Nearly Half of Drivers in Multi-Country Survey Indicate Willingness to Give Up Car Ownership in the Future in Favor of Autono...
October 10 2019 - 9:59AM
Business Wire
Mobility services will force auto manufacturers
to reconsider future value of car ownership
Many car owners would consider giving up car ownership in the
future in favor of autonomous mobility solutions, such as
self-driving buses or taxis, according to a new report from
Accenture (NYSE: ACN).
The report “Mobility Services: The Customer Perspective,” looks
at the key challenges for car manufacturers now and in the future
in relation to the rise in mobility services. Based on a survey of
7,000 consumers in the U.S., Europe and China, 85% of whom were car
owners, it notes that revenues from mobility services are projected
to reach nearly €1.2 trillion by 2030, with the exponential growth
in the market for mobility as a service driven by constant
improvements in autonomous vehicle technologies.
A key finding: Despite the fact that 96% of car owners said they
think they will own a car in the future, nearly half (48%) said
they would consider giving up car ownership if autonomous mobility
solutions were available.
Perhaps somewhat surprising, owners of premium-brand cars were
more likely than owners of non-premium brands to say they’d be
willing to give up car ownership for autonomous mobility solutions.
Among owners of premium-brand cars, those in China were twice as
likely than those in the U.S. to say they’d consider giving up car
ownership (78% vs. 39%), with those in Europe falling in between
(55%).
“The transition from car ownership to mobility-as-a-service
seems inevitable, so traditional auto manufacturers will be at
great risk of losing customers to new mobility service providers
that can establish mature offers,” said Axel Schmidt, a senior
managing director at Accenture who leads its Mobility industry
practice globally. “Traditional car companies need to begin fully
embracing alternatives to the ownership model — becoming brokers of
mobility solutions rather than just car manufacturers. And given
the greater willingness among the Chinese for autonomous mobility
solutions, manufacturers might consider China as a blueprint for
their efforts before rolling out solutions to Europe and the
U.S.”
Brand Value in Danger
Another key finding of the report: Vehicle brand is losing its
importance. When asked to rank their top criteria for both car
purchasing and car-sharing from among more than a dozen factors —
including price, speed, flexibility, comfort, environmental impact,
brand and privacy — respondents overall ranked brand as the
sixth-most-important factor in terms of car buying but tenth in
terms of car-sharing.
“While brand clearly enables some auto manufacturers to charge a
premium for their products, the importance of brand will likely
fade for the product and shift to the service as the popularity of
car-sharing services and autonomous vehicles grows,” Juergen Reers,
a managing director at Accenture who leads its Mobility X.0
practice.
High Interest for Add-on Services
The survey findings indicate strong desire for add-on services
to autonomous mobility trips — such as music and video streaming,
wellness (e.g., massage seats), food and hotel services — with 89%
of all respondents, and 97% of those between 18 and 37 years old,
expressing interest in such services. Yet the report notes a large
difference between the geographies, with respondents in China far
more likely to say they’d pay for such services.
“There is clearly great interest — and therefore significant
revenue potential — for add-on services in the future of autonomous
mobility,” Reers said. “To get a jump on the competition, car
companies should start piloting and refining these services to be
ready once autonomous vehicles hit the market.”
Untapped Potential for Autonomous Vehicles Outside
Cities
The study also found that almost half (45%) of respondents said
they’d be willing to change their place of residence if their daily
commute could be facilitated by autonomous vehicles. Respondents in
China were the most likely to cite this willingness to relocate, at
55%, compared with 42% of European respondents and 37% of U.S.
respondents.
In addition, one-third (34%) of all respondents said they’d
consider moving to a suburb or rural area when autonomous vehicles
become reality. While most auto manufacturers focus their
autonomous driving activities on urban areas, the report suggests
that they expand their focus to suburban and rural areas, since
more than one-third (37%) of urban premium customers said they
would consider moving to those areas if their daily commutes could
be facilitated by autonomous vehicles there. The full report is
available here: Mobility Services: The Customer Perspective.
Methodology
To identify key challenges for car manufacturers in relation to
the rise in autonomous mobility services and vehicles, Accenture
surveyed 7,000 consumers over the age of 18 in China, Europe and
the United States — comprising of 2,000 consumers in China and
1,000 consumers each in France, Germany, Italy, the United Kingdom
and the United States. Approximately five in six respondents (85%)
were car owners. The survey was conducted online from December 2018
through January 2019.
About Accenture
Accenture is a leading global professional services company,
providing a broad range of services and solutions in strategy,
consulting, digital, technology and operations. Combining unmatched
experience and specialized skills across more than 40 industries
and all business functions — underpinned by the world’s largest
delivery network — Accenture works at the intersection of business
and technology to help clients improve their performance and create
sustainable value for their stakeholders. With 492,000 people
serving clients in more than 120 countries, Accenture drives
innovation to improve the way the world works and lives. Visit us
at www.accenture.com.
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Youssef Zauaghi Accenture +49 175 5766458
youssef.zauaghi@accenture.com
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