Automotive

the way we see it

Cars Online 10/11
Listening to the Voice of the Consumer

Contents

Introduction Executive Summary Developing Markets: Focus on a Localized Approach Before They Buy: Understanding Consumer Behavior The Role of the Web: Social Media Evolves Rapidly Online Buying: Cheaper, Faster, Easier? Green Vehicles: From Mileage to Mobility Customer Interaction: Price and Selling Process Drive Satisfaction Aftersales: Quality Is Key to Servicing Decisions Conclusion and Recommendations

3 4 6 9 14 18 22 26 32 36

© 2010 Capgemini. No part of this document may be modified, deleted or expanded by any process or means without prior written permission from Capgemini.

Automotive

the way we see it

Introduction

What a difference a year makes. In 2009 the automotive industry was characterized by significant volatility, including mergers and acquisitions, bankruptcy filings, government intervention, vehicle scrapping and rebate programs, and the end of a number of historical vehicle brands. In contrast, this year has seen movement toward stability and even growth in mature markets as vehicle sales gradually improve, together with continued strong expansion in developing markets such as China and India, which looks set to continue. To avoid being left behind in this rapidly shifting environment, companies must continue to pay close attention to the voice of the consumer. Cars Online 10/11 – Capgemini’s 12th annual global automotive study – provides an opportunity to listen to those voices. The study offers insight into how consumers around the world shop for vehicles, what leads them to buy, and what they are really looking for during the buying and ownership stages of the lifecycle. This year’s report again focuses on both mature and developing markets. The scope of the research, however, was broadened to include more than 8,000 consumers in Brazil, China,

France, Germany, India, Russia, the United Kingdom and the