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市場調查報告書
商品編碼
1920922

客戶之聲：車載服務與功能，乘用車，中國，2024

Voice of Customer: In-Car Services and Features, Passenger Vehicles, China, 2024
出版日期: | 出版商: Frost & Sullivan | 英文 144 Pages | 商品交期: 最快1-2個工作天內

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簡介目錄

評估消費者對車載服務、按需功能、空中升級、連網功能、車輛細分市場和支付方式的觀點

中國快速發展的聯網汽車市場正不斷適應消費者偏好的變化，新興應用場景的普及正在塑造各個客戶群的「新常態」。Frost & Sullivan公司發布的《客戶之聲：車載服務與功能，乘用車，中國，2024》研究報告揭示了中國車主和購車者如何使用車載互聯解決方案、按需功能、空中軟體更新、整合支付選項和其他互聯服務。基於調查結果，分析也檢驗了消費者的支付行為和對各種服務的支付意願。此外，研究也按車輛類型（乘用車、高階車型和新能源汽車）對受訪者進行細分，從而深入分析每個類別中各項功能的受歡迎程度、興趣程度和優先需求。該研究基於對1414位參與中國智慧網聯網汽車購買和使用的關鍵決策者和影響者的線上調查，其發現為尋求把握新機遇的原始設備製造商（OEM）和服務供應商提供了切實可行的見解。

目錄

計劃方法和主要發現

  • 計劃方法
  • 主要發現

行業概覽

  • 軟體對於實現未來出行方式至關重要。
  • “CASE 結束了，SDV 萬歲！”
  • SDV的旅程才剛開始。
  • OEM營運的數位生態系統支援按需功能
  • Frost & Sullivan觀察到，目前原始設備製造商 (OEM) 在提供隨選服務方面採取了三種不同的方法。

調查目標和調查方法

  • 調查方法
  • 中國的樣品

調查對象特徵

  • 受訪者概況：人口統計資訊
  • 受訪者概況：家庭特徵
  • 受訪者概況：汽車擁有狀況和駕駛狀況
  • 車輛特性：引擎和車輛細分市場

汽車產業經驗與意識

  • 人們對創新技術的興趣日益濃厚
  • 大多數客戶（56%）認為，數位化、連網汽車是未來最引人入勝的願景。
  • 與其他城市相比，上海消費者對汽車的未來發展最具前瞻性。
  • 小型和中型SUV的駕駛者最有可能將未來的汽車視為「裝在輪子上的智慧型手機」。
  • 不同車型的車主對未來汽車的認知有巨大差異。
  • 近一半的客戶希望購買配備先進應用程式的汽車。
  • BMW和福特車主對車載技術抱持最高的期望。
  • 65% 的客戶對車載互聯服務「非常」或「極其」感興趣
  • 重慶地區對互聯服務的興趣大幅下降
  • 消費者對車載互聯服務的興趣程度差異很大，這取決於他們對科技的興趣。
  • 對聯網汽車服務最感興趣的年齡層是26-40歲和41-60歲。
  • 在中國，人們對與第三方共享駕駛數據的擔憂程度較低，只有 6% 的人表示他們永遠不會共用。
  • 大型SUV車主最不關心共用駕駛數據。
  • 在車上最常見的活動是聽音樂和使用導航地圖。
  • 音樂串流媒體、影片串流媒體和內建導航是繼音樂串流媒體和視訊串流媒體之後最受歡迎的功能。
  • 城市層面的常用服務和功能存在差異。
  • 大眾汽車用戶使用車載服務和功能的頻率明顯低於其他汽車品牌的車主。
  • 目前，約有三分之一的駕駛人使用車載監控功能。
  • 目前，上海的駕駛是車載監控功能最頻繁的使用者。
  • 車載語音助理主要用於路線搜尋以及撥打和接聽電話和文字訊息。
  • 在上海，使用語音助理進行通話和訊息是最受歡迎的功能。語音助理使用率最高的城市
  • 44%的受訪者經常使用無線更新（OTA）
  • 重慶只有33%的受訪者經常使用OTA更新。
  • 基本型和小型車車主最常使用OTA更新。
  • 家有6歲以下兒童的消費者最有可能透過OTA更新安裝新的車載服務。
  • 中國各品牌在OTA使用上有很大差異。
  • 小型和中型SUV車主是付費解鎖按需功能的最大群體。
  • 上海消費者使用按需服務的比例最高

