Mobility services available via smartphone are set to have a disruptive impact on car purchasing and ownership models, new research suggests.
In a study by consulting firm Capgemini, more than a third of car buyers (34%) said that they now see ride-sharing and ‘tap and ride’ car-hailing services as a genuine alternative to car ownership. However, it’s not all bad news for the traditional automotive sales model as more than half of respondents (56%) see services such as Uber, Didi and BlaBlaCar as complementary to buying a new car.
As a result, participating in the mobility market is a way for car makers and dealers to introduce drivers to new makes and models.
The percentage of those who see mobility services as complementary to buying a car is highest among younger car buyers aged 18-34 (64%) and those based in emerging markets such as China (77%) and India (63%).
Capgemini also found that for two-thirds of consumers (66%) car brands are an important factor in their choice of car-sharing programme, confirming the significance of investments by major manufacturers in car-sharing schemes.
Kai Grambow, global head of automotive at Capgemini, commented: “We are currently experiencing a golden age of car sales, however it’s clear that this won’t last forever in its current form. Car brands are realising they need to react to changing consumer habits to sustain growth. Becoming leaders in car-sharing and the broader mobility space will not just create new revenue streams for car manufacturers, but will also allow brands to raise awareness and establish a new kind of relationship with consumers as they decide on their next model to purchase.”
The research involved more than 8,000 consumers across eight key markets: the UK, United States, France, Germany, Italy, Brazil, China and India.