In GACS 2023 India Noexp

2023 Global Automotive Consumer Study
Key Findings: INDIA

January 2023
Copyright © 2023 Deloitte Development LLC. All rights reserved.
Contents
1. Vehicle electrification 04
2. Future vehicle intentions 16
3. Vehicle brand and service experience 23
4. Connectivity 29
5. About the study 34

From September through October 2022, Deloitte surveyed more than 26,000 consumers in 24 countries (including 1,003 respondents in India) to explore
opinions regarding a variety of critical issues impacting the automotive sector, including consumer interest in electric vehicle (EV) adoption, brand
perception, and advanced technologies. The overall goal of this annual study is to answer important questions that can help companies prioritize and
better position their business strategies and investments.
1
The shift to EVs is Consumer interest in EVs is growing as consumers look to lower their operating costs. However, there are a
happening, but is it variety of challenges standing in the way, including availability of charging infrastructure, concerns regarding
moving fast enough? battery safety, and the price premium required to access EV technology.
2
An unintended Product quality still tops the list of factors driving consumer decisions when it comes to which vehicle brand to
benefit of the vehicle buy, but expectations regarding the acceptable length of time to wait for delivery may be starting to stretch out
inventory crisis as a lasting by-product of the inventory crisis, potentially opening the door to a new “build-to-order” paradigm.
3
Dealers engender When asked who they trust most, surveyed consumers point to their servicing dealer, signaling the important
significant trust role this stakeholder has in building and maintaining the customer relationship which should be an important
among consumers consideration for OEMs looking to redefine the retail process.
Subscriptions to
4
Consumer interest in connected vehicle features that provide updates regarding safer driving routes, vehicle
connected vehicle
health reporting, and road safety are relatively high, but respondents would much rather pay for connected
services could be a
technologies as part of the upfront cost of the vehicle or on a per use basis versus a monthly subscription.
challenge
Note: Sum of the values for a few questions in the following slides may not add to 100% due to rounding.
INDIA
Copyright © 2023 Deloitte Development LLC. All rights reserved. 2023 Deloitte Global Automotive Consumer Study 3
1
Vehicle
electrification
The needle is moving toward an electric mobility future, but are we moving fast enough to
achieve the ambitious goals that have been set for global carbon emissions reduction?
Preference for type of engine in next vehicle
58%
Gasoline/diesel
53%
21%
Hybrid electric vehicle (HEV)
20%
11%
Plug-in hybrid electric vehicle (PHEV)
12%
5%
All-battery-powered electric vehicle (BEV)
8%
2022 SY
6% 2023 SY
Other
6%
Note: Other includes vehicles with engine types such as compressed natural gas, ethanol, and hydrogen fuel cells; don’t know responses weren’t considered.
Q40. What type of engine would you prefer in your next vehicle?
Sample size: n= 895 [2022]; 948 [2023] INDIA

The draw for EVs continues to center on the consumer perception that fuel costs will be
significantly lower, outweighing the concern for climate change.
Top 5 reasons for choosing an EV for next vehicle
#2 #3
#1
Better driving Less
experience maintenance
Lower fuel
costs
#4 #5
Use vehicle as Concern about
power source climate change
Q41. Please rank the following factors in terms of their impact on your decision to acquire an electrified vehicle (highest to lowest).
Sample size: n= 384 INDIA

A majority of both ICE and EV intenders are expecting to pay less than INR 25 lakhs
for their next vehicle.
Preferred price ranges for next vehicles
Overall ICE Intender EV Intender
Less than INR 5 lakhs 5% 6% 3%

