2024 Deloitte Global

Automotive Consumer Study

Key Findings: EMEA Focus Countries
February 2024
2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

For more than a decade, Deloitte has been

exploring automotive consumer trends impacting
a rapidly evolving global mobility ecosystem.
Key insights from the Deloitte Global Automotive Consumer Study
over the years:

2010 Overall value ranked as the primary factor when evaluating brands

2011 “Cockpit technology” and the shopping experience-led differentiators

2012 Interest in hybrids driven by cost and convenience, while interest in connectivity
centers on safety

2014 Shared mobility emerges as an alternative to owning a vehicle

2017 Interest in full autonomy grows, but consumers want a track record of safety

2018 Consumers in many global markets continue to move away from internal combustion
engines (ICE)

2019 Consumers “pump the brakes” on interest in autonomous vehicles

2020 Questions remain regarding consumers’ willingness to pay for advanced technologies

2021 Online sales gaining traction, but majority of consumers still want in-person
purchase experience

2022 Interest in electrified vehicles (EVs) grows, but worries about price, driving range,
and charging time remain

2023  he shift to EVs is primarily based on a strong consumer perception that it will
T
significantly reduce vehicle operating costs

The Deloitte Global Automotive Consumer

Study informs Deloitte’s point of view on
the evolution of mobility, smart cities,
connectivity, sustainability, and other
matters surrounding the movement of
people and goods.

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 2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

Contents

Vehicle electrification 6

Future vehicle intentions 13

Connectivity 18

Vehicle subscriptions 21

About the study 24

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2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

Key findings

1 Is slowing EV momentum putting current regulatory timelines in jeopardy?

High interest rates and elevated sticker prices may be causing consumer interest in
EVs to soften in most markets. Despite Original Equipment Manufacturers (OEMs)
price cuts and government incentives designed to make them more affordable, a
variety of other challenges continue to stand in the way, including range anxiety,
charging time, and availability of charging infrastructure.

A significant number of consumers may be thinking about switching

2
vehicle brands

Price tops the list of factors driving the choice of vehicle brand for consumers in
Austria, Belgium, France, Germany, Italy, and the UK while product quality is top-
of-mind in other EMEA markets such as Poland, Saudi Arabia, South Africa, Spain,
and Turkey.

3 Interest in connectivity features may not fully translate into revenue

and profit

There is a relatively high level of consumer interest in features that provide updates
on vehicle maintenance, road safety, and traffic congestion. However, the willingness
to pay extra for connected technologies remains comparatively low in most EMEA
markets, except Saudi Arabia, South Africa, and Turkey.

4 A significant number of younger consumers may be interested in giving up

vehicle ownership for a subscription, but lingering concerns remain

Due to the backdrop of uncertain economic conditions causing concern for

financial capacity, younger consumers in many EMEA markets may be interested in
giving up vehicle ownership altogether in favor of a subscription model. However,
concerns about vehicle availability and total ownership cost persist.

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2024 Deloitte
2024 Deloitte Global
Global Automotive
Automotive Consumer
Consumer Study
Study |
| Key
Key Findings:
Findings: EMEA
EMEA Focus
Focus Countries
Countries

1 Vehicle electrification

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 2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

Consumer interest in ICE vehicles is rebounding in most markets surveyed as affordability concerns
continue to weigh heavily on forward intentions.
Preference for type of engine in next vehicle

Note: Other includes vehicles with engine types such as compressed natural gas, ethanol, and hydrogen fuel cells; 2023 study
not fielded in Saudi Arabia
Q32. What type of engine would you prefer in your next vehicle?
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia];
957 [South Africa]; 882 [Spain]; 962 [Turkey]; 1,363 [UK]

In most markets surveyed, the main reason consumers intend to acquire an electrified vehicle stems from a
strong desire to lower their operating (i.e., fuel) costs – outstripping concern for global climate change.
Top reasons to choose an EV as next vehicle

