GfK AutoMobility®

The Future of Mobility

2023

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Content Sections: The Future of Mobility Insights Overview
GfK AutoMobility insights empower you to be your best

Insights & Summary of Brand Electric Vehicles Adoption of Autonomous

Implications Key Findings Innovation In-Vehicle Tech Driving
New auto intender
Electric vehicle What are auto New auto intenders data on what’s Which areas of In- What are the new
interest continues to intenders expecting rank brands in driving the Electric Vehicle Tech drive intender segments
rise with the evolution with technology- luxury, non-luxury Vehicle (EV) market, consumer interest, for Autonomous
of automobility and based benefits and and technology with in- depth with insights across Driving. Where is
technology. What how should OEMs categories across 7 insights across 20+ auto brands, interest climbing and
does this mean for respond? traits. categories. demographics and what’s influencing
your market? technologies. adoption.

11/14/2022 © GfK 2
 Brand Innovation Leadership

31-Oct-22 ▪ GfK AutoMobility™ 2022 AutoTech Insights Report © GfK 3

 Toyota, Tesla, and Apple continue to be seen as the clear leaders
of future innovation
Leaders in Future Innovation (% Ranked #1 brand)
Non-Lux Brands Luxury Brands Tech Brands
Toyota 23 Tesla 34 35

Ford 13 BMW 13 15

Honda 12 Mercedes 11 12
Complete rankings Complete rankings Complete rankings
available in the full available in the full available in the full
report. Chevrolet 9 report. Lexus 8 report. 10
Contact GfK for Contact GfK for Contact GfK for
access. Subaru 7↓ access. Audi 7 access. 10

Nissan 5 Cadillac 5 4

Hyundai 5↑ Porsche 3 4

Jeep 5 Acura 3 4

Kia 4↑ Land Rover 2 3

Volkswagen 3 Maserati 2 1

GfK AutoMobility™ - The Future of Mobility ↑↓ Significantly higher / lower vs. 2021 (@ 90% C.I.) © GfK 4
 Discover which brands Discover which brands
lead with EV technology lead with excitement,
(driving range, charging satisfaction,
times, lifestyle connection, and
and size.
unparalleled
projection. Brand Innovation:
always-on Key Topics Covered

through
Technology and Environmental Connecting
empower AI-powered for Luxury and
EV Leadership Leadership with Consumers
“We unlock bold actions intelligence Non-Luxury
to

Growth from for Discover

sustainable
which brands and consulting Automotive Brands
lead in protecting the
Knowledge growth
environment. services.”

The GfK promise Our corporate purpose Our mission

14/11/2022 © GfK 5
 Electric Vehicles

31-Oct-22 ▪ GfK AutoMobility™ 2022 AutoTech Insights Report © GfK 6

 ICE vehicle demand falls below 2/3rds of vehicle mix for the first time, with
electric vehicle demand more than doubling in just 2 years
Electric vehicles, hybrids, and plug-in hybrids account for ~35% of 1 Year Intentions
Top reasons for 1st choice among EV intenders
Demand for hybrids and plug-in (2022)
hybrids are also up 37% vs. 2020.
Quality

+102% Features / Tech is 57%

significantly more
important to EV Fuel economy
All-Electric Vehicle Mix
among 1 Year Intentions
intenders than ICE
intenders and is 53%
chosen as a reason
76 2020 for 1st choice more Features/Tech
2020 5 often than Trust or
Safety 50%
65 2022
2022 11 Trust brand
ICE Vehicle Mix among
1 Year Intentions 44%
Safety
-15%
42%

GfK AutoMobility™ - The Future of Mobility © GfK 7

EV interest continues to rise, and Non-Luxury interest grows
significantly for the first time
Interest is growing the fastest among Entry SUV and Midsize Sedans intenders

% Very interested in Buying/Leasing an All EV Interest (% Very) All EV Interest (% Very)

All-Electric Vehicle by vehicle segments by demographics

2021 2022 Household with Kids

43
38
Near/Entry Lux

Mid-Prestige Lux
50 33%
Luxury 34 48
Avg 29 Lux Midsize SUV 46
Gen Y
24 Entry SUV Complete data available in the

36%
full report.
26
Non-lux
Small / Entry Car
Avg Contact GfK for23
access.
Midsize Sedan 22
18
15 14 Fullsize Pickup
13 13 20 Male

26%
Compact Pickup 17
Midsize SUV 15
2018 2019 2020 2021 2022
Small SUV 14

GfK AutoMobility™ - The Future of Mobility © GfK 8

Fuel economy gain is the top way to justify an EV purchase.
followed by fighting climate change and reducing reliance on oil

How would you justify the investment of buying an all-electric vehicle?

