Global Automotive Executive Survey 2017

From offline to online 41
How important do you think the following features will be?
Both executives and consumers
believe that data security and
privacy is the #1 purchasing
criterion.
52 % of executives rate data privacy and security to be 48 %
extremely important pur chasing criteria for the customer.
of consumers rate data privacy and security as
extremely important features, followed by transparency in the
total cost of ownership (TCO) with 45%.
Traditional purchasing criteria of the past and
closely related to the vehicle will lose relevance –
both executives and consumers agree that data
privacy and security is the #1 purchasing criterion
for future customers. With all the data leaks that
customers have been confronted with, the rather
long-established purchasing criterion of security
has to be interpreted in a new way.
The traditional purchasing criteria that we know today
such as safety and security or even the drive system
will in future represent only deficiency needs (see
deficit needs on page 20). When driving in a visionary
self-driving vehicle, customers will want to make
efficient use of their driving time by profiting from
customer- oriented products and services offered to
them on a digital platform. All interactions on a digital
platform can be monitored and precious customer data
can be collected so that data privacy and security
suddenly becomes the focus of attention in customer
purchasing decisions on mobility.
Executives
Consumers
52%
1 st 2 nd 3 rd
Data privacy
and security
48%
45%
Self-driving cars/
active driver
assistance systems
45%
44%
Zero emission/
electric mobility
42%
1 st 2 nd 3 rd
Brigitte Romani
Global Automotive Tax Leader
“Data security is the key
purchasing criterion. Execs
and consumers agree but
have different opinions
about driving experience
and cost – what counts for
consumers: data security,
cost, speed.”
Data privacy
and security
Transparency in the
total cost
of ownership
Driving pleasure
and speed
Note: Percentage of respondents rating a benefit to be “extremely important” | Source: KPMG’s Global Automotive Executive Survey 2017
kpmg.com/GAES2017
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