1、 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 In

2、ternational Cooperative(“KPMG International”)and its member firms.中國新能源汽車消費者洞察Consumer Insights on New Energy Vehicles in China預致汽車咨詢有限公司和 畢馬威中國聯合出品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 o

3、f 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 畢馬威企業咨詢(中國)有限公司 中國外商獨資企業，是與瑞士實體 畢馬威國際合作組織(“畢馬威國

4、際”)相關聯的獨立成員所網絡中的成員。版權所有，不得轉載。預致汽車有限公司與畢馬威國際合作組織(“畢馬威國際”)和各成員所為各自獨立的實體。中國的潛在買車人士是 既受政策、經濟誘因驅動，又有環保意識的消費者。Potential Chinese customers are policy-and economically driven,environmentally conscious consumers回顧 2016 年，中國的新能源汽車市場長足發展，新能源汽車銷量超過 50萬輛的佳績。中國的消費者為什么選購新能源汽車或電動汽車呢?更重要的是，購買新能源汽車的消費者對新能源汽車有何看法?畢馬威中

5、國與汽車業市場調研機構AutoForesight 聯手對 220 位新能源汽車車主和潛在買車人士開展了一項調研，以了解中國的汽車消費者目前和未來的需要和訴求，調研結果頗出乎意料。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 import

6、antly,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 surp

7、rising.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

8、 KPMG International Cooperative(“KPMG International”)and its member firms.2017 畢馬威企業咨詢(中國)有限公司 中國外商獨資企業，是與瑞士實體 畢馬威國際合作組織(“畢馬威國際”)相關聯的獨立成員所網絡中的成員。版權所有，不得轉載。預致汽車有限公司與畢馬威國際合作組織(“畢馬威國際”)和各成員所為各自獨立的實體。4 5 2017 KPMG Advisory(China)Limited,a wholly foreign owned enterprise in China and a member firm of the

9、 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 畢馬威企業咨詢(中國)有限公司 中國外商獨資企業，是與瑞士實體

10、畢馬威國際合作組織(“畢馬威國際”)相關聯的獨立成員所網絡中的成員。版權所有，不得轉載。預致汽車有限公司與畢馬威國際合作組織(“畢馬威國際”)和各成員所為各自獨立的實體。動機和理由 Motivation and rationale 在中國的新能源汽車車主和潛在買車人士之中，70%的受訪者在工作日平均駕駛里數達 40 公里，周末駕駛里數達 40 公里的百分比下跌至 65%。電動汽車的主要用途是上班出行。調查發現，兩類受訪者都認為與內燃機汽車(傳統燃油汽車)相比，電動汽車在經濟上更劃算，而且更環保，國家補貼也是促使消費者買車/擁有汽車的重要因素，特別是在一些需要限量拍賣私車牌照，交通比較擁堵的大城

11、市。購買電動汽車的原因是多方面的。雖然車主表示主要原因是免費私車牌照和國家補貼，潛在買車人士認為購買電動汽車的主要原因是維保費用較低，而且有利于保護環境，其次是免費私車牌照。但是，消費者過去對新能源汽車的疑慮仍然存在。首次購買新能源汽車的車主和潛在買車人士認為電動汽車的缺點是電池續航力不足(及電池技術)、充電速度緩慢，以及充電設施短缺等。大多數新能源汽車車主會在家中或工作地點(如有充電設施)為汽車充電。然而雖有疑慮，仍有 45%的現有新能源車主表示將來會再購一輛新能源汽車，反映消費者對新能源汽車的未來仍有信心。中國的新能源汽車車主和潛在車主對電池的續航力也有類似的期望。超過70%的受訪者期望電

12、動汽車續航力為 350 公里，他們認為這個距離應可足夠滿足其駕駛需要。在可接受的最長充電時間方面，超過 53%的新能源汽車車主目前接受 4 小時的充電時間(潛在車主 73%)，而大多數新能源汽車車主(84%)期望最快充電時間在 1 小時以內(潛在車主 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

