accenture automotive- survey-what digital drivers want

7/24/2019 Accenture Automotive- Survey-What Digital Drivers Want

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Automotive Survey:What Digital Drivers WantIndia Results


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65+

6B

Accenture conducted a global survey of 10,000consumers, in December 2014, across eight countries,including India, to determine their digital experiences andexpectations before, during and after buying a car.

59%

41%49%

20%

6%2%

23%

36-45

46-5556-65

18-24

25-35

AgeRange

10%

India

0%


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50,001-70,000 miles / (80,001-112,000 km)1%

30,001-40,000 miles / (48,001-64,000 km)6%

40,001-50,000 miles / (64,001-80,000 km)3%

15,001-20,000 miles / (24,001-32,000 km)8%

20,001-30,000 miles / (32,001-48,000 km)6%

8% 12,001-15,000 miles / (19,201-24,000 km)

7% 10,001-12,000 miles / (16,001-19,200 km)

9% 9,001-10,000 miles / (14,001-16,000 km)

11% 7,001-9,000 miles / (11,201-14,400 km)

14% 5,001-7,000 miles / (8,001-11,200 km)

17% 3,001-5,000 miles / (4,801-8,000 km)

11% Up to 3,000 miles / 4,800 km

On average how many kilometers/miles do you travel

in your car per year?

Over 70,000 miles / (112,000 km)1%

0 1 2 6 6 40

Average Miles

Have you leased, or purchased a new or old car?

91%New

Used9%

1% Leased


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Sport Utility Vehicle (SUV) Luxury Car Van

Middle/Intermediate Car

Compact CarLarge Intermediate/

Upper Class CarMini/Small Car

41% 24% 18% 8%

5%3%

1%

Which model/size of car do you drive most often?

When do you expect to replace the car that you drivemost often?

9187Within the next 3-6 months

No idea yet/no plans

Within 2-3 years

Beyond 3 years

Within the next 3 months

9%

17%

11%

7%8%

Within the next 6-12months

Within 1-2 years

49%

26% 23%


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Dealerwebsites

37%

Salesman/visiting thedealership in person

39%

Social media such as Facebookand Twitter/customer feedback

42%

Motor shows

42%

Manufacturer

advertisements

43%

Offline information

44%

TV reviews

47%

53%

What factors are extremely influential on your decisionwhen buying a car?

Automotive sites/reading online publications ofcar magazines

Manufacturerswebsites

44%

Car (wanting or needing tobuy a new vehicle)

51%

Seeking advice/recommendations fromfamily/friends or colleagues

52%


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When searching for a new car to purchase which of thefollowing most closely describes the process you use?

Which of the following would help make the process ofresearching for a new car via online channels easier?

Having information tailored to my needs

Virtual demo of new car model

Comparison shopping sites 70%

Augmented reality to instantly accessinformation about the car

50%

Virtual assistant available togive expert advice

52%

Online chat with dealers 36%

None ofthe above

1%

60%

67%

I do my research and then callthe qualified call center to booka test drive

I do not use thewebsite at all I justvisit the dealer andtrust his/her advice

29%

I narrow down the choiceto one or two cars viamanufacturers web informationand then go to the dealer

25%

I visit a dealer,do additionalmanufacturer andthird party webbased researchand then makemy decision

17%

I do my initial researchthrough social media (peoplesreviews/ comments) then goto the dealer

4%

25%


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Using a scale of 10 (extremely satisfied) to 1 (extremelydissatisfied), how would you rate your overall purchasingexperience with the car that you most recently purchased?

Extremely satisfied Extremely dissatisfied

10 9 8 7 6 5 4 3 2 1

TOP 3: 66%

66%

0%

4% 4%

6%

19%

28%

20%

8%

6% 6%

Access tomanufacturers

partner membershipservices without

paying the annual fee

A test drivetailored to the

car chosen on themanufacturers

website

Car membership clubwith special benefits. Thelevel of membership willdepend upon the value of

the car bought

Free music/entertainment

downloads withcar purchase

50% OFFno annual fee

63% 56% 45% 33%

Which kind of customized services would influence yourchoice of buying/leasing a new car?

Free oil changes/maintenance

options

69%


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Given the opportunity, would you go through the entirepurchase of a car directly online, including financing,price negotiation, the back office paperwork, and deliveryto your house?

