Subscription vehicles: end-customer survey March 2021
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Subscription vehicles:
end-customer survey
March 2021
1 Executive summary ������������������������������������������������������ 3 Table of
contents
2 Scope of research���������������������������������������������������������� 4
3 User demographics������������������������������������������������������� 5
3.1 Current vehicle�������������������������������������������������������� 6
4 Rental vehicle usage������������������������������������������������������ 7
5 Awareness of subscription services���������������������������� 8
5.1 Importance of subscription offerings������������������ 9
5.2 Propensity to use the service������������������������������ 10
5.3 Preferred price-points������������������������������������������ 11
5.4 Views about flexibility������������������������������������������ 12
5.5 Affinity with other subscription services������������ 13
6 Accessories������������������������������������������������������������������ 14
6.1 How consumers source accessories ���������������� 15
6.2 Views about accessory providers���������������������� 16
7 Cleaning your car �������������������������������������������������������� 17
8 Paying for parking�������������������������������������������������������� 18
9 Maintaining vehicles���������������������������������������������������� 19
10 Insurance�������������������������������������������������������������������� 20
11 Bundling services������������������������������������������������������ 21
12 Summary�������������������������������������������������������������������� 22
2
1 Executive summary
1
Executive
summary
This report represents the result of a quantitative user QUESTIONNAIRE
survey on the subject of subscription vehicles.
PERIOD:
GOALS: Jun 1 -
Jun 2 2021
• Understand users awareness of subscription
services PARTICIPANTS:
• Understand users sensitivities to price and plan type 100
• Validate interest in flexibility as a benefit 100
• Understand current behaviours about associated 100
costs, services and accessories 100
KEY FINDINGS:
• Respondents were interested in considering
subscription for their next vehicle
• Price is critical - most respondents were cost-driven
with ~$500 as the threshold for plan price
• Bundling and flexibility were consistently ranked as
favoured options, but brand choice is key
• Accessories aaS will be a small market unless
consumers really change their behaviours
3
2 Scope of research
2
Scope of
research
QUESTIONNAIRE
FORMAT:
Self-selection
by the respondent
NUMBER OF
QUESTIONS:
27+1 screening
question
SESSION
DURATION:
15-20 mins
NUMBER OF
PARTICIPANTS:
400
SERVICE:
pollfish.com
4
3 User demographics
3
User
demographics
Demographics have
a relatively even
distribution but results
in the US may be
skewed slightly by a
Age range by country male, mid/late 30s bias,
50 and in France may be
skewed by a female,
40
late 40/50s bias*.
30
20
10
0
FR DE USA UK
18-24 25 - 34 35 -44 45 - 54 54 >
5
3.1 Current vehicle
3.1
Current
vehicle
How old is your primary vehicle?
50
40
The average age of
30
respondent’s current
20 vehicle was newest
in UK and oldest in
10 France.
0
FR DE USA UK
Less than 1 year old 1-3 years old 3-5 years old
5-10 years old Greater than 10 years old
How did you purchase your current vehicle?
50
40
30 Only the US had
a higher % age of
20 consumers on a plan
(HP or PCP).
10
0
FR DE USA UK
Repayment plan Paid outright
6
4 Rental vehicle usage
4
Rental vehicle
usage
Typically, how often would you use a rental vehicle for?
7% 1%
6% 19% Never
1 day
21% 2 - 3 days Most drivers rent
10%
1 - 2 weeks
vehicles for a few days
or weeks.
Up to 1 month
More than 1 month
Other
36%
If you do use a rental vehicle, please indicate why (multiple
choice)
70%
60%
50%
40% Most drivers rent
30%
vehicles for vacations
and special occasions.
20%
10%
0%
Other I don't always For gig For special For work For vacations
own a car economy occasions purposes
work
7
5 Awareness of subscription services
5
Awareness of
subscription
services
Nearly 60% of drivers
are still unaware or
have only limited
knowledge of
subscription services.
But, 40% of drivers have
investigated options
and 24% have quite
good understanding.
US and Germany are
leading the way in
customer awareness,
with the UK lowest in
our survey.