13、 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 c

14、ities 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,fo

15、llowed 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

16、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 expectation

17、s with regard to range.Over 70 percent expect the range of EVs to be 350km,which they believe would sufficiently cover their mobility needs.In terms of the longest acceptable battery charging time,more than 53 percent of NEV owners would currently accept a charging time of up to four hours(potential

18、 owners 73 percent),while the majority of NEV owners(84 percent)expect a maximum fast charging time of within one hour(potential owners 61 percent).6 7 2017 KPMG Advisory(China)Limited,a wholly foreign owned enterprise in China and a member firm of the KPMG network of independent member firms affili

19、ated 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 畢馬威企業咨詢(中國)有限公司 中國外商獨資企業，是與瑞士實體 畢馬威國際合作組織(“畢馬威國際”)相關聯的獨立成員所網絡中的成員。版權所有，不得轉載。預致汽車

20、有限公司與畢馬威國際合作組織(“畢馬威國際”)和各成員所為各自獨立的實體。Brand awareness and preference 由于中國政府會運用稅務激勵、補貼和免費私車牌照等措施鼓勵消費者購買本地制造品牌的新能源汽車，所以本地制造的新能源汽車銷量占據最大份額并不足為奇。調查發現，受訪者對比亞迪汽車、榮威和北汽等中國品牌的偏好和認識特別明顯。值得注意的是，受訪者主要認識的外國品牌(但只限于潛在消費者)是特斯拉，而且排名在比亞迪和榮威之后。除了品牌認識外，產品質量和專業服務也是車主購買汽車的兩大原因。對于潛在消費者來說，品牌認知是關鍵，其次是新能源汽車領域的行業領導地位和科技的成熟度。A

21、s the Chinese Government is using tax incentives,subsidies and free licence plates to encourage customers to buy locally produced NEV brands,it is not surprising that most sales come from domestically produced NEVs.The survey found that Chinese brand preference and awareness is especially strong for

22、 BYD Auto,Roewe and BAIC.Interestingly,the major foreign brand that has brand recognition(but only for potential customers)is Tesla,which is ranked behind BYD and Roewe.After brand awareness,product quality and professional service are the other two reasons that owners purchase their vehicles.For po

23、tential customers,brand awareness is key,followed by industry leadership in the NEV space and the maturity of the technology.品牌認知和 偏好 8 9 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

24、 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 畢馬威企業咨詢(中國)有限公司 中國外商獨資企業，是與瑞士實體 畢馬威國際合作組織(“畢馬威國際”)相關聯的獨立成員所網絡中的成員。版權所有，不得轉載。預致汽車有限公司與畢馬威國際合作組織

25、(“畢馬威國際”)和各成員所為各自獨立的實體。Beyond EVs中國社會，特別是較年輕的消費者較容易接受新科技，尤其是為日常生活帶來便利的高科技產物，例如手機銀行、社交媒體、網購等。對消費者來說便利才是關鍵。因此，我們發現新能源汽車車主，尤其是潛在車主對未來的新能源汽車功能有新的期望，雖然不是硬性要求。他們的最大期望是新能源汽車能夠把半自動及/或全自動駕駛功能作為標配。自動駕駛、停車輔助和其他高級駕駛輔助系統(ADAS)功能在兩大消費者類別中的排名均位于前列。在新能源汽車車主中，49%的受訪者期望新能源汽車能夠具備3級自動駕駛功能(解放雙眼)，32%期望具備2級自動駕駛功能(解放雙手)，而高

26、達 68%的潛在消費者期望未來的新能源汽車可同時具備 2 級和 3 級自動駕駛功能。兩大消費類別的受訪者均同意 3 級自動駕駛功能將大幅改善駕駛質量，因此可提升生活水平?，F有的新能源汽車車主和潛在消費者對電動汽車共享經濟態度正面。當問到選擇自行駕駛的電動汽車，還是共享汽車服務時，65%的受訪者表示雖然他們仍希望擁有自己的汽車，但他們會使用共享汽車服務。Chinese society especially younger consumers embrace new technologies,especially high-tech features that help them in their

