(Paris) The majority of consumers are not ready to pay more for cars equipped with the latest technology, according to a global and annual study by the firm published Thursday by Deloitte.
Posted yesterday at 11:36 a.m.
As car prices rise, a large majority of consumers in North America, Europe or Southeast Asia are unwilling to pay more than an additional $580 CAD for safety, entertainment, or new engines. Only Chinese consumers are more inclined, on average, to raise the bet.
“A majority of the population expects us to maintain the selling price while continuing to increase the level of technology”, underlined at Deloitte Guillaume Crunelle, during a press conference.
Interest in electric cars is increasing, in particular because of their low cost of use and their more limited pollution: 23% of South Koreans are considering an electric one for their next purchase, like 17% of Chinese and 15% of Germans . This interest remains relative in France (7%) or in the United States (5%), where gasoline remains dominant.
Those who refuse electric vehicles indicate that autonomy and the lack of charging stations are their main obstacles.
According to the firm Deloitte, which works for automotive players, but also insurers or local authorities, the place of personal vehicles remains major in modes of transport, particularly in North America.
The COVID-19 pandemic has even reinforced this preference in some countries: 45% of Indians and 31% of Southeast Asians surveyed want to buy a vehicle to avoid public transport.
Public transport remains the second preferred mode of transport in Germany or France, and is particularly popular in South Korea and Japan. The bike takes third place in Japan and Germany.
A majority of people are now ready to share the data of their connected vehicle with its manufacturer or a third party, also underlines Deloitte, in particular in exchange for indications on traffic or on the maintenance of the vehicle.
The study was conducted in 25 countries between September and November 2021, with 26,000 consumers, via a self-administered online questionnaire.