Saudi South
Factors Austria Belgium France Germany Italy Poland Arabia Africa Spain Turkey UK
Concern for the environment 44% 44% 42% 45% 51% 51% 54% 67% 49% 52% 51%
Concern about personal health 17% 17% 19% 18% 26% 25% 39% 44% 22% 30% 17%
Lower fuel costs 47% 49% 58% 50% 45% 60% 55% 75% 55% 69% 57%
Less maintenance 27% 28% 35% 27% 22% 21% 42% 43% 29% 33% 26%
Ability to use the vehicle as a
21% 13% 10% 17% 15% 11% 37% 34% 15% 22% 14%
backup battery/power source
Peer pressure 4% 4% 2% 6% 8% 8% 11% 2% 4% 8% 4%
Driving experience 29% 25% 31% 29% 24% 44% 49% 49% 31% 46% 31%
Government incentives/
subsidies/stimulus programs 33% 24% 32% 30% 36% 26% 27% 10% 32% 27% 21%

Potential for extra taxeslevies

applied to internal combustion 21% 30% 15% 21% 16% 23% 28% 22% 27% 18% 22%
vehicles
Potential ban on sale of new
23% 26% 22% 24% 21% 31% 21% 15% 37% 23% 31%
internal combustion vehicles

Other 3% 3% 1% 2% 1% 0% 1% 0% 1% 0% 2%

Top reasons

Q34. Which of the following factors have had the greatest impact on your decision to acquire an electrified vehicle?
(Please select all that apply.)
Sample size: n = 275 [Austria]; 336 [Belgium]; 324 [France]; 427 [Germany]; 498 [Italy]; 265 [Poland]; 341 [Saudi Arabia]; 220 [South Africa]; 470 [Spain];
395 [Turkey]; 537 [UK]
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2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

Building public charging capacity could help address consumer concerns over range anxiety, but the reality
of day-to-day usage means people in most EMEA markets will likely rely on charging their EVs at home.
Expecting to charge electrified vehicle most often at…

Q35. Where do you expect to charge your electrified vehicle most often?
Sample size: n= 169 [Austria]; 188 [Belgium]; 161 [France]; 295 [Germany]; 222 [Italy]; 104 [Poland]; 145 [Saudi Arabia]; 101 [South Africa];
224 [Spain]; 223 [Turkey]; 251 [UK]

Even though consumers want to maximize their convenience by having a public EV charger readily avail-
able whenever they need it, more strategic oversight could maximize the investments being made in public
charging networks across markets in the EMEA region.
Public locations that the consumers would prefer to charge their EV when they are away from their home

Saudi South
Public places Austria Belgium France Germany Italy Poland Arabia Africa Spain Turkey UK
Any location as long as I can
39% 43% 42% 31% 41% 36% 20% 34% 30% 37% 40%
find a charger when I need it

Dedicated EV charging station

18% 10% 12% 23% 10% 17% 37% 20% 14% 8% 20%
equipped with amenities

Traditional gas station with

16% 13% 18% 16% 17% 11% 17% 25% 26% 20% 11%
EV chargers

Vehicle dealership 1% 2% 5% 2% 3% 4% 5% 2% 2% 9% 1%

Retail outlet/mall 6% 4% 8% 5% 10% 8% 2% 3% 4% 4% 10%

Parking lot (e.g., metro stations,

8% 6% 4% 9% 8% 8% 8% 15% 11% 12% 8%
airports, public lots/garages)

On-street parking 8% 15% 7% 11% 9% 9% 6% 2% 9% 7% 6%

Community/public building 2% 5% 2% 2% 2% 9% 3% 0% 3% 1% 3%

Hotel or peer-to-peer rental 1% 3% 2% 0% 0% 0% 3% 0% 0% 1% 0%

Other 2% 0% 0% 1% 0% 0% 0% 0% 1% 0% 1%

Most preferred by consumers

Note: Percentages may not add to 100 due to rounding.

Q37. Where would you most want to charge your EV when you are away from home (i.e., public charging location)?
Sample size: n= 169 [Austria]; 188 [Belgium]; 161 [France]; 295 [Germany]; 222 [Italy]; 104 [Poland]; 145 [Saudi Arabia];
101 [South Africa]; 224 [Spain]; 223 [Turkey]; 251 [UK]

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 2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

When it comes to paying for public EV charging, consumers in all EMEA markets surveyed generally prefer
using their existing credit/debit cards, signaling an opportunity to simplify the charging experience using
familiar payment methods.
Most preferred way to pay for public EV charging

Saudi South
Payment method Austria Belgium France Germany Italy Poland Arabia Africa Spain Turkey UK

Credit/debit card 56% 51% 55% 44% 52% 42% 48% 51% 55% 67% 66%

Charging network app on

24% 23% 18% 33% 20% 40% 26% 21% 21% 20% 22%
your smartphone

Pre-paid subscription plan 5% 14% 16% 10% 14% 6% 16% 19% 9% 7% 4%

Loyalty points 7% 6% 6% 6% 7% 4% 8% 8% 10% 4% 4%

Third-party payment platform 5% 5% 4% 6% 6% 7% 3% 0% 3% 1% 2%

Other 3% 1% 0% 1% 0% 1% 0% 1% 1% 0% 2%

Most preferred mode of payment

Note: Percentages may not add to 100 due to rounding.

