Autonomous Driving

Navigating the customer journey
UK perspectives from Deloitte’s Global Automotive Consumer Study

Navigating the customer journey |
Key findings
How do consumers feel about autonomous vehicles? In-dealer consumer experience
•• Consumers are more positive about fully self-driving vehicles •• 60% of consumers visited their selling dealer more than once
•• Consumers still want an established track record for autonomous •• Customer experience is clearly not dead
vehicles
•• Salespeople and printed brochures are considered the most
•• Speaking of trust, most consumers put their faith in OEMs useful in gathering information at a dealership
•• Consumers are most concerned with getting a good deal

How do consumers feel about electrified vehicles?
•• Interaction with a real person is the most important buying
•• Slightly fewer consumers want gasoline/diesel (ICE) engines going aspect of the vehicle buying process
forward
•• Driving range is still a significant concern for all battery-powered Communication from dealers and manufacturers
electric vehicles (BEVs)
•• Both OEMs and dealers could be missing a big opportunity
•• If consumers can get past the upfront price premium, more
would consider going electric for their next vehicle •• Dealers trump manufacturers in quality of communication
How do consumers research a vehicle purchase?
•• Most consumers start researching 3 months before purchase
•• OEM websites and personal relationships have the highest

impact
•• The majority of consumers do not use third-party pricing services
1
How do consumers feel about autonomous vehicles?

Safety first
In 2017 autonomous car safety was a major concern for UK consumers with 73% believing safety would be an issue. Over the last
12 months, consumers' attitudes have changed significantly as the proportion of those concerned about safety has dropped to 49%.
This highlights that overall acceptance of autonomous technology has grown rapidly in a short time.
Brands can help build trust

Over 50% of UK consumers would feel better about riding in a fully self-driving vehicle offered by a brand they trust, with a majority
also keen to see government regulation and evidence of an established safety record.
Looking at which types of brand consumers would trust most to bring a fully autonomous vehicle to market, more than half would
favour traditional car manufacturers, although trust in technology companies has also grown.
Consumers are more positive about fully self-driving vehicles

Consumer perception regarding the safety of self-driving vehicles has improved
considerably in the last 12 months
Consumer opinion on fully self-driving vehicles
If price and/or safety were not an issue, 49%

I am willing to use a vehicle that could drive itself
49%
Fully self-driving cars will not be safe
73%
43%
A fully self-driving car will
free up my time so I can focus on other activities
49%
37%
Travelling in a fully self-driving car will be a positive experience
51%
2018 2017
Note: Percentage of respondents who strongly agreed or agreed have been added together
Q1: To what extent do you agree or disagree with the following statements?
Sample size: n= 1,209 [MOD 2], n= 1,081 [MOD 1]
3
Consumers still want an established track record for AVs

Half of consumers would also feel better about AV technology if they were
offered by a trusted brand and there were government regulations
Factors making consumers feel better about riding in a fully self-driving vehicle
66%
An established track record of self-driving cars
being used on the streets safely
65%
53%
Vehicle is offered by a brand you trust
44%
51%
Government regulation/approval of self-driving cars
48%
2018 2017
Note: Percentage of respondents who strongly agreed or agreed have been added together
Q2: Would the following factors make you more or less likely to ride in a self-driving car?
4
Speaking of trust, most consumers put their faith in OEMs

However, the other half of consumers would most trust someone else to bring
AV technology to market
Type of company consumers trust the most to bring fully self-driving technology to market
51%
Traditional car manufacturer
53%
23%
A new company that specializes in autonomous vehicles
24%
21%
Existing technology company
17%
5%
Other
6%
2018 2017
Q3: Would the following factors make you more or less likely to ride in a self-driving car?
5
How do consumers feel about electrified vehicles?

Powertrain preferences
Most UK consumers (73%) still favour either a gasoline or diesel engine. Only 19% said they would choose a hybrid engine and only
5% an all battery-powered electric engine in their next vehicle.
Looking specifically at the reasons why consumers might not choose an all battery-powered engine in their next vehicle, our
research shows that consumers are concerned about driving range and cost/price premiums followed closely by a lack of charging
infrastructure.
Cost is the main reason that consumers would consider switching to an all battery-powered engine, with 37% of the consumers
agreeing that lower ongoing operating costs for BEVs would most compel them to consider going electric for their next vehicle.
Slightly fewer consumers want ICE engines going forward

Survey evidence suggests consumers may be starting to shift their thinking
towards alternative powertrain technology
Consumers’ expectations with respect to engine type in their next vehicle (2018)
Gasoline/Diesel (ICE) 73%
Hybrid electric (HEV) 19%
2017 Data
77%
All battery-powered
5%
electric (BEV)
Other 3% 16%
7%
Gas + Diesel Hybrid Other Alt
Note: “Other” category in 2018 data includes ethanol, CNG, and fuel cell
Q38. What type of engine would you prefer in your next vehicle?
Sample size: n= 965 [MOD 2], n= 949 [MOD 1]
7
Driving range is still a significant concern for BEVs…