車載市場

  • 約80%的消費者在進行線上支付時感到「非常舒適」或「舒適」。
  • 上海和北京的受訪者表示安全程度最高。
  • 93%的大型SUV車主屬於舒適度最高的兩組車款。
  • 特斯拉車主最習慣使用智慧型裝置進行線上​​支付。
  • 人們對行動中支付服務的興趣日益濃厚
  • 大型SUV車主最感興趣的是邊走邊付。
  • 使用車載支付方式支付通行費是最受歡迎的服務項目。
  • 福特、寶馬和謳歌車主對車載支付功能最感興趣。
  • 不同城市對透過車載市場購物的態度差異顯著。
  • 不同城市的受訪者對透過車載應用商店安裝的服務的興趣各不相同，其中上海受訪者的興趣最高。
  • 不同汽車品牌對引入應用程式的興趣差異很大。

軟體定義車輛（SDV）：認知與興趣

  • 只有40%的受訪者了解SDV。
  • 純電動車車主對太陽能車的認知度最高。
  • 大型SUV車主對小型貨車的認知度最高。
  • 不同汽車製造商品牌的駕駛者對SDV的看法差異很大。
  • SDV概念獲得了非常正面的回饋。
  • SUV車主最喜歡SDV（小型貨車）的概念。
  • 家有6歲以下兒童的受訪者對SDV的使用持最正面的態度。
  • 在所有車主中，福特和特斯拉車主最支持共享汽車（SDV）的概念。
  • 雖然人們普遍認為增強安全效能是 SDV 最理想的優勢，但其他功能也同樣重要。

按需功能：消費者觀點

  • 在調查中引入按需功能
  • 26 項檢驗的按需功能
  • 73%的消費者願意為額外功能付費
  • 大型SUV車主最願意為購車後的按需增值服務付費。
  • 購買後是否願意為按需車輛功能升級付費
  • 安全保障、進階駕駛輔助系統 (ADAS) 和自動駕駛是消費者最願意額外付費的類別。
  • 消費者為提升車內體驗的服務支付額外費用的意願（按地區分類）
  • 願意為提升車內體驗的服務支付額外費用
  • 駕駛和車內監控系統以及擴增實境抬頭顯示器（AR-HUD）最受消費者關注。
  • 計劃在下一輛車中購買按需功能
  • 近九成消費者可能會購買按需功能
  • 按需服務的區域差異顯著。
  • 大型SUV車主最重視按需功能
  • 電動車 (BEV) 車主比內燃機車 (ICE) 車主更感興趣。
  • 61歲以下的受訪者對按需功能最感興趣。
  • 受教育程度較高的客戶更有可能購買按需功能。
  • 對按需功能的興趣

支付意願和需求價格彈性

  • 測試價格範圍
  • 支付意願和需求價格彈性
  • 按需功能的需求價格彈性
  • 購買意願：自適應道路噪音和照明
  • 購買意願：影院音效體驗
  • 購買意願：個人化音響區
  • 購買意願：高級音訊
  • 購買意願：用戶畫像
  • 購買意願：駕駛者與車內監控系統
  • 購買意向：AR抬頭顯示器
  • 購買意願：車家互聯與家到車互聯功能
  • 購買意願：車載卡拉OK
  • 購買意願：2D、3D 和 AR 導航
  • 購買意願：動力傳動系統升級
  • 購買意向：哨兵模式
  • 只有6%的中國駕駛表示，他們「不會考慮」為未來車輛的按需服務付費。

按需功能：使用者體驗

  • 中國安全領域按需功能購買量創歷史新高
  • 先前購買的按需功能類別
  • 獲取有關按需功能資訊的最常見方式是透過您的車輛製造商（OEM）。
  • 對購買的按需功能非常滿意
  • 按需功能滿足消費者期望
  • 中型和小型SUV是按需功能使用者群體中最大的群體。
  • 提升車輛安全性的功能評價最高。

下一輛車的購買

  • 預計插混合動力汽車（PHEV）將在當前車輛和未來車輛之間實現最大成長。
  • 約有三分之一的受訪者打算將電池式電動車（BEV）作為下一輛車的考量。
  • 考慮下一代車輛的引擎類型
  • 25%的受訪者表示，他們下次購車最有可能選擇C級車。
  • 受訪者預計購買下一輛車的價格
  • 平均汽車擁有期限

附錄

  • 成長機會驅動Growth Pipeline Engine
  • 為什麼成長變得越來越困難
  • The Strategic Imperative 8

未來計劃

  • 成長機會帶來的益處和影響
  • 未來計劃
  • 附件清單
  • 免責聲明
簡介目錄
Product Code: PG5F-46

Evaluating Consumer Perspectives on In-Car Services, On-Demand Features, Over-the-Air Updates, Connectivity, Vehicle Segments, and Payment Options

