“The young generation has enormous potential for the automotive industry – more than many other age groups,” says Dr. Thomas Schiller, Head of Automotive at Deloitte. The Consultig company has made surveys more than 23,000 consumers from 19 countries for its “2014 Global Automotive Consumer Study”, including over 8,500 from Europe and around 1,000 people from Germany. Schiller sees the results suggest that the manufacturer has a duty to be strengthened to deal with the wishes and needs of future customers. For example, they would have to invest in autonomous driving systems
Approximately 75 percent of the European plan generation Y to buy in the next five years, a car -. 54 percent even within the next three. The main criteria for purchasing decisions are among German consumers fuel efficiency (38 percent) and purchase price (37 percent). Europe especially low maintenance / repair costs and practicality of the vehicle are important -. Equipment, technology and environmental friendliness are subordinate to price and benefits
trend to alternative drive
Already, believe 44 percent of the European consumers that they will be driving in five years a car with alternative drive. For 71 percent of Generation Y are even willing to spend more money. Owned by automobiles with gasoline or diesel engine will see in future only 29 or 27 percent – this is in contrast to their current market share. Within the alternative drives especially hybrid concepts are seen in front: 28 percent of respondents believe they are driving a hybrid engine in five years (Germany: 26 percent).
New technologies are also significant advantages bring: 88 percent of Germans see these advantages through technological accident prevention, 79 percent in fuel efficiency. The Generation Y advocates innovation stronger than in the cockpit technologies in security technology. Across Europe, 70 percent want technologies that detect other vehicles. Depending nearly two-thirds want to protect systems that will help you become a better driver, warn when the speed limit is exceeded or automatically from dangerous traffic situations. Each around 60 percent are under the German respondents
confidence in autonomous driving systems
Three-quarters of European consumers (Generation Y: 72 percent). Are interested in driver assistance systems such as anti-lock braking system or traction control system, , Advanced features such as cruise control or lane departure warning encounter both young consumers as well as other age groups with nearly 60 percent on the same strong interest. Fully automatic driving cars in favor, 39 percent of young respondents.
When deciding which car to buy, consumers take a long time. More than half spend more than ten hours trying to form an opinion. In the German Generation Y make up 60 percent. Important influence groups for young car buyers in this country friends and family: 56 percent trust their environment, besides mainly independent test reports on the Internet (40 percent) and in the traditional media (38 percent)
(Deloitte. / asc)