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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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outsourcing company, with approximately
319,000 people serving clients in
more than 120 countries. Combining
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capabilities across all industries and
business functions, and extensiveresearch on the worlds most successful
companies, Accenture collaborates
with clients to help them become
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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.