16%

43%

41%

BUY

Yes definitely

Yes possibly

No

Which special offers or valued customer services wouldyou like to receive after you have completed the purchase

of your new car?

Discounts on fuel

52%

Manufacturer and third partnerspecials offers throughout the year

25%OFF

56%

Remote check of my car anda software update

54%

Mobile phone reminders for

annual service checks

64%

Personal pick up service from

my house to dealershipfor servicing

64%

Discount travel offers

35%

Guide of local points ofinterest while driving

29%

Discounts on car insurance

72%


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Special maintenanceservice offers

76%

Which of the following additional information would youlike to hear about directly from your dealer or manufacturer?

Specialoffers fromyour current

vehiclemanufacturer

60%

Newtechnology

add-ons

71%

Part exchangedeals

available ifyou upgrade

your car

59%

Performancecomparisons

over thelifetime ofyour car

52%

Additionalaccessoriespurchasedby others

who boughta similar carand could

be valuableto you

44%

Info onnew models

beingdevelopedfor yourcurrent

make of car

42%

Other ownersexperiences/comments onyour make/

model of car

31%


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Info on digital security options

How appealing or unappealing are the following digitalcustomer experiences at your local dealership/showroom?

From car buyer to car owner and user, which stage in your

journey provides the weakest digital experience?

Transfer from mobile to car featuresallmusic, contacts, calendars, etc

63%

Ability to transfer data to andfrom your mobile device

60%

Trade-invalue of

currentvehicle

Aftersales Model-specificdetails

Pre-salesonlineinformatio

Pricing/pricingof extras/add-ons available

online

Financeoptions

Pre-salesadvice

from onlinesalesmen

21%

Virtual test drive

54%

Wi-Fi hotspot in car

66% 63%

Interactive touch display at dealershipto get car information

63%

20%

17%

11% 11%10% 10%

Summary of appealing digital experiences


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The digital experience will help theprocess but the requirement for personalinteraction will remain for advice, personalservice, and being able to view the car

13%Car purchases will be viable withthe click on your phone/mobile

6%Car purchasing is not an industry thatcan be disrupted by digital means

Customers will be able to purchase nearlythe entire car online but the final paperworkwill still need to be completed in person

24%Customers will be able to buy, financeand have a car delivered completely via anonline interaction

22%

35%

How would you see your digital/online experience ofbuying a car change in next three to five years?

If you purchased a car directly online, which of the followingparts of the overall traditional buying process would you miss?

66% The test drive 50% The feeling ofexcitement inthe showroom

44% Negotiatingwith thesalespersonon price

55% Reviewing themodels in person

39% Understandingthe fulloptions list

33% Contact/Additionalinsight fromthe dealer

31% Negotiating withthe sales personon trade in


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4 7

Would you be interestedin online auctions to buy

a new car?

Would you be interestedin online auctions to buy

a used car?

Which of the following have you already done onlineand which would you consider?

78%YES

22%

NO

53%YES

48%NO

Done Would consider Neither have done nor would consider

SOLD

9lBooked a servicefor your car56%

9%

35% 9lPaid for your car servicePAY

48%9%

43%

lSold an old carPOST

28% 19%

53% 3lTraded in an old carTRADE

17% 33%

51%

lOrganized a pickup outof hours after a service30% 16%1 5 lOrganized financingfor a car

36MOS.

26% 18%

55%lBought a new carBUY

22% 23%

55%

Bought tires andorganized fitting2l30%

21%

49%

BOOK

54%


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25%Advanced(8, 7)

Summary

Extremely tech savvy Not at all tech savvy

Beginners(6, 5, 4)

Primitive(3, 2, 1)

10 9 8 7 6 5 4 3 2 1

Natives (10, 9)

55% 21%

4%

28% 27%

17%

8% 8%

3% 3%

1%0%

5%

Using a scale of 10 (extremely tech-savvy) to1 (not at all tech-savvy), how would you define yourselfin respect of technology usage?


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About Accenture

Accenture is a global management

consulting, technology services and

outsourcing company, with approximately

319,000 people serving clients in

more than 120 countries. Combining

unparalleled experience, comprehensive

capabilities across all industries and

business functions, and extensiveresearch on the worlds most successful

companies, Accenture collaborates

with clients to help them become

high-performance businesses and

governments. The company generated net

revenues of US$30.0 billion for the fiscal

year ended Aug. 31, 2014. Its home page

is www.accenture.com.

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