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市場調查報告書

歐洲消費者對汽車安全性的想法與瞭解

2013 Europe Consumers' Attitudes and Perceptions of Vehicle Safety

出版商 Frost & Sullivan 商品編碼 304807
出版日期 內容資訊 英文 189 Pages
商品交期: 最快1-2個工作天內
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歐洲消費者對汽車安全性的想法與瞭解 2013 Europe Consumers' Attitudes and Perceptions of Vehicle Safety
出版日期: 2014年05月26日 內容資訊: 英文 189 Pages
簡介

購買新車時的選擇基準除了安全性是除了信賴性之外第二重要的選擇要素。許多受訪者表示自己與家人都是以安全性能做為購買的選項。特分類是法國對於小孩的安全意識比其他歐洲國家更高。對於安全技術的態度、想法也受到引進比例影響、在對於安全設備抱持懷疑、慎重購買的客層中安全設備普及速度緩慢、在希望做為基本機能的消費者層級、安全設施徹普及的速度加快。安全設備受歡迎程度雖然普通、但大眾會購買特分類風行的安全設備。

本報告針對歐洲各國汽車顧客、持有者進行問卷調查、提供汽車安全設備(主動、安全性等先進駕駛支援系統(ADAS))等喜好、想法、實際購買汽車時安全設備的重要度、價格水準、駕駛時壓力相關性、錯誤容許範圍等調查。

第1章 分析背景、目的、方法

第2章 摘要整理

第3章 對安全性的想法:詳細回答

  • 駕駛者詳細調查:對安全性的想法
  • 要求基本安全機能的消費者想法、態度(詳細)
  • 要求完全安全機能的消費者想法、態度(詳細)
  • 抱持懷疑的消費者反應(詳細)
  • 國加的想法、反應不同
  • 決定因素分析

第4章 對安全性的重視、對安全機能的喜好

  • 產品內容喜好:推測
  • 安全性有多重要?
  • 車輛選擇基準喜好、選擇所佔比率:要求基本安全機能的消費者
  • 車輛選擇基準喜好、選擇所佔比率::要求完全安全機能的消費者
  • 車輛選擇基準喜好、選擇所佔比率::抱持懷疑的消費者
  • 產品概念喜好(推算):安全設備整體重要性--與系統整體比較
  • 產品概念喜好(推算):安全設備與受歡迎程度的喜好比重
  • 產品概念喜好(推算):(現在)喜好重要度、今後購買率對比
  • 產品概念喜好(推算):現在的購買率與對主要10種安全機能相關注目度
  • 安全技術與流行喜好的影響度:摘要

第5章 喜好與價格影響度

  • 價格感受性計算
  • 對汽車安全設備的價格範圍與最佳價格
  • 「喜好」與「購買」為何不一定相同?--適當的價格設定是關鍵

第6章 套組、系統選擇率

  • 安全設備套組、組合購買率:國家分類
  • 安全設備套組、組合購買率:車輛種類分類

第7章 消費者安全設備購買率

  • 檢視價格後安全設備的購買率:英國(價格已調整)
  • 檢視價格後安全設備的購買率:德國(價格已調整)
  • 檢視價格後安全設備的購買率:法國(價格已調整)
  • 檢視價格後安全設備的購買率:義大利(價格已調整)
  • 檢視價格後安全設備的購買率:俄羅斯(價格已調整)
  • 安全設備未來購買可能性:購買者屬性分類(價格未調整)
  • 安全設備未來購買可能性:國家分類(價格未調整)

第8章 對煞車優先系統、警告機能的喜好

  • 願意在緊急時讓汽車自動駕駛的消費者
  • 各種狀況下受歡迎的警告方法
  • 對警告機能誤報的容許度
  • 警告機能誤報的容許頻率
  • 實際警告的共同頻度

第9章 駕駛感受到壓力的狀況

  • 駕駛中感受到的壓力水準
  • 需要完全安全機能的駕駛者比較會感到壓力
  • 駕駛者壓力狀況與安全性技術的比較
  • 最感覺到壓力的狀況
  • 第二高感覺到壓力的狀況
  • 第三高感覺到壓力的狀況
  • 摘要