INR 5 lakhs to less than INR 10
lakhs
22%
22% 17%
77% 77% 77%
24%
lakhs 23% 25%
27%
lakhs 24% 32%
INR 25 lakhsto less than INR 50
lakhs
16% 16% 18%
INR 50 lakhs or more 5% 7% 4%
Don't know/not sure 1%
0% 1%
Q39. In which of the following price ranges will you be shopping for your next vehicle? (Please indicate what you would expect to pay after any discounts and/or incentives that might be available.)
Sample size: [Overall] n= 957; [ICE intender] n= 507, [EV intender] n=384 INDIA
Most EV intenders plan to charge their vehicle at home by connecting to a regular power grid
and/or to an alternate power source. Those not intending to charge at home cite high
installation costs, opening the door for finance providers to offer solutions.
Reasons for not charging an Expecting to charge electrified Intending to charge electric
electrified vehicle at home vehicle most often at… vehicles at home using…
Cost of installing a private

charging station at home is 49% On-street / 51%
prohibitive
public
charging
station 38%
Not sure how to go about
installing an electric vehicle 22% 27%
charger at home Home
60%
Work
No possibility of installing an 14%
electric vehicle charger at home
19%
7%
4%
Not interested in installing a

private charging station at 9% Connect to Connect to Both Don’t know
home
regular alternative
power grid power source
Q43: Where do you expect to charge your electrified vehicle most often?; Q44: How do you intend to charge your electrified vehicle at home?; Q45: What is the main reason you do not intend to charge your electrified vehicle at home?
Sample size: n= 191 [Q43]; 114 [Q44]; 77 [Q45] INDIA

Across all age groups, consumers would prefer to pay for public EV charging via payment apps
on their smartphones, signaling the need for easy-to-use digital payment tools.
Most preferred way to pay for public EV charging
Overall By age category
48%
Smartphone app 45% 44%
42%
Credit/debit card 28% 31%

26% 27%
19%
Pre-paid subscription plan 15% 15% 15%
13%
11% 11%
Loyalty points 12%

Smartphone app Credit/debit card Pre-paid subscription plan Loyalty points
18-34 35-54 55 or older
Q49: How would you most prefer to pay for public EV charging?
Sample size: n= 384 [Overall]; 178 [18-34], 142 [35-54], 64 [55+] INDIA
Consumers would most prefer a dedicated EV charging station with amenities such as quick
beverages, Wi-Fi connectivity, and restrooms.
Public locations that the consumers would prefer to Type of amenities that the consumers want to have access
charge their EV when they are away from their home to while their vehicle is charging at a public location
Dedicated EV service station

equipped with amenities
33% Coffee / beverages 63%
Traditional gas station with EV
chargers
21%
Wi-Fi connectivity 62%
Parking lot 13%
Washrooms 62%
Vehicle dealership 11%
Any location as long as I can

10% Snacks / light meals 56%
find a charger when I need it
On-street parking 5%
Lounge / sitting area 52%
Retail outlet/mall 4%
Full service restaurant 42%
Community/public building 2%
Hotel or Airbnb/VRBO Private meeting room 29%

1%
Note: Sum of the percentages in the right-side chart exceed 100% as respondents can select multiple options.
Q46: Which of the following public locations makes the most sense to charge your EV when you are away from home?
Q48: What type of amenities would you want to have access to while your vehicle is charging at a public location?
Sample size: n= 384 [Q46]; 384 [Q48] INDIA
More than half of surveyed consumers would wait between 10 and 40 minutes for their vehicle
to charge from empty to 80% at a public charging station, challenging conventional wisdom that
matching the fossil fuel experience is “table stakes”.
Expected wait time to charge an EV at public charging stations from empty to 80%
Less than 10 minutes 6%
10 to 20 minutes 26%
61 to 90 minutes 7%
More than 120 minutes 2%
Q47: How long would you expect it to take to charge your EV from empty to 80% at a public charging location?

Nearly two-thirds of consumers are concerned about the residual value of a BEV, likely due to
lingering questions around long-term battery health.
Percentage of consumers who are concerned about the

resale/residual value of an all battery-powered electric vehicle (BEV)
Overall
Not
concerned 12%
Neutral 26%
Concerned 63%
Q50: To what extent are you concerned about the resale/residual value of an all battery-powered electric vehicle?

Two-thirds of the consumers would rethink their decision to purchase an EV if an
environmentally sustainable, synthetic combustion fuel was available.
Percentage of consumers who would rethink an EV purchase if an environmentally
sustainable, synthetic fuel alternative was available for traditional (ICE) engines
67% Yes
10% No
23% Maybe
Q42: In a scenario where an environmentally sustainable, synthetic fuel alternative (i.e., carbon-neutral gas) that would work
in traditional internal combustion engines was readily available, would you rethink your decision to purchase an EV?

