Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: Market context
Executive Summary
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- Top takeaways
- The Future of Mobility overview
- Impact of COVID-19 on the Future of Mobility
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on the future of mobility, December 2020
- Opportunities and Challenges
- The Future of Mobility is an unstoppable force; consumers are immovable objects
- Automatic vehicle sanitation is a white-space market
- Self-driving cars should be marketed as vehicles that reclaim time
- Advanced safety-tech can be leveraged as a runway toward self-driving cars
The Future of Mobility Landscape
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- Autonomous vehicle legislation demand continues to increase
- Insurance coverage for autonomous vehicles remains murky
- Infrastructure challenges are still at the heart of V2X connectivity
- Impact of COVID-19 on the future of mobility
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on the future of mobility, December 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
Market Factors
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- An expanded EV tax credit could aid vehicle sales
- COVID-19’s positive effect on carbon emissions previews a cleaner world
- Low gas prices continue to threaten EV sales
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- Figure 3: US gasoline and diesel retail prices, January 2007- November 2020
Market Opportunities
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- OEMs can use self-cleaning vehicle tech to increase EV consideration
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- Figure 4: Attitudes toward self-cleaning cars, October 2020
- Female car buyers are less willing to skimp on the latest car tech
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- Figure 5: Attitude toward vehicles without safety tech, by gender, October 2020
- Self-driving cars can appeal to parents
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- Figure 6: Desire to multi-task while driving, by parental status, October 2020
Companies and Brands – Key Takeaways
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- Waymo partners with the “safest” car brand around
- EVs allow for sci-fi vehicle tech to become a reality
- Walmart bring driverless deliveries to the South
Competitive Strategies
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- EVs bring technological concepts to life
- General Motors, GMC Hummer EV Pickup
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- Figure 7: GMC Hummer EV, Revolutionary World Premiere, October 2020
- Rivian, R1T pickup and R1S SUV
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- Figure 8: Rivian Tank Turn, December 2019
- Lucid Motors, Air Sedan
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- Figure 9: Lucid Motors, Lucid Air, September 2020
- Waymo and Volvo partner to scale Waymo Driver
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- Figure 10: Waymo and Volvo partnership, June 2020
- Walmart to bring driverless deliveries to fruition in 2021
Consumer Trend Drivers Impacting the Future of Mobility
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- Surroundings
- Technology
- Value
- Experiences
The Consumer – Key Takeaways
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- Car buyers shy away from purchasing innovative vehicle types
- Safety remains the topmost desired innovation from consumers
- Advanced safety tech ownership has increased across the board
- Vehicle owners aren’t utilizing their advanced safety features
- Consumers remain skeptical of autonomous cars
Purchase Consideration of Automotive Innovations
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- Car buyers largely prefer traditional vehicles
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- Figure 11: Purchase intent by vehicle type, October 2020
- Older consumers are an untapped market for more sustainable vehicles
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- Figure 12: Purchase intent by vehicle type, by age, October 2020
- Urban consumers are early alternative fuel vehicle adopters
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- Figure 13: Purchase intent by vehicle type, by area, October 2020
Consumer Interest in Automotive Innovations
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- Safety, comfort and sustainability drive consumer interest
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- Figure 14: Interest in automotive innovations, October 2020
- Consumers perceive cars to be safer, more comfortable and convenient cars in 2020
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- Figure 15: Attitudes toward vehicle safety, convenience and comfort, October 2020
- Highlighting safety and comfort can pique female interest
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- Figure 16: Attitudes toward vehicle safety and comfort, by gender, October 2020
Currently Owned Vehicle Features
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- Adaptive cruise control is the most owned vehicle feature
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- Figure 17: Currently owned vehicle features, October 2020
- Advanced safety features are becoming more standardized
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- Figure 18: Features on consumers’ current vehicle, year-over-year, October 2020
- A third of consumers’ vehicles still lack advanced safety features
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- Figure 19: Consumers without current vehicle features, October 2020
- Women’s cars lack advanced safety features, leading to higher interest
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- Figure 20: Consumers’ current vehicle features, by gender, October 2020
Most Utilized Vehicle Features
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- Advanced safety features are under-utilized
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- Figure 21: Most utilized vehicle feature, October 2020
- Older consumers use a wider range of advanced safety features
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- Figure 22: Most utilized vehicle feature, by age, October 2020
Attitudes toward Autonomous Vehicles
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- Consumers remain skeptical of self-driving cars; legislative push from OEMs is needed
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- Figure 23: Attitudes toward self-driving cars, October 2020
- Males’ optimism toward AVs drives focus on other segments
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- Figure 24: Attitudes toward self-driving cars, by gender, October 2020
- Consumers maintain their belief they can out-maneuver an AV
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- Figure 25: Attitudes toward the future of automobiles, October 2020
- Self-driving road trips will be more enjoyable to younger consumers
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- Figure 26: Attitudes toward self-driving road trips, by age, October 2020
- Young consumers believe self-driving cars will save lives
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- Figure 27: Attitudes toward self-driving cars reducing fatal crashes, October 2020
- Self-driving accident liability is murky among consumers
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- Figure 28: Attitudes toward self-driving accident liability, by generation, October 2020
Attitudes toward the Future of Mobility
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- Consumers doubt a radically different future of mobility
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- Figure 29: Attitudes toward the future of mobility, October 2020
- Younger consumers are looking forward to convenient commuting
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- Figure 30: Attitudes toward the future of everyday commuting, by age, October 2020
- Data privacy is a concern for older consumers
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- Figure 31: Apple, Over Sharing, September 2020
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- Figure 32: Attitudes toward self-driving cars personal data collection, October 2020
- Urban consumers are skeptical of self-driving mass transit
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- Figure 33: Attitudes toward self-driving mass transit, by area, October 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- Figure 34: Purchase intent by vehicle type, by gender, October 2020
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- Figure 35: Attitudes toward vehicle sustainability, by age, October 2020
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