客戶之聲 (VoC) 調查：歐洲車載服務和功能

本報告調查了歐洲客戶對車載服務和按需功能的使用情況，並按車輛類型和國家/地區總結了對各種服務和功能的興趣、偏好和支付意願。

內容

主要發現

行業概覽

• 按需功能的技術先決條件
• 汽車市場的分類
• 車載市場作為一個概念
• 車載市場用例
• 車載市場應用
• 車載按需支付功能的主要業務模式
• 行業高管對按需功能的看法
• 按需訪問類型和交付功能
• 案例研究：Mercedes Me

調查方法和樣本

• 調查方法
• 覆蓋歐洲市場
• 數據加權和聚合
• 受訪者簡介
• 受訪者概況：人口統計
• 受訪者概況：汽車擁有量和行駛裡程

客戶分析：當前和未來的車輛

• 客戶偏好：動力系統
• 當前汽車數字化水平
• 使用 SIM 卡的車載連接服務/功能
• 支付基本互聯網連接套餐的意願：按國家/地區劃分
• 支付基本互聯網連接套餐的意願：按細分市場
• 通過 OTA 進行功能更新的首選付款方式：按國家/地區劃分
• OTA 功能更新的首選付款方式：按細分市場
• OTA 功能更新的首選付款方式：按國家/地區劃分
• 消費者車內活動
• 消費者車內娛樂偏好：按國家/地區劃分
• 消費者對新型車載技術的偏好
• 新技術的重要性：按細分市場劃分
• 駕駛員對汽車訂閱的看法：按國家/地區分類

車載市場

• 受訪者偏好：車內零售
• 對使用零售點播服務和功能的興趣：按國家/地區劃分
• 車載市場請求：按國家/地區分類
• 您想在市場上使用的產品/服務：按國家/地區

按需功能/消費者展望

• 按需功能：調查簡介
• 有興趣按需購買以下 25 項功能
• 購買新功能的意願趨勢：按國家/地區劃分
• 消費者對車載功能的看法
• 願意為各種車載功能付費
• 消費者對新車功能轉移的看法
• 有興趣購買以下車輛的按需功能
• 願意為按需功能付費
• 對點播功能的興趣：按國家/地區劃分
• 對按需功能的興趣程度：按汽車擁有量類別劃分
• 對按需功能的興趣程度：按發動機類型和年行駛裡程劃分
• 對點播功能的興趣：按屬性分類
• 想要訂閱點播功能的用戶趨勢：按車型
• 想要訂閱點播功能的用戶趨勢：按國家/地區劃分
• 對車內功能的了解

願意為按需功能付費以及需求的價格彈性

• 目標價格範圍
• 支付意願和需求價格彈性
• 需求特徵和需求價格彈性
• 購買意願：動力總成升級
• 購買意願：延長電動汽車的行駛裡程
• 購買意向：互聯地圖
• 購買意向：語音助手的增強功能
• 購買動機：使用智能手機應用程序的遠程功能服務
• 購買動機：使用應用程序的遠程停車服務
• 購買意願：自動駕駛技術
• 購買意願：聯網無線電（支持 IP 的無線電）
• 購買意向：IMAX 音頻/影院體驗
• 購買意願：冬季舒適套餐
• 購買動機：降噪技術
• 購買動機：按需睡眠喚醒/分散注意力
• 推動特徵：支付意願
• 便利：願意支付
• 支付意願：駕駛支持/自動駕駛功能
• 支付意願：音頻/娛樂功能
• 支付意願：舒適
• 支付意願：生產力函數
• 支付意願：健康/保健功能

推薦的用戶界面

• 按需操作功能的控制選項：按國家□□/地區
• 用於按需使用功能的控制選項：按分段
• 語音助手的首選品牌：按國家/地區劃分

附錄

Assessing Passenger Vehicle Consumer Opinions about On-demand Features, Over-the-air Updates, Connectivity, and Payment Options

Pandemic-induced market challenges are spurring innovation and progress toward safer and more convenient solutions, particularly in Europe's connected automotive industry, where emerging use cases are shaping a new normal for consumers. Frost & Sullivan's Voice of Customer survey on in-car services and features in Europe explores customer usage of in-car services, features on demand, over-the-air updates, connected services, and payment options by vehicle segment type. The panel-based study involving 2,054 decision makers or key influencers for connected car services from 5 major European countries highlights the advantages of connected car services, including improved safety, convenience, and efficiency for drivers. Data insights from this study can help businesses make informed decisions regarding investments in developing and integrating connected car services and uncover insights into potential revenue streams in the industry.

