Intelligent Mobility and “Voice of Customer” madhavan.pdfIntegrated Mobility -Technology enabled...
Transcript of Intelligent Mobility and “Voice of Customer” madhavan.pdfIntegrated Mobility -Technology enabled...
Intelligent Mobility and “Voice of Customer”
Kaushik MadhavanDirector, Automotive & Transportation MENASA
2
Agenda and Table of Contents
What is Intelligent Mobility?
Intelligent Mobility
Scope and Role of Multiple Stakeholders
Global Powertrain Snapshot
“Voice of Customer”
Hybrids and EVs in the Middle East
Perceptions and Willingness to pay for Hybrids and EVs [Europe]
Evolution of Mobility Services
3
Intelligent Mobility – increased interaction between end users and operators
Increasing levels of information highlighting changing user needs - increasing levels of productive travel
Increasing innovation and intelligent provision of supply, new business models and innovative financing
Intelligent Mobility Ecosystem
Source: Frost & Sullivan
4
Integrated Mobility - Technology enabled and multi-modal travel improving journey experience to the Mobility User
Source: Urban Science
TAXI SERVICES
BIKE SHARING
PUBLIC TRANSPORT
CORPORATE CARSHARING
CAR RENTAL
CARSHARING
RIDESHARING
CASH / CAR ALLOWANCE
PARKING
INTEGRATED MOBILITY
E-MOBILITY
MICRO-MOBILITY SOLUTIONS
MOBILITY AUDIT / BUDGET
LOYALTY PROGRAMME / ECOSYSTEM
PARTNERSHIP
LCV
Source: Frost & Sullivan
5
Evolution of OEMs Mobility Services from the business of manufacturing, selling cars to providing services, mobility solutions
Car Independent
Integrated Mobility: Journey Planning,
Booking and Payment
City Planners and Lifestyle
Energy Creation and Storage
Car Services
Carsharing
Parking and Charging
Ridesharing
Taxi and Limousine
Automated Driving
Car Ownership
Finance Maintenance Connected Services
Evo
lutio
n &
Exp
ansi
on o
f OE
M S
ervi
ces
Source: Frost & Sullivan
6
Dubai as a Smart City – Making infrastructure intelligent and communicating with cars the first step towards a connected city
Open architecture apps and technology solutions, e.g. mobility, security, cloud computing, etc.
Analysis and quality control of Big Data flowing from sensors
Sensors in everything – road signs, pavements, road asphalt, etc.
Wi-Fi and Fibre-optic networks
Smart City Infra Needs
Making the car “aware” and connected would enhance its communication with machines (V2V) as well as the infrastructure (V2I)
The Dubai Govt launched the Smart City campaign [Dubai Plan 2021], earmarking over €100 million for innovations, including mobility development.
Source: Frost & Sullivan
7
Global Powertrain Mix — Regional SnapshotEuropean powertrains will be seen receding from Diesel, while developing markets like India will continue to witness increasing diesel engine uptake to meet higher fuel economy requirements.
76%
16%
5%
Powertrain Market: Expected Light Vehicle* Unit Shipment by Region and Powertrain Mix, Global, 2015
~72.1 Million
2015
Key: Light vehicles include personal vehicles (PVs) and light commercial vehicles (LCVs). The powertrain mix in China and Japan consider only PVs. Mild and full hybrids in
Japan are shown under the “full hybrid” legend. Mild and full hybrids are shown as a part of gasoline and diesel in China, India, South America, and Korea. Total for 2015
represents the sum of regions shown.
Others*3.0–4.0%
98%
70% 46%
45%
92%
34% 95%
51%
51%
57%
0.0
5.0
10.0
15.0
20.0
25.0
China Japan India Europe NorthAmerica
SouthAmerica
GCC South Korea
Gasoline Diesel Alt. Fuels Mild Hybrids Full Hybrids EVs
Un
its
(Mill
ion
)
Note: All figures are rounded. The base year is 2014. Source: LMC Automotive; Frost & Sullivan
*Others in 2015 goalpost include mild hybrids, full hybrids and EVs.
