Digital Auto Report 2023

The Strategy - Digital Auto Report 2023 is based on a consumer survey of 3,000 respondents in Germany, the US, and China that captures current preferences in auto and mobility, and contrasts them with expert opinions. The report highlights that safety and navigation are the highest priority connected services, with phone mirroring and on-demand car functions gaining importance. The report notes that Germans are still hesitant about buying battery electric vehicles (BEVs), with only 35% considering them, compared to more openness in the US (~50%) and overwhelming preference in China (>90%). Additionally, Germans and US respondents are skeptical about Level 4 automated vehicles, with 60-70% feeling uncomfortable, whereas only 15% in China feel the same. The report focuses on three key aspects in terms of automotive implications: getting the user interface right, rethinking vehicle sales, and going beyond the vehicle. OEMs need to be clear in which consumer life areas they want to play and focus on experience differentiators to build a corresponding service portfolio. OEMs also benefit from a rising demand for car subscriptions and need to balance consumer needs with smart asset lifecycle management for maximum residual value. Finally, new business models are emerging around batteries and bi-directional charging, with significant market potential in Germany by 2035.