27、 everyday life,such as mobile banking,social media and mobile commerce.Convenience is key.As such,we observed that NEV owners and especially potential owners have new expectations if not demands about future NEV features.Foremost,they expect standard NEV features to include semi-and/or fully autonom

28、ous features.Ranked high amongst both customer groups are autopilot,parking assistance and other advanced driver assistance system(ADAS)features.Of NEV owners,49 percent would expect NEVs to have autonomous driving Level 3(eyes off),and 32 percent expect Level 2(hands off),while a robust 68 percent

29、of potential customers would like see both Level 2 and 3 of autonomous driving in their future NEV.Both groups agree that Level 3 would greatly improve their quality of mobility and therefore be a quality of life improvement.Current NEV owners and potential buyers have quite a positive attitude towa

30、rds the sharing economy regarding electric vehicles.When it comes to choosing self-driving EVs from car-sharing services,65 percent of all respondents agree they would use this service,while acknowledging that they would still want to own their car.電動汽車的 未來10 11 2017 KPMG Advisory(China)Limited,a wh

31、olly 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 Internatio

32、nal”)and its member firms.2017 畢馬威企業咨詢(中國)有限公司 中國外商獨資企業，是與瑞士實體 畢馬威國際合作組織(“畢馬威國際”)相關聯的獨立成員所網絡中的成員。版權所有，不得轉載。預致汽車有限公司與畢馬威國際合作組織(“畢馬威國際”)和各成員所為各自獨立的實體。The China perspective隨著電動汽車在中國市場漸受歡迎，而且社會越來越接受以電動汽車取代傳統的內燃機汽車。中國的消費者對電動汽車的期望值也在不斷上調，以滿足他們不斷上升的駕駛需要。中國的消費者當然明白科技進步才能確保安全，但他們對電動汽車對消費者，以至整個社會所扮演的角色有著清晰的期望

33、。簡而言之，電動汽車既要滿足他們的駕駛需要(出行及合理的充電速度)，而且還有利于保護環境。電動汽車應具備先進技術和模式(自動駕駛和分享經濟)，從而徹底改變未來駕駛對社會的意義。最重要的是電動汽車要讓使用者享受到更優質的生活。中國視角With EVs gaining traction in the China market and getting more acceptance in society as a real alternative to traditional ICE vehicles,Chinese consumers are raising the bar regarding t

34、heir expectations of EVs to fulfil their mobility needs.Chinese consumers are realistic enough to realise that technology needs to improve in order to ensure safety;however,they have very clear expectations about how they see the role of EVs for themselves as well as for society.In a nutshell,EVs sh

35、ould meet their mobility needs(commuting and reasonable charging speed)and be environmentally friendly.They should revolutionise the way that future mobility will shape the society they are living in and be equipped with advanced technology(autonomous and sharing).Most importantly,they should improv

36、e consumers lifestyle.About this SurveyKPMG China and AutoForesight conducted a survey of 220 owners and potential owners of new energy vehicles in China to gain a better understanding of current and future consumer preferences for Chinese automobiles.One hundred respondents are owners of new energy

37、 vehicles,while 120 are potential owners.Eighty percent of the survey respondents are between 30 and 35 years old.關于此次調研為了要了解中國的汽車消費者目前和未來的需要與訴求，畢馬威中國與汽車業市場調研機構 AutoForesight 聯手對 220 位新能源汽車車主和潛在買車人士進行了一項調研。其中 100 位受訪者是新能源汽車車主，而其余 120 位受訪者則是潛在買車人士。八成的受訪者年齡介于 30 到 35 歲聯系方式Contact us陳友合汽車行業主管合伙人畢馬威中國Hu

