Increasing the car use of young customers by integrating new technologies - recommendations for the automotive industry

article in a collection out of WoS and Scopus

English

Abstract Purpose of the article: The article aims to address the reasons for the reduced car use of young people and make recommendations to the industry as to what specific equipment the car of the future should include for young customers in order to counteract the trend. Methodology/methods: The article summarizes the main trends and contents of the mentioned topic by a literature research as secondary research. These findings and trends are then supplemented by an online questionnaire as primary research. 107 persons, mostly between 20-30 years of age, were interviewed. The survey was conducted in Germany in both urban and rural areas and is therefore representative. Scientific aim: Find out what young customers want from the modern automobile. Findings: Young customers are not primarily interested in integrating modern technologies into their cars, but are more interested in a modern vehicle with well-known optional extras at a fair price. Technologies such as autonomous driving are not decisive for the vehicle purchase of young customers. The focus should primarily be on good basic equipment and a high level of environmental friendliness that can be achieved through electrification. Conclusions: Young customers are still more interested in the automobile as a product than was assumed in theory. Nevertheless, it can be assumed that this interest is increasingly waning and diminishing. Engine performance is still more important than the integration of modern, digital services into the car. At the same time, they are also increasingly interested in the area of environmental protection and attach great importance to it, so that buying an electric car is also very interesting for many young customers. Despite all the new mobility offers, most of the young respondents still see the car as their main means of transportation for the coming years and are already prepared to spend a little more money on their car in the future. At the same time, however, manufacturers should offer car subscription solutions and corresponding service packages to help them plan their costs. This article reaches its limits with regard to the survey, as it refers to the German-speaking countries. A transfer of the results to other countries is only possible to a limited extent. For an even more detailed evaluation it would be necessary to interview even more people.

Mobility, young customer, new technologies, alternative mobility, automotive, car use

Robert von Böhlen

11. 12. 2020

Robert von Böhlen

Brno

978-80-214-5933-5

Workshop specifického výzkumu 2020

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https://www.konference.fbm.vutbr.cz/workshop/useruploads/files/sbornik/sbornik_workshopu_2020.pdf

sbornik_workshopu_2020.pdf