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The Fourth Annual New Mobility Study
How Consumer Preference will Reshape the Automotive Industry
December 4th, 2019 & December 5th, 2019
©This material is for general information purposes only and not intended to provide advice
2 Fourth Annual Mobility Study 2019
Disclaimer
These materials have been prepared by L.E.K. Consulting LLP as part of the materials provided for the Global
Mobility Survey (the “Webinar”). The materials are to be used and understood only in the context of the Webinar to
which they relate and any presentation made. The materials are disclosed to you to provide assistance in relation to
your participation in the Webinar for information and for illustration purposes only. Accordingly, they must be
considered in the context and for the purpose for which they have been prepared and be kept confidential.
The materials cannot be relied upon by any recipient. In all circumstances in accepting disclosure of these materials
you agree that neither L.E.K. Consulting LLP nor its associated entities owe or accept any duty, responsibility or
liability to you or any third party, whether in contract or tort (including negligence) or breach statutory duty or
otherwise, howsoever arising, in connection with materials or the use you or any third party make of them.
L.E.K. Consulting LLP or its associated entities shall not be liable to you or any third party in respect of any loss,
damage or expense of whatsoever nature which is caused by your or any third party’s reliance or for any use you or
any third party may choose to make of the materials which you accept is at your or their own risk.
3 Fourth Annual Mobility Study 2019
3
Fourth Annual Mobility Study 2019
Dave Fish, Ph.D.
CEO, CuriosityCX
Dave is the founder of New Mobility
Study, a consumer experience and
consulting firm. For the last 20 years he
has been focused on understanding
human emotions, attitudes, and behavior
in decision making
James Carter
Founder, Vision Mobility
Today’s Presenters
James is the founder of Vision
Mobility, a consulting service that
specializes in providing automotive
and “New Mobility” insights to OEMs,
Dealers, Tier 1 suppliers and
Startups
Mark Streeting
Partner, L.E.K. Consulting
Mark is a Partner in L.E.K.’s
Transport and Travel practice. He
has close to 30 years’ experience in
surface transport, aviation and
transport economics.
Becrom Basu
Becrom is a Director in L.E.K’s London
office working on Transport and
Infrastructure engagements and works
extensively on New Mobility issues
Director, L.E.K. Consulting
4 Fourth Annual Mobility Study 2019
4
Fourth Annual Mobility Study 2019
Today’s Presenters (Continued)
Rahima Yakoob
Ph.D. Research Associate &
Senior Technical Project Lead Cloud Platform for future mobility
Rahima is currently pursuing PhD in IT-
Based Logistics. She
has more than 10 years' experience in
the automotive industry in branches
including IT, CASE (connected,
autonomous, shared and electric),
aftersales and finance at OEM.
Neha Katdare
MSU Graduate Student, Market
Reseacher at Blackboard
Neha is currently pursing her
Master's in Marketing Research
at Michigan State University. She
is interning at Blackboard as
Market Researcher to assist on
the research and analytical side
of the projects
5 Fourth Annual Mobility Study 2019
Our goals
 Understand peoples’ attitudes about mobility
 Discover peoples’ needs and wants in mobility
 Better understand openness to new types of mobility options
 Identify the barriers to adoption
 Uncover new possibilities relevant to a new mobility future
 Global viewpoint to understand relative advances in each country
 Provide a sampling of our capabilities to assist you in the future
6 Fourth Annual Mobility Study 2019
Our method
Primary Research Secondary Research Thinking
7 Fourth Annual Mobility Study 2019
Our sample
Canada
2018, n=400
2019, n=1,200
US
2016, n=1,000
2018, n=1,000
2018, n=1,200
2019, n=1,200
India*
2019, n=491
UK
2018, n=400
2019, n=461
France
2018, n=400
2019, n=575
Germany
2018, n=400
2019, n=512
Spain
2018, n=400
2019, n=431
China*
2018, n=591
2019, n=444
Australia
2018, n=400
2019, n=460
8 Fourth Annual Mobility Study 2019
Today’s agenda
01 02 03 04
New Mobility
Landscape
Mobility Knowledge
and Adoption
Consumer
Sentiment
New Mobility
Interest
05
Micro-mobility
Key mobility insights shaping our industry
9 Fourth Annual Mobility Study 2019
Today’s agenda
01 02 03 04
New Mobility
Landscape
Mobility Knowledge
and Adoption
Consumer
Sentiment
New Mobility
Interest
05
Micro-mobility
Key mobility insights shaping our industry
10 Fourth Annual Mobility Study 2019
New mobility affects everything in our lives
CUSTOMER
B2B B2C
Public
ECOSYSTEM
TECHNOLOGY
PLATFORMS
INFRASTRUCTURE AND
GOVERNMENT
SUPPORTING
TECHNOLOGIES
ELECTRIC
SHARED
AUTONOMOUS
CONNECTED On
demand
shuttles Micro-
mobility
Aggregators
Ride Share +
Car Pool
Ride Hailing
Dealers
Subscription
Car Share
Long Haul
Transit
Rewards
Mobility as a
Service (MaaS)
Smartphone /
User Apps /
API
e-commerce
Smart charge
Operational
Platforms
Asset Sharing
Autonomous Drive
and ADAS systems
High Power
Charging
H2 stations
Zero Pollution
Mandates
Safety
Regulations
Vision Zero
Transit
Development
Grid
Development
Micro-mobility
Infrastructure
ITS
V2V / V2X
Communication
Microgrid
V2G
Dynamic
Parking
Data Sharing
Policy and
Road Rules
Public Safety
Public Safety
AI / Predictive
Modelling
Robotics
Data Logging
and Reporting
Machine / Deep
Learning
Battery
Technology
Supercapacitor
Mobile
Entertainment
Hi Def Mapping
Grid Storage
AR / VR
Voice
Recognition
Clean /
Renewable
Energy
Blockchain
Computer
Vision
LiDar
Computer
Simulation
5G
Rfid technology
Cybersecurity
11 Fourth Annual Mobility Study 2019
Key themes in new mobility
 Growth of environmental CONCERN – Greta factor
 Explosion of renewable energy
 Focus by cities on reducing pollution – IC vehicle bans
 Move towards sharing and shared mobility
 Tightening regulations to lower CO2 / improve fuel economy
 Battery technology – costs way down, performance way up
 AV will take longer
 Everything is connected
12 Fourth Annual Mobility Study 2019
Key events in 2019 include the legalisation of e-scooters in Germany, the launch of Bird in Europe,
the introduction of Tesla in China, and Waymo piloting full AVs
Report suggests AV
permitted driver
inattention in non-
fatal 2018 crash
Withdrawal from
UK market
Joint-venture
related to new
mobility technology
Temporary ban in
New Zealand and
Switzerland due to
safety reasons
Entry into European
P2P rental market
through Drivy
acquisition
Launch of 3
models
Launch in London
Electric scooters
made legal in
Germany
AV software
installation plant
opened in Detroit
Uber’s web app
ruled to violate
German law
Launch of electric
bikes in China
Model designed to
adhere to Swiss
safety regulation
