Survey of car users conducted by Asahi Kasei outlines concerns
Japanese technology company Asahi Kasei conducted its 5th annual survey asking car users in the four major automotive markets about expectations and concerns. Manufacturers and designers may find the insights of the survey interesting to best meet the markets changing demands.
The survey encompassed Japan, Germany, USA, and China. Car users are still cautious of fully autonomous vehicles, and a retractable steering wheel and pedals are not considered acceptable to consumers yet. This confirms previous results of the 2022 survey which suggested users still want manual control of vehicles.
To add further to this, two out of three users in Germany, USA, and China said they would still observe traffic regardless of a driverless car. Activities such as watching movies still do not appeal to most drivers in these regions. This indicates the underlying trust issues surrounding the technology. Sentiments like these will define interior designs of the first generations of fully autonomous vehicles.
Consumers did state their desire for a ‘silent cabin’ in reference to battery electric vehicle (BEV) making noise to operate. Respondents noted ‘too much noise while driving’ was an issue with self-driving cars. BEV’s are still quieter than traditional combustion engines but other noises such as wind appear louder, as these are typically covered by engine noise. It is clear that silent operation will become more salient to customers as time progresses.
Music and podcasts remain the primary activity whilst riding in an autonomous vehicle, with 66% of USA, 61% of Japanese and Chinese, and 56% German respondents stating this as their primary activity. Talking to other passengers ranked similarly highly, whilst working or sleeping were less important issues, but still worth incorporating tables and lie-flat surfaces.
Car users no longer simply define a sustainable vehicle by its drivetrain technology but also factor in its carbon footprint during production. Consumers are more aware of the entire production chain, including how easily materials can be recycled in the car.
Consumers differ in what is considered sustainable across regions. Western markets such as German and the USA focus on use of recyclable materials and sustainable production along the value chain. This differs from Eastern markets such as China and Japan where drivetrain technology is the primary focus. This is a growing issue, as 35% Western respondents saying they would switch to a more sustainable manufacturer.