Q40. How would you most prefer to pay for public EV charging?
Sample size: n= 169 [Austria]; 188 [Belgium]; 161 [France]; 295 [Germany]; 222 [Italy]; 104 [Poland]; 145 [Saudi Arabia];
101 [South Africa]; 224 [Spain]; 223 [Turkey]; 251 [UK]

The assumption that EV charge times need to be on par with fossil fuel fill-ups may be somewhat
overstated as surveyed consumers in most markets are willing to wait longer than 10 minutes to
refuel. However, EV “refueling” time often involves more than just plug-in time.
Expected wait time to charge an EV at public charging stations from empty to 80%

Q38. How long do you expect it to take to charge your EV from empty to 80% at a public charging location?
Sample size: n= 169 [Austria]; 188 [Belgium]; 161 [France]; 295 [Germany]; 222 [Italy]; 104 [Poland]; 145 [Saudi Arabia];
101 [South Africa]; 224 [Spain]; 223 [Turkey]; 251 [UK]

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2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

A significant number of non-BEV intenders across most EMEA markets would expect a fully charged
BEV to have a driving range of at least 400 km in order to consider one as a viable option for their
next vehicle.
Consumer expectations on BEV driving range Consumer expectations on
BEV driving range in the UK

Q44. How far would a fully charged all-battery electric vehicle need to go in order for you to consider acquiring one?
Sample size: n= 821 [Austria]; 782 [Belgium]; 776 [France]; 1,112 [Germany]; 831 [Italy]; 896 [Poland]; 898 [Saudi Arabia];
937 [South Africa]; 795 [Spain]; 868 [Turkey]; 1,245 [UK]

A majority of consumers are concerned about the “cradle-to-grave” environmental impact of an EV battery,
emphasizing the need for clearly defined sustainability strategies across the EV manufacturing value chain.
Percentage of consumers concerned about the end-to-end environmental impact of an EV battery

Not concerned % include not at all concerned or not very concerned; Concerned % include somewhat concerned or very concerned
Q46. To what extent are you concerned about the end-to-end environmental impact of an EV battery (e.g., mineral mining, manufacturing, source of
electricity during multiple lifecycles, end-of-life recycling)?
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia]; 957 [South Africa]; 882 [Spain];
962 [Turkey]; 1,363 [UK]

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 2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

When it comes to BEVs, surveyed consumers across EMEA markets are generally most concerned about
driving range, cost, and the time it takes to charge.
Greatest concern regarding all battery-powered electric vehicles

Saudi South
Concern Austria Belgium France Germany Italy Poland Arabia Africa Spain Turkey UK

Driving range 56% 49% 46% 55% 45% 52% 24% 36% 44% 41% 53%

Cost/price premium 47% 58% 53% 42% 29% 40% 29% 42% 46% 31% 51%

Cold weather performance 42% 30% 25% 33% 21% 31% 26% 32% 19% 26% 31%

Increased need to plan

27% 25% 21% 21% 23% 17% 21% 25% 29% 15% 33%
my trips

Uncertain resale value 24% 16% 17% 21% 13% 17% 20% 25% 11% 17% 23%

Potential for extra taxes/levies

10% 22% 16% 10% 13% 13% 20% 20% 13% 20% 15%
associated with all-BEVs

Time required to charge 46% 45% 45% 40% 40% 44% 37% 45% 47% 41% 48%

Ongoing charging and

27% 31% 28% 27% 24% 33% 27% 31% 28% 24% 33%
running costs

Cost to eventually replace

42% 39% 39% 38% 38% 39% 34% 39% 40% 34% 42%
the battery

Lack of knowledge or
understanding about 19% 17% 13% 15% 17% 17% 30% 33% 19% 13% 22%
EVs/EV technology