launched
Launch of fully
driverless
operations in
Phoenix
Vehicles unveiled
ahead of launch in
China
Report suggests
software did not
detect ‘jaywalking’
in fatal 2018 crash
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
AVs Micro-mobility Ride hailing Electric vehicles P2P car rental
Launch in over 50
European cities
2019
Tesla launch
Cybertruck
Uber loses license in
London; California
rules drivers must be
treated as
employees
13 Fourth Annual Mobility Study 2019
Today’s agenda
01 03 04
New Mobility
Landscape
Consumer
Sentiment
New Mobility
Interest
05
Micro-mobility
Key mobility insights shaping our industry
02
Mobility Knowledge
and Adoption
14 Fourth Annual Mobility Study 2019
Usage of cabs and rental cars has continued to decline in the US, mass transit use has stayed
stable, and ride hailing growth has plateaued
27
10
22
17
19
18
3
1 1
27
7
21
10
16
23
2 1 1
23
8
22
10
14
26
2 2 1
3 3
23
8
19
8
11
24
2 2 2
4 3
0
10
20
30
40
50
US respondents who have used mobility option AT LEAST ONCE in the last 3 months
(2016-2019)
Percent
Long-
distance
public
transport
Shared
vehicle
services
Bike shareLocal public
transport
Airlines A cab or
limousine
service
Rental
Car
Ride
Hailing
P2P vehicle
sharing
Autonomous
or semi-
autonomous
vehicles
Electric
Scooter Share
201820172016 2019
Note: Option of electric scooter share and bike share not provided in earliest two studies
Source: Annual Mobility Studies 2016-19
Continue fall of cabs rental cars,
leveling of mass transit use and
plateau of ride share
Knowledge of mode mimics usage
84
87
8482
0
20
40
60
80
100
Driven
Vehicle for
Person Use
15 Fourth Annual Mobility Study 2019
As ride hailing reaches maturity in the US, adoption starts to face headwinds due to regulation and
competition
Uber and Lyft are placing a significant
downward force on Taxi services
But also are putting significantly more vehicles
on the road
Source: toddwschneider.com
16 Fourth Annual Mobility Study 2019
In some countries, usage of ride hailing is on par with traditional transport options
Source: Fourth Annual Mobility Study 2019
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200
Autonomous or semi-autonomous vehicles
Airlines
Shared vehicle services
Long-distance public transport
Respondents who have used transportation option in the last 3 months
(2019)
Index (100 = usage of personal vehicle)
Local public transport
Cab or limousine
Rental car
Ride hailing
Micro-mobility
P2P vehicle sharing
Spain
China
Australia
UK
France
India
Germany
US
Canada
Lower usage than personal vehicle Higher usage than personal vehicle
Usage relative to personal vehicle use
17 Fourth Annual Mobility Study 2019
Usage lags awareness
Usage lags awarenessUsage lags awareness
Usage lags awareness
Generally usage lags awareness…. there is still opportunity to grow
0
20
40
60
80
0 20 40 60 80
Understanding
Usage
0
5
10
15
20
0 5 10 15 20
Understanding
Usage
0
10
20
30
40
50
0 10 20 30 40 50
Understanding
Usage
0
5
10
15
20
0 5 10 15 20 25 30
Understanding
Usage
Ride hailing
Shared vehicle services P2P vehicle sharing
Micro-mobility
Highest understanding of
ride hailing amongst new
mobility options
Source: L.E.K. Global Mobility Survey 2019
Micro-mobility is
significantly more
popular in China
SpainChinaAustralia UKFrance IndiaGermany US Canada
18 Fourth Annual Mobility Study 2019
New mobility in India and China has the potential to leapfrog ownership
Source: Fourth Annual Mobility Study 2019
UK Australia IndiaChina
Characteristics of ride hailing, peer-to-
peer and micro-mobility service usage
(2019)
Percent
5
11
6
6
6
5
0 50
16
12
10
15
4
8
0 50
35
35
25
25
22
20
0 50
23
34
33
18
12
36
0 50
Substitute for personal car usage
Substitute for public transport
Stimulate leisure journeys
Substitute for taxi journeys
Prevents car purchase or learning
to drive
Substitutes for journeys on foot
Responses for China will be representative of both ride hailing and micro-mobility, given both have
high uptake, whereas responses in other countries will be largely representative of ride hailing
19 Fourth Annual Mobility Study 2019
There maybe headwinds to overcome before mature adoption (e.g. regulation); ICE vehicles could
be on the point of decline in some areas?
Innovation
Early
adoption
Ramp-up
Maturity
Adoption of transportation over time
Other new mobility options, e.g., vehicle
sharing, are in the innovation phase
ILLUSTRATIVE
Public transport Ride hailing
Micro-mobility ICE vehicle
Innovation
Early
adoption
Ramp-up
Mature adoption
Innovation
Early
adoption
Ramp-up
Maturity Decline?
Innovation
Early
adoption
Ramp-up
Maturity
Metro systems
introduced or under
construction across
Indian cities
20 Fourth Annual Mobility Study 2019
Today’s agenda
01 04
New Mobility
Landscape
Mobility Knowledge
and Adoption
Consumer
Sentiment
New Mobility
Interest
05
Micro-mobility
Key mobility insights shaping our industry
02 03
21 Fourth Annual Mobility Study 2019
21
39%Percentage Americans who agreed with the statement
“If I didn’t have to own a car, I wouldn’t”
Up from 36% in 2017
Source: 2016 - 2019 New Mobility Study by Vison Mobility and Curiosity
22 Fourth Annual Mobility Study 2019
Affinity for vehicle ownership is highest in older age groups, particularly those the US and UK
44
54 53
68
41
63
56
60
43
49
52 54
38
43
56
31
27
34
79
47
29
36
50
60
0
20
40
60
80
100
UK IndiaChinaUS
“If I didn’t have to own a car, I wouldn’t”
(2019)
% of respondents who “somewhat agree” or “completely agree” with sentiment
18-24 55-64
25-34
35-44
65 and over45-54
Lower affinity for vehicle
ownership in younger age
groups
Younger cohorts in
India appear to be less
enthusiastic about car
ownership
23 Fourth Annual Mobility Study 2019
Changing mobility landscape – Key findings – What it means for OEMs?
 With innovation at its early adoption stage and ICE vehicles reaching maturity level in all the countries could this
lead to a possible increase in new vehicle technologies like electric vehicles and autonomous vehicles?
 Customers prioritize in the order of cost, convenience, ease of use and travel time as the main considerations for
transportation needs. Are socio-economic factors impacting customer mobility choices?
 On average, 48% are interested in hybrid (1% increase) and 45% are interested in electric (2% decline) in 2019.
Could infrastructure and range anxiety be the reason behind the increase & decline?
TECHNOLOGY
DISRUPTION
SOCIO-ECONOMIC
FACTORS
CUSTOMER
EXPERIENCE
2
3
1
1 2 3
24 Fourth Annual Mobility Study 2019
Technology disruption has led to new products, services and new players in the automotive
industry leading to evolution of a new mobility ecosystem
Reduce
Range
Anxiety
Vehicle-2-Vehicle
Vehicle-2-
Infrastructure
How is my vehicle developed?
PRODUCT DEVELOPMENT
Mobility
Ecosystem
Partnerships Availability
How is my product/service is packaged?