8
5.1 Importance of subscription offerings
5.1
Importance of
subscription
offerings
If you were to try a vehicle subscription service, please rank
the following in order of importance to you (multiple choice,
top 3 results used)
275
250
225
200
Price and choice
175
of vehicle brand &
specifications were
150
seen as the most
important factors.
125
After price, hygiene
rating was the next
100
most important #1
75
factor.
50
25
0
Number of Flexibility to Hygiene rating Flexible pick-up / Choice of vehicle Choice of vehicle Price
additional services change model drop-off points specification brand
offered by provider according to my
(parking, car wash, needs
vehicle
accessories etc)
1 2 3
9
5.2 Propensity to use the service
5.2
Propensity to use
the service
How likely are you to choose a vehicle subscription when you
next change your vehicle?
30%
25%
Interestingly, 62% of
20% drivers were moderately
to highly likely to
15%
choose a subscription
10% service for their next
vehicle.
5%
0%
1 - not at all 2 3 4 5 - highly likely
likely
Drivers in the >$100k
salary bracket were
most likely to highly
consider subscription
for their next vehicle.
105.3 Preferred price-points
5.3
Preferred
price-points
How much would you be prepared to pay for a vehicle
subscription per month?
40%
35%
30% 64% of drivers
25% expressed a preference
20% to pay less than
15% $500 per month for a
10%
subscription service.
5%
0%
$1500 and $1000 - $750 - $1000 $500 - $750 $300 - $500 Less than
above $1500 $300
Respondents from the
USA were more willing
to pay at higher price-
points, with the UK
least likely to.
115.4 Views about flexibility
5.4
Views about
flexibility
Ideally, how often would you like to change your vehicle for a
different one?
40%
35%
30%
Drivers responses were
mixed for how often
25%
they would change, but
20%
the flexibility to change
15%
whenever they needed
10%
to was clearly popular.
5%
0%
Daily Weekly Monthly Quarterly Yearly Whenever I
need to
How likely would you be to switch your vehicle type to be
able to carry out a different task / job?
40%
35%
Although drivers
30% ranked flexibility as 6/7
25% based on importance,
20% they were quite likely
15% to change vehicle if
10%
they needed one for a
5%
different purpose.
0%
1 - not at all 2 3 4 5 - highly likely
likely
125.5 Affinity with other subscription
services
5.5
Affinity with other
subscription
services
Which other subscription services do you pay for?
(multiple choice)
80%
75%
70%
65%
60%
55%
Drivers are very used
50%
to the subscription
45% economy. Media
40%
consumption is
widespread, and over
35% 50% subscribe to value-
30% added services such as
premium delivery.
25%
20%
15%
10%
5%
0%
Other Gardening or Food or Wine Gym Music streaming Premium Films /
house-clean (eg: Veg or Meal membership (eg: Spotify, delivery (eg: streaming TV
box, Wine Apple Music) Amazon Prime) (eg: Netflix,
selections) Disney+)
136 Accessories
6
Accessories
How often do you use a roof box / trailer / ski rack / bicycle
rack?
60%
55%
50%
45%
40%
35% Bicycle rack is the most
commonly used weekly
30% accessory. Other
accessories are used
25% infrequently.
20%
15%
10%
5%
0%
Bicycle rack Ski rack Trailer Roofbox
Every
Never weekA fewEvery
days couple
a year of weeks Once a month
Once a month A few
Every couple days a yearEveryNever
of weeks week
146.1 How consumers source accessories
6.1
How consumers
source
accessories
When you need an accessory for your car, how do you
typically get it?
45% Most drivers purchase
40% their accessories,
35% but this might be
30% due to a small rental
25% marketplace. Nearly
20% 50% purchase
15% online, which might
10% be a sign that they
5% would subscribe to
0% accessories.
Rent Borrow from family / Purchase from store Purchase online
friend
When using accessories for your vehicle, please rank the
following in order of importance to you
(multiple choice, top 3 results used)
320
280
240
200
Price was clearly the
160 most important factor
120 in deciding whether to
80 use an accessory.
