中国新能源汽车消费者洞察.docx

AutoFor一中国新能源汽车消费者洞察"IhtsonNew预致;q车咨询有限公司和毕马威中国联合出品InassociationwithAutoForesightvua-axvi9iusttX1.tS1.EC1.>9IKS1.Er”*a”DSVMaxvH*M0t*.UB.K)h*vuaBoo(HVH949»0091.|IttasVMafiozISMyWooj(Mi81.BM9SttOSS1.(WiBMffVtfYeoooiI»00ZW】InasteSHwui(MSKMSoOe1.1.IVMI1.ddOOSJBHV'KYW.TU三三9feB>BWBteIMMtx”汽车经销商1.5G营余套资料涵盖：经销商开店指南、门店运营、汽车活动策划案例，销售提升技巧、促单培训资料、顾客异议处理等.微信扫描，即可领取信公众号：在职充电社创业投资系列2017最实用创业投资资料I套017最新研究报I顶套仝周加创业3183亘最新融资商研划W10-6岁CEO创业装备秘籍一|I200套世界百强商业计划书1扫描微信二维码领取一J回民2016年，中国的新绫深汽卑市场长足发屈新怡源汽华超过50万鹤的佳境.中国的消费者为什么选府能源汽车或用动汽隼呢？咽要的是,町央新能诵汽车的消费者对新1.想汽车石何看法？毕马威中国与汽车业市场诩用机灼AutoFocesigh!歌手对220位新能翔汽华车主和潜在买隼入士开展了一项混研.以了解中国蛉汽车消费者目前和本来的得要和诉求.2喇培大嵌出乎朦区中国的潜在买车人士是既受政策、经济诱因驱动,乂亘坯保意识的消费者。Potentia1.(Iinesecustomasarepo1.icy-anaeconomica1.1.y11venzenvironmenta1.1.yconsciousconsumersIn2016,wSiWanimpressirxzreaseinthenewenergyvehic1.e(NEV)marketinChinawithoverhaH口mi1.1.ion11wNEVc<>rsa1.es.Whywou1.dChinesecustomerschoosetobuyHnNEVor。用UnCvehic1.e(VpMostimpo11ant,*tat>potentia1.NVbuyersIhmkatoutthetopicofNEVs?KPMOChinaandmarket&irx!us!(yresearchfirmAuioForesighihaveconductedasurveyof220NEVGAnerSandPOientiaiNEVbuyerstounderstandtheneedsandwantsotcurrentandfutureChineseautomobi1.econsumers-andtheresu1.tsaresurprising.«M?Y：arcn-11-hm.mbbM*x<a三ttftBmue<wmw(IanIMntM-MOa)味OftheChineseNEVOWnerSandpotentia1.buyers,70percen1.needtotrave1.anoupto40kmonWoCkdaySThis(top«X>65percentonweekendsThePCiEQryuseofEVsscommutingtowork.Th©rosoarchfoundthatbothgroupsboicvthatCQmWEbustionengine(ICE)cars(conventiona1.veies).eci11cvehic1.esaremoreeconomica1.andenvironmenta1.1.yfriend1.y,andthatstateSUbSKiiQSareimportantfactorsinbuying，'。WnIn。acar.specia1.1.y11densecitiesw<ihcar1.icencep1.atequotas.ThGreasonsforPUrChasinganEVarcmanifo1.d.Vhiownerssaythekeyreasonsarcfreecar1.icenceP1.jIIRSand$1dteSUbSidi咯po11habuyersbe1.ievethatthemainreasonsForpurchasingEVsisIheIOwermaintenancecostsandenvironmenta1.pro!ec1.ionbenefits,fo1.1.owedbythofree1.icencePIa1.RaHowever,previousconcernsaboutNEVsreniain.Fitsttf11eNEVownersandpon1.ia1.buyersseethedrat>3ckso1.EVsasIheba1.teryrange(andth©batterytechno1.ogy),thea/owbatterychargingspeed,aswe1.1.astheavai1.abi1.ityofchargingpo1.oinfrastructureThemajorityofNEVOWMfBPfimaniychargetheircatsa1.homeOfattheirw<xKp1.ace(ifchargingInfrdSHucturpisPrOV1.d。