ECOSYSTEM EVOLUTION
END-2-END ORCHESTRATION OF MOBILITY ECOSYSTEM
 Technology disruption has led to the
development of EV and AV
 The right infrastructure is necessary to enable
these new products in the market
 New service providers have entered the
automotive industry as infrastructure & platform
providers
 Entry of new suppliers, new products and new
services has led to the evolution of a new
mobility ecosystem
 End-to-end orchestration of not just the core
business but also the complete ecosystem and
its partners could result in a new outlook for the
OEMs
TECHNOLOGY DISRUPTION
1
25 Fourth Annual Mobility Study 2019
Individual travel choices and vehicle preferences play a vital role in shaping the mobility landscape
Urbanization
Shifting
population
dynamics
Digital
demands
Influenced by
Transport behaviour
- Habit
- Culture
- Social Norms
Personal preferences
- Comfort
- Convenience
- Autonomy
Socio-economic factors
- Income
- Pricing
- Transport Options
KEY DRIVERS
SOCIO-ECONOMIC FACTORS
2
26 Fourth Annual Mobility Study 2019
Tendency for customers to view transportation as an end-to-end experience instead of an
individual product or service has increased
SHIFT IN CUSTOMER PERSPECTIVE
PRODUCT Vs CONNECTED SERVICES
OWNING Vs SHARING
BRAND Vs EXPERIENCE
INDIVIDUAL
PRODUCT
PART OF AN
ECOSYSTEMBECOMING
 There is a shift in customer
perspectives on how a product is
perceived
 Customer buying power increases
with increase mobility choices, the
customer buying power has also
increased.
 Customers have a choice between
owning and sharing
 A vehicle when becomes part of a
mobility ecosystem where what
matters is the overall experience
CUSTOMER EXPERIENCE
3
27 Fourth Annual Mobility Study 2019
U R B A N I S M
AND
O W N E R S H I P
28 Fourth Annual Mobility Study 2019
Even where there is a strong cultural attachment to driving, this doesn’t necessarily extend to
ownership
0
20
40
60
80
100
55-6435-44
Sentiments related to driving and personal vehicle ownership
(2019)
% of US and Canada respondents who “somewhat agree” or “completely agree” with sentiment
65+18-24 25-34 45-54 Urban Rural
US
Canada
“If I didn’t have to own a car, I wouldn’t”
“I enjoy driving”
29 Fourth Annual Mobility Study 2019
29
1 in 4Americans who agreed with the statement
“In general, I would rather rent or lease expensive things than own them”
Source: 2018 New Mobility Study by Vison Mobility and CuriosityCX
1 in 3respondents agreed globally
30 Fourth Annual Mobility Study 2019
Younger people show more inclination towards leasing or renting
51
39
47
49
45
31
38
68
47
35
23
25 27
22
27
29
58
43
16
12 11
5
10
27
22
53
37
0
20
40
60
80
100
CanadaUK
“In general I would rather lease things than own them”
(2019)
% of respondents who “somewhat agree” or “completely agree”
USFrance Germany Spain Australia India China
Under 35 65 and over35-64
Source: Fourth Annual Mobility Study 2019
31 Fourth Annual Mobility Study 2019
Those in urban areas show more inclination towards leasing or renting
45
32
35
31 33 33 35
65
43
23
14 15 17
14
26 27
44 44
0
20
40
60
80
100
“In general I would rather lease things than own them”
(2019)
% of respondents who “somewhat agree” or “completely agree”
USUK CanadaGermanyFrance Spain Australia India China
City Non-city
Source: Fourth Annual Mobility Study 2019
32 Fourth Annual Mobility Study 2019
Are people ditching their cars? As ride hailing increases, it substitutes personal vehicle usage
5% 8% 7%
17%
5%
8%
18%16% 13%
10%
26%
22%
29%
78% 79% 75%
55% 51%
42%
5% 5% 6% 6%
0
20
40
60
80
100
2-3x a month 1x a week
Changes in personal vehicle ownership by frequency of ride hailing
Percent
1x a monthLess than
once a month
2-3x a week Daily
Got rid of car and replaced it
Had a car before and got rid of it
No changes in car ownership
No car previously, and still no car
Had more than one before and got rid of one
Frequency of ride hail use
Increasing % of respondents who
reduced vehicle ownership correlated
with increased ride hailing use
Source: Clewlow, R.R., and Mishra, G.S. (2018). Disruptive Transportation: The Adoption, Utilization and Impacts of Ride Hailing in the United States. UC Davis
Institution of Transportation Studies.
33 Fourth Annual Mobility Study 2019
If available, most would use public transport more – this typically requires subsidised investment
84 84 83
74
70 70 69 67
58
0
10
20
30
40
50
60
70
80
90
100
FranceAustralia Germany
“If it was convenient, I would use public transport more often”
(2019)
% of respondents who “somewhat agree” or “completely agree”
SpainChina India UK Canada US
Source: Fourth Annual Mobility Study 2019
34 Fourth Annual Mobility Study 2019
Today’s agenda
01
New Mobility
Landscape
Mobility Knowledge
and Adoption
Consumer
Sentiment
New Mobility
Interest
05
Micro-mobility
Key mobility insights shaping our industry
02 03 04
35 Fourth Annual Mobility Study 2019
Interest in different mobility options in the US continues to decline
63
31
28
34
26
65
25 25
31
23
54
25 24
31
23
34
24 23
48
23 21
27
24
34
23 23
0%
20%
40%
60%
80%
100%
E-scooter sharePartial vehicle
ownership
Respondents who are “interested” or “very interested” in mobility options
(2016-2019)
Percent
Carpooling with a
stranger for no
fee, except for fuel
Carpooling with
a fried for no fee,
except for fuel
P2P rentalCarpooling
with a stranger
for a small fee
Monthly vehicle
subscription
service
Bike share
2016 2017 2018 2019
Note: Option of monthly vehicle subscription, electric scooter share and bike share not provided in earliest two studies
Source: Annual Mobility Studies 2016-19
There is interest in subscription,
but awareness, availability, and
price gets in the way
36 Fourth Annual Mobility Study 2019
c.45% of people are interested in hybrid and electric vehicles across countries. Interest appears to
have risen in China in the last year
64
56
53
47 46
41
37
33 33
63 62
54
51 53 51
41
37
34
0
20
40
60
80
100
Canada Spain
Respondents who are “interested” or “very interested” in ownership of electric and hybrid vehicles
(2019)
Percent
UKUSIndia China France Germany Australia
Electric vehicles
Hybrid vehicles
Source: Third Annual Mobility Study 2018; Fourth Annual Mobility Study 2019
Average %
interest in hybrid
= 50%
Average %
interest in
electric = 46%
37 Fourth Annual Mobility Study 2019
The key concerns around ownership of electric vehicles are related to vehicle cost, range and lack
of charging infrastructure
Top 3 concerns around ownership of electric vehicles by country (2019)
Other options presented
which not did not feature
in the top 3 were:
 “Not enough vehicle
choice”
 “Uncertain resale
value”
1st
2nd
3rd
1st
2nd
3rd
Source: Fourth Annual Mobility Study 2019
India
64% interest
Lack of charging
stations
Too expensive to
buy
Prefer traditional
vehicles
56% interest
Too expensive to
buy
Lack of charging
stations
No charging
facilities at home
Canada
53% interest
Not enough
range
Lack of charging
stations
Too long to
charge
China
47% interest
Too expensive to
buy
Not enough range
Lack of charging
stations
Spain
46% interest
Too expensive to
buy
US
Lack of charging
stations
No charging
facilities at home
France
41% interest
Too expensive to
buy
Not enough range
Lack of charging
stations
37% interest
Too expensive to
buy
Not enough range
Lack of charging
stations
UK
33% interest
Too expensive to
buy
Not enough range
Too long to
charge
Germany
33% interest
