Chapter 4. Consumers’ Vehicle Preference Survey
B. Consumer Ownership and Use of Vehicles (Survey Section II)
전혀 관심 없다 Not interested at all
별로 관심 없다 Not interested
약간 관심 있다 Slightly interested
매우 관심 있다 Very interested
Figure 4-7. Openness of Respondents to the Latest Technologies
구매 계획 없음 No plans to purchase
10년 이후 시장에서 보편화 된 상품일 경우 구매
Would purchase if the technology has been on the market for 10 years
5~10년 사이, 시장에서 보편화된 상품보다
프리미엄 상품일 때 구매
Would purchase if the technology has been a premium product on the market for 5 to 10 years 5년 이내, 신기술이 도입된 초기 시장에서
구매
Would purchase if the technology has been in the market for less than 5 years
Figure 4-7 shows the distribution of respondents by their willingness to adopt the latest technologies available in the market. According to the survey, approximately 10 percent of consumers would be early adopters in any given market, while 51.7 percent would be classified as the early majority. Conversely, 31.5 percent would be the late majority, and 5.8 percent would be the late adopters.43
Figure 4-8. Distribution of Respondent-owned Vehicles by Fuel Type
휘발유 Gasoline
경유 Diesel
하이브리드 Hybrid
전기 Battery
The most important considerations for consumers when purchasing a vehicle were, in descending order: retail price, performance, mileage, maintenance costs (insurance premiums, taxes, maintenance, etc.), performance, and design.
Financial factors, including the retail price, mileage, and maintenance costs, were the important factors for consumers when making a vehicle purchase.
Figure 4-9. Considerations When Making a Vehicle Purchase
가격 성능 연비 디자인
Price Performance Mileage Design
친환경성 Eco-friendliness
Maintenance costs 56.5
29.1
11.2
2.3 1.4
0.0 10.0 20.0 30.0 40.0 50.0 60.0
휘발유 경유 LPG 하이브리드 전기
%
0.0 5.0 10.0 15.0 20.0 25.0 30.0
가격 성능 연비 디자인 친환경성 유지비 유종 기타
%
유지비 유종 기타
Fuel type Other
According to our survey, 88.0 percent of respondents drove an average of 50 kilometers or less each time they drove, and most respondents said they used their car to commute to and from work/school and to run family errands. EVs, with their current performance, can satisfy consumers’ average driving needs. However, at their present stage of development, EVs fail to meet drivers’ needs when used for travel and/or commercial operation. This is why the majority of consumers view EVs as “second cars” that they can buy in addition to “main cars”44 and use for lighter tasks.
Figure 4-10. Respondents’ Average Daily Driving Distance
10km 이하 10 km or less
101km 이상 101 km or more
Figure 4-11. Respondents’ Main Purposes for Driving
출퇴근(통학) Commute (work/school)
레저, 취미, 여행 Leisure, hobby, traveling
44 Since EVs can easily travel shorter distances, they can serve as main cars on Jeju Island.
20.1
23.6
17.8
12.5 14.0
9.3
2.8
0.0 5.0 10.0 15.0 20.0 25.0
10km 이하
11~20km 21~30km 31~40km 40~50km 50~100km 101km 이상
%
37.2
22.9
28.9
10.4
0.5 0.0
5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0
출퇴근(통학) 레저,취미, 여행
가정용(쇼핑) 업무(상업) 기타
%
가정용(쇼핑) Family (incl. shopping)
업무(상업) Business/commerce
기타 Other
1Figure 4-12. Respondents’ Estimated Timeframe Until Their Next Vehicle Purchase
1년 이하 Less than one year
1~2년 2~3년 3~4년 4~5년
1 to 2 years 2 to 3 years 3 to 4 years 4 to 5 years
5년 이상 5 years or longer
구입 계획 없다 No plans to purchase another vehicle
2Figure 4-13. Important Considerations When Purchasing a Vehicle
Approximately 75 percent of respondents answered that they would purchase their next vehicle sometime in the next five years. Respondents also indicated that financial factors, such as retail price, mileage, and maintenance costs, were their main considerations when purchasing a vehicle. Since performance is also an important consideration for many consumers,
6.8
23.9 22.8
10.8 11.4 13.1
11.2
0.0 5.0 10.0 15.0 20.0 25.0 30.0
1년 이하 1~2년 2~3년 3~4년 4~5년 5년 이상 구입 계획
없다
%
30.5
19.2 20.7
8.7 5.5
13.9
0.7 0.9
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0
가격 성능 연비 디자인 친환경성 유지비 유종 기타
%
EV demand can be expected to increase as EV and battery performance improve.
Figure 4-14. Respondents’ Preferred Fuel Type for Their Next Vehicle Purchase
When asked to choose their next vehicle for purchase based solely on fuel type, respondents selected gasoline followed by hybrids, electric batteries, and diesel, in descending order.45 These answers are indicative of a waning preference for oil and a growing preference for hybrid vehicles. Policymakers can thus foster EV demand in the early stage of the EV market by targeting PHEV drivers as chief policy beneficiaries.46 Respondents whose average monthly household income ranged from KRW 3 million to KRW 6 million showed the greatest preference (nearly 60 percent) for purchasing EVs as their next vehicle. The popularity of EVs was relatively low (approximately 10 percent) among respondents with comparatively higher household incomes. This suggests that the low maintenance costs and excellent mileage of EVs make them more appealing to middle-class consumers, while the lack of large, luxury EVs makes them seem less appealing to consumers in higher income brackets.