KPMG：中国新能源汽车消费者洞察.pdf

1 © 2017 KPMG Advisory (China) Limited, a wholly foreign owned enterprise in China and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. AutoForesight is separate and distinct from KPMG International Cooperative (“KPMG International”) and its member firms.中国新能源汽车消费者洞察Consumer Insights on New Energy Vehicles in China预致汽车咨询有限公司和 毕马威中国联合出品In association with AutoForesight2 3 © 2017 KPMG Advisory (China) Limited, a wholly foreign owned enterprise in China and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. AutoForesight is separate and distinct from KPMG International Cooperative (“KPMG International”) and its member firms.© 2017 毕马威企业咨询 ( 中国 ) 有限公司 — 中国外商独资企业，是与瑞士实体 — 毕马威国际合作组织 (“毕马威国际”) 相关联的独立成员所网络中的成员。版权所有，不得转载。预致汽车有限公司与毕马威国际合作组织 (“毕马威国际”) 和各成员所为各自独立的实体。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。Potential Chinese customers are policy- and economically driven, environmentally conscious consumers回顾 2016 年，中国的新能源汽车市场长足发展，新能源汽车销量超过 50万辆的佳绩。中国的消费者为什么选购新能源汽车或电动汽车呢 ? 更重要的是，购买新能源汽车的消费者对新能源汽车有何看法 ?毕马威中国与汽车业市场调研机构AutoForesight 联手对 220 位新能源汽车车主和潜在买车人士开展了一项调研，以了解中国的汽车消费者目前和未来的需要和诉求，调研结果颇出乎意料。In 2016, we saw an impressive increase in the new energy vehicle (NEV) market in China, with over half a million new NEV car sales. Why would Chinese customers choose to buy an NEV or electric vehicle (EV)? Most importantly, what do potential NEV buyers think about the topic of NEVs?KPMG China and market & industry research firm AutoForesight have conducted a survey of 220 NEV owners and potential NEV buyers to understand the needs and wants of current and future Chinese automobile consumers – and the results are surprising.2 3 © 2017 KPMG Advisory (China) Limited, a wholly foreign owned enterprise in China and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.AutoForesight is separate and distinct from KPMG International Cooperative (“KPMG International”) and its member firms.© 2017 毕马威企业咨询 ( 中国 ) 有限公司 — 中国外商独资企业，是与瑞士实体 — 毕马威国际合作组织 (“毕马威国际”) 相关联的独立成员所网络中的成员。版权所有，不得转载。预致汽车有限公司与毕马威国际合作组织 (“毕马威国际”) 和各成员所为各自独立的实体。4 5 © 2017 KPMG Advisory (China) Limited, a wholly foreign owned enterprise in China and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. AutoForesight is separate and distinct from KPMG International Cooperative (“KPMG International”) and its member firms.© 2017 毕马威企业咨询 ( 中国 ) 有限公司 — 中国外商独资企业，是与瑞士实体 — 毕马威国际合作组织 (“毕马威国际”) 相关联的独立成员所网络中的成员。版权所有，不得转载。预致汽车有限公司与毕马威国际合作组织 (“毕马威国际”) 和各成员所为各自独立的实体。动机和理由 Motivation and rationale 在中国的新能源汽车车主和潜在买车人士之中，70% 的受访者在工作日平均驾驶里数达 40 公里，周末驾驶里数达 40 公里的百分比下跌至 65%。电动汽车的主要用途是上班出行。调查发现，两类受访者都认为与内燃机汽车 ( 传统燃油汽车 ) 相比，电动汽车在经济上更划算，而且更环保，国家补贴也是促使消费者买车 / 拥有汽车的重要因素，特别是在一些需要限量拍卖私车牌照，交通比较拥堵的大城市。购买电动汽车的原因是多方面的。虽然车主表示主要原因是免费私车牌照和国家补贴，潜在买车人士认为购买电动汽车的主要原因是维保费用较低，而且有利于保护环境，其次是免费私车牌照。但是，消费者过去对新能源汽车的疑虑仍然存在。首次购买新能源汽车的车主和潜在买车人士认为电动汽车的缺点是电池续航力不足 ( 及电池技术 )、充电速度缓慢，以及充电设施短缺等。大多数新能源汽车车主会在家中或工作地点 ( 如有充电设施 ) 为汽车充电。然而虽有疑虑，仍有 45% 的现有新能源车主表示将来会再购一辆新能源汽车，反映消费者对新能源汽车的未来仍有信心。中国的新能源汽车车主和潜在车主对电池的续航力也有类似的期望。超过70% 的受访者期望电动汽车续航力为 350 公里，他们认为这个距离应可足够满足其驾驶需要。在可接受的最长充电时间方面，超过 53% 的新能源汽车车主目前接受 4 小时的充电时间 ( 潜在车主 – 73%)，而大多数新能源汽车车主 (84%) 期望最快充电时间在 1 小时以内 ( 潜在车主 – 61%)。Of the Chinese NEV owners and potential buyers, 70 percent need to travel an average of up to 40km on weekdays. This drops to 65 percent on weekends. The primary use of EVs is commuting to work. The research found that both groups believe that compared to internal combustion engine (ICE) cars (conventional vehicles), electric vehicles are more economical and environmentally friendly, and that state subsidies are important factors in buying/owning a car, especially in dense cities with car licence plate quotas. The reasons for purchasing an EV are manifold. While owners say the key reasons are free car licence plates and state subsidies, potential buyers believe that the main reasons for purchasing EVs is the lower maintenance costs and environmental protection benefits, followed by the free licence plates. However, previous concerns about NEVs remain. First-time NEV owners and potential buyers see the drawbacks of EVs as the battery range (and the battery technology), the slow battery charging speed, as well as the availability of charging pole infrastructure. The majority of NEV owners primarily charge their cars at home or at their workplace (if charging infrastructure is provided). However, 45 percent current NEV owners would purchase another NEV, demonstrating customers’ belief in the future of NEVs.Chinese NEV owners and potential owners have quite similar expectations with regard to range. Over 70 percent expec...