76% of non-BEV intenders would expect a fully charged BEV to have a driving range between 200
and 500 kms in order to consider one as a viable option for their next vehicle.
Consumer expectations regarding BEV driving range
Less than 200 kms 7%
200 kms to 299 kms 22%
300 kms to 399 kms 30% 76%

400 kms to 499 kms 24%
500 kms to 599 kms 9%
600 kms or more 8%
Q52: How much driving range would a fully charged all-battery electric vehicle need to have in order for you to consider acquiring one?

When asked what are the major hurdles to EV adoption, consumers point to a lack of charging
infrastructure, battery safety technology, and affordability.
Greatest concern regarding all battery-powered electric vehicles
Lack of public electric vehicle charging infrastructure 43%

Safety concerns with battery technology 40%
Cost/price premium 36%
Lack of sustainability 36%
Time required to charge 36%
Cold weather performance 35%
Lack of knowledge or understanding about EVs/EV technology 33%
Lack of alternate power source at home 33%
Driving range 32%
Lack of charger at home 31%
Ongoing charging and running costs 29%
Potential for extra taxes/levies associated with all BEVs 27%
Lack of choice 25%
Increased need to plan my trips 24%
Uncertain resale value 22%
Note: Sum of the percentages exceed 100% as respondents can select multiple options.
Q51: What are your biggest concerns regarding all battery-powered electric vehicles? Please select all that apply.

2
Future vehicle
intentions
Almost all the vehicle owners who acquired their current vehicle new intend to buy a new vehicle
again while only 5 in 10 people who acquired their vehicle used said the same.
Next vehicle type by current vehicle type
Current vehicle NEW Current vehicle USED
Don’t know
1% Don’t know
Used 3%
6%
Used
48% New
49%
New
93%
Q30. Will your next vehicle be new or used?
Sample size: n= 748 [New], 96 [Used] INDIA

Access to the latest vehicle features is the primary reason for choosing a new vehicle. Those
planning to buy used cite lower insurance costs and value for money as the main reasons.
Reasons for choosing used vehicle Kind of next vehicle Reasons for choosing new vehicle
Access to the latest

37%
Car insurance is cheaper 33% technology/features
Reliability 22%
More value for money 31% 1%

Manufacturer warranty 20%
87%
12%
There are more options in Image of owning a new
17% 7%
my price range vehicle
Dealer/brand reached out

6%
with a good deal
Can’t afford a new vehicle 16%
I can get exactly what I want 4%

New Used Don’t know
Waiting time for a new
3% I just always buy/lease new
vehicle is too long 4%
vehicles
Note: Used includes nearly new/certified pre-owned and other used vehicles.
Q30: Will your next vehicle be new or used?; Q31/32: Considering your intent to buy a new/used vehicle, why is this preferred?
Sample size: n= 993 [Q30]; 864 [Q31]; 118 [Q32] INDIA

Vehicle product quality is the defining factor for consumers when choosing one brand over
another. The availability of EV options rates much lower in terms of importance.
Most important factors driving the choice of brand for your next vehicle
Product quality 62%

Vehicle features 48%
Brand image 46%
Vehicle performance 41%
Brand familiarity 37%
Quality of overall ownership experience 35%
Availability of battery electric vehicles/hybrid options 34%
Brand advertising 31%
Previous sales experience 29%
Previous service experience 28%
Brand affiliations 26%
Price 22%
Other 1%
Q35. What are the most important factors driving the choice of brand for your next vehicle? (Please select all that apply).