40
0
Potential of Availability of If the vehicle Ease of Price
damage to accessory needs to be assembly
vehicle modified
1 2 3
156.2 Views about accessory providers
6.2
Views about
accessory
providers
How likely would you be to use one provider for all your
accessory needs?
35%
30%
84% of drivers did
express moderate to
25%
high levels of interest
in being able to use
one provider for their
20% accessory needs.
Further investigation
is needed to know
15% if they think of this
as a ordering from a
digital retailer, visiting
a bricks-and-mortar
10%
store, or subscribing to
them.
5%
0%
1 - not at all 2 3 4 5 - highly likely
likely
167 Cleaning your car
7
Cleaning your car
How often do you typically wash your car?
40%
35%
30%
25%
20%
15%
10%
37% of drivers washed
5% their car once a
0% month, and still see
Never A few times a Once a month Every couple of Weekly
year weeks the task as their own,
either washing it
themselves or using
When washing your car, which services do you use?
(multiple choice)
a drive-through. 5%
55% booked through an app,
50% indicating this is not
45%
40%
widespread yet.
35%
30%
25%
20%
15%
10%
5%
0%
Book via an app Pay family or Use a hand-wash Use a drive- Wash it myself
to my location friends to wash service through
it automatic wash
178 Paying for parking
8
Paying for
parking
Unsurprisingly, a
majority of drivers try to
avoid paying often for
parking.
What kind of parking services do you typically use?
(multiple choice)
60%
55%
50%
45%
40%
35% When they do pay, it’s
30%
most commonly for
25%
20% paid street parking.
15%
10%
5%
0%
I only use free Paid private Paid valet Paid off-street Paid street
parking space via app parking parking parking
(eg: JustPark)
189 Maintaining vehicles
9
Maintaining
vehicles
Typically, how often do you get your vehicle serviced or
maintained?
60%
55%
50%
45%
40%
35%
Drivers are fairly regular
30% with maintenance.
25%
20% 59% carry it out at the
15% recommended interval.
10%
5%
0%
Never When instructed by In emergencies only Yearly / at the
the dealer or recommended
company fleet mileage
manager
How do you typically pay for your vehicle servicing and
maintenance?
65%
60%
55%
50%
45% Most drivers still pay in
40%
35%
full for the work once
30% it’s completed, with 28%
25%
20%
paying via a plan.
15%
10%
5%
0%
My company takes care of it A regular monthly payment plan One payment after the work is
completed
1910 Insurance
10
Insurance
When thinking about your vehicle insurance policy, please
rank the following in order of importance to you
(multiple choice, top 3 answers counted)
250
225
200
175
150 Flexibility to adjust
insurance seasonally,
125 and to decrease
costs through safe
100 driving were the most
important for drivers.
75
50
25
0
Ability to carry Ability to decrease Ability to pause Ability to adjust Ability to adjust
insurance from insurance costs payments when the insurance cost to insurance cost
vehicle to vehicle through safe vehicle is not being add/remove other according to
driving used drivers season
1 2 3
2011 Bundling services
11
Bundling
services
How likely would you be to use an all-in-one payment plan
for insurance, maintenance, road taxes and toll fees?
35%
30%
25%
Drivers were keen to
20%
have one plan that
covered all of their
motoring costs, with
nearly 85% expressing
15%
moderate to high levels
of interest.
10%
5%
0%
1 - not at all 2 3 4 5 - highly likely
likely
2112 Summary
12
Summary
KEY INSIGHTS:
• Drivers are still quite traditional. A high number pay for their vehicle in one lump
sum, buy their accessories, avoid paying for parking, wash their car themselves and
only get maintenance done when it’s advised, or when something goes wrong.
• Subscription services are getting the word out, and consumers are finding out
about it. 10 out of our respondents (2.5%) were currently using a subscription
service for their current vehicle.
• Choice of vehicle brand and specification were seen as more critical to the
consumer than flexibility to change vehicle according to the task, but when
prompted, respondents did express an interest in this service.
• Bundling services together (associated costs and procurement of accessories) and
flexible insurance were seen as favoured options.
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GET IN TOUCH:
Robert Pitt
Director, Product and Design
robert.pitt@cloudmade.com
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