KPMG：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预致汽鬻廖监司和鬻鹦需醋普Ai的回廉2016绎，中国的箱能源汽车市场长足发度，新能源汽与储量超过50万鹤的佳战.中国的消费者为什么选的新能潦汽隼或电动汽车泥？更Ik要的是,购买新能源汽车的消费者对新般汨汽车石树*去？毕马威中国与汽耳业市场诩用机为AutoForei8ht歌手对220位新颊汽华车主和潜在买与人士开展了一项,我研，以了翦中国的汽车消费占目前和未东的霭要和诉求.我期培柔联出乎朦区中国的潜在买车人士是既受政策、经济诱因驱动,又有环保意识的消费者。Potentia1.(Iinesejstomesarepo1.c-andeconomica1.1.yd11venfenvironmenta1.1.yconsciousconsumersIn2016.wcsawanimprc¾s>vcincreaseinthenewenergyvehic1.eNEVmarketInChina,With<herha1.fami1.1.ionnewNEVcarsa1.es.Whywou1.dChinesecustomerschoosetobuyanNEVore1.ectricvehic1.e(EV!?MostHpoetam1.y.whatdopotentia1.NEVbuyersthinkaboutthetopicofNEVs?KPMGChinaandmarket&industryresearchfirmAuCoForcsighthaveconductednsurveyof220NEVownersandpotentia1.NEVbuyerstounderstandtheneedsandwantso'currentandfutureChineseutomo11econsume11-andtheresu1.tsaresurpdy11f.动机和理由在中国的新规源汽车率主和渺在买车人士之中，70%的受访者在工作日平均Si三ttiS40公里,瘴未写法里融40公里的百分比下趺至65%.电动汽车的主要用途是上31出行.WfiW.向类受访3都认为与内髅机汽车（f三舱畔车）相比,电就於淬在经济上更划肾.而且更环保，国京补砧切促使泻费者买生Z拥石汽隼的安因素,特即是在一些需要限抬天砧生彩熙.交通上第明站的大甜市.的买电动汽车的原因J5更方面的,田然车主表示主要跳盅尽免费和车牌留和国米补贴,潜在买与人士认为匐买电动汽耳的主要原因尼维保药用蛟低,而且用归专妒环境,郎必免寄于回三照.但是,洞ter过去对新统调汽车的电8仍然存在.苒次的买新源源汽车的土主和潜在买军人士认为电勖汽车的蹴点是电池蜘力不足（股电;也技术）、充电速度缭慢,以及充电设俺短豌等.大身数新就海汽车车主会在衰华或工作地点（如有充用设临）为汽车充电.倒而击石疑虎,仍有45%的观石新喻车生去示将来会再购一纲西能溥汽车,反映消货苫对新能源落车的未来仍存中国的新定海汽车华主和潜在生主对电池的殛航力也有关似的期W.翘过70%的受访者期望电动汽车0抗力为350公曳,也的认为这个生离应可足够福?将史需要.在可接受的最长充电时间方面,微153%的断腿m汽车车主目前接受4小时的充电时间（潜在车主-7玫）,而大多SMfi能源汽车车主（84%）库里最快充电时间在1小时以内（潜在车主-61%）.eXUoatfx*aa<mimu->s*wrw*atr<<-sB*newMIMaBVn*<R.*tMHYMN1.QBg=WNK命T1.iS4m，33EtrMaMMMotivationandiAnaIeOftheChineseNEVownersandpotentia1.buyers.70percentneedtotrave1.anavcraofupto4kmonweekdays.Thndropsto65percentweekends.TheprimaryuseofEVsHcommutingtowork.There¾bustionengine(ICC)can(cventoru1.vehic1.c¾>,e1.ectricvehic1.esarcrx>rceconomica1.andcnviroomentaUyfriend1.y,andthattatcubsidinareimportantfactorsinbuying/owningacar,especia1.1.yindemecitieswithcar1.icencephtequotas.TbereasonsforpurchasinganEVaremanifo1.d.Whi1.eowners«jythekeyreasonsarefreecar1.icencep1.atesands1.atesubsidies,potentia1.buyersbe1.ievethatthemainreasonsforprchasiiEVsISthe1.owermaintenancecostsandenviron11>enuprotectionbenefits,fo1.1.owedbythefree1.icencep1.ates.However,previousconcernsaboutNEVsremain.FHsEfmeNEVownersandpotentia1.buyersseethedrawbacksofEVsasthebatteryrsfe(andthebatterytechno1.ogy),thes1.owOatteryChafi1.nispeed,asWeUMtheavdihMityofchargingpo1.einfrastructure.ThemajorityofNEVownersprimari1.yChdriethe”CarSathomeorattheirworkp1.aceIIfcharginginfrastructureispresided.HCrATVer.45percentcurrentNEVownerswou1.dpurchaseanotherNEV,demonstratingcustomers'be1.iefinthefutureofNCVs.ChineseNvownersaMpotentia1.ownershavequitesimi1.arCxpcctatiorswithregardtorange.Over70percentejecttheran5eofEVstobe350km.whichtheybe1.>eveWOUIdsufficient1.ycovertheirmobi1.ityrcds.Intermsofthe1.ongestacceptab1.ebatterychargingtime,morethan53percentofNEVownerswo<XdCurrenttyacceptacharging1.imeofuptofourhoursIpo1.en1.id1.OWnerS73percent),whi1.ethemajorityofNEVOwnefS(84percentIexpe<tamaxmurnfastchargingt>11e“WnhInonehourIpotentiaAowne1161percent).1cm?»>m.1.ww.m*<VMMtfSUmI*mw2<f«c.h*uM>tMdt3C*MT*QSMVfciKtTNf>M*M.i.Wh.MrafdAstheChincwGovernmentwusingUxincentives,subsidiesandfree1.cc11cep1.atestoencouragecustomerstobuy1.oca1.1.yproducedNEVbrands,itIsnotUJrPmSgthatmostsa1.escomefromdomestica1.1.ypcdtedNEVj.ThesurveyfoundthatChi11e?brandpreferenceandawarenessisespecia1.1.ystrongforBYDAuto,RocwcandBA1.C.Interesting1.y,themajorforenbrandthathasbrarx1.recgn1.don(buton1.yforpotentia1.CustomersiIsTeSb,whichIstankedbehirjBYDandRoewe.Afterbrandawareness,productqua1.ityandprofessiona1.ervearetheothertorzansthatownerspurchaseIheirvehic1.es.Forpotentia1.customers,brandawarenessf$key,fo1.1.owedbyindustryIeadersbJpIntheNEVspacexJthematurityofthetechno1.ogy.cn«>>*(1.ww,>m<w*<«*，36U“<Anr*vn<f*c.k*uR>1.K*!*MnudT、2A6YMTS"*VfMIMS*H>*M*M.I,«*Oh.M品牌认知和偏好由于中国政府会证用税务滞I1.补贴和免帮私车牌照等搭拣假R1清药者购买本地制酒品蹲的新嘏海汽车,所以本地到造的新掂调汽车匿量占报最大份«1并不足为奇.费0发观.受访君对比史他汽东.荣减和北汽等中国品牌的好好和认识特别国界,僮得注JB的是,受访君主要认设的外国品牌（但兵限于潜在消费若是耐拉.冷印恪在比亚遮明双之后.除了品彼认减卜，产品质和专业服务也是车主购买汽车的两大厮囚.对于潜在消帮者来说,品峰认知是关秋，其次导第薛源汽车则的行业来号地位便技的成熟感.CXUOX>*，pi3u-s*rw3tz<-nar*fn*a<wwtw4tfij<Bnw<ZR.ikmh.BeyondEVsChinesesocietyespecia1.1.yyourvgerCOnSUrnCrSembracenewtechno(oes,especia1.1.yhigh-techfeaturesthathe1.pthem>nthe*everyday1.ife,suchas11)bi1.ebanking,socia1.mediaandmobi1.ecommerce.Convenienceiskey.Assuch.WCObSCrvcdthatNtVownersandespecia1.1.ypotentia1.ownershavenewexpectations-ifnotdemandsat>outfutureNEVfeatures.Foccmott,theyexpectstandardNEVfeaturestomctudcsemi-and/orfu1.1.yautonomousfeatures.Rankedhhamongstbothcustomergroupsareautopi1.ot,parkingasshUreandotherdvanceddrivera½staresystemIADASjfeatures.OfNEVowners,49percentwou1.dexpectNEVstohaveautonomousddvirg1.eve1.J(eyesoff),ar