第10章 意外發生

  • 可看到的安全設備(經過設計)優點
  • 意外發生率
  • 意外種類
  • 歐盟NCAP的車輛選擇影響度

第11章 受訪者構成

  • 受訪者檔案:人口構成
  • 受訪者檔案:車輛構成
  • 受訪者檔案:駕駛習慣
  • 今後預定購買的車輛分類
  • 受訪駕駛行動
  • 法律免責事項

第12章 附錄

  • 安全性技術藍圖:調查對像受安全設備的影響度
  • 對安全性的一般想法
  • 安全性設備、機能受歡迎程度
  • 安全技術的購買可能性(市場全體、國家分類、車輛種類分類)
  • 感受到壓力的駕駛狀況:定義、壓力水準、安全技術對應性
  • 車輛種類:購買者特性分類(法國、德國、義大利、俄羅斯、英國)
  • MAXDIFF分析:車輛選擇基準、駕駛時壓力發生來源、安全性、駕駛的想法
  • MAXDIFF分析:車輛選擇喜好影響、國家分類
  • MAXDIFF分析:車輛選擇安全性喜好影響、國家分類
  • 價格反應度分析:各種安全設備、技術分類(共計22種)
  • 關於FROST & SULLIVAN
目錄
Product Code: M924-01-00-00-00

Desirability and Willingness to Pay for Safety Systems and ADAS Systems

Overall, safety is the second most influential general vehicle feature for next vehicle purchase, with reliability being the first. Majority of respondents have their families and themselves in mind when purchasing safety options. The French, however, are significantly more concerned with the safety of their children than their European counterparts. Attitudes toward safety can impact adoption rates. Those segmented as skeptics are slower to adopt, but basic safety seekers and full feature seekers should be targeted to increase safety system adoption rates. Familiarity with safety systems is moderate. Generally, those safety systems with higher familiarity also have higher uptake rates.

Table of Contents

1. RESEARCH BACKGROUND, OBJECTIVES AND METHODOLOGY

  • 1. Research Background
  • 2. Study Objective
  • 3. Methodology

2. EXECUTIVE SUMMARY

  • 1. The Safety Landscape
  • 2. The Safety Landscape (continued)
  • 3. How Important is Safety?
  • 4. Safety-One of the Top Considerations for Next Vehicle Purchase Across Countries
  • 5. Who are the Intended Beneficiaries of Safety?
  • 6. The Safety Landscape
  • 7. Segmentation Based on Attitude Towards Safety and Driving Behavior
  • 8. Concept Product Preference Estimation: Share of Preference for Safety Systems vs. Familiarity
  • 9. Stress Level in Driving Scenarios and Mitigation Systems
  • 10. Concept Product Preference Estimation: Current Uptake vs. Future Interest of Top Ten Safety Systems
  • 11. Willingness to Let the Vehicle Take Control in an Emergency Situation
  • 12. Preferred Method for Warnings by Situation
  • 13. Acceptable Frequency of False Warnings
  • 14. Acceptable Frequency of Genuine Warnings
  • 15. The Safety Landscape
  • 16. Price Gap Analysis-Tested vs. Optimal Price
  • 17. Purchase Likelihood of Bundled Safety Packages by Country
  • 18. Purchase Likelihood of Bundled Safety Packages by Vehicle Segment
  • 19. Take Rate of Safety Systems at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): UK
  • 20. Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): Germany
  • 21. Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): France
  • 22. Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): Italy
  • 23. Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): Russia

3. SAFETY ATTITUDE SEGMENTATION

  • 1. Derived Driver Segmentation by Safety Attitude
  • 2. Details of the Basic Safety Seekers Respondent Segment: Europe, 2013
  • 3. Details of the Full Feature Seekers Respondent Segment: Europe, 2013
  • 4. Details of the Skeptics Respondent Segment: Europe, 2013
  • 5. Buyer Personas by Country
  • 6. Factor Analysis of Attitudes Towards Driving

4. IMPORTANCE OF SAFETY AND SAFETY FEATURE PREFERENCES

  • 1. Concept Product Preference Estimation
  • 2. How Important is Safety?
  • 3. Share of Preference for Vehicle Selection Criteria for Basic Safety Seekers
  • 4. Share of Preference for Vehicle Selection Criteria for Full Feature Seekers
  • 5. Share of Preference for Vehicle Selection Criteria for Skeptics
  • 6. Concept Product Preference Estimation-Overall Importance of Safety Systems, Mapped to Types of Systems
  • 7. Concept Product Preference Estimation: Share of Preference for Safety Systems vs. Familiarity
  • 8. Concept Product Preference Estimation: Share of Preference vs. Future Uptake Rate
  • 9. Concept Product Preference Estimation: Current Uptake vs. Future Interest of Top Ten Safety Systems
  • 10. Summary of Preference Towards and the Impact of Familiarity on Safety Technologies