China's rapidly evolving connected car market consistently adapts to shifting consumer preferences, driven by the adoption of emerging use cases that shape the "new normal" across diverse customer segments. Frost & Sullivan's Voice of Customer: In-Car Services and Features, Passenger Vehicles, China, 2024 survey reveals how car owners and buyers in China utilize in-car connectivity solutions, on-demand features, over-the-air software updates, integrated payment options, and other connected services. Based on its findings, the analysis also examines consumer payment behaviors and their willingness to pay for different services. The study further segments respondents by vehicle type, including passenger cars, premium models, and new energy vehicles, to provide a detailed view of feature popularity, interest levels, and priority needs within each category. The findings are based on an online panel survey of 1,414 key decision-makers and influencers involved in connected car purchases and usage in China, providing actionable insights for OEMs and service providers seeking to capitalize on emerging opportunities.

Table of Contents

Project Approach & Key Findings

  • Project Approach
  • Key Findings

Industry Overview

  • Software is Integral to Delivering the Future of Mobility
  • "CASE is Dead, Long Live the SDV!"
  • We are Right at the Start of the SDV Journey
  • OEM-Operated Digital Ecosystems to Support Features on Demand
  • Frost & Sullivan Observes 3 Distinct OEM Approaches to Offering Features on Demand Today

Research Objectives and Methodology

  • Research Methodology
  • China Sample

Sample Characteristics

  • Respondent Profile: Demographics
  • Respondent Profile: Household Characteristics
  • Respondent Profile: Vehicle Ownership and Driving
  • Vehicle Characteristics: Engine and Vehicle Segment

Experience and Attitudes Toward Vehicles

  • Interest in Innovative New Technologies in Cars is High
  • Majority of Customers 56% See a Digital and Connected Car as the Strongest Vision of the Future
  • Consumers in Shanghai have the Most Futuristic Vision of the Car of the Future Compared to Other Cities
  • Drivers of Small and Mid-size SUVs Lead in their Vision of the Future Vehicle as a "Smartphone on Wheels"
  • Large Discrepancy Between Owners of Different Vehicles and their Vision of the Future Car
  • Almost Half of Customers Want a Car with Advanced Applications
  • BMW and Ford Owners have the Highest Expectations for In-Car Technology
  • 65% of Customers are Very or Extremely Interested in In-Vehicle Connected Services
  • There is a Steep Decline in Interest in Connected Services in Chongqing
  • Interest in In-Vehicle Connected Services Varies Widely Based on Consumers' Interest in Technology
  • The Most Interested Age Demographics in Connected Car Services are Those Aged 26-40 and 41-60
  • Sharing Driving Data with Third Parties is Less of a Concern in China-Only 6% Would Definitely Not Share
  • Large SUV Owners have the Least Concerns Over Sharing Driving Data
  • The Most Popular In-Car Activity is Listening to Music and Using Maps for Navigation
  • After Music Streaming, Video Streaming and Built-In Navigation are the Next Most Popular Functions
  • Services/Functions Regularly Used Show City-Level Differences
  • Volkswagen Users Say They Use Services/Functions Within the Vehicle Significantly Less than Other Vehicle Owners
  • Close to One-Third of Drivers Use in-Car Monitoring Features Today
  • Drivers in Shanghai Use In-Car Monitoring Features the Most Today
  • Voice Assistants in the Car are Used Most to Search Routes or for Calls/Texts
  • Using a Voice Assistant to Call/Text a Person is the Most Popular Feature in Shanghai Top City for Voice Assistant Usage
  • 44% of Respondents Use Over-the-Air OTA Updates Regularly
  • Only 33% of Respondents in Chongqing Regularly Use OTA Updates
  • Basic and Subcompact Drivers Use OTA Updates the Most Frequently
  • Consumers with Kids Under 6 Most Regularly Install New In-Car Services via OTA Updates
  • Huge Differences in OTA Usage Exist Between Brands in China
  • Small and Mid-Size SUV Owners are the Biggest Segment of Consumers That Have Paid to Unlock Features on Demand
  • Shanghai has the Highest % of Consumers that Have Used Features on Demand

In-Car Marketplace

  • Nearly 80% of Consumers are Very Comfortable or Comfortable in Making Online Payments
  • Respondents in Shanghai and Beijing have the Highest Levels of Comfortability
  • 93% of Large SUV Drivers are in the 2 Highest Groups in Level of Comfort
  • Tesla Owners are Most Comfortable in Making Online Payments Via a Smart Device
  • Interest in Paying for Services on the Go is High
  • Drivers of Large SUVs have the Highest Interest in Paying On the Go
  • Tolls are the Most Preferred Service to be Paid for via In-Car Payment Functionality
  • Ford, BAW, and Acura Owners Show the Highest Interest in Paying via In-Car Functionality
  • There are Big City-Level Differences in Attitude Toward Making Purchases via an In-Car Marketplace
  • Interest Levels in Services to Install via In-Car App Stores Vary by City-Shanghai Respondents Exhibit the Highest Interest
  • There is a Large Difference Between Owners of Vehicle Brands for Interest in Installing Apps