8
Market Breakdown by Segment and Propulsion TypePowertrain electrification will grow significantly, while alternative and flex fuels will also witness continued adoption to make powertrains more fuel economic and clean.
Key: CNG—Compressed Natural Gas, BEV – Battery Electric Vehicles
Top markets with large selling volume have been considered.
Segment Diesel Hybrids BEV Gasoline CNGGasoline-Flex Fuel
Europe ▼ ▲ ▲ ▲ ▲ ●
North America ▲ ▲ ▲ ● ▲ ▲China ● ▲ ▲ ▲ ● ▲Japan ● ▲ ▲ ▲ ▲ ●South Korea ▼ ▲ ▲ ● ● ▲India ▲ ▲ ▲ ▼ ▲South America ● ▲ ▲ ● ▲ ▲GCC ▲ ▲ ● ▲ ▲
Powertrain Market: Vehicle Growth Outlook by Region and Propulsion Type, Global, 2015
▲ Growing Declining Stable▼ ● Not Applicable
Source: Frost & Sullivan
9
2015 European Consumers’ Attitudes, Perceptions, and Willingness to Pay for
Powertrain Technologies and Alternate Hybrid and Electric Vehicles
10
Methodology and Sample Structure
Methodology Web Interviews (CAWI)
Sample Size N=2015 interviews in totalThe detailed sample structure is provided on following slide
Fieldwork November-December 2014
Past data 2012: n=2,687 (G4+ Russia)
2010: n=2,150 (G5)
Quota On vehicle segment, age group, and gender
Criteriafor Participation
• Need to own and drive a carPrimary decision maker or joint decision maker with 50% or more involvement in vehicle purchase
• Current car model not older than 2006
• Current car had to be purchased new
Reporting Notes
Due to rounding errors, percentages in charts / tables may not sum up to 100
Total France Germany UK Italy
Total 2015 493 500 526 496
By Car Segment
A&B 418 21% 100 20% 101 20% 116 22% 101 20%
C 421 21% 100 20% 102 20% 118 22% 101 20%
D 404 20% 101 20% 100 20% 102 19% 101 20%
E&F 199 10% 50 10% 50 10% 49 9% 50 10%
SUV 202 10% 50 10% 51 10% 51 10% 50 10%
MPV 371 18% 92 19% 96 19% 90 17% 93 19%
By Age
18 to 24 109 5% 17 3% 25 5% 32 6% 35 7%
25 to 34 342 17% 73 15% 81 16% 89 17% 99 20%
35 to 44 555 28% 160 33% 118 24% 105 20% 172 35%
45 to 54 486 24% 129 26% 143 29% 94 18% 120 24%
55 or older 523 26% 114 23% 133 27% 206 39% 70 14%
By Gender
Male 1176 58% 293 59% 289 58% 297 57% 297 60%
Female 839 42% 200 41% 211 42% 229 44% 199 40%
By Area
Urban area 1044 52% 250 51% 253 51% 207 39% 334 67%
Suburbs 628 31% 140 28% 146 29% 215 41% 127 26%
Rural 343 17% 103 21% 101 20% 104 20% 35 7%
Source: Frost & Sullivan
11
Overall Diesel hybrid is preferred more than petrol hybrid as more Diesel drivers are willing to consider a hybrid
Base: All respondents (n=2,015).Q14E. How likely are you to consider a hybrid engine for your next vehicle purchase?Q16. Which kind of hybrid engine would you purchase?
Diesel PHEV
Petrol mild hybrid
Diesel full hybrid
Diesel mild hybrid
Petrol PHEV
Petrol full hybrid
Don’t know
What Kind of Hybrid Engine?
n=828
41%
30%
26%3%
Consider Hybrid Engine
Likely Undecided Unlikely
Don't know
19%
18%
17%
16%
12%
10%
10%
Source: Frost & Sullivan
12
Purchase Criteria for Hybrid Vehicle (Top 2 importance rating)
Reliability/durability
Price of the vehicle
Better fuel economy
Fuel cost
Monitoring and maintaining battery charge
Overall performance
Eco friendly
Car space/carry capacity
Resale value (e.g., rate of depreciation)
Use of innovative technology
Availability of models
Vehicle designs and styles
Recycling (scrapping battery)
Congestion charge/ Toll road exemption
Cool image
83%
77%
76%
77%
69%
65%
64%
62%
61%
60%
59%
54%
51%
48%
33%
86%
80%
79%
78%
71%
70%
68%
69%
67%
64%
63%
60%
57%
53%
39%
Petrol drivers (n = 820) Diesel drivers (n = 1008)
Base: All respondents Q9. Please indicate the importance of how they will influence your purchase of a hybrid vehicle in the future?
