全球电车趋势及海外消费者偏好分析

©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved. Confidentialand

proprietary全球电车趋势及海外消费者偏好分析Confidentialand

proprietary©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.GlobalAutomotiveMarket

OverviewOverseaCustomer

InsightContent©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietary01 Global

AutomotiveMarket

Overview©

GfK

44©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietary64545657652725262427917983829201020304050607080901002019MillionsPassageCar Commercial

Vehicles All

VehiclesGlobalNewVehicleSaleshasreach92Millionin2023with65millionPassengerCar,Chinahasemergedasthemaingrowthmarketforplayersintheglobalautomobile

industryData

Source:ChinaUnited

StatesJapanIndia*South

KoreaGermanyMexicoBrazilSpainThailandCars Commercial

vehicles2019–2023GlobalNew

Vehicle

Sales Top10VehicleProduction

CountriesChina,US,Japanwerethelargest

producersofcarsandcommercial

vehicles.Chinaledthemarketforvehicleproduction,producingmorethan27millioncarsandcommercialvehiclesthatyear.Thiswasevengreaterthantheproductionvaluesofthe

othertopfivecountries

combined2020 2021 2022 2023https://www.oic/category/production-statistics/2022-statistics/

https://www.stati/statistics/584968/leading-car-manufacturing-countries-worldwide/©

GfK

55©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietaryNotonlyintotalcarsmarket,Chinahasalsobecometheleaderinglobalelectricvehicledevelopmentaswell.In2024,GlobalEVsalesisexpectedtoreach16million,morethan60%ofwhicharecontributedfrom

China2024EEVsalesforecastinginfive

regionsChinaEVSalesareexpectedtogrowbyalmost25%YoY,reachingaround10millionin

2024EuropeEVSalesareprojectedtoreacharound3.5millionunitsin2024.Thegrowthisexpectedtobethelowestofthethreelargestmarket,lessthan

10%.United

StatesEVSalesareprojectedtoriseby20%YoY,reachingaround2million,withalmost0.5millionmore

sales.KoreaEVSaleswasaround0.13millionin2023,aretoremainlimitedin

2024.JapanEVSaleswasaround0.14millionin2023,are

alsotoremainlimitedwithdevelopedcar

markets.2010–2024EGlobalEVsalesby

regionsChina Europe United

States Japan Korea Restof

world1816141210864202010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

2023

2024EDataSource:GlobalEV

Outlook2024Million©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietary02 Oversea

CustomerInsight©

GfK

77©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietaryAfteryearsofgrowth,interestinEVslevelsoffamongluxuryintenderswhiledecliningamongnon-luxury

intendersNon-luxurySUVandcompactpickupintendersaretheleastinterestedin

EVs2934384342151313141813201820192020202120222023%Veryinterestedinbuying/leasinganall-electric

vehicleLuxury

Avg24Non-lux

AvgGfKAutoMobility®2024TheFutureof

MobilityTJSignificantlyhigher/lowervs.2022(@90%

C.I.)©

GfK

88©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietaryThesteadyclimbofelectricvehicleintentionsstabilizesin2023afterdoublingfrom2020to

202270.659.611.814.75.05.011.17.5Q320Q420Q121Q221Q321Q421Q122Q222Q322Q422Q123Q223

Q323VehicleMixamong1Year

IntendersICEHybridAll-electricPlug-inHybridHybridIntentionsalsolevel

offTopreasonsfor1stchoiceamongEVintendersQuality57%EVDriving

Range51%Features/

Tech45%Trust40%Safety40%Features/

Tech

issignificantly

moreimportant

to

EVintenders

than

ICEintenders

and

ischosen

as

areason

for

1stchoice

more

often

thantrustor

safetyGfKAutoMobility®2024TheFutureof

Mobility©

GfK

99©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietaryPricerisestothetopasthe#1concernaboutowningan

EVDrivingrangewaspreviouslythetopconcernbutfallsamongthosemostinterestedin

EVs4147484951Availabilityofvehiclecharging

infrastructureDriving

RangeReplacementbattery

costTimerequiredto

chargePriceWhatareyourmainconcernsaboutowninganall-electric

vehicle?Autointenderswhoareveryinterestedinpurchasingan

EVGfKAutoMobility®2024TheFutureof

MobilityTJSignificantlyhigher/lowervs.2022(@90%

C.I.)©

GfK

1010©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietaryGfKAutoMobility®2024TheFutureof

MobilityIn-vehicletechnologyisbecomingincreasingly

importantOfferingcuttingedgetechnologyisanopportunitytoswaybrand

loyaltyTJSignificantlyhigher/lowervs.2022(@90%

C.I.)52%Wouldremovea

vehiclefromtheir

considerationlistifitdidnotofferthein-vehicletech

desired↑5pptsfrom

2022ThoughtstartersandissuesforconsiderationSafetyfeaturestopthelistonwhatautointenderswantintheirnextvehicle.Whatotherfeaturesareimportanttobrand

loyalty?6265615449525049484844Luxury

AvgLuxury

MidsizeSUVNearEntry

LuxuryMidPrestige

LuxuryNonLuxury

AvgMidsize

SUVFullsize

PickupSmall

SUVMidsize

SedanEntry/Small

CarEntry

SUV%Wouldremoveavehiclefromyourconsiderationlistifitdidnotofferthedesired

techLuxury Non-luxury©

GfK

1111©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietary635627835%ofintendersaren’tfamiliarwithordon’tunderstand