Current vehicle inventory issues may be training consumers to expect longer wait times for
delivery of a new vehicle, opening the door to a more “build-to-order” retail paradigm.
Acceptable length of time to wait for delivery of next vehicle
39% 55%
26%
16%
10%
5%
3%
Less than one week 1-2 weeks 3-4 weeks 5-12 weeks 13-24 weeks 25 weeks or more
Q37: In your opinion, what is an acceptable length of time to wait for delivery of your next vehicle if it meant you got exactly what you wanted (i.e., features, color, etc.)?
Sample size: n=957 INDIA

Having said that, some things never change as consumers still want an in-person interaction
along with a good deal and transparent pricing before they commit to buying a vehicle.
Most important aspects of the vehicle purchase experience
Physical interaction with the vehicle 40%
Getting a good deal 40%
Transparent pricing 36%
Getting all my questions answered 30%
Ability to complete all or some of the process online 29%
To be offered different financing and usage-based models 26%
Making good use of my time 24%
Having a resource for post-purchase needs 22%
Convenient location 21%
Building trust in the salesperson 17%
Low pressure experience 14%
Q59: When looking to acquire your next vehicle, what are the top three most important aspects of the purchase experience?

OEMs are looking at every potential profit pool going forward, including bringing insurance
products in-house, signaling a significant disruption for the traditional value chain.
Percentage of consumers who would purchase For those consumers who are interested in purchasing insurance
insurance directly from the manufacturer
82% directly from the manufacturer, primary benefits are..
54%
Efficiency /
streamlined
purchase
process
17%
28%
13% Cost
savings
over
2% 3% Convenience
current
40%
provider
Not at all Not very Neutral Somewhat Very interested 43%
interested interested interested
Q60: The next time you acquire a vehicle, how interested would you be in purchasing insurance directly from the vehicle manufacturer?
Q61: What do you expect the primary benefit of buying insurance directly from the manufacturer to be?
Sample size: n= 957 [Q60]; 783 [Q61] INDIA

3
Vehicle brand and
service experience
When asked who they trust most, consumers point to their servicing dealer and the
manufacturer, signaling the importance each stakeholder has in the customer relationship.
Consumers have the most trusted relationship with…
Overall By gender
38%
34% 33%
29%
27%
Dealership where I 23%
normally service my 36% Male

vehicle Female 9%
6%
Manufacturer/brand Manufacturer/brand of vehicle I Dealership where I normally service Dealership where I acquired my Lender/leasing company
of vehicle I currently 32% currently own my vehicle vehicle
own
Dealership where I By age group

25%
acquired my vehicle 37%
34% 36% 36%
29% 29% 29%

27%
18 - 34 years 21%
35 - 54 years
Lender/leasing
8% 55+ years
company 7%
8% 9%
Dealership where I normally service Manufacturer/brand of vehicle I Dealership where I acquired my Lender/leasing company
my vehicle currently own vehicle
Q27: With whom do you have the most trusted relationship?
Sample size: n= 847 [Overall]; 436 [Male], 401 [Female]; 367 [18-34], 328 [35-54], 152 [55+] INDIA
A reason for high trust in brands likely stems from the fact that consumers believe their OEM
brand creates quality products, delivers on promises, shares info, and treats everyone fairly.
Consumer opinions on the brand of vehicle they currently own

NPS*
Creating quality products, services, and/or experiences 8% 4% 88% 80
Consistently delivering on promises and experiences 7% 6% 87% 80
Openly sharing all information, motives, and choices in straightforward

and plain language
7% 9% 84% 77
Demonstrating empathy and kindness towards me, and treat everyone

fairly
7% 10% 83% 76
Disagree Neither agree nor disagree Agree
*Net promoter score (percentage agree minus percentage disagree).
Note: Disagree includes strongly disagree, disagree, and somewhat disagree values; Agree includes strongly agree, agree, and somewhat agree values.
Q18: To what extent do you agree or disagree with the following statements relative to the brand of vehicle you currently own?

8 in 10 consumers who originally acquired their vehicle new routinely take it back to the dealer
for service, whereas less than half of used vehicle owners do the same.
Preferred vehicle service provider by how current vehicle was acquired
Vehicle acquired NEW Vehicle acquired USED
DIY/other
3% DIY/Other
8%
Aftermarket
17%
Dealer
46%
Aftermarket
46%
Dealer
81%
Q24: Where do you normally service your vehicle?
Sample size: n= 749 [New], 98 [Used] INDIA