When compared overall, Petrol drivers and Diesel drivers do not differ strongly in their purchasing criteria for Hybrid vehicles. Diesel puts slightly higher emphasis on reliability and overall performance
Source: Frost & Sullivan
13
Urban Drivers are more likely to consider hybrid or electric vehicles while males prefer hybrid than females do
Urban
Suburbs
Rural
Male
Female
47%
37%
29%
44%
37%
30%
29%
33%
30%
31%
21%
31%
33%
25%
28%
Consider Hybrid Vehicle
Likely Undecided Unlikely Don't know
Base: All respondents (n=2,015).Q14D. How likely are you to consider an electric / hybrid vehicle for your next vehicle purchase?
29%
17%
13%
23%
22%
30%
27%
23%
28%
27%
39%
53%
60%
47%
47%
Consider Electric Vehicle
Likely Undecided Unlikely Don't know
Source: Frost & Sullivan
14
Consideration for hybrid engines (split by type) - 2015
Petrol mild hybrid
Petrol PHEV
Petrol full hybrid
Diesel mild hybrid
Diesel PHEV
Diesel full hybrid
Don’t know
33%
21%
15%
8%
7%
6%
10%
8%
4%
4%
24%
27%
22%
11%
Petrol Drivers (n = 288) Diesel Drivers (n = 404)
Base: All petrol drivers considering hybrid vehicle for next purchase Q14E. How likely are you to consider a hybrid engine for your next vehicle purchase?Q16. Which kind of hybrid engine would you purchase?
When considering hybrid vehicles for next purchase data shows that drivers will tend to stay with their current fuel type
Source: Frost & Sullivan
15
24% 25%19% 18%
24%34%
21%32%
35%
52%
45%40%
22%
27%
23%
22%
19%
13%
15% 24%
32%
23%
14%
12%
22%11%
21% 18% 23%16%
42%35%
Total A&B C D MPV E&F SUV S/M SUV L
Not willing to pay
Lower price point
Medium price point
High price point
A quarter of all drivers are willing to pay a high price point for hybrid engine while more than a third of SUV drivers are not willing to pay at all
Base: those who consider hybrid (n=828).Q14. How likely are you to consider a hybrid engine for your next vehicle purchase?Q26. Basically, how much premium are you willing to pay for a hybrid engine vehicle over a traditional engine?
Accepted Price Difference for Hybrid Engine - 2015 by Segment
Price Option A/B C D MPV E/F SUV S/M SUV L
Lower price point € 500 € 500 € 2,000 € 2,500 € 3,000 € 6,000 € 6,000
Medium price point € 1,500 € 1,500 € 4,000 € 5,000 € 6,000 € 10,000 € 10,000
High price point € 3,500 € 3,500 € 6,000 € 8,000 € 12,000 € 15,000 € 20,000
Mean: €6,100 €1,800 € 2,300 € 4,000 € 5,200 € 7,000 € 10,300 € 12,000
Source: Frost & Sullivan
16
Of the 23% who consider EV in their next purchase, 40% prefer EV with range extender whereas full electric is not favourable
Base: All respondents (n=2,015).Q14D. How likely are you to consider an electric vehicle for your next vehicle purchase?Q17. Which kind of electric vehicle would you purchase?
n=457
23%
28%
47%
3%
Consider Electric Vehicle
Likely Undecided Unlikely
Don't know
Full Battery Electric Vehicle
Extended Range Electric Vehicle
Plug-in Hybrid Electric Vehicle
Don’t know
Preferred Electric Vehicle Technology
19%
40%
33%
9%
Source: Frost & Sullivan
17
When divided between petrol and diesel drivers, consideration of EV with range extender still remains favourable
Base: All petrol and diesel drivers considering electric vehicle for next purchase Q14D. How likely are you to consider an electric vehicle for your next vehicle purchase?Q17. Which kind of electric vehicle would you purchase?
