and/or fully autonom

28、ous features.Ranked high amongst both customer groups are autopilot,parking assistance and other advanced driver assistance system(ADAS)features.Of NEV owners,49 percent would expect NEVs to have autonomous driving Level 3(eyes off),and 32 percent expect Level 2(hands off),while a robust 68 percent

29、of potential customers would like see both Level 2 and 3 of autonomous driving in their future NEV.Both groups agree that Level 3 would greatly improve their quality of mobility and therefore be a quality of life improvement.Current NEV owners and potential buyers have quite a positive attitude towa

30、rds the sharing economy regarding electric vehicles.When it comes to choosing self-driving EVs from car-sharing services,65 percent of all respondents agree they would use this service,while acknowledging that they would still want to own their car.电动汽车的 未来10 11 2017 KPMG Advisory(China)Limited,a wh

31、olly foreign owned enterprise in China and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative(“KPMG International”),a Swiss entity.All rights reserved.AutoForesight is separate and distinct from KPMG International Cooperative(“KPMG Internatio

32、nal”)and its member firms.2017 毕马威企业咨询(中国)有限公司 中国外商独资企业，是与瑞士实体 毕马威国际合作组织(“毕马威国际”)相关联的独立成员所网络中的成员。版权所有，不得转载。预致汽车有限公司与毕马威国际合作组织(“毕马威国际”)和各成员所为各自独立的实体。The China perspective随着电动汽车在中国市场渐受欢迎，而且社会越来越接受以电动汽车取代传统的内燃机汽车。中国的消费者对电动汽车的期望值也在不断上调，以满足他们不断上升的驾驶需要。中国的消费者当然明白科技进步才能确保安全，但他们对电动汽车对消费者，以至整个社会所扮演的角色有着清晰的期望

33、。简而言之，电动汽车既要满足他们的驾驶需要(出行及合理的充电速度)，而且还有利于保护环境。电动汽车应具备先进技术和模式(自动驾驶和分享经济)，从而彻底改变未来驾驶对社会的意义。最重要的是电动汽车要让使用者享受到更优质的生活。中国视角With EVs gaining traction in the China market and getting more acceptance in society as a real alternative to traditional ICE vehicles,Chinese consumers are raising the bar regarding t

34、heir expectations of EVs to fulfil their mobility needs.Chinese consumers are realistic enough to realise that technology needs to improve in order to ensure safety;however,they have very clear expectations about how they see the role of EVs for themselves as well as for society.In a nutshell,EVs sh

35、ould meet their mobility needs(commuting and reasonable charging speed)and be environmentally friendly.They should revolutionise the way that future mobility will shape the society they are living in and be equipped with advanced technology(autonomous and sharing).Most importantly,they should improv

36、e consumers lifestyle.About this SurveyKPMG China and AutoForesight conducted a survey of 220 owners and potential owners of new energy vehicles in China to gain a better understanding of current and future consumer preferences for Chinese automobiles.One hundred respondents are owners of new energy

37、 vehicles,while 120 are potential owners.Eighty percent of the survey respondents are between 30 and 35 years old.关于此次调研为了要了解中国的汽车消费者目前和未来的需要与诉求，毕马威中国与汽车业市场调研机构 AutoForesight 联手对 220 位新能源汽车车主和潜在买车人士进行了一项调研。其中 100 位受访者是新能源汽车车主，而其余 120 位受访者则是潜在买车人士。八成的受访者年龄介于 30 到 35 岁联系方式Contact us陈友合汽车行业主管合伙人毕马威中国Hu

38、u-Hoi TranPartner,AdvisoryHead of Automotive SectorKPMG China 电话 Tel:+86(10)8508 5922电邮 Email:张豫 创始人预致汽车咨询有限公司Yale Zhang FounderAutoForesight电话 Tel：+86(21)3868 0868电邮 Email：12 13 2017 KPMG Advisory(China)Limited,a wholly foreign owned enterprise in China and a member firm of the KPMG network of inde

39、pendent member firms affiliated with KPMG International Cooperative(“KPMG International”),a Swiss entity.All rights reserved.AutoForesight is separate and distinct from KPMG International Cooperative(“KPMG International”)and its member firms.2017 毕马威企业咨询(中国)有限公司 中国外商独资企业，是与瑞士实体 毕马威国际合作组织(“毕马威国际”)相关联

40、的独立成员所网络中的成员。版权所有，不得转载。预致汽车有限公司与毕马威国际合作组织(“毕马威国际”)和各成员所为各自独立的实体。澳门澳门苏亚利斯博士大马路中国银行大厦24楼BC室电话:+853 2878 1092传真:+853 2878 1096香港香港中环遮打道10号太子大厦8楼香港铜锣湾轩尼诗道500号希慎广场23楼电话:+852 2522 6022传真:+852 2845 2588北京中关村中国北京丹棱街3号 中国电子大厦B座6层603室邮政编码:100080电话:+86(10)5875 2555传真:+86(10)5875 2558北京中国北京东长安街1号东方广场毕马威大楼8层邮政编码

41、:100738 电话:+86(10)8508 5000传真:+86(10)8518 5111成都中国成都红星路3段1号国际金融中心1号办公楼17楼邮政编码:610021电话:+86(28)8673 3888传真:+86(28)8673 3838福州中国福州五四路137号信和广场12楼1203A单元邮政编码:350003电话:+86(591)8833 1000传真:+86(591)8833 1188重庆中国重庆邹容路68号大都会商厦15楼1507单元邮政编码:400010电话:+86(23)6383 6318传真:+86(23)6383 6313佛山中国佛山灯湖东路1号友邦金融中心一座8层邮政编

42、码:528200电话:+86(757)8163 0163传真:+86(757)8163 0168广州中国广州市珠江新城珠江东路6号周大福金融中心21楼邮政编码:510623电话:+86(20)3813 8000传真:+86(20)3813 7000杭州中国杭州杭大路9号聚龙大厦西楼8楼邮政编码:310007电话:+86(571)2803 8000传真:+86(571)2803 8111南京中国南京珠江路1号珠江1号大厦46楼邮政编码:210008电话:+86(25)8691 2888传真:+86(25)8691 2828青岛中国青岛东海西路15号英德隆大厦4层邮政编码:266071电话:+86

43、(532)8907 1688传真:+86(532)8907 1689沈阳中国沈阳北站路61号财富中心A座19层邮政编码:110013电话:+86(24)3128 3888传真:+86(24)3128 3899上海中国上海南京西路1266号恒隆广场50楼邮政编码:200040电话:+86(21)2212 2888传真:+86(21)6288 1889深圳中国深圳深南东路5001号华润大厦9楼邮政编码:518001电话:+86(755)2547 1000传真:+86(755)8266 8930天津中国天津大沽北路2号天津环球金融中心津塔写字楼40层06单元邮政编码:300020电话:+86(22)2329 6238传真:+86(22)2329 6233厦门中国厦门鹭江道8号国际银行大厦12楼邮政编码:361001电话:+86(592)2150 888传真:+86(592)2150 999中国內地香港特别行政区和澳门特别行政区 中国外商独资企业，是与瑞士实体 毕马威国际合作组织(“毕马威国际”)相关联的独立成员所网络中的成员。版权所有，不得转载。毕马威的名称和标识均属于毕马威国际的商标或注册商标。预致汽车有限公司与毕马威国际合作组织(“毕马威国际”)和各成员所为各自独立的实体。