The 2024 global automotive consumer study in Austria

Austria, like many other countries, is witnessing a shift towards vehicle electrification. Despite growing interest in electric vehicles (EV’s), consumer intent to the transition from internal combustion engine (ICE) technology presents a significant challenge. Concerns such as range anxiety, charging infrastructure, and high sticker prices contribute to the hesitancy in embracing EV’s fully.

The study reveals that lower fuel costs and environmental concerns are the primary drivers for choosing EVs. However, elevated transaction prices remain a major hurdle, with nearly half of consumers citing cost as the biggest barrier to EV adoption. Addressing these concerns and enhancing affordability are critical for accelerating EV penetration in Austria.

Connectivity emerges as a pivotal aspect of consumer preferences, with a strong interest in features like vehicle maintenance updates, traffic congestion alerts, and road safety enhancements. However, while consumers are willing to share personal data for such benefits, the willingness to pay extra for connected services remains low. This underscores the importance of delivering value-added services while addressing privacy and cost concerns.

The concept of shared mobility is gaining traction, prompting a quarter of consumers to reconsider vehicle ownership. Additionally, consumers are increasingly open to using multiple transportation modes to optimize travel time. However, awareness and adoption of Mobility-as-a-Service (MaaS) remain relatively low, highlighting the need for education and infrastructure development to support these innovative mobility solutions.

Vehicle subscription services are witnessing moderate interest, particularly among younger demographics. While affordability and convenience drive interest in subscription models, concerns regarding vehicle availability and higher monthly fees persist. Aligning subscription offerings with consumer preferences and addressing logistical challenges can unlock the full potential of this emerging trend.

The 2024 Deloitte Global Automotive Consumer Study offers invaluable insights into the evolving automotive landscape in Austria. From the rise of electric vehicles to the emergence of shared mobility and vehicle subscriptions, understanding consumer preferences and addressing their evolving needs are essential for driving innovation and sustainability in the automotive industry. By leveraging these insights, stakeholders can navigate the transformative landscape and shape the future of mobility in Austria.

Source: The 2024 Deloitte Global Automotive Consumer Study | Deloitte