– “Germans hold on to their combustion engines the most”
– “Germans hold on to their combustion engines the most”
The BEST XPERIENCE Mobility study, for which 10,744 people were interviewed in 50 major cities in five European countries, shows that Germans are relatively persistent when it comes to mobility behavior. Switching to e-cars is more difficult for Germans than customers in other countries, and they also remain comparatively loyal to their car manufacturers. 80 percent consider buying their usual car brand again, even after negative experiences. But in the future, there is a risk that companies will run out of fuel when it comes to customer loyalty. Younger customers are less likely to recommend their car brand.
Here you can acquire the study www.en.best-xperience.com.
The "Best-Xperience" study by the customer experience experts Buljan&Partners and Motorpress Iberica in cooperation with the PAWLIK Group surveys the preferences of automobile customers and users of other mobility services in Germany, the United Kingdom, Spain, Italy and France. The results show, in some cases, significant discrepancies between mobility expectations and offers. "We are heading for an epochal upheaval in mobility and have to think more about which paths the customers are going with," says Joachim Pawlik, CEO of the PAWLIK Group. Silvana Buljan, initiator of the study, explains: "Our study is the first in Europe to close the information gap of changing customer requirements and reveal regional differences."
The study provides detailed information about trends, customer preferences and their attitude towards mobility service providers. Henrik Meyer-Hoeven, Managing Director International of the PAWLIK Group, has dealt in particular with the special features of Germany in an international comparison:
On the trend topic of electric mobility, car owners were asked whether they would be purchasing an electric or hybrid vehicle in the next three years. In a country comparison, Germany brings up the rear with 24 percent. "The Germans hold on to their combustion engines the most," says Henrik Meyer-Hoeven. In Italy, almost twice as many (47 percent) are planning to buy an e-car. Women are less interested in electric mobility than men.
Most interested parties find providers in Germany in the 35-44 age group. At least one in three is interested in making a purchase (34 percent).
Alternative mobility offers are coming more into focus. Due to the enormous increase in fuel prices, the car is currently often left at home. Despite this, the Net Promoter Score (NPS) for alternative mobility has so far only been positive in Spain. That means: In all other countries, customers would rather not recommend switching to alternatives. Giving up your own car in favor of alternative mobility is only an option for 13 percent of respondents in Germany. The probability of using a sharing service as the main mode of transport is ten percent (Spain 14%, UK 16%, France 16%, Italy 18%)
In Spain, public transport is the most popular mobility service. They are rated the worst in Italy. Germany is in the middle. Before we create wow experiences for customers in this country, the basic needs have to be covered and safety and hygiene improved. In all countries, reliability and proximity to the starting point and destination are also particularly important.
Due to the often poor customer experience with public transport, users are increasingly looking for alternatives in sharing solutions. The classic carpooling service is currently still the most frequently recommended. There is less openness to newer inner-city services, as many people do not understand how to use them. The simplicity of concluding the contract and the physical proximity are essential for customers - and this is also where the greatest potential for improvement lies. Silvana Buljan recommends mobility service providers: "Pay attention to simplicity, proximity and availability - the basic requirements of customers." In the multitude of solutions, no provider has yet managed to offer private vehicles serious competition in city traffic.
The study makers emphasize that customers in Germany still have a lot of trust in their car brand: 64 percent of Germans are satisfied with the customer experience in the automotive industry. 35 percent even say that automotive companies exceed their expectations in terms of service and support. According to the study, 80 percent of German customers consider staying loyal to their brand even after a bad experience. In contrast to Italy, disappointed customers in this country do not immediately go over to the competition. However, companies should not rest on their laurels. Younger customers are more willing to switch than older ones and the recommendation rate is also falling significantly. Over 35-year-olds recommend their car brand three times more often than 18-34-year-olds.
At the end of 2021, a total of 10,744 people in 50 cities in five European countries were asked about automotive and alternative mobility services for "Best Xperience Mobility". Buyers of the study can use numerous filter functions in both areas to see their position in the market at a glance. You can choose between service/brand, country, age group, NPS score, and gender. In the automotive sector, average values can be compared with the results of a car brand, with mobility, customers can compare the average values with the results for a specific service. The study was initiated by Buljan & Partners and carried out together with Motorpress Iberica. PAWLIK is a partner in the study.
PAWLIK Group is one of the leading management consultancies for systemic personnel and organizational development as well as personnel consulting and digital consulting. The company was founded in 1996 by Joachim Pawlik in Hamburg. More than 300 experienced consultants and employees at 15 international locations support customers worldwide in their challenges. Through ventures and investments in innovative service providers, the PAWLIK Group is constantly expanding its range of services for the challenges of customers in digital change. The consultants help companies to successfully implement their plans. They achieve this with an integrative, systemic and therefore unique approach to consulting.
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