Quality of work and trust are the main reasons for consumers when choosing a vehicle service
provider. When it comes to the experience, customer service and speed rank at the top.
Reasons for choosing vehicle service provider (by preferred provider) Most important aspect of the vehicle service experience
(by preferred provider)
41% Aftermarket
Dealer Customer 18%
service/treatment 22%
15%
28% 28% Speed of service
20%
23% Efficiency of check- 10%

in/check-out process 13%
20%
16% 14%
Cost/price
10%
13% 13%
10% Communication/explanati 12%
7% on of service 9%
5%
Convenient location
8%
Availability of 11%
Trust Quality of work Convenience Customer Cost appointment 7%
experience 11% Aftermarket
Online booking tool
6%
Dealer
Access to 4%
temporary/loaner vehicle 4%
Note: “Other” reasons not shown for choosing a vehicle service provider.
Q25: What is the most important reason for your preferred choice of vehicle service provider?; Q26: What is the most important aspect of a vehicle service experience?
Sample size: n= Dealer [650], Aftermarket [169] for Q25 and Q26 INDIA
Consumers most prefer to access features/applications that help them make payments,
schedule/track service appointments, and learn about their vehicle’s features.
Important features of a vehicle brand app
Make payments 48%

Track service appointments 44%
Learn about your vehicle’s features 42%
Schedule service 42%
Chat with a live agent 37%
Purchase accessories 36%
View and add features that enhance my vehicle 36%
Track your vehicle’s location 35%
Locate a dealer 32%
View and add battery life 28%
Lock / unlock vehicle 26%
Build and price your next vehicle 26%
Remote start 23%
View / redeem loyalty points 22%
Search and pay for public vehicle charging access 20%
Search and pay for public parking 9%
Other 0.1%
Q28: What are the most important features of a vehicle brand app? Please select all that apply.

4
Connectivity
Consumers most trust their vehicle manufacturer to manage the data being generated by the
operation of their vehicle but trust also spreads to a wide variety of other industry stakeholders.
Consumer opinions on whom they trust the most to manage data generated/collected by their vehicle
Car manufacturer 20%
Vehicle service providers 13%
Vehicle dealer 12%
Cloud service provider 11%
Insurance company 9%
Government agency 9%
Automotive clubs or associations 8%
Financial service provider 7%
Cellular service provider 6%
Media agencies / advertisers 3%
Other 0.1%
None of the above 2%
Q57: In a scenario where you owned a connected vehicle, which of the following entities would you most trust to have access to the data your vehicle generates?

Consumers are ready to share PII* if it helps them get suggestions for safer driving routes,
maintenance updates, and road safety alerts to prevent collisions.
Consumer opinions on benefits of connected vehicles
Suggestions regarding safer routes 85%
Maintenance updates and vehicle health reporting / alerts 84%
Updates to improve road safety and prevent potential collisions 84%
Updates regarding traffic congestion and suggested alternate routes 83%
Access to nearby parking 82%
Customized suggestions regarding ways to minimize service expenses 81%
Maintenance cost forecasts based on your driving habits 81%
Over-the-air vehicle software updates 80%
Customized/optimized vehicle insurance plan 79%
Special offers regarding non-automotive products and services 79%
Receiving a discount for access to a Wi-Fi connection in your vehicle 78%
*Personally identifiable information.
Q55: How interested are you in the following benefits of a connected vehicle if it meant sharing your own personally identifying data and/or vehicle/operational data with the manufacturer or a third party?

At the same time, three-quarters of consumers are concerned if data related to the vehicle’s
location, connected services usage, and driving behavior is shared.
Percentage of consumers concerned in sharing the data with vehicle manufacturer, dealer,
insurance company and/or other third parties
Data related to the use of connected services 75%
Data related to vehicle location 75%
Data related to driving behavior 74%
Biometric data collected by sensors in the cockpit 73%
Sensor data related to vehicle status 71%
Q56: As vehicles become more and more connected to the internet, how concerned would you be if the following
types of data were shared with your vehicle manufacturer, dealer, insurance company and/or other third parties?
Half of surveyed consumers would prefer to pay for connected vehicle features and technology
upfront as part of the purchase price, representing a challenge for OEMs looking to build new
revenue streams via monthly digital subscription services.
Consumers preferred ways to pay for additional connectivity technologies
49% Up front as part of the vehicle purchase price
38% Charged on a per use basis
13% As part of a monthly service to which I subscribe
Vehicle buyers prefer to pay for added tech features up front
Q58: How would you prefer to pay for additional connectivity technologies in your vehicle?

