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Global Automotive Consumer Study 2019

Consumers interest in autonomous vehicles has cooled. European consumers’ trust in traditional car manufacturers to bring autonomous vehicle technology to the market has stalled as well. How do consumers in the Netherlands view autonomous vehicles?

The 2019 Deloitte Global Automotive Consumer Study includes more than 25K consumer responses across 20 global markets, of which more than 1200 Dutch consumers.

The results at a glance

  • Safety perception has been improving, but stalled recent years. 56% of the Dutch consumers think they will not be not safe in an autonomous vehicle.
  • A strong majority of Europeans want governments to exert a significant amount of control over the development of autonomous vehicles. 91% of Dutch consumers require some to significant government oversight.
  • Dutch consumers place the highest trust (41%) in a new specialized company to bring AV technology to market.

Autonomous vehicles and the Dutch mobility landscape

The overall Dutch mobility landscape is getting more and more ready for the transition towards use of autonomous vehicles and the Netherlands is very well positioned from an infrastructure point of view to adopt the use of autonomous vehicles. 
However, before the Dutch consumer really embraces the autonomous vehicle, certain steps still need to be made. Especially with respect to the perception of safety. The perception of safety can be positively influenced if the government is more involved with setting standards for the development, testing and use of autonomous vehicles. Our study shows that an overwhelming amount of Dutch consumers, 91%, want the government to exert control & provide oversight.

Additionally, the questions still remains of who is best equipped to bring autonomous vehicle technology to the market. Our research demonstrates that neither traditional OEMs (28%) nor existing tech players (24%) are the preferred options for Dutch consumers. Rather a new specialized company (41%) is preferred, which will definitely disrupt the mobility market.

Looking back at the fast adoption of the hybrid and fully electric vehicle by mainly the Dutch lease car driver (although heavily subsidized), the adoption of autonomous vehicles is regarded a logical but more radical next step. Really affordable new cars equipped with first stages of autonomous driving technology are also needed to get the Dutch consumer excited about autonomous vehicles. Given the fact that in 2017 the Dutch annual amount of driven kilometers (still 11.600 km per car) slightly decreased on the Dutch roads and highways, the question will be whether the Dutch consumer will be willing to hand over the steering wheel and enjoy the ride?


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