A quarter of consumers still worried about driving range and cost/price
premiums – followed closely by a lack of charging infrastructure
Biggest concerns regarding all battery-powered electric vehicles
Driving range 26%
Cost/price premium 24%
Lack of electric vehicle charging infrastructure 22%
Time required to charge 13%
Safety concerns with battery technology 6%
The brand I prefer doesn’t offer electrified vehicles 4%
An all battery electric powertrain is not

3%
offered in the type of vehicle I want (e.g., SUV, truck)
Other (please specify) 2%
Q39. What is your greatest concern regarding all battery-powered electric vehicles?
Sample size: n=965
8
But, if consumers can get past the upfront price premium…

37% of consumers feel lower ongoing operating costs for BEVs would most
compel them to consider going electric for their next vehicle
Reasons to consider an all battery-powered electric vehicle
Lower vehicle operating costs (e.g., fuel, service) 37%
Lower emissions/environmental responsibility 25%
Rebates/tax incentives 15%
Social status/keeping up with latest technology 5%
Other 2%
I would not consider it for any reason 16%
Q40. What would be the main reason for you to consider an all battery-powered electric vehicle?
Sample size: n=965
9
How do consumers research a vehicle purchase?

Purchase habits
A third of consumers spend less than a month reviewing their vehicle options before making a decision. In fact, 70% spend less than
three months, suggesting that brands have a relatively short time to engage with consumers and influence their purchase decisions.
Looking more closely at the customer journey and which marketing channels have the most impact on purchase decisions, 31% of
consumers agreed that the manufacturer website had a significant impact on choice of vehicle, followed closely by family and friends
(30%). Only 15% of consumers viewed third-party websites as having a significant impact on vehicle purchase decision, however of
the 15% who did use them, 35% found the service very/extremely useful.
Most consumers start researching 3 months before purchase

Vehicle brands have relatively little time to identify, intersect and connect with
a consumer to influence a vehicle purchase decision
Duration of research before deciding to acquire current vehicle
Less than a month 33%
1 month to less than 3 months 37%
3 months to less than 6 months 19%
6 months to less than 9 months 6%
9 months to 12 months 2%
More than 12 months 3%
Q10. How long before you made the decision to acquire did you start researching your current vehicle?
Sample size: n=857
11
OEM websites and personal relationships have the highest impact

Third-party websites regarded as much less impactful on the actual vehicle
purchase decision
Impact of information sources on which vehicle is bought
Manufacturer websites (e.g., ford.com) 39% 25% 31% 5%
Family, friends, co-workers 47% 20% 30% 3%
Dealer websites (view inventory,

42% 24% 28% 6%
find dealer hours/location)
Salespeople at the dealership 45% 23% 26% 6%
Retail Websites (e.g., eBay Motors, Autotrader, Amazon) 54% 20% 20% 6%
Safety-related websites (e.g., consumer reports,

57% 16% 17% 10%
government crash test ratings)
Third-party websites (e.g., Edmunds,
58% 18% 15% 9%
Autohome, WhatCar)
Other (media reviews, magazines) 63% 13% 12% 12%
Financial provider websites 67% 10% 11% 12%
Social media (e.g., Facebook) 70% 9% 10% 11%
Little/No impact Some impact Significant impact N/A
Q12. When considering purchasing or leasing your current vehicle, how much of an impact did information from each of the following
sources have on your ultimate decision of which vehicle you chose?
Sample sizes – n=857
12
Majority of consumers do not use third-party pricing services

Of those who used them, 35% found the service very/extremely useful
Percentage of consumers using third-party vehicle Percentage of consumers who liked the pricing support
pricing support services to purchase a vehicle received while purchasing a vehicle
16%
Extremely useful 12%
Very useful 23%
Moderately useful 30%
Somewhat useful 32%
Not useful at all 3%

84%
No Yes
Q14. Did you use a third-party, vehicle pricing support service Q15. How useful did you find the vehicle pricing support
(e.g., TrueCar, Edmunds, BitAuto, CarTrade, etc.) in the process you received?
of acquiring your current vehicle? Sample size: n=133
Sample size: n=857
13
In-dealer consumer experience

Customer experience
Customer experience is not dead, 71% of the consumers who bought their car via a dealer, rate customer experience as either a
somewhat or very important factor in choosing where to buy a vehicle. The importance of relationship to dealer purchases is further
highlighted by the fact that 60% of consumers visited the dealer where they made their purchase more than once.
Interaction with a real person ranked as the most important buying aspect with over half acquiring their current vehicle from the
dealership they visited.
Two-thirds of consumers still find printed brochures and spec sheets very useful for gathering information at the dealership.
66% rate getting a good deal/price as the most enjoyable part of the dealer experience. The test drive ranks second with forty-three
percent.
60% of consumers visited their selling dealer more than once