~40% of those interested in EVs use tax incentives to justify their purchase, with
58 59 this becoming increasingly important to those mostly interested in buying EVs
56
54 53 53 53
↑ ↑ ↑
43 43
41 41 40 41
39 39 39
36 36 ↑
32
28 26 27
26
21
18 19

Fuel economy Reduce Reduce reliance Tax incentives Showing that I Convenience of Encourage a Better Need newest
gain emissions to on oil care about the saving time by new technology performance technology
fight climate environment not stopping for
change gas
Very Interested in buying EV Mostly Interested in buying EV Slightly Interested in buying EV

▪ GfK AutoMobility™ - The Future of Mobility ↑↓ Significantly higher / lower vs. 2021 (@ 90% C.I.) 9
© GfK 9
The EV tax credit is very important to nearly 60% of those aware of it
With changing tax laws there are implications for brand loyalty and overall EV Intention

How important is the $7,500 tax credit in your

decision to purchase or lease an EV or plug-in hybrid?
(Among those aware of tax credit)

Not at all important

50% of those
likely to
7 consider an EV
or Plug-in
Hybrid are
aware of the
Very tax credit

36 important
57%

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Only 15% of those who feel the tax credit is very important will still buy their
1st choice vehicle without the credit, while 42% will no longer buy an EV

If your first choice EV or plug-in hybrid no longer qualified for the $7,500 tax credit, what would you be most likely to do?

Tax Credit is Very Important Tax Credit is Somewhat Important

29
28

20

15 15 16 16
13 13 13
11
10

Switch to EV or plug-in Still purchase my 1st Buy conventional gas Delay purchase to see if tax Buy a hybrid (non plug-in) Buy a used EV that
hybrid that is eligible for choice EV or plug-in hybrid engine vehicle instead credits change instead qualifies for partial tax
tax credit without tax credit credit instead

GfK AutoMobility™ - The Future of Mobility

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Interest in purchasing electric vehicles continues to be predominantly driven
by aspirational feelings
This contrasts with the practical justifications Intenders use to purchase an EV around fuel economy
gain and environmental benefits
Green While green attitudes have low influence on EV Interest, there is a
wide range in green attitudes and behaviors across consumers, which
▪ I buy vehicles to support my GfK ConsumerLife captures through Green Gauge segmentation.
commitment to the environment
▪ I consider being environmentally
friendly a bragging point

Practical Aspirational & Status

▪ Electric vehicles benefit my finances 7% ▪ Owning an electric vehicle connects
by not having to buy gas with who I am
Top Attitudes
▪ Owning an electric vehicle projects
driving interest
11% who I want to be
Tech Centered in Electric
Vehicles 61% ▪ I would feel great driving an electric
▪ I want to own the latest technology vehicle
▪ I would love if vehicles could just drive 11% ▪ I am/ want to be the first in my social
themselves so I can do more circle to buy an electric vehicle
important things

GfK AutoMobility™ - The Future of Mobility 12

© GfK 12
 Green Gauge: Eco-Conscious Consumer Segments*
Status seeking Glamour Green remains the largest segment in the industry, growing to
nearly 50% in the Luxury segment

Industry Non Luxury Luxury

Green Green Green

Jaded inDeed
inDeed inDeed
19%
↑
Jaded 16% 16% 15%
Jaded Green in
28% 31% Need
2%

Glamour Carbon
Glamour Green Cultured
Green 27% 16% ↑
31% Glamour ↑
Green in Green
Carbon 48%
Need Green in Carbon
Cultured
4% Need Cultured
21%
4% 22%

↑↓ Significantly higher / lower vs. 2021 (@ 90% C.I.) * See slide 16 for detail/description of Green Gauge consumer segments

14-Nov-22 ▪ GfK AutoMobility™ 2 - The Future of AutoMobility 13

© GfK 13
 Get detailed insights
into the How do environmental
key factors that drive benefits of EVs drive
consumer interest interest across
in EVs. consumer segments?
Additional
Electric Vehicle

through
Demand for
Overcoming Environmental
Electric empower Topics Covered
EV Concerns Benefits
Vehicles bold actions
to

for From
sustainable
driving range,
charging time and
growth
styling preferences,
which areas of EVs still
worry consumers, and
how to overcome them.
Our corporate purpose

14/11/2022 © GfK 14
 Importance and Adoption of
In-Vehicle Tech

31-Oct-22 ▪ GfK AutoMobility™ 2022 AutoTech Insights Report © GfK 15

In-vehicle technology is a key aspect in choosing a vehicle.