Lack of public electric vehicle

37% 38% 31% 37% 34% 35% 34% 50% 38% 37% 46%
charging infrastructure

Lack of charger at home 44% 35% 29% 41% 30% 36% 29% 41% 33% 34% 41%

Lack of alternate power source

31% 20% 19% 22% 15% 21% 25% 35% 19% 23% 18%
at home

Safety concerns with battery

31% 28% 18% 32% 30% 29% 30% 32% 23% 28% 26%
technology

End-to-end sustainability 34% 18% 25% 23% 16% 14% 20% 22% 18% 15% 22%

Lack of choice regarding

10% 11% 11% 10% 10% 11% 16% 20% 13% 14% 14%
brands/models

Other 2% 1% 1% 1% 1% 1% 0% 1% 0% 0% 1%

Most commonly cited

Note: Sum of the percentages exceed 100% as respondents can select multiple options.
Q43. What are your biggest concerns regarding all-battery-powered electric vehicles? Please select all that apply.
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia];
957 [South Africa]; 882 [Spain]; 962 [Turkey]; 1,363 [UK]

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2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

A variety of stakeholders need to work together to develop a robust ecosystem for battery recycling as an
emerging facet of the EV value chain before a critical mass of end-of-life batteries appears on the horizon.
Entity responsible for collecting, storing, and recycling EV batteries after their useful lives

*includes don’t know or don’t care.

Q47. Who do you think should be responsible for collecting, storing, and recycling electric vehicle batteries after their useful lives?
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia];
957 [South Africa]; 882 [Spain]; 962 [Turkey]; 1,363 [UK]

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 2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

2 Future vehicle intentions

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2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

A significant number of consumers surveyed across EMEA markets intend to choose a alternative
brand of vehicle over the one they currently drive the next time they are in-the-market to buy
a vehicle.
Percentage of consumers switching to another brand* of vehicle

*includes switching to a different brand from the same parent or a different brand from a different sales parent
Q5. What brand is the vehicle you drive most often?
Sample size: n= 790 [Austria]; 846 [Belgium]; 811 [France]; 1,135 [Germany]; 631 [Italy]; 741 [Poland]; 913 [Saudi Arabia];
775 [South Africa]; 837 [Spain]; 784 [Turkey]; 1,141 [UK]

For most consumers, the intention to switch vehicle brands comes down to a desire to try something new
or gain access to new features. However, affordability concerns are also among the top reasons to make a
change in some markets as consumers continue to experience macroeconomic pressures.
Most important reasons for switching to another brand of vehicle

Important reasons
for switching to Saudi South
another brand Austria Belgium France Germany Italy Poland Arabia Africa Spain Turkey UK

Lack of readily available vehicle 4% 5% 6% 6% 4% 6% 14% 2% 4% 5% 4%

New brand has technology/

21% 22% 23% 25% 34% 28% 42% 44% 33% 43% 20%
features I want

Poor customer experience with

3% 6% 7% 6% 4% 3% 8% 3% 6% 6% 4%
the current brand

Cost/affordability 24% 28% 31% 26% 24% 20% 26% 28% 20% 16% 26%

Incentives offered by the

16% 6% 9% 13% 15% 14% 24% 8% 7% 17% 7%
intended brand

Upgrading to a premium brand 9% 12% 10% 12% 10% 10% 32% 22% 9% 32% 15%

I just want to try something

41% 40% 40% 38% 38% 52% 40% 54% 45% 45% 45%
different

Cost of servicing the current

8% 5% 9% 9% 7% 9% 18% 11% 9% 9% 8%
brand is too high

Current brand lacks “greener”

4% 8% 9% 10% 10% 9% 17% 6% 10% 11% 8%
vehicle models that I want

Other 12% 10% 4% 7% 6% 7% 1% 4% 7% 1% 12%

Top reasons

Note: Sum of the percentages exceed 100% as respondents can select multiple options.
Q18. Why are you considering a switch to another vehicle brand? Please select all that apply.
Sample size: n= 367 [Austria]; 376 [Belgium]; 402 [France]; 469 [Germany]; 441 [Italy]; 456 [Poland]; 709 [Saudi Arabia];
581 [South Africa]; 517 [Spain]; 579 [Turkey]; 613 [UK]

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 2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

Depending on the market, what matters most to consumers as they think about their next vehicle brand is
either price, product quality, performance, or vehicle features.
Most important factors driving the choice of brand for next vehicle