20%
39%
29%
12%
Full Battery Electric vehicle
Extended Range Electric vehicle
Plug-in Hybrid Electric Vehicle
Don't know
Petrol Drivers Consideration for Electric Vehicles (8%) –2014 (Top 2 box – Somewhat Likely and Very Likely)
2014 (n=161)
15%
45%
33%
7%
Full Battery Electric vehicle
Extended Range Electric vehicle
Plug-in Hybrid Electric Vehicle
Don't know
Diesel Drivers Consideration for Electric Vehicles (11%) –2014(Top 2 box – Somewhat likely and Very likely)
2014 (n=218)
Source: Frost & Sullivan
18
23%14% 16% 21% 25%
32%21%
37%
20%
22% 19%
24%23%
13%
15%
25%
30% 47%40%
28%30%
14% 32%
13%
27%17%
24% 27% 23%
41%32%
25%
Total A&B C D MPV E&F SUV S/M SUV L
Not willing to pay
Lower price point
Medium price point
High price point
Similar to Hybrids, about 23% of the drivers willing to pay a large premium; Large SUV drivers willing to pay highest
Base: those who consider Electric vehicle (n=457).Q14. How likely are you to consider an Electric engine for your next vehicle purchase?Q27. Basically, how much premium are you willing to pay for an Electric engine vehicle over a traditional engine?
Accepted Price Difference for Electric Engine - 2014
Price Option A/B C D MPV E/F SUV S/M SUV L
Lower price point € 1,000 € 1,000 € 2,500 € 3,000 € 7,000 € 6,000 € 6,000Medium price point € 3,500 € 3,500 € 5,000 € 6,000 € 12,000 € 10,000 € 10,000
High price point € 6,000 € 6,000 € 9,000 € 9,000 € 20,000 € 20,000 € 20,000
Mean: €7,400 €2,500 € 3,800 € 5,200 € 5,800 € 15,200 € 11,300 € 14,200
Source: Frost & Sullivan
19
Audi has regained the leading position as a fuel efficient premium car, followed by BMW
Q40. In your opinion, which premium vehicle manufacturers are most dedicated to delivering fuel efficient vehicles?
Note: Top-five brands selected from number-one ranking only.
Audi
BMW
Mercedes
Lexus
Volvo
24%
19%
12%
9%
7%
17%
18%
13%
11%
8%
23%
20%
12%
10%
8%
18%
19%
13%
19%
9%
2014 (n=2015) 2012 (n=2,687) 2010 (n=2,150) 2008 (n=2,648)
Top-Five Premium Manufacturers: Fuel Efficient Vehicles– Total
Source: Frost & Sullivan
20
Toyota continues its leadership position as a fuel efficient volume car brand with stable increase since 2010
Q41. In your opinion, which volume vehicle manufacturers are most dedicated to delivering fuel efficient vehicles?
Toyota
Volkswagen
Ford
Citroen
Renault
Honda
Fiat
Hyundai
20%
15%
7%
6%
6%
5%
4%
3%
18%
11%
8%
9%
4%
5%
7%
3%
17%
8%
7%
9%
4%
8%
7%
2%
29%
7%
5%
10%
8%
8%
4%
4%
2014 (n=2,015) 2012 (n=2,687) 2010 (n=2,150) 2008 (n=2,648)
Note: Top-ten brands selected from number-one ranking only.
Top-Five Volume Manufacturers: Fuel Efficient Vehicles– Total
Source: Frost & Sullivan
22
Summary and Conclusions
Evolution of car as a Service and not just a product• Integrated Mobility solutions• Change in ownership patterns• Focus on overall Mobility experience and freedom
Hybrids and EVs gaining popularity among buyers• Increased customer willingness-to-pay• Limited overall customer understanding of technologies• Need for increasing awareness
OEM Product Portfolio and Mobility Solutions• OEMs offering subscription services• Multi-modal transport options and infrastructure• Focus shifting from driving to mobility