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GfK全球最新研究栏目，从国际化视角出发，以独家见解分享行业最新发展方向，助力企业精准掌握市场信息，抢先应对国际市场变化。本期《电动汽车技术在Y世代、Z世代消费者中大受追捧》，洞察电动汽车最新消费需求，解析电动汽车技术发展新趋势。 GfK全球最新研究 如果说Y世代和Z世代的消费者代表了汽车销售的未来，那么电动汽车市场将在近几年呈指数型爆发增长。 GfK AutoMobility报告指出，有 26%的汽车消费者表示，在购买或租赁汽车时，电动汽车技术会成为“必要考虑”因素，与2018年10％的占比相比较增长了 150％。其中，Y世代和Z世代的潜在客户对于电动汽车技术的兴趣指数与整体年龄段的兴趣指数（15%）相比高出了 11%。 GfK AutoTech Insights 研究还证实了豪华轿车的消费者正引领纯电动汽车消费的潮流。有 34%的豪华轿车消费者表示他们对纯电动汽车兴趣浓厚，较2018年的24%有所提升。相反，非豪华汽车消费者的兴趣水平只有 13%，与两年前的15%相比下降了2个百分点。 快速充电优势渐显 快速充电是吸引电动汽车潜在消费者的关键卖点。对于电动汽车，在选择了“非常感兴趣”选项的消费者中有 59%的受访者表示免费快速的充电站能够让他们更感兴趣，在“有点兴趣的”消费者中有 68%的受访者持同样观点。
在消费者家中免费安装充电站的服务是另一大卖点，吸引了 54%的“非常感兴趣的”消费者和 62%的“有点兴趣的”消费者。GfK还发现亮眼的风格设计和拥有第三排座椅的配置是以上两种消费者更倾向选择电动汽车的共同特征。 GfK北美消费市场研究商务总监Tom Neri指出：“毫无疑问，电动汽车正在为行业创新提供动力。问题是，它们能否超越上层的汽车消费者，获得真正的主流认可？年轻人的浓厚兴趣无疑是一个积极的信号，但我们也不得不持观望态度，看这种兴趣能否在未来几年转化为销量和忠诚度。” 编者注 GfK AutoMobility是美国领先的汽车品牌和消费者态度洞察研究。其中，GfK的汽车采购漏斗模型自1982年以来，一直是汽车行业分析和洞见的基石。该模型通过跟踪汽车采购流程中每个阶段的绩效，洞悉市场竞争优劣势，评估消费者对品牌营销行动的反应，并为企业提供管理营销策略的总体指导和诊断。 本期GfK AutoTech Insights 研究覆盖了2020年Q3期间共计2800名汽车新消费者。 GfK Global Studies Gen Y, Z auto intenders demand EV tech
If Generations Y and Z represent the future of auto buying, then electric vehicles (EVs) are positioned for exponential growth in the years to come. Just-released research from GfK AutoMobility? shows that 26% of auto intenders in these crucial groups say that EV technology will be a "must have" when they purchase or lease a new vehicle. That amounts to 150% growth since 2018, when the level was just 10%. Interest in EVs among Gens Y and Z is 11 percentage points higher than among intenders as a whole (15%). The GfK AutoTechInsights study also confirms that Luxury car intenders are now driving interest in all-electric cars. One in three (34%) Lux intenders say they are interested in an all-electric vehicle – up from 24% in 2018. By contrast, the Non-Lux interest level is just 13%, after dropping 2 percentage points (from 15%) in the past two years. Queuing for a quick charge Fast charging stations are a key draw for potential EV buyers. Six in ten (59%) intenders who are "mostly interested" in an EV – and two-thirds (68%) who are "somewhat interested" -- say that the availability of free fast-charging stations would raise their interest levels.
Free installation of fast-charging stations at buyers' homes is another big draw, appealing to 54% of those who are "mostly interested" in an EV and 62% who are "somewhat interested." GfK also found that attractive styling and third-row seating were the only features selected significantly more often by the "mostly interested" intenders versus the "somewhat interested" ones. "There is no question that EVs are powering auto innovation right now," said Tom Neri, Commercial Director for Marketing and Consumer Intelligence at GfK North America. "The question is, can they expand beyond the upper echelons of car buyers and gain true mainstream acceptance. Strong interest among younger intenders is definitely a positive sign – but we will have to see if that translates to sales and loyalty in the years to come." GfK AutoMobility is the leading Auto Intenders Brand and Attitude Insights research in the U.S. Since 1982, GfK's Automotive Purchase Funnel has been the bedrock for analysis and insights throughout the automotive industry. The funnel consistently tracks performance throughout each stage of the purchase process, determines competitive strengths and weaknesses, assesses consumer responses to marketing actions, and provides you with overall guidance and diagnostics for managing marketing actions. The GfK AutoTech Insights study was conducted among 2,800 new vehicle intenders in Q3 2020. 《2021中国家电创新零售白皮书》正式发布 帮助行业总览市场发展趋势、洞察新兴消费者需求、把握行业突破口，为企业找准战略发展方向、加快推进生态创新、率先实现数字化转型提供深度参考。 扫码获取完整白皮书 GfK“中怡康家电口袋数据”小程序开放使用 扫码即刻注册使用，海量家电数据畅享 GfK：知识驱动增长 85 年来，GfK通过解决客户在制定与消费者、市场、品牌和媒体相关的决策过程中产生的关键业务问题，赢得了全球客户的信任。 作为一家引领创新的公司，GfK始终将客户和合作伙伴的信任置于企业价值观的核心，不断采用新的方法论和测量技术来突破行业界限。 在数智化时代发展的今天，GfK凭借可靠的数据和洞察以及先进的人工智能应用彻底改变了用户获取实时可操作性建议的途径，助力客户提高营销、销售和组织效率。这是我们“知识驱动增长”的承诺，也是推动合作伙伴可持续发展的引擎。 业务咨询欢迎与我们联系 更多精彩内容，敬请垂询：danni.lin@gfk.com GfK《2021年化妆品行业百货渠道复盘及趋势报告》正式发布 知识驱动增长｜2021年4月GfK精彩报告合集 GfK@AWE | 《2021年中国家电创新零售白皮书》正式发布 免责声明： GfK拥有所发文章的版权及知识产权。未经GfK许可，您不得做任何形式的转载和出版。如在未经GfK书面同意的情况下，将本文用于任何商业用途及其他有损于GfK利益的用途，GfK将追究您的法律责任。对于您因使用本文而采取的任何措施、决定所造成的任何损失，GfK不承担任何责任。GfK针对本文不提供任何明示或暗示的保证，包括对其准确性、非侵权性、适销性及对特殊用途适用性的担保。 |
