Press Release
Advanced vehicle technologies and transforming mobility technologies
Turkish consumers show more interest to new automotive Technologies than the rest of the World
Deloitte Turkey and Automotive Distributors Association jointly conducted "Automotive Consumer Survey" to reveal consumers’ opinion on advancing vehicle technologies as well as their their choice for every day mobility and potential preferences for their next vehicles’. The study has been conducted for the first time in Turkey and nearly 3000 consumers participated in this study making it the one of the most comprehensive one in its field.
The results of Turkish Automotive Consumer Study: Advanced Vehicle Technologies report is shared with public on September 17th
"Turkish Automotive Consumer Survey" conjointly prepared by Deloitte Turkey and ODD is published. The study prepared by the participation of almost 3000 people participated examined consumer opinion and expectations under 4 main headings namely: mobility ecosystem, connected vehicles, autonomous vehicles and consumers' next vehicles The research also provides comparative information with studies conducted globally and provides critical information that will benefit all stakeholders in the mobility ecosystem.
Ali Bilaloğlu, Automotive Distributers’ Association, Chairman stated: In less than 5 years, we expect fundamental changes with the use of artificial intelligence technologies relying on data analysis in every sector especially from automotive to health, finance to tourism
Every country and every enterprise that wants to take advantage of this new economy must invest in and adapt to new technologies. In Turkey, it is especially important that we take the necessary steps in terms of both infrastructure development and establishment of framework studies and prepare for the next phase from today.
According to the report, while the minimum travel time for automotive users is the most important objective of mobility (36%), security (21%), comfort (15%), cost (14%) and focus on other activities (10%) are seen as other important factors, respectively.
The use of personal vehicles for daily travel in our country will maintain its popularity
When the current mobility options evaluated in terms of cost, safety, availability, environmental friendliness and reliability, it can be seen that personal vehicles receive the highest overall scores among others. Turkey has the highest personal vehicle usage (81%) in comparison to other countries conducting the study. Similarly, the majority of the consumers will still be using their personal vehicle 3 years from now according to the study (79%). It is clear that the use of personal vehicle will maintain its popularity in the following years. Turkey is then followed by Italy (66%) and China (38%).
Ride hailing services on the other hand, are not preferred much in Turkey. The percentage of those benefiting from the services regularly in Turkey is 3%, those who rarely using is 36% and those who do not use at all is 61%.
In Turkey, car ownership is low in terms of the number of cars per thousand people compared to European countries. Hence, the proportion of those benefiting from multi-model mobility (using multiple transport methods to reach a destination) is higher. While 27% of respondents benefit from multi-model mobility at least once a week, 54% use this method rarely, and 19% never use it. The proportion of those who use the method regularly in other countries is as follows: Germany 20%, England 19% and America 13%.
Automotive Distributers’ Association Executive Coordinator Hayri Erce, PhD. ‘ The automotive sector has been going through a significant change and transformation, this study that shed light on consumer expectations for new technologies that will affect the automotive ecosystem over the next fifty years carries great importance. We have reached an extensive and invaluable information under the following headings and fields: mobility ecosystem, connected vehicles, autonomous vehicles, next vehicle preferences of generations approaches to transportation methods and mobility, perspectives on ride hailing services, expectations from connected vehicles, data sharing, the benefits of autonomous vehicles.
Connected vehicle: Consumers rely most on brands for the management of the data generated by connected vehicles
With the developing mobile technologies, especially with the introduction of 5G technology in 2020 and beyond, our vehicles will become more connected. The majority of consumers (75%) think that the more connected their vehicles are, the more benefits it will provide. In terms of benefits that the connected vehicles will provide, consumers are most interested in accessing the nearest parking area (91%) and then (87%) information about congestion, alternative routes and road safety. Consumers show the least interest in the financial products / services that will be offered to them (76%) and campaign information on non-automotive issues (71%). Although connection technologies provide additional benefits to users, management / sharing of personal data generated by connected vehicles is another important issue that comes to limelight. While users rely most on brands (52%) for their personal data the percentage of those who are skeptical and do not trust any other party is also quite high (32%).