Too expensive to
buy
Not enough range
Lack of charging
stations
Australia
38 Fourth Annual Mobility Study 2019
Interest in autonomous vehicles has stabilized in the US
45 46
42 4241 3941
37
0%
20%
40%
60%
80%
100%
Interest in autonomous vehicles
(2016-2019)
Percent of respondents who are “somewhat interested” or “very interested” in autonomous vehicles
Full Autonomous Limited Autonomous
2016 2017 2018 2019
Source: Annual Mobility Studies 2016-19
39 Fourth Annual Mobility Study 2019
Interest in autonomous vehicles has stayed stable in most countries and risen in China
43
50
41 40
45
28
24 25
56 55
43 41 39
36
29 28
22
0
20
40
60
80
100
US UKCanada
Interest in autonomous vehicles
(2018, 2019)
Percent of respondents who are “somewhat interested” or “very interested” in autonomous vehicles
ChinaIndia Spain France Australia Germany
Source: Third Annual Mobility Study 2018; Fourth Annual Mobility Study 2019
2018 2019
38
43
39
33 35
25 25 24
47
54
40
36
46
23 24 23
19
0
20
40
60
80
100
China FranceSpainIndia USCanada AustraliaUK Germany
Fully autonomous vehicles Partially autonomous vehicles
40 Fourth Annual Mobility Study 2019
Customers prioritize cost, convenience, ease of use and travel time over other considerations
Top 3 transportation needs by country (2019)
Other options presented
which not did not feature
in the top 3 were:
 “Reducing impact to
taxes or public debt”
 “The ability to be
productive while
traveling”
Source: Fourth Annual Mobility Study 2019
1st
2nd
3rd
1st
2nd
3rd
UK
Reduced cost of
use
More convenient
location to access
Increased ease
of use
Increased speed
to my destination
France
Reduced cost of
use
Less impact to
the environment
Increased speed
to my destination
Reduced cost of
use
Increased ease
of use
Germany
Reduced cost of
use
Increased speed
to my destination
More convenient
location to access
Spain
Reduced cost of
use
Australia
More convenient
location to access
Increased ease of
use
US
Reduced cost of
use
More convenient
location to access
Increased ease
of use
Canada
Reduced cost of
use
More convenient
location to access
Increased ease of
use
More convenient
location to access
Reduced cost of
use
Increased ease
of use
India
More convenient
location to access
Reduced cost of
use
Increase ease of
use
China
41 Fourth Annual Mobility Study 2019
Today’s agenda
01 02 03 04
New Mobility
Landscape
Mobility Knowledge
and Adoption
Consumer
Sentiment
New Mobility
Interest
05
Micro-mobility
Key mobility insights shaping our industry
42 Fourth Annual Mobility Study 2019
The market for micro-mobility continues to expand
Disrupting the car
Alternatives to car ownership by trip length
Micro-mobility Medium distance Long distance
0-5 miles 5-15 miles 15+ miles
Bikes & scooters Ride hailing Car sharing
60% of trips in the US 25% of trips in the US 15% of trips in the US
43 Fourth Annual Mobility Study 2019
c. 1/3rd of those who are familiar with e-scooters have tried using them across countries
63
51
44
38 37
33
37
31
3332
16 16
14
8 8
12
7
11
0
20
40
60
80
100
US Germany
Proportion of total respondents who are familiar with e-scooter share schemes, or have used them
in the last six months
(2019)
Percent
India China France Spain Australia Canada UK
Source: Fourth Annual Mobility Study 2019
Familiarity
Usage
“Micro-mobility” uptake presented earlier is
inclusive of bike share, which is more popular
than e-scooter share in China
44 Fourth Annual Mobility Study 2019
The largest concerns related to e-scooter share schemes are a lack of designated drop-off points
and resulting clutter, and the safety threat
Other options presented
which not did not feature
in the top 3 were:
 There are not enough
e-scooters for me to
use
1st
2nd
3rd
India
32% usage
No specified drop-
off and collection
e-scooters are a
fad
e-scooters are
unsafe
e-scooters create
clutter
1st
2nd
3rd
US
No specified drop-
off and collection
e-scooters are
unsafe
e-scooters are
unsafe
No specified drop-
off and collection
e-scooters create
clutter
France
e-scooters create
clutter
e-scooters are
unsafe
No specified drop-
off and collection
Spain
Australia
e-scooters are
unsafe
e-scooters create
clutter
e-scooters are a
fad
e-scooters create
clutter
e-scooters are
unsafe
No specified drop-
off and collection
Germany
e-scooters create
clutter
No specified drop-
off and collection
e-scooters are
unsafe
Canada
e-scooters create
clutter
Regulation is too
harsh
No specified drop-
off and collection
UK
e-scooters create
clutter
China
Source: Fourth Annual Mobility Study 2019
16% usage 16% usage 14% usage 8% usage
8% usage 12% usage 7% usage 11% usage
! !
No specified drop-
off and collection
e-scooters are
unsafe
!
!
!
!
!
!
45 Fourth Annual Mobility Study 2019
On average, 40% of people are familiar with e-scooters, however, of those familiar only 16% have
used electric scooter sharing
40% 31% 16%
Familiar Interested Used
46 Fourth Annual Mobility Study 2019
Typical user profile for e-scooter share scheme in the last six months
39% females
Split by gender
61% males
Source: Fourth Annual Mobility Study 2019
4
3
4
11
15
15
14
11
24
0 5 10 15 20
Usage by age group
42
28
18 12
12%
88%
Own/lease a vehicle Do not own/lease a vehicle
Split by car ownership
60+
55-59
50-54
45-49
40-44
35-39
30-34
25-29
18-24
City Suburbs of
City
Small/
Medium
Town
Rural/
Country
47 Fourth Annual Mobility Study 2019
Familiarity with e-scooters is seen to be the strongest influence driving current usage
52
27
14
7
Familiarity Convenience Future usage Safety concerns
Reasons for using a e-scooter include affordability,
environmental friendliness and time savings over short
distances
48 Fourth Annual Mobility Study 2019
T H E F U T U R E O F
M O B I L I T Y
49 Fourth Annual Mobility Study 2019
Mobility landscape transformation – today’s View
Car share
Ride hailing
Subscription
Micro-Mobility
Vehicle Retail
Sales
2019
Growth
MarketSize
50 Fourth Annual Mobility Study 2019
Mobility landscape transformation – future outlook
Car share
Ride hailing
Subscription
Micro-Mobility
Vehicle Retail
Sales
2040
Growth
MarketSize
Integrated MaaS
Eco-System
Micro-
Mobility
Robo-Taxi
Smart
Cities
51 Fourth Annual Mobility Study 2019
Summary
 CASE (Connected, Autonomous, Shared, Electric) technologies continue to progress
rapidly, even as consumer interest continues to slow for Autonomous
 Ride Hailing has become so ubiquitous that it is almost on par with traditional
transportation options in terms of consumer usage and knowledge
 Though other shared mobility technologies are showing plateauing or declines in
consumer interest, usage is still well behind awareness, suggesting potential strong
upside to come.
 Pushback on car ownership continues to increase – fueled by millennials, Gen Z and
urban residents and compounded by a shift away from owning large purchases by
young people
1
2
3
4
52 Fourth Annual Mobility Study 2019
Summary
 China and India have very different new mobility users, requirements and usage
patterns. There is potential for usage to leapfrog Western levels and substitute car
ownership
 Consumers continue to prioritize reduced cost, increased speed to destination and
convenience in their mobility considerations
 Micro-mobility continues to rapidly expand as a fun, convenient transportation solution,
however consumers are very aware of the problems that go with roll out, such as
safety, street clutter and other issues.