5. IMPACT OF PREFERENCES AND PRICE

  • 1. Pricing Sensitivity Meter Analysis
  • 2. Acceptable Price Ranges and Optimal Price Points for Automotive Safety Systems
  • 3. Acceptable Price Ranges and Optimal Price Points for Automotive Safety Systems (continued)
  • 4. Why Does Preference Not Always Equal Uptake? Correct Pricing May be the Key

6. SYSTEM BUNDLE TAKE RATES

  • 1. Purchase Likelihood of Bundled Safety Packages by Country
  • 2. Purchase Likelihood of Bundled Safety Packages by Vehicle Segment

7. INDIVIDUAL SAFETY FEATURE TAKE RATES

  • 1. Take Rate of Safety Systems at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): UK
  • 2. Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): Germany
  • 3. Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): France
  • 4. Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): Italy
  • 5. Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): Russia
  • 6. Potential Uptake of Safety Systems by Buyer Persona (Unadjusted for Test Price Versus Optimal Price Gap)
  • 7. Potential Uptake of Safety Systems by Country (Unadjusted for Test Price Versus Optimal Price Gap)

8. OVERRIDE AND WARNING PREFERENCES

  • 1. Willingness to Let the Vehicle Take Control in an Emergency Situation
  • 2. Preferred Method for Warnings by Situation
  • 3. Tolerance for False Warnings and Missed Warnings
  • 4. Tolerance for False Warnings and Missed Warnings (continued)
  • 5. Acceptable Frequency of False Warnings
  • 6. Acceptable Frequency of Genuine Warnings

9. STRESSFUL DRIVING SCENARIOS

  • 1. Level of Stress in Driving Scenarios
  • 2. Full Feature Seekers-The More Stressed Drivers
  • 3. Stressful Driving Scenarios to Safety Technology Mapping
  • 4. #1 Most Stressful Driving Situation-42%
  • 5. #2 Most Stressful Driving Situation-40%
  • 6. #2 Most Stressful Driving Situation-40% (continued)
  • 7. #3 Most Stressful Driving Situation-36%
  • 8. Summary of Stressful Driving Scenarios

10. ACCIDENT OCCURRENCE

  • 1. Intended Beneficiaries of Safety Systems
  • 2. Intended Beneficiaries of Safety Systems (continued)
  • 3. Date of Accident
  • 4. Date of Accident (continued)
  • 5. Type of Accident
  • 6. Type of Accident (continued)
  • 7. Impact of Euro NCAP on Vehicle Choice
  • 8. Impact of Euro NCAP on Vehicle Choice (continued)

11. RESPONDENT DEMOGRAPHICS

  • 1. Respondent Profile: Demographics
  • 2. Respondent Profile: Demographics (continued)
  • 3. Respondent Profile: Vehicle Demographics
  • 4. Respondent Profile: Vehicle Demographics (continued)
  • 5. Respondent Profile: Driving Habits
  • 6. Future Purchase Segment
  • 7. Future Purchase Segment (continued)
  • 8. Respondent Driving Habits
  • 9. Respondent Driving Habits (continued)
  • 10. Respondent Driving Habits (continued)
  • 11. Legal Disclaimer

12. APPENDICES

  • 1. Safety Technology Mapping: Safety Systems Surveyed and Their Intended Impact

13. GENERAL ATTITUDES TOWARDS SAFETY

  • 1. General Attitudes Towards Safety
  • 2. General Attitudes Towards Safety (continued)
  • 3. General Attitudes Towards Safety (continued)

14. FAMILIARITY WITH SAFETY SYSTEMS AND FEATURES

  • 1. Familiarity with Safety Systems and Features
  • 2. Familiarity with Safety Systems and Features (continued)

15. SAFETY TECHNOLOGIES PURCHASE LIKELIHOOD

  • 1. Purchase Likelihood of Safety Technologies
  • 2. Purchase Likelihood of Safety Technologies (continued)
  • 3. Safety Feature Importance by Country
  • 4. Safety Feature Importance by Country (continued)
  • 5. Safety Feature Importance by Country (continued)
  • 6. Safety Feature Importance by Country (continued)
  • 7. Safety Feature Importance by Vehicle Segment
  • 8. Safety Feature Importance by Vehicle Segment (continued)
  • 9. Safety Feature Importance by Vehicle Segment (continued)
  • 10. Safety Feature Importance by Vehicle Segment (continued)

