Deloitte Supplement - January 6, 2020 - D4
Industry 4.0 in automotive
FIGURE 1
Even as OEMs continue to spend billions on R&D for advanced vehicle features,
questions remain about consumers' willingness to pay for them
Percentage of consumers who are unwilling to pay more than ~US$500* for a vehicle with advanced
technologies
Germany
United
States
Japan
Republic
of Korea
China
India
Safety
71%
60%
59%
52%
39%
49%
Connectivity
79%
66%
72%
63%
46%
52%
Infotainment
84%
75%
79%
74%
52%
57%
Autonomy
67%
58%
61%
42%
37%
40%
Alternative engine solutions
58%
54%
60%
42%
37%
39%
Unwilling to pay more than ...
€400
US$500
¥50,000
₩500,000
¥2,500
₹25,000
Advanced technology category
*Calculated for each country in local market currency (roughly equivalent to US$500).
Source: 2020 Deloitte Global Automotive Consumer Study.
Deloitte Insights | deloitte.com/insights
advanced technologies at little or no additional cost as
alternative-fuel vehicles may be starting to wane,
a way to differentiate themselves in the market. In
perhaps in response to the government's decision to
developing countries, where a much larger proportion
pull back on incentives.5 Only 57 percent of this year's
of consumers are first-time vehicle owners, similar
Chinese respondents said that they would most want
expectations about how vehicles are equipped may
something other than a traditional gasoline or
not have had a chance to solidify.
diesel-powered vehicle in their next vehicle (figure 2),
down from 65 percent in 2019.
The story is roughly similar when it comes to
advanced powertrain technologies. Fifty-eight percent
Automakers still have reason to invest in developing
of German survey respondents said they would not
new powertrain technologies, however. Interest in
pay roughly the equivalent of US$500 extra for a
alternative-fuel vehicles is rising in several other
vehicle with an alternative-fuel engine; 54 percent of
markets. Fifty-eight percent of consumers in the
consumers in the United States said likewise. On the
Republic of Korea said they would most prefer their
other hand, only 37 percent of Chinese survey
next vehicle to have an alternative fuel engine, up
respondents said they would not pay more than about
from 43 percent in 2019. Fifty-one percent of
US$500 extra for an alternative powertrain, likely
respondents in Germany said the same, up from 37
reflecting the significant growth in China's new-
percent a year ago. Even in the United States, where a
energy vehicle market over the last few years. But
combination of loose environmental policy, low fuel
even so, Chinese consumers' interest in
prices, and tight incentives have kept interest in
4
Deloitte Supplement - January 6, 2020
Table of Contents for the Digital Edition of Deloitte Supplement - January 6, 2020
Deloitte Supplement - January 6, 2020 - DCover1
Deloitte Supplement - January 6, 2020 - DCover2
Deloitte Supplement - January 6, 2020 - D1
Deloitte Supplement - January 6, 2020 - D2
Deloitte Supplement - January 6, 2020 - D3
Deloitte Supplement - January 6, 2020 - D4
Deloitte Supplement - January 6, 2020 - D5
Deloitte Supplement - January 6, 2020 - D6
Deloitte Supplement - January 6, 2020 - D7
Deloitte Supplement - January 6, 2020 - D8
Deloitte Supplement - January 6, 2020 - D9
Deloitte Supplement - January 6, 2020 - D10
Deloitte Supplement - January 6, 2020 - D11
Deloitte Supplement - January 6, 2020 - D12
Deloitte Supplement - January 6, 2020 - D13
Deloitte Supplement - January 6, 2020 - D14
Deloitte Supplement - January 6, 2020 - D15
Deloitte Supplement - January 6, 2020 - D16
Deloitte Supplement - January 6, 2020 - D17
Deloitte Supplement - January 6, 2020 - D18
Deloitte Supplement - January 6, 2020 - D19
Deloitte Supplement - January 6, 2020 - D20
Deloitte Supplement - January 6, 2020 - D21
Deloitte Supplement - January 6, 2020 - D22
Deloitte Supplement - January 6, 2020 - D23
Deloitte Supplement - January 6, 2020 - D24
Deloitte Supplement - January 6, 2020 - D25
Deloitte Supplement - January 6, 2020 - DCover4
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