由However,45percentcurrentNEVownerswou1.dpurchaseanotherNEV.derrxxidiratingcus1.omers'beietinthefutureOfNEVsChines©NVOWnerSandpotentia1.ownershavequitesmiarexpectationswithregard:。rangeOver70percentG)CPeCZhQrangeofVstobe350km.whichtheybe*evewou1.dsutf*den1.ycovertheirmobi1.ityneeds.InterwOftheKxigestaoceptaWebatterycharging"me.morethan53percento1.NEVownerswou1.dcurrent1.yacceptachargingtimeo!uptofourhours(po!en!ia1.owners-73percent),whi1.ethetnajontyofNEVowners84percent)expectamaximumfastchargingti11eofwithinonehour(potentia1.owners-61percent).IeK"*J*wrrC>m(m*a*w-C<*>mjI.rvsQ4*MN3M1rMrrrM*MEMIrWrwCkv*¼K*11.<*MUfISm»动机和理由在中国的新帐深汽与车主田潜在买车人士之中,70%的受访者在工作日平均碎生数达40公里周末或黄生数达40公里的百分比下肤至65%.电动汽军的主要用途是上组出行.诩2发现两类受访？!都认为与内的机汽车传流惠油汽年）里比,电劭汽隼在理济上更划#,而且更环保,国京孙贴心呈餐使容费者买车/痛石汽隼的要因特利是在一空需要跟拍交私生牌跄交通上第明站的大甜市.的买电动汽车的原因IS各方面的,昂然车主表示主要原出尽免将和车牌照和国旅补砧，潜在买字人士认为的买巾勖汽车的主要原因层维保到用较饯而巨石利于保护环i三R次是免费M生t三黑.但S1.消8?者过去对新能溥汽车的疑虐仍然存在.苫次15买新的汽车的主主和潜在买军人士认为电勖汽耳的财是电池蜘力不足（双电池技术）充电谏18缭慢,以及无电设傲钳H等.大多鼓斯使源汽耳车主会在掌中立工作地点（曲充电设临）为汽生充电.然而国石妓出处有4S%的现石新的车生去示将来会内购一聒新瓶港汽年,反啖消费者对新掂海汽车的未来仍为中国的新旭源汽车与主和潜在车王对电池的爆断力也有关愎的期望.超过70%的受访者帆电动汽车依航力为350公里他打认为这个柜质应可足够«SR«®WC.在可接受的H长充电时旬方面,超过53%的所能海汽车车主目前接受4小时的充电BJ间（漕在车主-73%）,而大多败新能添汽年车主（84%）期电IB快充用BJ间在1小时以内（潜在车主61%k.wg<«*sa.-*aMX.*t3gn'g<Br9s-ygScmreim1.QaAXgXRjHMtMirdCM>BSEtMaMMrafdAstheChineseGovernment«usingtaxJncentives.subsidiesarjtree*ce11ceP1.aIeSx>CnCOUragcustomers10buyIOCa叼producedNvbrands,itisnotsurprisingthatx>stsa1.esCOfnefromdomestica1.1.yproducedNEVs.TbesurveyfoundthatChinesebrandpretefenceandawarenessiscspcciayStrO同forBYDAy。.RogwoandBA>C.Interesting1.y,!hemajorforeignbrandIha1.hasbrandrecognition(buton1.yforpotentia1.customers)isTesh1WtiichisrankedbeindBYDandRoevne.Afterbrandawareness,jxodtxtquartya11dprofessiona1.SRrViCaarctheothertworeasonsthatownerspurchasethcrvehic1.esFQrjx«cn：ia1.CusiomefS.brandawarenessiskey.fo1.1.owedt>ydu9t71.eadershipinIheNEVspaceandthematurityofthefechnoiogy.QJOrMWJA*vrQ7*cw*r*wdCc>rzfw*9M*M1trjvre*s»«MIntm3C*<Mt*MoufISm»rv”品牌认知和偏好由于中国政府会证用税务流I1.补贴和免密私车牌糜等搭拣假0清务者购买本地制潴品蜂的新能源汽车,所以本池制造的新嗡汽耳销量占报最大份微并不足为奇.囊0发观受访看对比亚油汽生.恭卿M匕汽等中国用W的H好和孤识将切明显.值得注雳的是,受访者主要认识的夕HU品理（但只限于潜在消度者）是特斯及目排名在比亚迪皿荣威之后.除了品沱认识外,产品质和专业税务也是车主购买汽车的两大原因.对于潜在消马者来说,品牌认知屋关城,其次J5新藤港汽车软城的行业来辱地位便技的成熟感.wg<«*sa.-*aMX.Q*t3gnnear9S-IMyg3CMREIM1.QaAXgXRjHMtMirdCM133EtMMMB