全球電車趨勢及海外消費者偏好分析-2024-10-市場解讀

全球電車趨勢及

海外消費者偏好分析

Confidentialandproprietary

?2024NielsenConsumerLLC.AllRightsReserved.

Content

01GlobalAutomotiveMarketOverview

02OverseaCustomerInsight

?2024NielsenConsumerLLC.AllRightsReserved.Confidentialandproprietary

01GlobalAutomotive

MarketOverview

?2024NielsenConsumerLLC.AllRightsReserved.

Confidentialandproprietary

GlobalNewVehicleSaleshasreach92Millionin2023with65millionPassengerCar,Chinahasemergedasthemaingrowthmarketfor

playersintheglobalautomobileindustry

100

90

80

70

Millions

60

50

40

30

20

10

0

2019-2023GlobalNewVehicleSales

PassageCarCommercialVehiclesAllVehicles

9192

27

82

79

25

54

83

26

24

56

57

27

64

65

20192020202120222023

ChinaUnitedStatesJapan

India*SouthKorea GermanyMexico

BrazilSpain

Thailand

Top10VehicleProductionCountries

CarsCommercialvehicles

China,US,Japanwerethelargestproducersofcarsandcommercialvehicles.

Chinaledthemarketforvehicleproduction,

producingmorethan27millioncarsand

commercialvehiclesthatyear.Thiswasevengreaterthantheproductionvaluesoftheothertopfivecountriescombined

DataSource:

/category/production-statistics/2022-statistics/

/statistics/584968/leading-car-manufacturing-countries-worldwide/

Confidentialandproprietary

?2024NielsenConsumerLLC.AllRightsReserved.

4

Million

Notonlyintotalcarsmarket,Chinahasalsobecometheleaderinglobalelectricvehicledevelopmentaswell.In2024,GlobalEVsalesisexpectedtoreach16million,morethan60%ofwhicharecontributedfromChina

18

16

14

12

10

8

6

4

2

0

2010-2024EGlobalEVsalesbyregions

ChinaEuropeUnitedStatesJapanKoreaRestofworld

201020112012201320142015201620172018201920202021202220232024E

2024EEVsalesforecastinginfiveregions

China

EVSalesareexpectedtogrowbyalmost25%YoY,reachingaround10millionin2024

Europe

EVSalesareprojectedtoreacharound3.5millionunitsin2024.Thegrowthisexpectedtobethe

lowestofthethreelargestmarket,lessthan10%.

UnitedStates

EVSalesareprojectedtoriseby20%YoY,reachingaround2million,withalmost0.5millionmoresales.

Korea

EVSaleswasaround0.13millionin2023,aretoremainlimitedin2024.

Japan

EVSaleswasaround0.14millionin2023,arealsotoremainlimitedwithdevelopedcarmarkets.

DataSource:GlobalEVOutlook2024

Confidentialandproprietary

?2024NielsenConsumerLLC.AllRightsReserved.

5

02OverseaCustomer

Insight

?2024NielsenConsumerLLC.AllRightsReserved.

Confidentialandproprietary

Afteryearsofgrowth,interestinEVslevelsoffamongluxuryintenderswhiledecliningamongnon-luxuryintenders

Non-luxurySUVandcompactpickupintendersaretheleastinterestedinEVs

%Veryinterestedinbuying/leasinganall-electricvehicle

LuxuryAvg

Non-luxAvg

4342

38

34

29

24

18

15

13

13

13

14

201820192020202120222023

GfKAutoMobility?2024TheFutureofMobilityTJSignificantlyhigher/lowervs.2022(@90%C.I.)Confidentialandproprietary?2024NielsenConsumerLLC.AllRightsReserved.7

Thesteadyclimbofelectricvehicleintentionsstabilizesin2023

afterdoublingfrom2020to2022

HybridIntentionsalsoleveloff

VehicleMixamong1YearIntenders

70.6

59.6

ICE

Hybrid

All-electric

Plug-in

Hybrid

14.7

11.8

11.17.5

5.05.0

Q320Q420Q121Q221Q321Q421Q122Q222Q322Q422Q123Q223Q323

Topreasonsfor1stchoiceamongEV

intenders

Quality

57%

Features/Techis significantlymore importanttoEVintendersthanICE intendersandis chosenasa reasonfor1stchoicemoreoftenthantrustorsafety

EVDrivingRange

51%

Features/Tech

45%

Trust

40%

Safety

40%

GfKAutoMobility?2024TheFutureofMobility

Confidentialandproprietary

?2024NielsenConsumerLLC.AllRightsReserved.