Over half of the consumers did not visit any other dealerships apart from the
one where they acquired their current vehicle
Dealer where I acquired Other dealers that sell Other dealers that sell other
my current vehicle my current vehicle brands of comparable vehicles
0 3% 0 57% 0 53%
1 38% 1 14% 1 13%
2 34% 2 13% 2 13%

Number of visits
3 16% 3 9% 3 11%
4 6% 4 5% 4 5%
5 or more 3% 5 or more 2% 5 or more 5%
Q17. How many dealer visits did you conduct during the buying process for your current vehicle?
Sample size: n=702
15
Customer experience is clearly not dead…

71% of the consumers rate customer experience as either a somewhat or very
important factor in choosing where to buy a vehicle
How important is customer experience in choosing which dealer to buy from?
Very important 28%
Somewhat important 43%
Neutral 20%
Not very important 6%
Not at all important 3%
Q18. Thinking about the dealer where you acquired your current vehicle, how important was the customer experience
in making the choice to buy there?
Sample size: n=702
16
Salespeople and printed brochures considered most useful

Two-thirds of consumers still find printed brochures and spec sheets very useful
in gathering information at the dealership
Presence of channels at a dealership
2
Conversation with a salesperson 5% 11% 82% %
Printed brochures and specification sheets 6% 20% 65% 9%
Your own mobile device 10% 19% 32% 39%
A tablet device provided by the dealership 10% 17% 19% 54%
Interactive computer kiosks 11% 20% 14% 55%
Augmented/virtual reality headset provided by

12% 17% 14% 57%
the dealership
Not useful Neutral Very useful N/A
Q23. How useful are each of the following channels in helping you gather information while at a dealership?
Sample size: n=702
17
Clearly, consumers are most concerned with getting a good deal

Also, importance of experiences such as a test drive and quick/efficient process
cannot be underestimated
The most enjoyable aspects of the dealer experience are…
Got a good deal/price 66%

32%
The test drive 43%
17%
Quick/efficient process 38%
8%
Friendliness/relationship with sales associate 35%
11%
All my questions were answered 34%
9%
Convenient location 30%
9%
Did not have to negotiate 14%
3%
I learned about extra features 11%
3%
Follow-up post-purchase 8%
1%
Dealership amenities 7%
(e.g., kid’s play room, restaurants/coffee shop, cocktail bar) 2%
Technology that made the experience more efficient/easier 6%
2%
Technology that made the experience more fun (e.g., virtual reality) 6%
2%
Other 2%
1%
Top 3 choices Top choices
Q24. What are the three aspects of the dealer experience you enjoyed most when you acquired your current vehicle?
Sample size: n=702
18
Interaction with a real person most important buying aspect

Less paperwork and getting pricing information online are the other most
important aspects for consumers
Consumer opinions on important aspects of a vehicle buying process
Interacting with a real person to ask questions 5% 20% 75%
Minimal paperwork 6% 27% 67%

Getting pricing information and/or locking-in a
10% 29% 61%
vehicle price online prior to purchase
Building rapport with the dealer 11% 31% 58%
Extended duration test drives (e.g., 24 hours or more) 20% 31% 49%
Ride-and-drive events where you can test drive
21% 32% 47%
several vehicles at one time
Innovative technology to make the purchase process
15% 39% 46%
more efficient
Getting pre-approved for financing before shopping 28% 31% 41%
Innovative technology to make the purchase more
37% 35% 28%
engaging/fun (e.g., virtual reality)
Access to product specialists (e.g., Apple “genius” concept) 33% 39% 28%
Minimal contact with the dealer 30% 44% 26%
Not at all important/Not very important Neutral Somewhat important/Very important
Q45. How important are each of the following items related to the vehicle buying process?
Sample size: n=766
19
Communication from dealers and manufacturers

Interaction matters
Interacting with a real person, having a friendly relationship with the dealer, minimal paperwork, and getting vehicle price
information online are the most important aspects of the vehicle buying process. However, this relationship appears to end at the
point of purchase. Both manufacturers and dealers could be missing an important opportunity as 62% of consumers say they were
never contacted by the manufacturer after acquiring their vehicle.
Dealers surpass manufacturers in terms of quality of communication with 73% of consumers saying dealer communication is good/
very good.
Both OEMs and dealers could be missing a big opportunity