Saudi South
Drivers of brand choice Austria Belgium France Germany Italy Poland Arabia Africa Spain Turkey UK

Previous sales experience 28% 20% 13% 27% 12% 14% 18% 9% 9% 11% 12%

Previous service experience 18% 22% 17% 18% 13% 18% 22% 17% 18% 18% 21%

Product quality 50% 50% 57% 47% 54% 63% 55% 62% 58% 55% 57%

Brand advertising 4% 4% 6% 6% 5% 6% 19% 14% 5% 13% 5%

Brand image 12% 16% 17% 15% 17% 23% 24% 31% 18% 28% 17%

Brand affiliations 4% 5% 5% 5% 6% 5% 16% 6% 3% 8% 5%

Brand familiarity 36% 28% 33% 39% 22% 39% 28% 32% 29% 30% 32%

Quality of overall ownership

31% 25% 15% 31% 20% 27% 30% 34% 23% 20% 30%
experience

Vehicle features 41% 35% 40% 39% 48% 55% 49% 55% 48% 52% 44%

Availability of battery electric

13% 12% 12% 13% 21% 12% 23% 17% 17% 19% 17%
vehicles/hybrid options

Vehicle performance 33% 33% 32% 30% 42% 41% 46% 61% 38% 45% 52%

Price 60% 60% 58% 55% 56% 59% 44% 50% 47% 36% 63%

Other 1% 2% 1% 2% 0% 1% 0% 1% 0% 0% 2%

Most commonly cited

Note: Sum of the percentages exceed 100% as respondents can select multiple options.
Q19. What are the most important factors driving the choice of brand for your next vehicle? Please select all that apply.
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia];
957 [South Africa]; 882 [Spain]; 962 [Turkey]; 1,363 [UK]

It may be difficult to move to an entirely online purchase process in many markets as consumers say
they need to physically interact with either the vehicle itself or real salespeople test drive a vehicle
before their next purchase.
Level of agreement on various aspects of the purchase experience (% somewhat/strongly agree)

Aspect of vehicle Saudi South

purchase experience Austria Belgium France Germany Italy Poland Arabia Africa Spain Turkey UK
I want to interact with
86% 81% 83% 80% 82% 77% 91% 89% 83% 84% 80%
real people

I want to negotiate in-person to

79% 76% 79% 72% 81% 81% 90% 90% 80% 84% 75%
get the best deal

I need to physically interact

86% 81% 80% 79% 79% 86% 90% 93% 82% 85% 81%
with the vehicle before I buy it

I have to test drive the vehicle

85% 72% 80% 78% 69% 83% 91% 93% 80% 85% 82%
to make sure it’s right for me

I prefer to limit the need to visit

27% 31% 41% 35% 34% 29% 73% 37% 33% 51% 36%
a dealership in person

I want to build a relationship

with a dealer for future 54% 63% 68% 56% 71% 56% 85% 83% 60% 78% 51%
service needs

Q31. Thinking about the next time you acquire a vehicle, to what extent do you agree or disagree with the following statements?
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia];
957 [South Africa]; 882 [Spain]; 962 [Turkey]; 1,363 [UK]
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2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

Consumer reaction to whether it’s important for vehicle brands to have a strong commitment to sustain-
able manufacturing practices can be very different depending on the individual market.
Importance of a vehicle brand committing to sustainable practices

Q20. When thinking about choosing your next vehicle, how important will it be for a vehicle brand to have a strong commitment to
sustainable practices (e.g., low carbon manufacturing footprint, use of environmentally friendly materials, electrification strategy)?
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia];
957 [South Africa]; 882 [Spain]; 962 [Turkey]; 1,363 [UK]

Brand affinity for homegrown automakers is relatively low in many EMEA markets, underscoring the
competitive challenge some brands face in their home markets.
Preferred organizations for next vehicle purchase

Q45. From which of the following type of organizations are you most interested in acquiring your next vehicle?
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia];
957 [South Africa]; 882 [Spain]; 962 [Turkey]; 1,363 [UK]

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 2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

Consumers in the majority of EMEA markets place relatively low importance on where a vehicle is manufac-
tured as a factor in the purchase decision process.
Importance of next vehicle to be manufactured locally

Q21. To what extent is it important that your next vehicle be locally manufactured (i.e., manufactured in your country or region)?
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia];
957 [South Africa]; 882 [Spain]; 962 [Turkey]; 1,363 [UK]

As OEMs look at various potential profit pools going forward, surveyed consumers in several markets
are signaling a significant level of interest in manufacturer branded insurance products based on the
perception that it will be convenient and cost-effective.