Deloitte Automotive Sector Leader, Özkan Yıldırım: “ From March 2019 to June 2019, Deloitte surveyed nearly 3,000 consumers to explore opinions regarding a variety of critical issues impacting the automotive sector, including the development of advanced technologies in 2019 Deloitte Turkey Automotive Consumer Study to answer important questions that can help companies prioritize and better position their business strategies and investments. We could say that the study revealed four key insights; Firstly, mobility revolution faces significant headwinds. Consumers are still heavily rely on the usage of their personal vehicles. Secondly, consumers are still skeptical about the management of the data generated by connected vehicles. Consumer opinions are mixed while interest in time-saving features is high, but significant concerns over data security. Thirdly, Consumers’ perception about safety of self-driving vehicles needs to be improved. They would like to see more track-record of self-driving cars being used on the streets safely. And finally, we can say that hybrid and electric vehicles finally showing potential to scale.”
Autonomous vehicles (AVs): Globally, the most intense interest in autonomous vehicles in Turkey
Although self driving car revolution has not yet been fully realized, consumers' interest in autonomous vehicles is quite intense. Only 22% of respondents stated that they were not interested in AVs, while 67% said they were. Again, 65% of the respondents say that offering this technology for relatively cheaper prices could enable consumers to use AVs. When examined globally, the most intense interest in autonomous vehicle seems to be in Turkey with 67%. Turkey is followed by, Germany (54%), the UK (48%) and America (47%) respectively. Participants' attitude towards AVs and their benefits is consistent with their interests. 67% of automotive consumers think that aAVs will help them save time and focus on different tasks while riding. The rate of those who think that vehicles will offer a positive experience in terms of travel is 68%.
Deloitte South-North Europe Automotive Leader Micheal Woodward: “Original equipment manufacturers and their partners continue to invest heavily, looking for ways to differentiate themselves from their competitors. While investments in connected, autonomous and electric technology are commonplace, the sales and aftersales processes have remained largely untouched for decades.
Consumers are increasingly turning online to make everyday purchases, but the question remains what this means for ‘big ticket’ items like cars. The test for the industry is in its ability to replicate the digital platforms and retail experiences consumers have come to expect.”
Next vehicle type: SUV for vehicle type, Hybrid and Electric powertrains by motor comes first
The high interest towards SUV body type that often appears in other studies and ODD sales reports appears in this study as well. 55% of consumers state that they will choose an SUV for their next vehicle. The second choice of consumers will be sedan vehicles (24%). When the generations are compared, it is seen that the preferences of the Z generation differ from the rest (X generation, Y generation and Baby boomers). SUVs are the most popular choice in all other age groups, while hatchback vehicles stand out for the Z generation.
Lastly, for powertrains hybrid, electric and other alternative fuel cells receive high interest (75%), while diesel and gasoline-powered vehicles will only be chosen by 25% of consumers meaning due to the increasing oil prices and harmful effects of fossil fuels, consumers will give up on using these types of vehicles gradually.
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© 2019. For more information contact Deloitte Turkey, Member of Deloitte Touche Tohmatsu Limited.
ODD Hakkında
Türkiye’de otomotiv sektörünün gelişimi ve devamlılığının sağlanması vizyonuyla 1987 yılında kurulan Otomotiv Distribütörleri Derneği (ODD), 2019 yılı itibariyle 47 uluslararası otomotiv markasını 29 üye firmasıyla temsil eden bir sektörel dernektir.
Temel misyonu doğrultusunda üyelerini her kesimde temsil ederek, faaliyetleri ile sektörün ihtiyaçlarını karşılamak, sorunlarına çözüm üretmek, sektör bilgilerini doğru ve güvenilir şekilde değerlendirip, paylaşarak kamuoyu oluşturmak ve sektörle ilgili mevzuat oluşumuna doğrudan katkıda bulunmak üzere çalışmalar yapan bir çatı kuruluş konumundadır.
Otomotiv sektöründe faaliyet gösteren 47 markayı çatısı altında toplayan ODD otomotiv sektöründe bir ihtisas kuruluşu olarak; otomotiv fuarlarının düzenlenmesinde etkin rol almak, taşıt araçlarının kullanımını ülke genelinde yaygınlaştırmak, pazarlama-satış ve satış sonrası hizmetler alanında her türlü alt yapının oluşturulması ve hizmet kalitesinin geliştirilerek AB normları düzeyine çıkarılması için görüş oluşturma çalışmaları yapmak, Üye temsilcilerine yönelik eğitim faaliyetlerinde bulunmak, otomotiv sektörünün kamudaki etkinliğini arttırmak, otomotiv sektörüne dair hazırladığı detaylı aylık satış verileri ve raporlarla üyelerini, basını ve kamuoyunu bilgilendirmek, akademik çalışmalarla sektörün geleceğine ışık tutmak, sektörün gelişmesine katkıda bulunmak üzere diğer paydaşlarla işbirliği içinde çalışır.
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