 Electric Vehicles have progressed a long way in the last year, with new product
launches, infrastructure roll outs and movement into heavy duty and machinery. EV
interest is highest in India, Canada and China, with cost of ownership, range and
charging infrastructure remaining as barriers.
5
6
7
8
53 Fourth Annual Mobility Study 2019
dave@Curiositycx.com
jcarter@visionmobility.ca
b.basu@lek.com
54 Fourth Annual Mobility Study 2019
Questions
A copy of this presentation is available upon request.
We just ask you give us attribution if you use the data.

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The 4th Annual New Mobility Study 2019

  • 1. The Fourth Annual New Mobility Study How Consumer Preference will Reshape the Automotive Industry December 4th, 2019 & December 5th, 2019 ©This material is for general information purposes only and not intended to provide advice
  • 2. 2 Fourth Annual Mobility Study 2019 Disclaimer These materials have been prepared by L.E.K. Consulting LLP as part of the materials provided for the Global Mobility Survey (the “Webinar”). The materials are to be used and understood only in the context of the Webinar to which they relate and any presentation made. The materials are disclosed to you to provide assistance in relation to your participation in the Webinar for information and for illustration purposes only. Accordingly, they must be considered in the context and for the purpose for which they have been prepared and be kept confidential. The materials cannot be relied upon by any recipient. In all circumstances in accepting disclosure of these materials you agree that neither L.E.K. Consulting LLP nor its associated entities owe or accept any duty, responsibility or liability to you or any third party, whether in contract or tort (including negligence) or breach statutory duty or otherwise, howsoever arising, in connection with materials or the use you or any third party make of them. L.E.K. Consulting LLP or its associated entities shall not be liable to you or any third party in respect of any loss, damage or expense of whatsoever nature which is caused by your or any third party’s reliance or for any use you or any third party may choose to make of the materials which you accept is at your or their own risk.
  • 3. 3 Fourth Annual Mobility Study 2019 3 Fourth Annual Mobility Study 2019 Dave Fish, Ph.D. CEO, CuriosityCX Dave is the founder of New Mobility Study, a consumer experience and consulting firm. For the last 20 years he has been focused on understanding human emotions, attitudes, and behavior in decision making James Carter Founder, Vision Mobility Today’s Presenters James is the founder of Vision Mobility, a consulting service that specializes in providing automotive and “New Mobility” insights to OEMs, Dealers, Tier 1 suppliers and Startups Mark Streeting Partner, L.E.K. Consulting Mark is a Partner in L.E.K.’s Transport and Travel practice. He has close to 30 years’ experience in surface transport, aviation and transport economics. Becrom Basu Becrom is a Director in L.E.K’s London office working on Transport and Infrastructure engagements and works extensively on New Mobility issues Director, L.E.K. Consulting
  • 4. 4 Fourth Annual Mobility Study 2019 4 Fourth Annual Mobility Study 2019 Today’s Presenters (Continued) Rahima Yakoob Ph.D. Research Associate & Senior Technical Project Lead Cloud Platform for future mobility Rahima is currently pursuing PhD in IT- Based Logistics. She has more than 10 years' experience in the automotive industry in branches including IT, CASE (connected, autonomous, shared and electric), aftersales and finance at OEM. Neha Katdare MSU Graduate Student, Market Reseacher at Blackboard Neha is currently pursing her Master's in Marketing Research at Michigan State University. She is interning at Blackboard as Market Researcher to assist on the research and analytical side of the projects
  • 5. 5 Fourth Annual Mobility Study 2019 Our goals  Understand peoples’ attitudes about mobility  Discover peoples’ needs and wants in mobility  Better understand openness to new types of mobility options  Identify the barriers to adoption  Uncover new possibilities relevant to a new mobility future  Global viewpoint to understand relative advances in each country  Provide a sampling of our capabilities to assist you in the future
  • 6. 6 Fourth Annual Mobility Study 2019 Our method Primary Research Secondary Research Thinking
  • 7. 7 Fourth Annual Mobility Study 2019 Our sample Canada 2018, n=400 2019, n=1,200 US 2016, n=1,000 2018, n=1,000 2018, n=1,200 2019, n=1,200 India* 2019, n=491 UK 2018, n=400 2019, n=461 France 2018, n=400 2019, n=575 Germany 2018, n=400 2019, n=512 Spain 2018, n=400 2019, n=431 China* 2018, n=591 2019, n=444 Australia 2018, n=400 2019, n=460
  • 8. 8 Fourth Annual Mobility Study 2019 Today’s agenda 01 02 03 04 New Mobility Landscape Mobility Knowledge and Adoption Consumer Sentiment New Mobility Interest 05 Micro-mobility Key mobility insights shaping our industry
  • 9. 9 Fourth Annual Mobility Study 2019 Today’s agenda 01 02 03 04 New Mobility Landscape Mobility Knowledge and Adoption Consumer Sentiment New Mobility Interest 05 Micro-mobility Key mobility insights shaping our industry
  • 10. 10 Fourth Annual Mobility Study 2019 New mobility affects everything in our lives CUSTOMER B2B B2C Public ECOSYSTEM TECHNOLOGY PLATFORMS INFRASTRUCTURE AND GOVERNMENT SUPPORTING TECHNOLOGIES ELECTRIC SHARED AUTONOMOUS CONNECTED On demand shuttles Micro- mobility Aggregators Ride Share + Car Pool Ride Hailing Dealers Subscription Car Share Long Haul Transit Rewards Mobility as a Service (MaaS) Smartphone / User Apps / API e-commerce Smart charge Operational Platforms Asset Sharing Autonomous Drive and ADAS systems High Power Charging H2 stations Zero Pollution Mandates Safety Regulations Vision Zero Transit Development Grid Development Micro-mobility Infrastructure ITS V2V / V2X Communication Microgrid V2G Dynamic Parking Data Sharing Policy and Road Rules Public Safety Public Safety AI / Predictive Modelling Robotics Data Logging and Reporting Machine / Deep Learning Battery Technology Supercapacitor Mobile Entertainment Hi Def Mapping Grid Storage AR / VR Voice Recognition Clean / Renewable Energy Blockchain Computer Vision LiDar Computer Simulation 5G Rfid technology Cybersecurity
  • 11. 11 Fourth Annual Mobility Study 2019 Key themes in new mobility  Growth of environmental CONCERN – Greta factor  Explosion of renewable energy  Focus by cities on reducing pollution – IC vehicle bans  Move towards sharing and shared mobility  Tightening regulations to lower CO2 / improve fuel economy  Battery technology – costs way down, performance way up  AV will take longer  Everything is connected
  • 12. 12 Fourth Annual Mobility Study 2019 Key events in 2019 include the legalisation of e-scooters in Germany, the launch of Bird in Europe, the introduction of Tesla in China, and Waymo piloting full AVs Report suggests AV permitted driver inattention in non- fatal 2018 crash Withdrawal from UK market Joint-venture related to new mobility technology Temporary ban in New Zealand and Switzerland due to safety reasons Entry into European P2P rental market through Drivy acquisition Launch of 3 models Launch in London Electric scooters made legal in Germany AV software installation plant opened in Detroit Uber’s web app ruled to violate German law Launch of electric bikes in China Model designed to adhere to Swiss safety regulation launched Launch of fully driverless operations in Phoenix Vehicles unveiled ahead of launch in China Report suggests software did not detect ‘jaywalking’ in fatal 2018 crash Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec AVs Micro-mobility Ride hailing Electric vehicles P2P car rental Launch in over 50 European cities 2019 Tesla launch Cybertruck Uber loses license in London; California rules drivers must be treated as employees