Percentage of surveyed consumers who For those consumers who are interested in purchasing
would be interested in purchasing insurance directly from the manufacturer,
insurance directly from the manufacturer primary benefits are…

Q52. The next time you acquire a vehicle, how interested would you be in purchasing insurance directly from the vehicle manufacturer?
Q53. What do you believe the primary benefit of buying insurance directly from the manufacturer to be?
Sample size: n for Q52 = 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia]; 957 [South Africa];
882 [Spain]; 962 [Turkey]; 1,363 [UK];
n for Q53 = 227 [Austria]; 225 [Belgium]; 233 [France]; 352 [Germany]; 355 [Italy]; 488 [Poland]; 769 [Saudi Arabia]; 566 [South Africa]; 364[Spain];
654 [Turkey]; 429 [UK]

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2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

3 Connectivity

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 2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

Surveyed consumers are interested in connected vehicle features that improve road safety, suggest less
congested routes, and provide maintenance updates even if it means sharing their PII* with manufacturers
or other third parties.
Level of consumer interest in connected vehicle features (% very/somewhat interested)

Connected vehicle Saudi South

features Austria Belgium France Germany Italy Poland Arabia Africa Spain Turkey UK
Updates regarding traffic
congestion and suggested 54% 62% 58% 56% 63% 61% 85% 79% 62% 79% 62%
alternate routes

Suggestions regarding
safer routes (i.e., avoid 40% 49% 50% 46% 60% 58% 84% 80% 61% 79% 51%
unpaved roads)

Updates to improve road

safety and prevent potential 51% 60% 62% 52% 68% 63% 87% 84% 66% 82% 56%
collisions

Customized/optimized vehicle
insurance plan (e.g., “pay how 40% 45% 46% 41% 56% 54% 81% 70% 53% 74% 39%
you drive” plans)

Maintenance updates and

vehicle health reporting / alerts 57% 59% 63% 54% 67% 63% 89% 83% 65% 80% 59%

Maintenance cost forecasts

46% 53% 57% 48% 60% 57% 83% 77% 59% 78% 51%
based on your driving habits

Customized suggestions
regarding ways to minimize 45% 53% 53% 44% 61% 54% 82% 79% 58% 76% 49%
service expenses

Over-the-air vehicle software

updates that correct
42% 50% 57% 46% 62% 58% 84% 72% 58% 75% 50%
operational faults or improve
your driving experience

Access to nearby parking

(i.e., availability, booking, 44% 45% 44% 49% 55% 55% 82% 67% 56% 74% 50%
and payment)

Most commonly cited

Note: Sum of the percentages exceed 100% as respondents can select multiple options; * personally identifiable information.
Q49. How interested are you in the following benefits of a connected vehicle if it meant sharing your own personally identifying
data and/or vehicle/operational data with the manufacturer or a third party?
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia];
957 [South Africa]; 882 [Spain]; 962 [Turkey]; 1,363 [UK]

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2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

Consumer willingness to pay for connected features is quite low in most EMEA markets, represent-
ing a clear challenge for OEMs trying to monetize additional aspects of the mobility experience.
Willingness to pay extra for connectivity features

Q50. Are you willing to pay extra for these features (i.e., paying a monthly subscription)?
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia];
957 [South Africa]; 882 [Spain]; 962 [Turkey]; 1,363 [UK]

In most EMEA markets, a significant number of consumers do not trust anyone to manage their connected
vehicle data, signaling a key for OEMs looking to develop digital services.
Most trusted entity for managing connected vehicle data

Saudi South
Most trusted entity Austria Belgium France Germany Italy Poland Arabia Africa Spain Turkey UK
Car manufacturer 16% 17% 16% 20% 21% 21% 28% 24% 19% 29% 21%