16. STRESSFUL DRIVING SCENARIOS: DEFINITIONS, LEVELS OF STRESS, AND SAFETY TECHNOLOGY MAPPING

  • 1. Full Definitions of Stressful Driving Scenarios
  • 2. Level of Stress in Driving Scenarios by Country
  • 3. Level of Stress in Driving Scenarios by Country (continued)
  • 4. Level of Stress in Driving Scenarios by Vehicle Segment
  • 5. Level of Stress in Driving Scenarios by Vehicle Segment (continued)
  • 6. Mapping Stressful Driving Scenarios to Safety Technology
  • 7. Stressful Driving Scenarios to Safety Technology Mapping (continued)
  • 8. Stressful Driving Scenarios to Safety Technology Mapping (continued)
  • 9. Stressful Driving Scenarios to Safety Technology Mapping (continued)
  • 10. Selection Criteria and Stress-Related Driving Themes

17. VEHICLE TYPES BY BUYER PERSONA

  • 1. Vehicle Types by Segments in France
  • 2. Vehicle Types by Segments in Germany
  • 3. Vehicle Types by Segments in Italy
  • 4. Vehicle Types by Segments in Russia
  • 5. Vehicle Types by Segments in the United Kingdom

18. MAXDIFF ANALYSIS:VEHICLE SELECTION CRITERIA, SOURCES OF DRIVING-RELATED STRESS, ATTITUDES TOWARDS SAFETY AND DRIVING

  • 1. Vehicle Selection Criteria and Sources of Driving-related Stress
  • 2. Attitudes Towards Safety
  • 3. Attitudes Towards Safety (continued)
  • 4. Factor Analysis of Attitudes Towards Driving

19. MAXDIFF ANALYSIS:SHARE OF PREFERENCE FOR VEHICLE SELECTION CRITERIA BY COUNTRY

  • 1. Share of Preference for Vehicle Selection Criteria in France
  • 2. Share of Preference for Vehicle Selection Criteria in Germany
  • 3. Share of Preference for Vehicle Selection Criteria in Italy
  • 4. Share of Preference for Vehicle Selection Criteria in Russia
  • 5. Share of Preference for Vehicle Selection Criteria in the United Kingdom

20. MAXDIFF ANALYSIS:SHARE OF PREFERENCE FOR SAFETY SYSTEMSBY COUNTRY

  • 1. Share of Preference for Safety Systems in France
  • 2. Share of Preference for Safety Systems in Germany
  • 3. Share of Preference for Safety Systems in Italy
  • 4. Share of Preference for Safety Systems in Russia
  • 5. Share of Preference for Safety Systems in the United Kingdom

21. PRICING SENSITIVITY METER ANALYSIS

  • 1. Van Westendorp Pricing Analysis-Forward Collision Warning
  • 2. Van Westendorp Pricing Analysis-Blind Spot Warning System
  • 3. Van Westendorp Pricing Analysis-Lane Departure Warning System
  • 4. Van Westendorp Pricing Analysis-Driver Drowsiness Warning System
  • 5. Van Westendorp Pricing Analysis-Rearview Camera System
  • 6. Van Westendorp Pricing Analysis-Night Vision System
  • 7. Van Westendorp Pricing Analysis-Traffic Sign Recognition System
  • 8. Van Westendorp Pricing Analysis-Lane Changing Assistance
  • 9. Van Westendorp Pricing Analysis-Alcohol Interlock Assistance
  • 10. Van Westendorp Pricing Analysis-Adaptive Cruise Control for Low Speeds
  • 11. Van Westendorp Pricing Analysis-Adaptive Cruise Control for Full Speed Range
  • 12. Van Westendorp Pricing Analysis-Lane-keeping Assistance
  • 13. Van Westendorp Pricing Analysis-Traffic Jam Assist
  • 14. Van Westendorp Pricing Analysis-Automatic Emergency Braking-F/R Direction
  • 15. Van Westendorp Pricing Analysis-Cross Traffic Alert-F/R Direction
  • 16. Van Westendorp Pricing Analysis-Cross Traffic Assistance
  • 17. Van Westendorp Pricing Analysis-Intersection Assistance
  • 18. Van Westendorp Pricing Analysis-Vehicle-to-vehicle Driver Assistance System
  • 19. Van Westendorp Pricing Analysis-Intelligent Parking Assist
  • 20. Van Westendorp Pricing Analysis-Autonomous Parking System
  • 21. Van Westendorp Pricing Analysis-Post-crash Braking
  • 22. Van Westendorp Pricing Analysis-Around-view Monitor

22. THE FROST & SULLIVAN STORY

  • 1. The Frost & Sullivan Story
  • 2. Value Proposition: Future of Your Company & Career
  • 3. Global Perspective
  • 4. Industry Convergence
  • 5. 3602 Research Perspective
  • 6. Implementation Excellence
  • 7. Our Blue Ocean Strategy
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