Software-Defined Vehicle: Awareness and Interest

  • Only 40% of Those Surveyed have Heard of SDVs
  • BEV Owners have the Highest Awareness of the SDV
  • Drivers of Large SUVs have the Strongest Awareness of SDV
  • Awareness of SDV Varies Widely by Drivers of Different OEM Brands
  • Attitudes Toward the Concept of SDV are Very Positive
  • SUV Owners Like the Idea of the SDV the Most
  • Respondents with Kids Under 6 Have the Most Positive Outlook Toward Using SDVs
  • Ford and Tesla Owners Like the Idea of Using an SDV the Most Out of All Vehicle Owners
  • Improved Safety Features are Viewed as the Most Desired SDV Benefit, But Other Features are Seen as Equally Important

Features on Demand: Consumer Perspectives

  • Features on Demand Introduction in Survey
  • 26 Features on Demand Tested
  • 73% of Consumers are Willing to Pay for Additional Features
  • Willingness for Post-Purchase On-Demand Vehicle Features is Highest Among Large SUV Owners
  • Willingness for Post-Purchase On-Demand Vehicle Feature Upgrades
  • Safety and Security, as well as ADAS and Autonomous, are Categories for Which Consumers are Most Likely to Pay Additional Fees
  • Likelihood to Pay Additional Price for Services to Improve In-Vehicle Experience by Province
  • Likelihood to Pay Additional Price for Services to Improve In-Vehicle Experience
  • Driver and Interior Monitoring Systems and AR-HUD Hold the Highest Interest for Consumers
  • Likelihood to Purchase Features on Demand in the Next Car
  • Close to 9 in 10 Consumers are Seen as Prospects for Features on Demand
  • Regional Variances for Features on Demand are Sizeable
  • Drivers of Large SUVs Display the Most Interest in Features on Demand
  • Respondents with BEVs Indicate Higher Interest than ICE Owners
  • Respondents Under 61 Years Hold the Greatest Interest in Features on Demand
  • Higher Educated Customers are More Likely to Purchase Features on Demand
  • Interest in 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
  • Interest in Purchasing: Adaptive Driving Sounds and Lighting
  • Interest in Purchasing: Cinema Sound Experience
  • Interest in Purchasing: Personalized Sound Zones
  • Interest in Purchasing: Premium Audio
  • Interest in Purchasing: User Profiles
  • Interest in Purchasing: Driver and Interior Monitoring System
  • Interest in Purchasing: AR-HUD
  • Interest in Purchasing: Car2Home and Home2Car Functionality
  • Interest in Purchasing: In-Car Karaoke
  • Interest in Purchasing: 2D, 3D, and AR Navigation
  • Interest in Purchasing: Powertrain Upgrade
  • Interest in Purchasing: Sentry Mode
  • Only 6% of Chinese Drivers Said They are Not Very Likely to Pay for Features on Demand in a Future Vehicle

Features on Demand: User Experience

  • Safety and Security Sees the Highest Historical Features on Demand Purchasing Throughout China
  • Categories of Features on Demand Purchased in the Past
  • The Most Popular Way to Find Out About Features on Demand is through OEMs
  • Satisfaction with Purchased Features on Demand is High
  • Features on Demand Meeting Consumer Expectations
  • Small and Mid-Size SUVs Represent the Largest Group of Features on Demand Users
  • The Ability to Improve the Vehicle's Safety is the Most Appreciated

Next Car Purchase

  • PHEVS are Poised for the Biggest Rise Between Current and Future Vehicles
  • Almost One-Third of Respondents Would Consider a BEV for their Next Vehicle
  • Likelihood to Consider Type of Engine for Next Vehicle
  • 25% of Respondents Say They Will Most Likely Purchase C Segment Vehicles Next
  • Price Respondents Expect to Pay on Next Vehicle Purchase
  • Average Duration of Car Ownership

Appendix

  • Growth Opportunities Fuel the Growth Pipeline Engine
  • Why is it Increasingly Difficult to Grow?
  • The Strategic Imperative 8

Next Steps

  • Benefits and Impacts of Growth Opportunities
  • Next Steps
  • List of Exhibits
  • Legal Disclaimer