Vehicle dealer 14% 24% 24% 12% 18% 12% 17% 17% 20% 16% 12%

Financial service provider 2% 2% 3% 3% 4% 5% 4% 7% 4% 4% 4%

Insurance company 8% 14% 14% 10% 18% 19% 17% 27% 12% 10% 14%

Automobile club
17% 2% 2% 7% 5% 2% 5% 4% 4% 2% 4%
or association

Cellular service provider 2% 4% 3% 3% 5% 5% 4% 3% 5% 9% 3%

Cloud service provider 4% 2% 3% 3% 5% 5% 4% 6% 5% 6% 3%

Government agency 8% 6% 5% 9% 8% 4% 15% 2% 10% 19% 8%

Other 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%

None of the above 29% 29% 29% 32% 16% 26% 4% 10% 19% 7% 30%

Most commonly cited

Q51. In a scenario where you owned a connected vehicle, who would you trust most with access to the data your vehicle generates?
Sample size: n= 897 [Austria]; 885 [Belgium]; 849 [France]; 1,273 [Germany]; 915 [Italy]; 931 [Poland]; 948 [Saudi Arabia];
957 [South Africa]; 882 [Spain]; 962 [Turkey]; 1,363 [UK]

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 2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

4 Vehicle subscriptions

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2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

A backdrop of uncertain economic conditions appears to be causing concern regarding financial ca-
pacity among younger consumers in many EMEA markets. As a result, some of them may be interest-
ed in giving up vehicle ownership altogether in favor of a subscription model.
Interest in giving up vehicle ownership in favor of vehicle subscription (% very/somewhat interested)
– 18- to 34-year-old respondents

Q63. To what extent are you interested in giving up vehicle ownership in favor of subscribing to the use of a vehicle going forward?
Sample size: n= 246 [Austria]; 262 [Belgium]; 241 [France]; 348 [Germany]; 206 [Italy]; 266 [Poland]; 368 [Saudi Arabia];
418 [South Africa]; 221 [Spain]; 365 [Turkey]; 380 [UK]

For consumers interested in vehicle subscription services, convenience, a predictable cost structure,
and flexibility are among the most important characteristics.
Important characteristics of a vehicle subscription

Characteristics of Saudi South

vehicle subscription Austria Belgium France Germany Italy Poland Arabia Africa Spain Turkey UK
Convenience 48% 42% 33% 38% 40% 38% 34% 43% 42% 38% 43%

Increased flexibility 42% 32% 26% 30% 27% 34% 33% 37% 35% 25% 34%

Possibility to exchange vehicles 25% 22% 28% 27% 33% 35% 28% 37% 24% 33% 20%

Possibility to subscribe to a vehicle

19% 17% 14% 20% 21% 22% 32% 26% 17% 28% 17%
segment instead of a specific model

Possibility to subscribe to a specific

20% 20% 18% 19% 15% 19% 25% 27% 16% 24% 17%
model instead of a vehicle segment

Availability of vehicles 42% 36% 30% 33% 28% 38% 31% 46% 35% 31% 40%

Home delivery services 31% 25% 25% 27% 20% 29% 34% 48% 30% 31% 27%

Hassle-free online contract closing/full

33% 23% 26% 28% 19% 25% 29% 30% 20% 26% 23%
digital customer experience

Full cost control due to transparent

54% 42% 33% 42% 34% 38% 36% 47% 32% 34% 39%
and predictable fixed monthly fees

Availability of complementary
15% 14% 17% 16% 18% 15% 33% 28% 22% 22% 13%
premium services

Premium vehicles/brands offered 16% 17% 19% 14% 19% 18% 29% 31% 21% 20% 17%

Selection of only brand-new vehicles 16% 16% 16% 13% 15% 15% 26% 23% 12% 25% 12%

Selection of brand new as well as

23% 26% 20% 19% 20% 27% 28% 37% 22% 29% 22%
certified pre-owned vehicles

Possibility to test new vehicles for a

36% 21% 28% 24% 23% 29% 26% 33% 30% 30% 19%
certain period without additional costs

Top three characteristics

Note: Sum of the percentages exceed 100% as respondents can select multiple options.
Q64. What are the most important characteristics of a vehicle subscription? Please select all that apply.
Sample size: n= 153 [Austria]; 185 [Belgium]; 239 [France]; 289 [Germany]; 235 [Italy]; 253 [Poland]; 470 [Saudi Arabia]; 230 [South Africa]; 226 [Spain]; 346 [Turkey]; 269 [UK]
22
 2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

