Easy-to-maintain and Sustainable Materials Add Value to Customers – A Global Automotive Survey by Asahi Kasei

In November 2021 Asahi Kasei, a diversified Japanese multinational company, conducted its third "Automotive Interior Survey" together with Cologne, Germany-based market research institute SKOPOS in the four major automotive markets: the USA, Germany, China and Japan. 1,000 car users of varying income levels in each market responded to questions regarding their car purchasing behavior, understanding of automotive sustainability and preferences for the automotive interior. This survey supports the importance of Asahi Kasei’s Healthy Car Portfolio to help OEMs satisfy the needs of the end user.

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Figure 1 shows statistics regarding the Buying Behavior and desire for Car Ownership for current car owners in the USA, Germany, China and Japan. Figure 2 shows statistics regarding current car owners' interest in a variety of features when purchasing a vehicle. "I put a great emphasis on the cleanliness of my car" resonated the most with all audiences. (Graphic: Business Wire)

Consumers still want to own a vehicle

Whether new or used, survey respondents prefer to continue to pursue ownership in the future. Car sharing or not having a car were not attractive options (Fig.1).

84% of car users in China prefer to buy, finance or lease a new car, and they are willing to spend an average of 31% more on their next car. With a 7% increase compared to the costs of their current car, the overall willingness of German car users to spend more money on their next car is significantly lower compared to the USA (+19%) and Japan (+10%). In addition, over half of car users prefer to purchase a new car over a used car.

Brand loyalty is still a concern for OEMs

In addition, the results regarding brand loyalty confirm the findings of our surveys from 2019 and 2020, that consumers are willing to change brands quite easily. When it comes to purchasing a new car, on average only half of the car users in Germany would choose the same brand as the current car. However, while car users in the USA and Japan saw a similar trend to Germany, there was a stark contrast in China. In the world’s biggest automotive market 72% of car owners will consider a different car brand for their next purchase.