Table of Contents
Overview
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- Key issues covered in this Report
- Definitions
- In-car functions:
- In-car accessories:
Executive Summary
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- Impact of COVID-19 on car usage
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on car usage, August, 2020
- The consumer
- People are back on road after COVID-19, for both essential trips and leisure travels
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- Figure 2: Increase in daily driving occasions, May 2020
- One in three car owners chooses retrofits over initial installation
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- Figure 3: Initially installed and retrofitted car functions, May 2020
- Growing awareness of driving assistance in active safety functions
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- Figure 4: Importance of car functions vs. equipped rate, May 2020
- Opportunities for improvement in sound insulation and sound detection
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- Figure 5: Driving satisfaction, May 2020
- Health and risk-control consciousness expands demand for in-car accessories
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- Figure 6: Interest in car accessories, May 2020
- Pleasure behind the wheel is more about in-car experience than driving skills
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- Figure 7: Attitudes towards car usage, May 2020
- What we think
The Impact of COVID-19 on Car Usage Habits
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- Health-related concerns drive increase of car usage and investment in in-car interiors and equipment
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- Figure 8: Short-, medium- and long-term impact of COVID-19 on car usage, August 2020
- Key trends/shifts after COVID-19
- Trend 1: Increase of car usage and diversified purposes
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- Figure 9: Return to work, monthly tracking Mar-Aug 2020
- Trend 2: Prioritised the importance of health and environmental concerns
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- Figure 10: Priority changes, July 2020
- Trend 3: Rising awareness and preparedness for emergencies
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- Figure 11: Attitudes towards car usage-understanding car mechanics, May 2020
- Trend 4: Increasing drive-in entertainment activities
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- Figure 12: Leisure spending priorities, Aug 2020
- The marketing mix
- To make health features more accessible
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- Figure 13: Built-in vacuum system of chrysler’s pacifica, 2020
- Figure 14: Mercedes-Benz vívoactive® 3 smartwatch, 2019
- To distinguish car connectivity with value-added services
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- Figure 15: Tencent and Tmall Genie Auto smart speaker, 2019
- To engage car drivers with drive-in activities
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- Figure 16: Walmart drive-in movie, 2020
Issues and Insights
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- In-car health and safety protection in spotlight
- The facts
- The implications
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- Figure 17: Mercedes-Benz vívoactive® 3 smartwatch, 2019
- Rethink of flexibility in car usage as a multi-functional space
- The facts
- The implications
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- Figure 18: Electric car model of Canoo, 2019
- Figure 19: Cybertruck of Tesla, 2019
- Interface with new technology to help communicate self-help skills and car check-up knowledge
- The facts
- The implications
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- Figure 20: AR app of I-Mechanic, 2019
The Consumer – What You Need to Know
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- People are back on the road after COVID-19, for both essential trips and leisure travel
- One in three car owners chooses retrofits over initial installation
- Driving assistance in active safety functions receive the most attention
- Health and safety consciousness expands the use of in-car accessories
- Pleasure of driving is more about in-car experience than driving skills
Changes in Daily Driving Occasion
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- People are back on road after COVID-19, for both essential trips and leisure travels
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- Figure 21: Increase in daily driving occasions, May 2020
- Demand of car usage and ownership see new high in tier 1 cities
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- Figure 22: Increase in daily driving occasions- selected items, by tier, May 2020
- Increasing outdoor family use could lead to replacement needs for larger trunk and in-car space
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- Figure 23: Increase in daily driving occasions- selected items, by age, May 2020
- Car use for social purposes increases most among 20s
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- Figure 24: Increase in daily driving occasions- selected items, by age, May 2020
Initially Installed and Retrofitted Car Functions
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- One in three car owners chooses retrofits over initial installation
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- Figure 25: Initially installed and retrofitted car functions, May 2020
- Connectivity and assistance-related functions are adopted positively by female consumers
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- Figure 26: Initially installed and retrofitted car functions-selected items, by gender, May 2020
- Retrofitting of entertainment functions is more accepted in lower tier cities
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- Figure 27: Initially installed and retrofitted car functions-entertainment functions, by tier, May 2020
- Affordability and availability of seat-warmer/cooler stands out in budget cars
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- Figure 28: Initially installed and retrofitted car functions-seat warmer/cooler, by car purchase price, May 2020
Perceived Importance of Car Functions
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- Growing awareness of driving assistance in active safety functions
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- Figure 29: Importance of car functions vs. equipped rate, May 2020
- Connectivity is not yet an essential function
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- Figure 30: Importance of car functions, by car purchase price, May 2020
- Hands-free with voice control feature is the trend
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- Figure 31: Importance of car functions, by car purchase price, May 2020
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- Figure 32: Tencent and Tmall Genie Auto smart speaker, 2019
Driving Satisfaction
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- Opportunities for improvement in sound insulation and sound detection
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- Figure 33: Driving satisfaction, May 2020
- Advantage of SUVs over sedans more obvious among high price range
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- Figure 34: Driving satisfaction- very satisfied, by purchase price and body type, May 2020
- Dilemma of domestic brands’ good cost performance strategy
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- Figure 35: Driving satisfaction- very satisfied, by selected purchase price and brand provenance, May 2020
Interest in Car Accessories
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- Health and risk-control consciousness expands the demand for in-car accessories
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- Figure 36: Interest in car accessories, May 2020
- Insufficient self-help skills in case of car emergencies
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- Figure 37: Interest in car accessories selected items, by household income, May 2020
- Outstanding demands of kid-friendly features
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- Figure 38: Interest in car accessories selected items, by marriage status, May 2020
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- Figure 39: Built-in vacuum system of chrysler’s pacifica, 2020
Attitudes towards Car Usage
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- Pleasure behind the wheel is more about in-car experience than driving skills
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- Figure 40: Attitudes towards car usage, May 2020
- Passion for speed is both a topic of “likeness” and “affordability”
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- Figure 41: Attitudes towards car usage, by age, May 2020
- Figure 42: Attitudes towards car usage, by car purchase price, May 2020
- Healthy and relaxing in-car space becomes a universal concept even for minimalists
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- Figure 43: Attitudes towards car usage-% of strongly agree, by installation of seat warmer/cooler, May 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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