% Would remove a vehicle from your consideration list if it did not offer the desired tech

Luxury Non-luxury

47% 61
Would remove a 55 55
vehicle from their 52 Complete data available
consideration list if it 48 in the full report.
47 47
did not offer the in- 45
44
Contact GfK for access. 42
vehicle tech desired 40

Avg Mid Mid-size Near Avg Mid-size Mid-size Full-size Small Entry/ Entry
Prestige SUV Entry SUV Sedan Pickup SUV Small Car SUV

GfK AutoMobility™ - The Future of Mobility

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Offering cutting edge technology is also an opportunity to sway brand loyalty
Over 70% of new vehicle intenders will consider a different brand if it offers the desired technology

Industry: Would you consider a different brand if

they provided cutting edge in-vehicle tech? % Definitely / Probably Consider by intenders:

Definitely
consider
15
71% Luxury 80

Non-Luxury 69
Even those who intend to stay loyal
to their current brand can be
swayed to consider a different Male 74
Probably brand for technology
consider 56 65% of Non-Luxury
Intended Loyalists and 78% Female 68
of Luxury Intended Loyalists
would Definitely/Probably
Consider a different brand if Gen Y 78
it provided cutting edge in-
Probably vehicle technology Gen X 73
not consider 20

Definitely Boomer 65
not consider 8

GfK AutoMobility™ - The Future of Mobility

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 How willing are
Get a detailed consumers to pay
breakdown subscriptions for
across vehicle class and features? Which
consumer features are of the
demographics.
unparalleled
greatest interest? Additional
always-on In-Vehicle Tech Areas

through
How auto
Which tech is
intenders value empower AI-powered
Subscriptions covered
driving interest
in-vehicle tech bold actions
“We unlock intelligence
to

Growth from for Discover

sustainable
which in- and consulting
vehicle
Knowledge growth
tech is the most critical services.”
for auto intenders.

The GfK promise Our corporate purpose Our mission

14/11/2022 © GfK 18
 Autonomous Driving

31-Oct-22 ▪ GfK AutoMobility™ 2022 AutoTech Insights Report © GfK 19

Driving at night and protection from distracted drivers continue to be top areas
for improveing the driving experience
An opportunity for autonomous technology

Industry: What would you like improved about the driving experience?
Driving at night 40
30% or more of Intenders cite being stuck in
Protect from distracted drivers 39 traffic, getting info on traffic, driving in unfamiliar
areas, and dangerous / aggressive driving
Being stuck in traffic 35
↑
behaviors
Receive information about traffic conditions 32

Driving in unfamiliar areas 31

Dangerous/aggressive driving behaviors 30 ↑

Parking in tight spaces 27

Feeling tired when in the car 20 ↑

Keep driver's eyes on the road 18 ↑

Protecting my health/wellness 14 ↑

Driving in urban areas 12

Wasting time/being unproductive while in the car 9

GfK AutoMobility™ - The Future of Mobility ↑↓ Significantly higher / lower vs. 2021 (@ 90% C.I.) © GfK 20
 Increasing understanding of autonomous technology is a first step in
increasing interest in autonomous driving
% Very/Mostly Interested in Autonomous Driving by Level of Autonomous Understanding

Driver Only 43
L0
40

Advanced Safety 38
Features
L1
32

Advanced Driver 37
Assistance L2 28

Partial 36
Autonomy
L3
27

33
Full Autonomy L4
w/ Driver Option 26

Complete 34
Autonomy
L5 Understand Autonomous
26
Don't Understand Autonomous
Understand Autonomous : Have Heard of and Generally Understand, and those who Own/Have Driven a vehicle with the tech and understand it.
Don’t Understand Autonomous: Have Not Heard of the tech, Have Heard of, but Don’t Understand, or Own a vehicle with the technology but don’t understand or use it.

GfK AutoMobility™ - The Future of Mobility © GfK 21

 How familiar are auto
What’s top-of-mind for intenders with the
intenders and how can various features around
brands respond?
unparalleled
autonomous driving.
Key Topics on
always-on Autonomous Driving

through
Improving the Interest in Do auto
driving empower
autonomous AI-powered
intenders
“We unlock
experience bolddriving
actions intelligence
understand it?
to

Growth from for Which

sustainable
auto intenders and consulting
value
Knowledge growth
autonomous driving the services.”
most?
Which use cases
interest consumers the
most?
The GfK promise Our corporate purpose Our mission

14/11/2022 © GfK 22
Thank you for reading:

The Future of Mobility

This preview report provides a sample of data
and results from the 2023 Future of Mobility
report, developed by GfK AutoMobility®

To access the complete report,

contact GfK.

gfk.com
Methodology

Data was collected from a sub-

sample of GfK New Vehicle
Intenders Auto Mobility
syndicated program

Sample Size
N=3186 (Non-Luxury 2613,
Luxury 573)

Survey Period
Q3 2022

Length of Interview
~15 Minutes
 Green Gauge® segmentation
Green Gauge segments provide marketing guidance across the spectrum
of sustainability attitudes, behaviors, and opportunities

The most Green is a badge of Pro-environmental Willing, Skeptical,

active in honor/status symbol – attitudes, but but not cynical,
environmental eager to showcase focus mostly able… but still
thought and eco-friendly behaviors on the “easy” need the participate
action and purchases behaviors tools sometimes

View the Green Gauge ® study from GfK Consumer Life for more detail/description on eco-consumers.

GfK Consumer Life Global Green Gauge® Report 25

7/26/2022 © GfK 25