5
About the study
About the study
Survey timing
September 21 to September 29, 2022 Age group Gender
Sample
The survey polled a sample of 1,003 47% 52%
19%
consumers in India. The survey has a
margin of error for the entire sample
of +/-3.1% 44%
Methodology
37% Location
The study is fielded using an online
panel methodology where consumers 6%
of driving age are invited to complete 82% 13%
the questionnaire (translated into local
languages) via email. 18-34 35-54 55 and more Urban Suburban Rural
INDIA
Contacts
Rajeev Singh Ryan Robinson

Automotive Leader, India Automotive Research Leader
Deloitte Consulting LLP Deloitte
rpsingh@deloitte.com ryanrobinson@deloitte.ca
Acknowledgments
We would like to thank Srinivasa Reddy Tummalapalli, Srinivasarao Oguri, Dinesh Tamilvanan,
Ben Boyer, and Kelly Warner for their important contributions to the research.
This presentation contains general information only and Deloitte is not, by means of this presentation, rendering accounting, business,
financial, investment, legal, tax, or other professional advice or services. This presentation is not a substitute for such professional advice or
services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any
action that may affect your business, you should consult a qualified professional advisor. Deloitte shall not be responsible for any loss
sustained by any person who relies on this presentation.
About Deloitte
Deloitte Insights/automotive
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of
member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also
referred to as “Deloitte Global”) does not provide services to clients. In the United States, Deloitte refers to one or more of the US member
firms of DTTL, their related entities that operate using the “Deloitte” name in the United States and their respective affiliates. Certain services
may not be available to attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about to learn more
about our global network of member firms.

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2023 Global Automotive Consumer Study

Key Findings: INDIA

2. Future vehicle intentions 16

3. Vehicle brand and service experience 23

5. About the study 34

Copyright © 2023 Deloitte Development LLC. All rights reserved.

Sample size: n= 895 [2022]; 948 [2023] INDIA

Sample size: n= 384 INDIA

Overall ICE Intender EV Intender

Less than INR 5 lakhs 5% 6% 3%

Cost of installing a private

Not interested in installing a

Sample size: n= 191 [Q43]; 114 [Q44]; 77 [Q45] INDIA

Most preferred way to pay for public EV charging

Overall By age category

Credit/debit card 28% 31%

Loyalty points 12%

18-34 35-54 55 or older

Dedicated EV service station

Any location as long as I can

Hotel or Airbnb/VRBO Private meeting room 29%

Less than 10 minutes 6%

More than 120 minutes 2%

Sample size: n= 384 INDIA

Percentage of consumers who are concerned about the

Sample size: n= 78 INDIA

Sample size: n= 384 INDIA

Less than 200 kms 7%

200 kms to 299 kms 22%

300 kms to 399 kms 30% 76%

500 kms to 599 kms 9%

600 kms or more 8%

Sample size: n= 879 INDIA

Lack of public electric vehicle charging infrastructure 43%

Sample size: n= 957 INDIA

Current vehicle NEW Current vehicle USED

Q30. Will your next vehicle be new or used?

Sample size: n= 748 [New], 96 [Used] INDIA

Access to the latest

More value for money 31% 1%

Dealer/brand reached out

I can get exactly what I want 4%

Sample size: n= 993 [Q30]; 864 [Q31]; 118 [Q32] INDIA

Product quality 62%

Sample size: n= 957 INDIA

Acceptable length of time to wait for delivery of next vehicle

Sample size: n=957 INDIA

Most important aspects of the vehicle purchase experience

Physical interaction with the vehicle 40%

Getting a good deal 40%

Transparent pricing 36%

Getting all my questions answered 30%

Ability to complete all or some of the process online 29%

To be offered different financing and usage-based models 26%

Making good use of my time 24%

Having a resource for post-purchase needs 22%

Convenient location 21%

Building trust in the salesperson 17%

Low pressure experience 14%