autonomoustechnologyHaven’tHear

ofthis

TechHearofTechbutDon’tUnderstand

itHearofTechandgenerallyUnderstand

itFamiliaritywithAutonomousTechnology

(2023)One-thirdofautointendersdon’tunderstandautonomous

technologyNon-Luxuryintenderslikelytobelessfamiliarwithautonomous

technologyOwnVehiclewithTechbutDon't

Useitor

UnderstandOwnorDrivenVehiclewith

Techand

Understand3729422834343536Non

LuxuryLuxuryFemaleMaleGen

ZGen

YGen

XBoomersHavenotheardofautonomoustechnologyordon’tunderstandit

(%)GfKAutoMobility®2024TheFutureof

Mobility©

GfK

1212©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietaryOnethirdofIntenderscitewantingimprovementsfor

beingstuckintraffic,gettinginfoontraffic,drivingin

unfamiliar“Drivingatnight”and“protectionfromdistracteddrivers”rankatthetopofthelistforimprovementsintenderswantfortheirdriving

experienceAnopportunityforautonomous

technologyIndustry:Whatwouldyoulikeimprovedaboutthedriving

experience?Dangerous/aggressive

behaviors32areas,anddangerous

/Receiveinformationabouttraffic

conditions31aggressivedriving

behaviors.Drivinginunfamiliar

areas31Parkingintight

spaces28Feelingtiredwheninthe

car19Keepdriver'seyesonthe

road18Protectingmy

health/wellness16Drivinginurban

areas11Wastingtime/beingunproductivewhileinthe

car9Driving

atnight 44Protectfromdistracteddrivers 44Beingstuck

in

traffic 36GfKAutoMobility®2024TheFutureof

MobilityTJSignificantlyhigher/lowervs.2022(@90%

C.I.)©

GfK

1313©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietaryGreenIbuyvehiclestosupportmycommitmenttothe

environmentIconsiderbeing

environmentallyfriendlyabragging

pointPracticalElectricvehiclesbenefitmyfinancesbynothavingto

buygasTech

CenteredIwanttoownthelatest

technologyIwouldloveifvehiclescouldjustdrivethemselvessoIcando

moreimportant

things8%9%12%59%Top

AttitudesdrivinginterestinElectricVehiclesAspirational&

StatusOwninganelectricvehicleconnectswith

whoI

amOwninganelectricvehicleprojectswho

Iwantto

beIwouldfeelgreatdrivinganelectric

vehicleIam/wanttobethefirstinmysocialcircle

tobuyanelectric

vehicleInterestinpurchasingEVscontinuestobepredominantlydrivenbyaspirational

feelingsThiscontrastswiththepracticaljustifications’intendersusetopurchaseanEVaroundfueleconomygainandenvironmental

benefitsGfKAutoMobility®2024TheFutureof

Mobility©

GfK

1414©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietaryChina’sboldinroadsintoEuropeanandglobal

automotiveOnly

17%percentofsurveyedconsumerscorrectlyidentifiedaChinesecarmodelduring

blindtesting.ChineseCarBrandsinEurope:SuccessorFailure?

()Consumersaregenerallyuninformed,ormisinformed,aboutChinesecarbrands.Whileasmallgroupofsurveyrespondents(15%)associate

ChinesebrandswithEVs,andcutting-edgetechnology,themajorityofsurveyedconsumers:ConfusedChinesevehicleswithmodelsfromJapan,SouthKorea,and

FranceAssociatedChinesevehicleswithlow-quality(45%)andlowprices(43%)Meanwhile,onlya

minority:ConsideredChinesevehiclestechnologicallyadvanced

(11%)AssociatedChinesemodelsashighquality,comfortable,andprestigious

(2%)ofsurveyedconsumersprefertopay

forsomethingtheyalready

know.Consumer

loyalty:Withitsrichautomobilelegacy,Europeishometogenerationsofconsumerswhohavegrownupwithloyaltytospecificbrands.Switchingtoanunfamiliarbrand,especiallywheninvestingin

anassetasvaluableasavehicle,becomesdauntingfor

many.Infact,51%ofsurveyedconsumerssharedthereisno

chancetheywillbuyaChinesevehicleinthefuture.However,theGfK2023FutureofMobilityReportfindsthatconsumerwouldconsiderswitchingbrandsifthenewoneoffersmorecutting-edgetechnology—creatingabrightfutureforChineseautomakerswhocanchangetheseperceptionsabouttheirvehicles.34%©

GfK

1515©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietaryElectricVehicleRevolution:InfluenceofChineseCarBrands

()25%34%38%23%13%17%24%15%EVHybridPetrolDieselWhichofthefollowingenginetypeswouldyouseriouslyconsiderthenexttimeyoubuya

car?Whichenginetypewouldbeyourfirstchoicenexttimeyoubuya

car?Theroadahead:navigatingtheriseofChineseEVcar

brandsTheglobalshifttoEVsishappeningatverydifferentspeedsdependingontheindividualautomotivemarkettrends.TheseregionaldifferencesarefurtherimpactedbyfactorssuchasChinesebrandsstrikingdealswithcompaniesandrentalagencies—whichmayboostsales,andbrandexposure,despiteprivateconsumersremaining

reluctant.ArecentGfKstudy,forexample,foundthat13%ofBelgianconsumerspreferEVs(with31%statingapreferenceinasingleregion!).However,thisnumberdropssignificantlywhensinglingoutprivateconsumers—ineffect,mostconsumersarehappytodriveanEV,aslongasit'sacompany

vehicle.Alimitednumberofconsumerspreferan

EV©

GfK

1616©

2024

Nielsen

Consumer

LLC.

All

Rights

Reserved.Confidentialand

proprietaryElectricVehicleRevolution:InfluenceofChineseCarBrands

()Atthesametime,EVbrandsmustalsoovercomegeneralbarrierstoEVadoption.