  • 13. 13 Fourth Annual Mobility Study 2019 Today’s agenda 01 03 04 New Mobility Landscape Consumer Sentiment New Mobility Interest 05 Micro-mobility Key mobility insights shaping our industry 02 Mobility Knowledge and Adoption
  • 14. 14 Fourth Annual Mobility Study 2019 Usage of cabs and rental cars has continued to decline in the US, mass transit use has stayed stable, and ride hailing growth has plateaued 27 10 22 17 19 18 3 1 1 27 7 21 10 16 23 2 1 1 23 8 22 10 14 26 2 2 1 3 3 23 8 19 8 11 24 2 2 2 4 3 0 10 20 30 40 50 US respondents who have used mobility option AT LEAST ONCE in the last 3 months (2016-2019) Percent Long- distance public transport Shared vehicle services Bike shareLocal public transport Airlines A cab or limousine service Rental Car Ride Hailing P2P vehicle sharing Autonomous or semi- autonomous vehicles Electric Scooter Share 201820172016 2019 Note: Option of electric scooter share and bike share not provided in earliest two studies Source: Annual Mobility Studies 2016-19 Continue fall of cabs rental cars, leveling of mass transit use and plateau of ride share Knowledge of mode mimics usage 84 87 8482 0 20 40 60 80 100 Driven Vehicle for Person Use
  • 15. 15 Fourth Annual Mobility Study 2019 As ride hailing reaches maturity in the US, adoption starts to face headwinds due to regulation and competition Uber and Lyft are placing a significant downward force on Taxi services But also are putting significantly more vehicles on the road Source: toddwschneider.com
  • 16. 16 Fourth Annual Mobility Study 2019 In some countries, usage of ride hailing is on par with traditional transport options Source: Fourth Annual Mobility Study 2019 0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 Autonomous or semi-autonomous vehicles Airlines Shared vehicle services Long-distance public transport Respondents who have used transportation option in the last 3 months (2019) Index (100 = usage of personal vehicle) Local public transport Cab or limousine Rental car Ride hailing Micro-mobility P2P vehicle sharing Spain China Australia UK France India Germany US Canada Lower usage than personal vehicle Higher usage than personal vehicle Usage relative to personal vehicle use
  • 17. 17 Fourth Annual Mobility Study 2019 Usage lags awareness Usage lags awarenessUsage lags awareness Usage lags awareness Generally usage lags awareness…. there is still opportunity to grow 0 20 40 60 80 0 20 40 60 80 Understanding Usage 0 5 10 15 20 0 5 10 15 20 Understanding Usage 0 10 20 30 40 50 0 10 20 30 40 50 Understanding Usage 0 5 10 15 20 0 5 10 15 20 25 30 Understanding Usage Ride hailing Shared vehicle services P2P vehicle sharing Micro-mobility Highest understanding of ride hailing amongst new mobility options Source: L.E.K. Global Mobility Survey 2019 Micro-mobility is significantly more popular in China SpainChinaAustralia UKFrance IndiaGermany US Canada
  • 18. 18 Fourth Annual Mobility Study 2019 New mobility in India and China has the potential to leapfrog ownership Source: Fourth Annual Mobility Study 2019 UK Australia IndiaChina Characteristics of ride hailing, peer-to- peer and micro-mobility service usage (2019) Percent 5 11 6 6 6 5 0 50 16 12 10 15 4 8 0 50 35 35 25 25 22 20 0 50 23 34 33 18 12 36 0 50 Substitute for personal car usage Substitute for public transport Stimulate leisure journeys Substitute for taxi journeys Prevents car purchase or learning to drive Substitutes for journeys on foot Responses for China will be representative of both ride hailing and micro-mobility, given both have high uptake, whereas responses in other countries will be largely representative of ride hailing
  • 19. 19 Fourth Annual Mobility Study 2019 There maybe headwinds to overcome before mature adoption (e.g. regulation); ICE vehicles could be on the point of decline in some areas? Innovation Early adoption Ramp-up Maturity Adoption of transportation over time Other new mobility options, e.g., vehicle sharing, are in the innovation phase ILLUSTRATIVE Public transport Ride hailing Micro-mobility ICE vehicle Innovation Early adoption Ramp-up Mature adoption Innovation Early adoption Ramp-up Maturity Decline? Innovation Early adoption Ramp-up Maturity Metro systems introduced or under construction across Indian cities
  • 20. 20 Fourth Annual Mobility Study 2019 Today’s agenda 01 04 New Mobility Landscape Mobility Knowledge and Adoption Consumer Sentiment New Mobility Interest 05 Micro-mobility Key mobility insights shaping our industry 02 03
  • 21. 21 Fourth Annual Mobility Study 2019 21 39%Percentage Americans who agreed with the statement “If I didn’t have to own a car, I wouldn’t” Up from 36% in 2017 Source: 2016 - 2019 New Mobility Study by Vison Mobility and Curiosity
  • 22. 22 Fourth Annual Mobility Study 2019 Affinity for vehicle ownership is highest in older age groups, particularly those the US and UK 44 54 53 68 41 63 56 60 43 49 52 54 38 43 56 31 27 34 79 47 29 36 50 60 0 20 40 60 80 100 UK IndiaChinaUS “If I didn’t have to own a car, I wouldn’t” (2019) % of respondents who “somewhat agree” or “completely agree” with sentiment 18-24 55-64 25-34 35-44 65 and over45-54 Lower affinity for vehicle ownership in younger age groups Younger cohorts in India appear to be less enthusiastic about car ownership
  • 23. 23 Fourth Annual Mobility Study 2019 Changing mobility landscape – Key findings – What it means for OEMs?  With innovation at its early adoption stage and ICE vehicles reaching maturity level in all the countries could this lead to a possible increase in new vehicle technologies like electric vehicles and autonomous vehicles?  Customers prioritize in the order of cost, convenience, ease of use and travel time as the main considerations for transportation needs. Are socio-economic factors impacting customer mobility choices?  On average, 48% are interested in hybrid (1% increase) and 45% are interested in electric (2% decline) in 2019. Could infrastructure and range anxiety be the reason behind the increase & decline? TECHNOLOGY DISRUPTION SOCIO-ECONOMIC FACTORS CUSTOMER EXPERIENCE 2 3 1 1 2 3
  • 24. 24 Fourth Annual Mobility Study 2019 Technology disruption has led to new products, services and new players in the automotive industry leading to evolution of a new mobility ecosystem Reduce Range Anxiety Vehicle-2-Vehicle Vehicle-2- Infrastructure How is my vehicle developed? PRODUCT DEVELOPMENT Mobility Ecosystem Partnerships Availability How is my product/service is packaged? ECOSYSTEM EVOLUTION END-2-END ORCHESTRATION OF MOBILITY ECOSYSTEM  Technology disruption has led to the development of EV and AV  The right infrastructure is necessary to enable these new products in the market  New service providers have entered the automotive industry as infrastructure & platform providers  Entry of new suppliers, new products and new services has led to the evolution of a new mobility ecosystem  End-to-end orchestration of not just the core business but also the complete ecosystem and its partners could result in a new outlook for the OEMs TECHNOLOGY DISRUPTION 1
