Future of Mobility: Incl Impact of COVID-19 - US - December 2020

OVERVIEW
What you need to know 
Key issues covered in this Report
Definition 
COVID-19: Market context
EXECUTIVE SUMMARY 
Top takeaways 
The Future of Mobility overview
Impact of COVID-19 on the Future of Mobility
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
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
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 
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
Figure 3: US gasoline and diesel retail prices, January 2007- November 2020
MARKET OPPORTUNITIES 
OEMs can use self-cleaning vehicle tech to increase EV consideration
Figure 4: Attitudes toward self-cleaning cars, October 2020
Female car buyers are less willing to skimp on the latest car tech
Figure 5: Attitude toward vehicles without safety tech, by gender, October 2020
Self-driving cars can appeal to parents 
Figure 6: Desire to multi-task while driving, by parental status, October 2020
COMPANIES AND BRANDS – KEY TAKEAWAYS 
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
EVs bring technological concepts to life
General Motors, GMC Hummer EV Pickup
Figure 7: GMC Hummer EV, Revolutionary World Premiere, October 2020
Rivian, R1T pickup and R1S SUV
Figure 8: Rivian Tank Turn, December 2019
Lucid Motors, Air Sedan
Figure 9: Lucid Motors, Lucid Air, September 2020
Waymo and Volvo partner to scale Waymo Driver
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
Surroundings
Technology
Value
Experiences
THE CONSUMER – KEY TAKEAWAYS  
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
Car buyers largely prefer traditional vehicles
Figure 11: Purchase intent by vehicle type, October 2020
Older consumers are an untapped market for more sustainable vehicles
Figure 12: Purchase intent by vehicle type, by age, October 2020
Urban consumers are early alternative fuel vehicle adopters 
Figure 13: Purchase intent by vehicle type, by area, October 2020
CONSUMER INTEREST IN AUTOMOTIVE INNOVATIONS
Safety, comfort and sustainability drive consumer interest
Figure 14: Interest in automotive innovations, October 2020
Consumers perceive cars to be safer, more comfortable and convenient cars in 2020
Figure 15: Attitudes toward vehicle safety, convenience and comfort, October 2020
Highlighting safety and comfort can pique female interest
Figure 16: Attitudes toward vehicle safety and comfort, by gender, October 2020
CURRENTLY OWNED VEHICLE FEATURES
Adaptive cruise control is the most owned vehicle feature
Figure 17: Currently owned vehicle features, October 2020
Advanced safety features are becoming more standardized
Figure 18: Features on consumers’ current vehicle, year-over-year, October 2020
A third of consumers’ vehicles still lack advanced safety features
Figure 19: Consumers without current vehicle features, October 2020
Women’s cars lack advanced safety features, leading to higher interest
Figure 20: Consumers’ current vehicle features, by gender, October 2020
MOST UTILIZED VEHICLE FEATURES
Advanced safety features are under-utilized
Figure 21: Most utilized vehicle feature, October 2020
Older consumers use a wider range of advanced safety features
Figure 22: Most utilized vehicle feature, by age, October 2020
ATTITUDES TOWARD AUTONOMOUS VEHICLES
Consumers remain skeptical of self-driving cars; legislative push from OEMs is needed
Figure 23: Attitudes toward self-driving cars, October 2020
Males’ optimism toward AVs drives focus on other segments
Figure 24: Attitudes toward self-driving cars, by gender, October 2020
Consumers maintain their belief they can out-maneuver an AV
Figure 25: Attitudes toward the future of automobiles, October 2020
Self-driving road trips will be more enjoyable to younger consumers
Figure 26: Attitudes toward self-driving road trips, by age, October 2020
Young consumers believe self-driving cars will save lives
Figure 27: Attitudes toward self-driving cars reducing fatal crashes, October 2020
Self-driving accident liability is murky among consumers
Figure 28: Attitudes toward self-driving accident liability, by generation, October 2020
ATTITUDES TOWARD THE FUTURE OF MOBILITY
Consumers doubt a radically different future of mobility
Figure 29: Attitudes toward the future of mobility, October 2020
Younger consumers are looking forward to convenient commuting
Figure 30: Attitudes toward the future of everyday commuting, by age, October 2020
Data privacy is a concern for older consumers
Figure 31: Apple, Over Sharing, September 2020
Figure 32: Attitudes toward self-driving cars personal data collection, October 2020
Urban consumers are skeptical of self-driving mass transit
Figure 33: Attitudes toward self-driving mass transit, by area, October 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Forecast
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE CONSUMER 
Figure 34: Purchase intent by vehicle type, by gender, October 2020
Figure 35: Attitudes toward vehicle sustainability, by age, October 2020