62% of the consumers say they were never contacted by the manufacturer after
acquiring their vehicle
Manufacturer touchpoints Dealer touchpoints
Number of times
62% Never 23%
17% Once or twice 39%
11% 3-5 times 21%
4% 6-10 times 9%
2% 11-20 times 3%
1% More than 20 times 1%
3% Don’t know 4%
Q31. How many times has either the manufacturer or dealer contacted you (for any reason) after acquiring your current vehicle?
Sample size: n=702
21
Dealers trump manufacturers in quality of communication…

73% of consumers rated dealer communications as good/very good
Manufacturer quality of communication Dealer quality of communication
21% Very good 25%
67% 73%
46% Good 48%
26% Fair 22%
6% Poor 3%
1% Very poor 2%
Q33. How would you rate the quality of the communication you have received from both the manufacturer and dealer
since acquiring your current vehicle?
Sample size, average for manufacturer and dealer : n=257, 525
22
The 2018 Deloitte Global Automotive Consumer Study includes 22,177

consumer responses across 15 global markets
Belgium United Kingdom

(n=1,275) (n=1,261)
Germany
(n=1,759)
Canada
(n=1,261)
France
(n=1,258) Japan
United States (n=1,762)
(n=1,760)
Rep of Korea
(n=1,763)
Mexico China
(n=1,269) (n=1,759)
Italy
(n=1,260)
India
(n=1,760)
South Africa
(n=1,251)
Malaysia Thailand Indonesia
Brazil (n=505) (n=515) (n=503)
(n=1,256) Southeast Asia (n=1,523)
Study methodology
The study is fielded using an online panel methodology where consumers of driving age are invited to complete the
questionnaire (translated into local languages) via email. It was fielded in 17 countries and designed to be nationally
representative of the overall population in each country.
23
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does not provide services to clients. Please see www.deloitte.com/about to
learn more about our global network of member firms.
Deloitte provides audit & assurance, consulting, financial advisory, risk

advisory, tax and related services to public and private clients spanning
multiple industries. Deloitte serves four out of five Fortune Global 500®
companies through a globally connected network of member firms in more
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Navigating the customer journey

UK perspectives from Deloitte’s Global Automotive Consumer Study

How do consumers feel about autonomous vehicles? In-dealer consumer experience

•• Consumers are most concerned with getting a good deal

How do consumers research a vehicle purchase?

•• Most consumers start researching 3 months before purchase

•• OEM websites and personal relationships have the highest

•• The majority of consumers do not use third-party pricing services

How do consumers feel about autonomous vehicles?

Brands can help build trust

Consumers are more positive about fully self-driving vehicles

Consumer opinion on fully self-driving vehicles

If price and/or safety were not an issue, 49%

Consumers still want an established track record for AVs

Speaking of trust, most consumers put their faith in OEMs

How do consumers feel about electrified vehicles?

Slightly fewer consumers want ICE engines going forward

Gasoline/Diesel (ICE) 73%

Hybrid electric (HEV) 19%

Gas + Diesel Hybrid Other Alt

Driving range is still a significant concern for BEVs…

Biggest concerns regarding all battery-powered electric vehicles

Driving range 26%

Cost/price premium 24%

Lack of electric vehicle charging infrastructure 22%

Time required to charge 13%

Safety concerns with battery technology 6%

The brand I prefer doesn’t oﬀer electriﬁed vehicles 4%

An all battery electric powertrain is not

Other (please specify) 2%

But, if consumers can get past the upfront price premium…

Reasons to consider an all battery-powered electric vehicle

Lower vehicle operating costs (e.g., fuel, service) 37%

Lower emissions/environmental responsibility 25%

Rebates/tax incentives 15%

Social status/keeping up with latest technology 5%

I would not consider it for any reason 16%

How do consumers research a vehicle purchase?

Most consumers start researching 3 months before purchase

Duration of research before deciding to acquire current vehicle

Less than a month 33%

1 month to less than 3 months 37%

3 months to less than 6 months 19%

6 months to less than 9 months 6%

More than 12 months 3%

OEM websites and personal relationships have the highest impact

Impact of information sources on which vehicle is bought

Manufacturer websites (e.g., ford.com) 39% 25% 31% 5%

Family, friends, co-workers 47% 20% 30% 3%

Dealer websites (view inventory,

Salespeople at the dealership 45% 23% 26% 6%

Safety-related websites (e.g., consumer reports,

Other (media reviews, magazines) 63% 13% 12% 12%

Financial provider websites 67% 10% 11% 12%

Social media (e.g., Facebook) 70% 9% 10% 11%

Little/No impact Some impact Signiﬁcant impact N/A

Majority of consumers do not use third-party pricing services

Extremely useful 12%

Very useful 23%

Moderately useful 30%

Somewhat useful 32%

Not useful at all 3%

In-dealer consumer experience

60% of consumers visited their selling dealer more than once