Table of Contents

Key Findings

• Key Objectives of this Study
• Key Findings

Industry Overview

• Technology Pre-requisites for On-demand Features
• Automotive Marketplace Segmentation
• In-car Marketplace as a Concept
• In-car Marketplace Use Cases
• In-car Marketplace Applications
• Key Business Models for In-vehicle Feature on Demand Payments
• Industry Executive Views on Features on Demand
• Features on Demand Access Types and Delivery
• Case Study-Mercedes Me

Research Methodology and Sample

• Research Methodology
• European Markets in Scope (G5)
• Data Weighting and Aggregation
• Respondent Profile
• Respondent Profile-Demographics
• Respondent Profile-Vehicle Ownership and Mileage

Customer Profiling-Current and Future Vehicles

• Customer Preference-Powertrain
• Current Level of Vehicle Digitalization
• In-vehicle Connectivity Services/Functions with SIM Card
• Willingness to Pay for Basic Internet Connectivity Package by Country
• Willingness to Pay for Basic Internet Connectivity Package by Segment
• Preferred Payment Method for OTA Feature Updates by Country
• Preferred Payment Method for OTA Feature Updates by Segment
• Preferred Payment Mode for OTA Functionality by Country
• In-car Activities by Consumers
• Consumers' In-car Entertainment Preferences by Country
• Consumers' Preference for New In-car Technology
• Importance of New Technology by Segment
• Driver Opinions on Vehicle Subscriptions by Country

In-car Marketplace

• Respondent Preferences-In-car Retail
• Interest in Using Retail On-demand Services and Features by Country
• Expected In-Vehicle Marketplaces by Country
• Desired Products or Services in Marketplaces by Country

Features on Demand-Consumer Perspectives

• Features on Demand-Survey Introduction
• Interest in Purchasing the Following 25 Features on Demand
• Willingness to Pay for New Features/Functionalities by Country
• Consumer Sentiment Toward In-vehicle Features
• Willingness to Pay for Different In-vehicle Features
• Customer Sentiment about Transferring Features to a New Car
• Interest in Purchasing Features on Demand for Next Car
• Willingness to Pay for Features on Demand
• Interest in Features on Demand by Country
• Interest in Features on Demand by Vehicle Ownership
• Interest in Features on Demand by Engine Type and Annual Mileage
• Interest in Features on Demand by Demographics
• Preference in Opting for Features on Demand Subscriptions by Car Segment
• Preference in Opting for Features on Demand Subscriptions by Country
• Perceptions About In-vehicle Functionalities

Features on Demand Willingness to Pay and Price Elasticity of Demand

• Price Points Tested
• Willingness to Pay and Price Elasticity of Demand
• Features on Demand Price Elasticity of Demand
• Interested in Purchasing-Powertrain Upgrades
• Interested in Purchasing-Range Extension for EVs
• Interested in Purchasing-Connected Mapping
• Interested in Purchasing-Voice Assistant with Enhanced Capability
• Interested in Purchasing-Remote Features Services via Smartphone App
• Interested in Purchasing-Remote Parking Via App
• Interested in Purchasing-Autopilot Technology
• Interested in Purchasing-Connected Radio (IP-supported Radio)
• Interested in Purchasing-IMAX Audio/Cinema Experience
• Interested in Purchasing-Winter Comfort Package
• Interested in Purchasing-Noise Reduction Technology
• Interested in Purchasing-On-demand Driver Drowsiness/Distraction
• Driving Features-Willingness to Pay
• Convenience Features-Willingness to Pay
• Willingness to Pay-Assisted/Automated Driving Features
• Willingness to Pay-Audio/Entertainment Features
• Willingness to Pay-Comfort
• Willingness to Pay-Productivity Features
• Willingness to Pay-Health/Wellness Features

Preferred User Interfaces

• Control Options to Interact with Features on Demand by Country
• Control Options to Interact with Features on Demand by Segment
• Preferred Brands for Voice Assistance by Country

Appendix

• Growth Opportunities Fuel the Growth Pipeline Engine™
• Why is it Increasingly Difficult to Grow?
• The Strategic Imperative 8™
• List of Exhibits
• Legal Disclaimer