2020 Deloitte Automotive Study Released
Jan. 6, 2020—Deloitte has released its 2020 Global Automotive Consumer Study, which shows nearly half of U.S. consumers (48 percent) believe that fully autonomous cars will be unsafe.
This apprehension extends to commercial vehicles, as well. More than two thirds (68 percent) of consumers noted that they were concerned about commercial vehicles operating in autonomous mode on the highway.
Across most global markets covered in this year's study, just under half of respondents in several countries believed that AV technology will not be safe. In fact, in India and China, the percentage of people that think autonomous vehicles will not be safe has increased to 58 percent and 35 percent, respectively. This trend goes hand in hand with consumers' views on testing autonomous vehicles, with over half of consumers in India (57 percent) and the U.S. (51 percent) concerned by the idea of autonomous vehicles being tested in areas where they live.
While 58 percent of U.S. consumers think battery-operated vehicles are better for the environment, most U.S. consumers (63 percent) believe full battery electric vehicles (BEVs) should have a minimum driving range of 200 miles or more, and more than half (58 percent) indicated they are not willing to pay more than $500 for AV technology.
Notably, consumers in the U.S. (34 percent) indicate that they are not willing to pay extra for AV technology. And, for those willing to pay anything extra, it does not cover the costs required to develop and deliver the technology.
This reluctance to pay for AV technology is part of a more general unwillingness among consumers in developed economies to spend extra for other types of advanced automotive features such as connectivity. Across the globe, almost half of the survey respondents in Germany (46 percent), and almost a third in the U.S. (31 percent) and Japan (28 percent), indicated they would not pay more for a vehicle that could communicate with other vehicles and with road infrastructure to improve safety.
Automakers still have reason to invest in developing new powertrain technologies, as interest in alternative-fuel vehicles is rising in several global markets and in many countries policy makers are implementing stronger environmental policies. In the U.S., where a combination of a more restrained environmental policy, low fuel prices, and tight incentives have kept interest in hybrid and fully electric vehicles largely at bay, 41 percent of consumers said they are actively considering an alternative-fuel vehicle (including hybrid electric, and battery-powered electric) in the future, up from only 29 percent last year.
Despite EV technology improving each year, consumers still need to be convinced battery range and charging infrastructure is worth their EV purchase. Lack of electric vehicle charging infrastructure is the biggest concern for consumers in Republic of Korea, India, U.S., and Japan.
Furthermore, even though 41 percent of U.S. consumers believe full battery vehicles should have a range of at least 300 miles, the average vehicle owner travels only about 27 miles per day. And surprisingly, a significant proportion of consumers are willing to wait between 30 minutes and one hour to fully charge an electric vehicle. In the U.S., 27 percent of survey respondents are willing to wait between 30 minutes and one hour, with percentages even higher in Republic of Korea (29 percent), Germany (30 percent), India (35 percent), and China (40 percent).
Deloitte surveyed more than 35,000 driving-aged consumers, from 20 countries, across the globe. Conducted online, the study helps to provide insights into a variety of critical issues impacting the automotive sector.
For more information on Deloitte's "2020 Global Automotive Consumer Study," or to download a copy, visit www.deloitte.com/autoconsumers.