  • 25. 25 Fourth Annual Mobility Study 2019 Individual travel choices and vehicle preferences play a vital role in shaping the mobility landscape Urbanization Shifting population dynamics Digital demands Influenced by Transport behaviour - Habit - Culture - Social Norms Personal preferences - Comfort - Convenience - Autonomy Socio-economic factors - Income - Pricing - Transport Options KEY DRIVERS SOCIO-ECONOMIC FACTORS 2
  • 26. 26 Fourth Annual Mobility Study 2019 Tendency for customers to view transportation as an end-to-end experience instead of an individual product or service has increased SHIFT IN CUSTOMER PERSPECTIVE PRODUCT Vs CONNECTED SERVICES OWNING Vs SHARING BRAND Vs EXPERIENCE INDIVIDUAL PRODUCT PART OF AN ECOSYSTEMBECOMING  There is a shift in customer perspectives on how a product is perceived  Customer buying power increases with increase mobility choices, the customer buying power has also increased.  Customers have a choice between owning and sharing  A vehicle when becomes part of a mobility ecosystem where what matters is the overall experience CUSTOMER EXPERIENCE 3
  • 27. 27 Fourth Annual Mobility Study 2019 U R B A N I S M AND O W N E R S H I P
  • 28. 28 Fourth Annual Mobility Study 2019 Even where there is a strong cultural attachment to driving, this doesn’t necessarily extend to ownership 0 20 40 60 80 100 55-6435-44 Sentiments related to driving and personal vehicle ownership (2019) % of US and Canada respondents who “somewhat agree” or “completely agree” with sentiment 65+18-24 25-34 45-54 Urban Rural US Canada “If I didn’t have to own a car, I wouldn’t” “I enjoy driving”
  • 29. 29 Fourth Annual Mobility Study 2019 29 1 in 4Americans who agreed with the statement “In general, I would rather rent or lease expensive things than own them” Source: 2018 New Mobility Study by Vison Mobility and CuriosityCX 1 in 3respondents agreed globally
  • 30. 30 Fourth Annual Mobility Study 2019 Younger people show more inclination towards leasing or renting 51 39 47 49 45 31 38 68 47 35 23 25 27 22 27 29 58 43 16 12 11 5 10 27 22 53 37 0 20 40 60 80 100 CanadaUK “In general I would rather lease things than own them” (2019) % of respondents who “somewhat agree” or “completely agree” USFrance Germany Spain Australia India China Under 35 65 and over35-64 Source: Fourth Annual Mobility Study 2019
  • 31. 31 Fourth Annual Mobility Study 2019 Those in urban areas show more inclination towards leasing or renting 45 32 35 31 33 33 35 65 43 23 14 15 17 14 26 27 44 44 0 20 40 60 80 100 “In general I would rather lease things than own them” (2019) % of respondents who “somewhat agree” or “completely agree” USUK CanadaGermanyFrance Spain Australia India China City Non-city Source: Fourth Annual Mobility Study 2019
  • 32. 32 Fourth Annual Mobility Study 2019 Are people ditching their cars? As ride hailing increases, it substitutes personal vehicle usage 5% 8% 7% 17% 5% 8% 18%16% 13% 10% 26% 22% 29% 78% 79% 75% 55% 51% 42% 5% 5% 6% 6% 0 20 40 60 80 100 2-3x a month 1x a week Changes in personal vehicle ownership by frequency of ride hailing Percent 1x a monthLess than once a month 2-3x a week Daily Got rid of car and replaced it Had a car before and got rid of it No changes in car ownership No car previously, and still no car Had more than one before and got rid of one Frequency of ride hail use Increasing % of respondents who reduced vehicle ownership correlated with increased ride hailing use Source: Clewlow, R.R., and Mishra, G.S. (2018). Disruptive Transportation: The Adoption, Utilization and Impacts of Ride Hailing in the United States. UC Davis Institution of Transportation Studies.
  • 33. 33 Fourth Annual Mobility Study 2019 If available, most would use public transport more – this typically requires subsidised investment 84 84 83 74 70 70 69 67 58 0 10 20 30 40 50 60 70 80 90 100 FranceAustralia Germany “If it was convenient, I would use public transport more often” (2019) % of respondents who “somewhat agree” or “completely agree” SpainChina India UK Canada US Source: Fourth Annual Mobility Study 2019
  • 34. 34 Fourth Annual Mobility Study 2019 Today’s agenda 01 New Mobility Landscape Mobility Knowledge and Adoption Consumer Sentiment New Mobility Interest 05 Micro-mobility Key mobility insights shaping our industry 02 03 04
  • 35. 35 Fourth Annual Mobility Study 2019 Interest in different mobility options in the US continues to decline 63 31 28 34 26 65 25 25 31 23 54 25 24 31 23 34 24 23 48 23 21 27 24 34 23 23 0% 20% 40% 60% 80% 100% E-scooter sharePartial vehicle ownership Respondents who are “interested” or “very interested” in mobility options (2016-2019) Percent Carpooling with a stranger for no fee, except for fuel Carpooling with a fried for no fee, except for fuel P2P rentalCarpooling with a stranger for a small fee Monthly vehicle subscription service Bike share 2016 2017 2018 2019 Note: Option of monthly vehicle subscription, electric scooter share and bike share not provided in earliest two studies Source: Annual Mobility Studies 2016-19 There is interest in subscription, but awareness, availability, and price gets in the way
  • 36. 36 Fourth Annual Mobility Study 2019 c.45% of people are interested in hybrid and electric vehicles across countries. Interest appears to have risen in China in the last year 64 56 53 47 46 41 37 33 33 63 62 54 51 53 51 41 37 34 0 20 40 60 80 100 Canada Spain Respondents who are “interested” or “very interested” in ownership of electric and hybrid vehicles (2019) Percent UKUSIndia China France Germany Australia Electric vehicles Hybrid vehicles Source: Third Annual Mobility Study 2018; Fourth Annual Mobility Study 2019 Average % interest in hybrid = 50% Average % interest in electric = 46%
  • 37. 37 Fourth Annual Mobility Study 2019 The key concerns around ownership of electric vehicles are related to vehicle cost, range and lack of charging infrastructure Top 3 concerns around ownership of electric vehicles by country (2019) Other options presented which not did not feature in the top 3 were:  “Not enough vehicle choice”  “Uncertain resale value” 1st 2nd 3rd 1st 2nd 3rd Source: Fourth Annual Mobility Study 2019 India 64% interest Lack of charging stations Too expensive to buy Prefer traditional vehicles 56% interest Too expensive to buy Lack of charging stations No charging facilities at home Canada 53% interest Not enough range Lack of charging stations Too long to charge China 47% interest Too expensive to buy Not enough range Lack of charging stations Spain 46% interest Too expensive to buy US Lack of charging stations No charging facilities at home France 41% interest Too expensive to buy Not enough range Lack of charging stations 37% interest Too expensive to buy Not enough range Lack of charging stations UK 33% interest Too expensive to buy Not enough range Too long to charge Germany 33% interest Too expensive to buy Not enough range Lack of charging stations Australia
  • 38. 38 Fourth Annual Mobility Study 2019 Interest in autonomous vehicles has stabilized in the US 45 46 42 4241 3941 37 0% 20% 40% 60% 80% 100% Interest in autonomous vehicles (2016-2019) Percent of respondents who are “somewhat interested” or “very interested” in autonomous vehicles Full Autonomous Limited Autonomous 2016 2017 2018 2019 Source: Annual Mobility Studies 2016-19
