Table of Contents
Executive Summary
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- The consumer
- Surveyed car owners drive 20,540 km annually on average
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- Figure 1: Annual driving mileage, July 2019
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- Figure 2: Annual driving mileage – selected item, by selected demographics, July 2019
- Commuting, picking up family and in-city shopping are the most frequent usage occasions
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- Figure 3: Daily Driving Occasion, July 2019
- High actual usage rate of most in-car functions and high acceptance of new technology functions
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- Figure 4: Equipped car functions, July 2019
- Female car owners’ usage rates of most functions higher than male car owners, especially for in-car assistant
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- Figure 5: Usage rate of car functions – selected items, by gender, July 2019
- High satisfaction with comfort functions of cars between RMB200,000-299,999, but poor experience of auto park
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- Figure 6: Satisfaction rate of car functions, by car purchasing price, July 2019
- Safety-related functions are consumers’ top priority and automatic functions are perceived important
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- Figure 7: Function importance level, July 2019
- More female car owners think convenience and entertainment functions are important
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- Figure 8: Function importance level, by gender, July 2019
- Entertainment and comfort functions more sought after by car owners who drive over 30,000 km a year
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- Figure 9: Function importance level, by annual driving mileage, July 2019
- Most car owners prefer connecting smartphones as infotainment systems, skewing young generations and additional car owners
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- Figure 10: Attitudes towards functions, by selected demographics, July 2019
- Car owners still want more in-car functions
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- Figure 11: Attitudes towards functions – selected item, by monthly household income, July 2019
- Anxious about bad traffic, single car owners in tier one cities are more likely to switch transport methods
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- Figure 12: Stressful driving behaviour, by selected demographics, July 2019
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- Figure 13: Attitudes towards functions – selected item, by selected demographics, July 2019
- What we think
Issues and Insights
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- Female car owners want assistant functions to feel supported and keep them company on the road
- The facts
- The implications
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- Figure 14: NIO queen’s co-pilot seat and Nomi
- More in-car functions but less overlap with mobile phone functions
- The facts
- The implications
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- Figure 15: Cadillac’s infotainment interface
- Figure 16: Apple CarPlay
- Help me drive, help me enjoy life
- The facts
- The implications
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- Figure 17: JD in-car delivery service
The Consumer – What You Need to Know
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- In-city driving occasions dominate, but occasions differ by gender and city tier
- Generally high function usage rates, but satisfaction levels differ by car price, gender and age
- Safety is the top desired function, but car owners are seeking automatic functions as well
- Car owners are looking for better integration between smartphones and in-car functions
Driving Occasion and Mileage
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- Surveyed car owners drive 20,540 km annually on average
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- Figure 18: Annual driving mileage, July 2019
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- Figure 19: Annual driving mileage – selected item, by selected demographics, July 2019
- Commuting, picking up family and in-city shopping are the most frequent usage occasions
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- Figure 20: Daily driving occasion, July 2019
- Car usage for commuting is higher in tier one cities
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- Figure 21: Daily driving occasion – commuting to work, by city tiers, July 2019
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- Figure 22: Annual driving mileage, by city tiers, July 2019
- Female car owners drive cars more frequently to pick up family and kids
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- Figure 23: Daily driving occasion – selected item, by gender and age, July 2019
- Figure 24: Annual driving mileage, by gender and age, July 2019
- Consumers with higher household income travel by car more often, especially for long self-drive trips
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- Figure 25: Daily driving occasion – selected items, by monthly household income, July 2019
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- Figure 26: Annual driving mileage, by monthly household income, July 2019
Equipped Rate and Usage of Car Functions
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- High actual usage rate of most in-car functions and high acceptance of new technology functions
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- Figure 27: Equipped car functions, July 2019
- Cars priced RMB300,000 plus best for automatic functions, but RMB200,000 plus cars better choice for comfort functions
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- Figure 28: Equipped car functions, by car purchasing price, July 2019
- Female car owners have higher usage rates of most functions than male car owners, especially in-car assistant
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- Figure 29: Usage rate of car functions – selected items, by gender, July 2019
- Among entertainment functions, Bluetooth speaker usage is especially high among post-90s, while video player usage is high among post-70s
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- Figure 30: Usage rate of car functions – selected items, by generations, July 2019
Satisfaction Levels of Car Functions
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- High satisfaction with comfort functions of cars priced RMB200,000-299,999, but poor experiences of auto park
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- Figure 31: Satisfaction rate of car functions, by car purchasing price, July 2019
- Female car owners feel more satisfied for all surveyed functions than male car owners
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- Figure 32: Satisfaction rate of car functions, by gender, July 2019
- Satisfaction levels differ among different age groups
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- Figure 33: Satisfaction rate of car functions, by gender, July 2019
Top Desired Functions
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- Safety-related functions are consumers’ top priority and automatic functions are perceived important
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- Figure 34: Function importance level, July 2019
- More female car owners think convenience and entertainment functions are important
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- Figure 35: Function importance level, by gender, July 2019
- Car owners with high household income want functions that can show their status
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- Figure 36: Function importance level, by monthly household income, July 2019
- Car owners driving more than 30,000 km a year more likely to want entertainment and comfort functions
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- Figure 37: Function importance level, by annual driving mileage, July 2019
Necessity of In-car Functions
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- Most car owners prefer connecting smartphones as infotainment systems, skewing young generations and additional car owners
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- Figure 38: Attitudes towards functions, by selected demographics, July 2019
- Car owners still want more in-car functions
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- Figure 39: Attitudes towards functions – selected item, by monthly household income, July 2019
- Majority of consumers are willing to pay more for original car functions
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- Figure 40: Attitudes towards functions, July 2019
Choice Situation of Driving
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- Anxious about bad traffic, single car owners in tier one cities are more likely to switch transport methods
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- Figure 41: Stressful driving behaviour, by selected demographics, July 2019
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- Figure 42: Attitudes towards functions – selected item, by selected demographics, July 2019
- Car owners want auto pilot technology to make driving less stressful and enhance safety
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- Figure 43: Attitudes towards functions – selected item, by selected demographics, July 2019
Meet the Mintropolitans
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- MinTs tend to drive more in a year than non-MinTs
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- Figure 44: Annual driving mileage, by consumer classification, July 2019
- MinTs tend to seek functions that provide a chance for self-indulgence
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- Figure 45: Function importance level, by consumer classification, July 2019
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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