8

Pricerisestothetopasthe#1concernaboutowninganEV

DrivingrangewaspreviouslythetopconcernbutfallsamongthosemostinterestedinEVs

Whatareyourmainconcernsaboutowninganall-electricvehicle?

AutointenderswhoareveryinterestedinpurchasinganEV

Price

Timerequiredtocharge

Replacementbatterycost

DrivingRange

Availabilityofvehiclecharginginfrastructure

51

49

48

47

41

GfKAutoMobility?2024TheFutureofMobilityTJSignificantlyhigher/lowervs.2022(@90%C.I.)Confidentialandproprietary?2024NielsenConsumerLLC.AllRightsReserved.9

In-vehicletechnologyisbecomingincreasinglyimportant

Offeringcuttingedgetechnologyisanopportunitytoswaybrandloyalty

52%

Wouldremoveavehiclefromtheirconsiderationlistifitdidnotofferthein-vehicletechdesired

↑5pptsfrom2022

Thoughtstartersandissuesforconsideration

Safetyfeaturestopthelistonwhatautointenders

wantintheirnextvehicle.Whatotherfeaturesare

importanttobrandloyalty?

%Wouldremoveavehiclefromyourconsiderationlistifitdidnotofferthedesiredtech

LuxuryNon-luxury

62

65

61

54

50

49

49

52

48

48

LuxuryAvg

LuxuryMidsize

SUV

NearEntryLuxury

MidPrestigeLuxury

NonLuxuryAvg

MidsizeSUV

FullsizePickup

SmallSUV

MidsizeSedan

Entry/SmallCar

EntrySUV

44

GfKAutoMobility?2024TheFutureofMobilityTJSignificantlyhigher/lowervs.2022(@90%C.I.)Confidentialandproprietary?2024NielsenConsumerLLC.AllRightsReserved.10

One-thirdofautointendersdon’tunderstandautonomoustechnology

Non-Luxuryintenderslikelytobelessfamiliarwithautonomoustechnology

FamiliaritywithAutonomousTechnology(2023)Havenotheardofautonomoustechnologyordon’t

Haven’tHearofthisTech

HearofTechbutDon’tUnderstandit

HearofTechand

generallyUnderstandit

OwnVehiclewith

TechbutDon'tUse

itorUnderstand

OwnorDrivenVehiclewithTechandUnderstand

8

27

56

3

6

understandit(%)

35%ofintendersaren’tfamiliarwithordon’t

42

37

understandautonomoustechnology

36

35

3434

29

28

NonLuxuryLuxuryFemaleMaleGenZGenYGenXBoomers

GfKAutoMobility?2024TheFutureofMobility

Confidentialandproprietary

?2024NielsenConsumerLLC.AllRightsReserved.

11

“Drivingatnight”and“protectionfromdistracteddrivers”rankatthetopofthelistforimprovementsintenderswantfortheirdrivingexperience

Anopportunityforautonomoustechnology

Industry:Whatwouldyoulikeimprovedaboutthedrivingexperience?

36

32

31

31

28

19

18

16

11

9

Drivingatnight

OnethirdofIntenderscite

ProtectfromdistracteddriversBeingstuckintraffic

Dangerous/aggressivebehaviors

ReceiveinformationabouttrafficconditionsDrivinginunfamiliarareas

wantingimprovementsforbeingstuckintraffic,gettinginfoon

traffic,drivinginunfamiliar

areas,anddangerous/

aggressivedrivingbehaviors.