38、u-Hoi TranPartner,AdvisoryHead of Automotive SectorKPMG China 電話 Tel:+86(10)8508 5922電郵 Email:張豫 創始人預致汽車咨詢有限公司Yale Zhang FounderAutoForesight電話 Tel：+86(21)3868 0868電郵 Email：12 13 2017 KPMG Advisory(China)Limited,a wholly foreign owned enterprise in China and a member firm of the KPMG network of inde

39、pendent 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 畢馬威企業咨詢(中國)有限公司 中國外商獨資企業，是與瑞士實體 畢馬威國際合作組織(“畢馬威國際”)相關聯

40、的獨立成員所網絡中的成員。版權所有，不得轉載。預致汽車有限公司與畢馬威國際合作組織(“畢馬威國際”)和各成員所為各自獨立的實體。澳門澳門蘇亞利斯博士大馬路中國銀行大廈24樓BC室電話:+853 2878 1092傳真:+853 2878 1096香港香港中環遮打道10號太子大廈8樓香港銅鑼灣軒尼詩道500號希慎廣場23樓電話:+852 2522 6022傳真:+852 2845 2588北京中關村中國北京丹棱街3號 中國電子大廈B座6層603室郵政編碼:100080電話:+86(10)5875 2555傳真:+86(10)5875 2558北京中國北京東長安街1號東方廣場畢馬威大樓8層郵政編碼

41、:100738 電話:+86(10)8508 5000傳真:+86(10)8518 5111成都中國成都紅星路3段1號國際金融中心1號辦公樓17樓郵政編碼:610021電話:+86(28)8673 3888傳真:+86(28)8673 3838福州中國福州五四路137號信和廣場12樓1203A單元郵政編碼:350003電話:+86(591)8833 1000傳真:+86(591)8833 1188重慶中國重慶鄒容路68號大都會商廈15樓1507單元郵政編碼:400010電話:+86(23)6383 6318傳真:+86(23)6383 6313佛山中國佛山燈湖東路1號友邦金融中心一座8層郵政編

42、碼:528200電話:+86(757)8163 0163傳真:+86(757)8163 0168廣州中國廣州市珠江新城珠江東路6號周大福金融中心21樓郵政編碼:510623電話:+86(20)3813 8000傳真:+86(20)3813 7000杭州中國杭州杭大路9號聚龍大廈西樓8樓郵政編碼:310007電話:+86(571)2803 8000傳真:+86(571)2803 8111南京中國南京珠江路1號珠江1號大廈46樓郵政編碼:210008電話:+86(25)8691 2888傳真:+86(25)8691 2828青島中國青島東海西路15號英德隆大廈4層郵政編碼:266071電話:+86

43、(532)8907 1688傳真:+86(532)8907 1689沈陽中國沈陽北站路61號財富中心A座19層郵政編碼:110013電話:+86(24)3128 3888傳真:+86(24)3128 3899上海中國上海南京西路1266號恒隆廣場50樓郵政編碼:200040電話:+86(21)2212 2888傳真:+86(21)6288 1889深圳中國深圳深南東路5001號華潤大廈9樓郵政編碼:518001電話:+86(755)2547 1000傳真:+86(755)8266 8930天津中國天津大沽北路2號天津環球金融中心津塔寫字樓40層06單元郵政編碼:300020電話:+86(22)2329 6238傳真:+86(22)2329 6233廈門中國廈門鷺江道8號國際銀行大廈12樓郵政編碼:361001電話:+86(592)2150 888傳真:+86(592)2150 999中國內地香港特別行政區和澳門特別行政區 中國外商獨資企業，是與瑞士實體 畢馬威國際合作組織(“畢馬威國際”)相關聯的獨立成員所網絡中的成員。版權所有，不得轉載。畢馬威的名稱和標識均屬于畢馬威國際的商標或注冊商標。預致汽車有限公司與畢馬威國際合作組織(“畢馬威國際”)和各成員所為各自獨立的實體。