At the same time, some consumers are concerned about vehicle availability, total ownership cost, a sense of
losing ownership, and the perception of higher monthly fees associated with subscription services.
Main concerns regarding vehicle subscription services

Concerns regarding vehicle Saudi South

subscription services Austria Belgium France Germany Italy Poland Arabia Africa Spain Turkey UK
Losing the sense of ownership 34% 35% 29% 35% 29% 42% 40% 47% 31% 29% 41%

Limited possibility for configuration 20% 15% 14% 17% 13% 19% 24% 21% 13% 24% 14%

Total cost of ownership (i.e., price) 35% 34% 44% 35% 42% 45% 34% 43% 42% 37% 46%

Vehicle availability/waiting time 54% 45% 37% 43% 35% 37% 40% 47% 43% 45% 40%

Receiving and/or returning the vehicle 35% 34% 26% 27% 20% 28% 32% 29% 27% 35% 27%

Lack of contact with the dealer (i.e., for

20% 18% 16% 17% 16% 27% 26% 34% 21% 27% 17%
maintenance, repair)

Difficulty ordering vehicle via an

22% 16% 15% 16% 17% 20% 30% 27% 21% 19% 21%
online channel

Distrust for subscription

31% 24% 25% 28% 17% 28% 31% 30% 26% 29% 24%
service provider

Higher monthly fees compared

37% 34% 45% 35% 35% 31% 43% 47% 34% 24% 37%
to leasing

Other 6% 5% 2% 5% 2% 2% 0% 1% 2% 1% 6%

Top three concerns

Note: Sum of the percentages exceed 100% as respondents can select multiple options.
Q65. What are your main concerns regarding vehicle subscription services? Please select all that apply.
Sample size: n= 1,002 [Austria]; 1,006 [Belgium]; 1,000 [France]; 1,500 [Germany]; 1,001 [Italy]; 1,000 [Poland]; 1,000 [Saudi Arabia];
1,005 [South Africa]; 1,006 [Spain]; 1,000 [Turkey]; 1,500 [UK]

23
2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

5 About the study

24
 2024 Deloitte Global Automotive Consumer Study | Key Findings: EMEA Focus Countries

About the study

The 2024 study includes ~27,000 consumer responses from 26 countries around the world.

Note: “Sample” represents the number of survey respondents in each country.

Study demographics

Note: Non-binary/Non-gender confirming/Prefer not to answer percentage for Saudi Arabia, and Spain is 1%
Sample size: n= 1,002 [Austria]; 1,006 [Belgium]; 1,000 [France]; 1,500 [Germany]; 1,001 [Italy]; 1,000 [Poland]; 1,000 [Saudi Arabia];
1,005 [South Africa]; 1,006 [Spain]; 1,000 [Turkey]; 1,500 [UK]

25
2024 Deloitte
From code Global
to cure, how Automotive
Generative AI Consumer
can reshapeStudy | Keyfrontier
the health Findings: EMEA Focus
| Unlocking Countries
new levels of efficiency, effectiveness, and innovation

Contacts
Harald Proff Matthias Kunsch Aled Walker
Global Automotive Leader Automotive Leader, Austria Automotive Leader, Belgium
Deloitte Germany Deloitte Services GmbH Deloitte Belgium
[email protected] [email protected] [email protected]

Ozlem Yanmaz Guillaume Crunelle Franco Orsogna

Turkey Automotive sector leader Automotive Practice Leader, France Automotive Leader, Italy
Deloitte Turkey Deloitte France Deloitte & Touche SpA
[email protected] [email protected] [email protected]

Ravin Sanjith Samantha Demoss Nick Smith

Automotive Leader, Africa Associate Partner, Consulting Automotive Leader, UK
Deloitte South Africa Deloitte & Touche (M.E.) Deloitte LLP
[email protected] [email protected] [email protected]

Bartek Swatko Jordi Llido

Automotive Leader Manufacturing & Automotive Leader
Deloitte Poland Consulting Deloitte Spain
[email protected] [email protected]

Ryan Robinson Dr Bryn Walton

Automotive Research Leader Automotive Research, UK
Deloitte LLP Deloitte LLP
[email protected] [email protected]

Acknowledgments:
We would like to thank Srinivasa Reddy Tummalapalli, Dinesh Tamilvanan, Srinivasarao Oguri, Rohith Reddy Alluri, Chris
Barber, and Kelly Warner for their important contributions to the research.

26
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