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预致汽车有限公司与毕马威国际合作组织 (“毕马威国际”) 和各成员所为各自独立的实体
中国的潜在买车人士是
既受政策、经济诱因驱动，
又有环保意识的消费者
Potential Chinese customers are
policy- and economically driven,
environmentally conscious
consumers
回顾2016年，中国的新能源汽车市
场长足发展，新能源汽车销量超过50
万辆的佳绩。中国的消费者为什么选
购新能源汽车或电动汽车呢 更重要
的是，购买新能源汽车的消费者对新
能源汽车有何看法
毕马威中国与汽车业市场调研机构
AutoForesight联手对220位新能源
汽车车主和潜在买车人士开展了一项
调研，以了解中国的汽车消费者目前
和未来的需要和诉求，调研结果颇出
乎意料
In 2016, we saw an impressive
increase in the new energy vehicle
(NEV) market in China, with over
half a million new NEV car sales.
Why would Chinese customers
choose to buy an NEV or electric
vehicle (EV) Most importantly,
what do potential NEV buyers
think about the topic of NEVs
KPMG China and market
& industry research firm
AutoForesight have conducted
a survey of 220 NEV owners
and potential NEV buyers to
understand the needs and wants
of current and future Chinese
automobile consumers – and the
results are surprising.
2 3
independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights
reserved.
AutoForesight is separate and distinct from KPMG International Cooperative (“KPMG International”) and its member firms.
所网络中的成员。版权所有，不得转载
预致汽车有限公司与毕马威国际合作组织 (“毕马威国际”) 和各成员所为各自独立的实体
4 5
independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights
reserved.
AutoForesight is separate and distinct from KPMG International Cooperative (“KPMG International”) and its member firms.
所网络中的成员。版权所有，不得转载
预致汽车有限公司与毕马威国际合作组织 (“毕马威国际”) 和各成员所为各自独立的实体
动机和理由 Motivation and rationale
在中国的新能源汽车车主和潜在买车人士之中，70%的受访者在工作日平均
驾驶里数达40公里，周末驾驶里数达40公里的百分比下跌至65%。电动汽
车的主要用途是上班出行。调查发现，两类受访者都认为与内燃机汽车 (传统
燃油汽车) 相比，电动汽车在经济上更划算，而且更环保，国家补贴也是促使
消费者买车/拥有汽车的重要因素，特别是在一些需要限量拍卖私车牌照，
交通比较拥堵的大城市
购买电动汽车的原因是多方面的。虽然车主表示主要原因是免费私车牌照和
国家补贴，潜在买车人士认为购买电动汽车的主要原因是维保费用较低，而
且有利于保护环境，其次是免费私车牌照
但是，消费者过去对新能源汽车的疑虑仍然存在。首次购买新能源汽车的车
主和潜在买车人士认为电动汽车的缺点是电池续航力不足 (及电池技术)、充
电速度缓慢，以及充电设施短缺等。大多数新能源汽车车主会在家中或工作
地点 (如有充电设施) 为汽车充电。然而虽有疑虑，仍有45% 的现有新能源
车主表示将来会再购一辆新能源汽车，反映消费者对新能源汽车的未来仍有
信心
中国的新能源汽车车主和潜在车主对电池的续航力也有类似的期望。超过
70%的受访者期望电动汽车续航力为350公里，他们认为这个距离应可足够
满足其驾驶需要。在可接受的最长充电时间方面，超过53%的新能源汽车车
主目前接受4小时的充电时间 (潜在车主 – 73%)，而大多数新能源汽车车主
(84%) 期望最快充电时间在1小时以内 (潜在车主 – 61%)
Of the Chinese NEV owners and potential buyers, 70 percent need
to travel an average of up to 40km on weekdays. This drops to 65
percent on weekends. The primary use of EVs is commuting to work.
The research found that both groups believe that compared to internal
combustion engine (ICE) cars (conventional vehicles), electric vehicles
are more economical and environmentally friendly, and that state
subsidies are important factors in buying/owning a car, especially in
dense cities with car licence plate quotas.
The reasons for purchasing an EV are manifold. While owners say the
key reasons are free car licence plates and state subsidies, potential
buyers believe that the main reasons for purchasing EVs is the lower
maintenance costs and environmental protection benefits, followed by
the free licence plates.
However, previous concerns about NEVs remain. First-time NEV
owners and potential buyers see the drawbacks of EVs as the battery
range (and the battery technology), the slow battery charging speed, as
well as the availability of charging pole infrastructure. The majority of
NEV owners primarily charge their cars at home or at their workplace (if
charging infrastructure is provided). However, 45 percent current NEV
owners would purchase another NEV, demonstrating customers’ belief
in the future of NEVs.
Chinese NEV owners and potential owners have quite similar
expectations with regard to range. Over 70 percent expect the range
of EVs to be 350km, which they believe would sufficiently cover their
mobility needs. In terms of the longest acceptable battery charging
time, more than 53 percent of NEV owners would currently accept
a charging time of up to four hours (potential owners – 73 percent),
while the majority of NEV owners (84 percent) expect a maximum fast
charging time of within one hour (potential owners – 61 percent).
6 7
independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights
reserved.
AutoForesight is separate and distinct from KPMG International Cooperative (“KPMG International”) and its member firms.
所网络中的成员。版权所有，不得转载
预致汽车有限公司与毕马威国际合作组织 (“毕马威国际”) 和各成员所为各自独立的实体
Brand awareness
and preference
由于中国政府会运用税务激励、补贴和免费私车牌照等措施鼓励消费者购买
本地制造品牌的新能源汽车，所以本地制造的新能源汽车销量占据最大份额
并不足为奇。调查发现，受访者对比亚迪汽车、荣威和北汽等中国品牌的偏
好和认识特别明显。值得注意的是，受访者主要认识的外国品牌 (但只限于潜
在消费者) 是特斯拉，而且排名在比亚迪和荣威之后
除了品牌认识外，产品质量和专业服务也是车主购买汽车的两大原因。对于
潜在消费者来说，品牌认知是关键，其次是新能源汽车领域的行业领导地位
和科技的成熟度
As the Chinese Government is using tax incentives, subsidies and free
licence plates to encourage customers to buy locally produced NEV
brands, it is not surprising that most sales come from domestically
produced NEVs. The survey found that Chinese brand preference
and awareness is especially strong for BYD Auto, Roewe and BAIC.
Interestingly, the major foreign brand that has brand recognition (but
only for potential customers) is Tesla, which is ranked behind BYD and
Roewe.
After brand awareness, product quality and professional service are the
other two reasons that owners purchase their vehicles. For potential
customers, brand awareness is key, followed by industry leadership in
the NEV space and the maturity of the technology.
品牌认知和
偏好
。。。以上简介无排版格式，详细内容请下载查看