  • 39. 39 Fourth Annual Mobility Study 2019 Interest in autonomous vehicles has stayed stable in most countries and risen in China 43 50 41 40 45 28 24 25 56 55 43 41 39 36 29 28 22 0 20 40 60 80 100 US UKCanada Interest in autonomous vehicles (2018, 2019) Percent of respondents who are “somewhat interested” or “very interested” in autonomous vehicles ChinaIndia Spain France Australia Germany Source: Third Annual Mobility Study 2018; Fourth Annual Mobility Study 2019 2018 2019 38 43 39 33 35 25 25 24 47 54 40 36 46 23 24 23 19 0 20 40 60 80 100 China FranceSpainIndia USCanada AustraliaUK Germany Fully autonomous vehicles Partially autonomous vehicles
  • 40. 40 Fourth Annual Mobility Study 2019 Customers prioritize cost, convenience, ease of use and travel time over other considerations Top 3 transportation needs by country (2019) Other options presented which not did not feature in the top 3 were:  “Reducing impact to taxes or public debt”  “The ability to be productive while traveling” Source: Fourth Annual Mobility Study 2019 1st 2nd 3rd 1st 2nd 3rd UK Reduced cost of use More convenient location to access Increased ease of use Increased speed to my destination France Reduced cost of use Less impact to the environment Increased speed to my destination Reduced cost of use Increased ease of use Germany Reduced cost of use Increased speed to my destination More convenient location to access Spain Reduced cost of use Australia More convenient location to access Increased ease of use US Reduced cost of use More convenient location to access Increased ease of use Canada Reduced cost of use More convenient location to access Increased ease of use More convenient location to access Reduced cost of use Increased ease of use India More convenient location to access Reduced cost of use Increase ease of use China
  • 41. 41 Fourth Annual Mobility Study 2019 Today’s agenda 01 02 03 04 New Mobility Landscape Mobility Knowledge and Adoption Consumer Sentiment New Mobility Interest 05 Micro-mobility Key mobility insights shaping our industry
  • 42. 42 Fourth Annual Mobility Study 2019 The market for micro-mobility continues to expand Disrupting the car Alternatives to car ownership by trip length Micro-mobility Medium distance Long distance 0-5 miles 5-15 miles 15+ miles Bikes & scooters Ride hailing Car sharing 60% of trips in the US 25% of trips in the US 15% of trips in the US
  • 43. 43 Fourth Annual Mobility Study 2019 c. 1/3rd of those who are familiar with e-scooters have tried using them across countries 63 51 44 38 37 33 37 31 3332 16 16 14 8 8 12 7 11 0 20 40 60 80 100 US Germany Proportion of total respondents who are familiar with e-scooter share schemes, or have used them in the last six months (2019) Percent India China France Spain Australia Canada UK Source: Fourth Annual Mobility Study 2019 Familiarity Usage “Micro-mobility” uptake presented earlier is inclusive of bike share, which is more popular than e-scooter share in China
  • 44. 44 Fourth Annual Mobility Study 2019 The largest concerns related to e-scooter share schemes are a lack of designated drop-off points and resulting clutter, and the safety threat Other options presented which not did not feature in the top 3 were:  There are not enough e-scooters for me to use 1st 2nd 3rd India 32% usage No specified drop- off and collection e-scooters are a fad e-scooters are unsafe e-scooters create clutter 1st 2nd 3rd US No specified drop- off and collection e-scooters are unsafe e-scooters are unsafe No specified drop- off and collection e-scooters create clutter France e-scooters create clutter e-scooters are unsafe No specified drop- off and collection Spain Australia e-scooters are unsafe e-scooters create clutter e-scooters are a fad e-scooters create clutter e-scooters are unsafe No specified drop- off and collection Germany e-scooters create clutter No specified drop- off and collection e-scooters are unsafe Canada e-scooters create clutter Regulation is too harsh No specified drop- off and collection UK e-scooters create clutter China Source: Fourth Annual Mobility Study 2019 16% usage 16% usage 14% usage 8% usage 8% usage 12% usage 7% usage 11% usage ! ! No specified drop- off and collection e-scooters are unsafe ! ! ! ! ! !
  • 45. 45 Fourth Annual Mobility Study 2019 On average, 40% of people are familiar with e-scooters, however, of those familiar only 16% have used electric scooter sharing 40% 31% 16% Familiar Interested Used
  • 46. 46 Fourth Annual Mobility Study 2019 Typical user profile for e-scooter share scheme in the last six months 39% females Split by gender 61% males Source: Fourth Annual Mobility Study 2019 4 3 4 11 15 15 14 11 24 0 5 10 15 20 Usage by age group 42 28 18 12 12% 88% Own/lease a vehicle Do not own/lease a vehicle Split by car ownership 60+ 55-59 50-54 45-49 40-44 35-39 30-34 25-29 18-24 City Suburbs of City Small/ Medium Town Rural/ Country
  • 47. 47 Fourth Annual Mobility Study 2019 Familiarity with e-scooters is seen to be the strongest influence driving current usage 52 27 14 7 Familiarity Convenience Future usage Safety concerns Reasons for using a e-scooter include affordability, environmental friendliness and time savings over short distances
  • 48. 48 Fourth Annual Mobility Study 2019 T H E F U T U R E O F M O B I L I T Y
  • 49. 49 Fourth Annual Mobility Study 2019 Mobility landscape transformation – today’s View Car share Ride hailing Subscription Micro-Mobility Vehicle Retail Sales 2019 Growth MarketSize
  • 50. 50 Fourth Annual Mobility Study 2019 Mobility landscape transformation – future outlook Car share Ride hailing Subscription Micro-Mobility Vehicle Retail Sales 2040 Growth MarketSize Integrated MaaS Eco-System Micro- Mobility Robo-Taxi Smart Cities
  • 51. 51 Fourth Annual Mobility Study 2019 Summary  CASE (Connected, Autonomous, Shared, Electric) technologies continue to progress rapidly, even as consumer interest continues to slow for Autonomous  Ride Hailing has become so ubiquitous that it is almost on par with traditional transportation options in terms of consumer usage and knowledge  Though other shared mobility technologies are showing plateauing or declines in consumer interest, usage is still well behind awareness, suggesting potential strong upside to come.  Pushback on car ownership continues to increase – fueled by millennials, Gen Z and urban residents and compounded by a shift away from owning large purchases by young people 1 2 3 4
  • 52. 52 Fourth Annual Mobility Study 2019 Summary  China and India have very different new mobility users, requirements and usage patterns. There is potential for usage to leapfrog Western levels and substitute car ownership  Consumers continue to prioritize reduced cost, increased speed to destination and convenience in their mobility considerations  Micro-mobility continues to rapidly expand as a fun, convenient transportation solution, however consumers are very aware of the problems that go with roll out, such as safety, street clutter and other issues.  Electric Vehicles have progressed a long way in the last year, with new product launches, infrastructure roll outs and movement into heavy duty and machinery. EV interest is highest in India, Canada and China, with cost of ownership, range and charging infrastructure remaining as barriers. 5 6 7 8
  • 53. 53 Fourth Annual Mobility Study 2019 dave@Curiositycx.com jcarter@visionmobility.ca b.basu@lek.com
  • 54. 54 Fourth Annual Mobility Study 2019 Questions A copy of this presentation is available upon request. We just ask you give us attribution if you use the data.

Notes de l'éditeur

  1. From 35% in 2016 to 36% in 2018 38% in 2019
  2. 28% in 2019