4444

Parkingintightspaces

FeelingtiredwheninthecarKeepdriver'seyesontheroadProtectingmyhealth/wellnessDrivinginurbanareas

Wastingtime/beingunproductivewhileinthecar

GfKAutoMobility?2024TheFutureofMobilityTJSignificantlyhigher/lowervs.2022(@90%C.I.)Confidentialandproprietary?2024NielsenConsumerLLC.AllRightsReserved.12

InterestinpurchasingEVscontinuestobepredominantlydrivenbyaspirationalfeelings

Thiscontrastswiththepracticaljustifications’intendersusetopurchaseanEVaroundfueleconomygainandenvironmentalbenefits

Green

Ibuyvehiclestosupportmy

commitmenttotheenvironment

Iconsiderbeingenvironmentallyfriendlyabraggingpoint

Practical

Electricvehiclesbenefitmy

financesbynothavingtobuygas

TechCentered

Iwanttoownthelatesttechnology

IwouldloveifvehiclescouldjustdrivethemselvessoIcandomoreimportantthings

9%

12%

8%

TopAttitudes

driving

interestin

Electric

Vehicles

59%

Aspirational&Status

OwninganelectricvehicleconnectswithwhoIam

OwninganelectricvehicleprojectswhoIwanttobe

Iwouldfeelgreatdrivinganelectricvehicle

Iam/wanttobethefirstinmysocialcircletobuyanelectricvehicle

GfKAutoMobility?2024TheFutureofMobility

Confidentialandproprietary

?2024NielsenConsumerLLC.AllRightsReserved.

13

China’sboldinroadsintoEuropeanandglobalautomotive

Consumersaregenerallyuninformed,ormisinformed,aboutChinesecar

brands.Whileasmallgroupofsurveyrespondents(15%)associateChinesebrandswithEVs,andcutting-edgetechnology,themajorityofsurveyed

consumers:

ConfusedChinesevehicleswithmodelsfromJapan,SouthKorea,andFranceAssociatedChinesevehicleswithlow-quality(45%)andlowprices(43%)

Meanwhile,onlyaminority:

ConsideredChinesevehiclestechnologicallyadvanced(11%)

AssociatedChinesemodelsashighquality,comfortable,andprestigious(2%)

Only17%

percentofsurveyedconsumerscorrectly

identifiedaChinesecarmodelduringblindtesting.

Consumerloyalty:

Withitsrichautomobilelegacy,Europeishometogenerations

ofconsumerswhohavegrownupwithloyaltytospecificbrands.Switchingtoanunfamiliarbrand,especiallywheninvestinginanassetasvaluableasavehicle,becomesdauntingformany.

Infact,51%ofsurveyedconsumerssharedthereisnochancetheywillbuyaChinesevehicleinthefuture.However,theGfK2023FutureofMobilityReportfindsthatconsumerwould

considerswitchingbrandsifthenewoneoffersmorecutting-

edgetechnology—creatingabrightfutureforChinese

automakerswhocanchangetheseperceptionsabouttheirvehicles.

34%

ofsurveyedconsumersprefertopayforsomethingtheyalreadyknow.

ChineseCarBrandsinEurope:SuccessorFailure?()

Confidentialandproprietary?2024NielsenConsumerLLC.AllRightsReserved.14

Theroadahead:navigatingtheriseofChineseEVcarbrands

TheglobalshifttoEVsishappeningatverydifferentspeedsdependingontheindividualautomotivemarkettrends.

TheseregionaldifferencesarefurtherimpactedbyfactorssuchasChinesebrandsstrikingdealswithcompaniesandrentalagencies—whichmayboostsales,andbrandexposure,despiteprivateconsumersremainingreluctant.

ArecentGfKstudy,forexample,foundthat13%ofBelgianconsumerspreferEVs(with31%statingapreferenceina

singleregion!).However,thisnumberdropssignificantlywhensinglingoutprivateconsumers—ineffect,mostconsumersarehappytodriveanEV,aslongasit'sacompanyvehicle.

AlimitednumberofconsumerspreferanEV

25%

34%

38%

24%

23%

17%

13%

15%

EV

Petrol

Hybrid

Whichofthefollowingenginetypeswouldyouseriouslyconsiderthenexttimeyoubuyacar?Whichenginetypewouldbeyourfirstchoicenexttimeyoubuyacar?

Diesel

ElectricVehicleRevolution:InfluenceofChineseCarBrands()

Confidentialandproprietary?2024NielsenConsumerLLC.AllRightsReserved.15

Atthesametime,EVbrandsmustalsoovercomegeneralbarrierst