PAGE 1

Electrification, Automation and 

Shared Mobility

Or... The Children of Destiny vs. Spawn of Delusion:

What is really going on in the US and abroad.

Presented To: June 2018

Comprehensive, Integrated, Actionable Answers Through Leverage
PAGE 2

Data Source: New Vehicle Experience Study

Strategic Vision’s New Vehicle Experience Study (NVES) is used as the primary source of vehicle 

owner information including customer priorities, preferences and behaviors.

 NVES is a comprehensive study covering all aspects of who the 

customer is, the ownership experience, “Live” customer responses 

from Strategic Window and future vehicle choice intentions.

 Average Annual NVES samples 250,000+ new vehicle buyers 

including annual samples of the following Electric Vehicles (EV):

 2,300+ BEV Electric (BEV) (i.e. Nissan Leaf, Fiat 500e)

 8,500+ Hybrid Electric (Hybrid) (i.e. Toyota Prius, Ford Fusion 

Hybrid)

 2,300 Plug-In Hybrid Electric (PHEV) (i.e. Chevrolet Volt)

 Data in this study uses the sample from 2014 – 2017 NVES.
PAGE 3

Data Source: Ride Hail Experience Study (RHES)

Strategic Vision co-developed an online survey to understand current mobility behaviors and how 

Mobility on Demand (MoD) services (Uber, Lyft & Curb) may have changed behavior.

 Sample (n = 10,000): 

 Drivers (n = 1,500)

 Self-identified as a current driver for 

Uber, Lyft or Curb.

 Avoiders/Uninterested/Unaware (n = 4,100)

 Those who either do not know or do 

not use MoD options. 

 Rejecters (n = 2,000)

 Used before but do not plan to use 

again.

 Heavy User/ User (n = 2,300)

 Self-reported either occasional or 

regular use of MoD services. 

 Strategic Vision and KAPSARC jointly developed a 15-minute online survey fielded in Q4, 2016. 
PAGE 4

Data Tool: Strategic Window

Over 250,000 live customer comments are processed annually about the ownership experience, 

reasons for rejection and many other aspects of vehicle ownership.

“Re: My 2017 [Model XX] The EV Hybrid Powertrain Technology is EXCEPTIONAL. The New Battery Technology, 

The Newly designed Internal Combustion Engine, and the Newly designed Transmission are Impressive !! They work 

extremely well. Very Happy with these. Virtually all the other pieces of technology in this vehicle are utter 

disappointments. The infotainment/Navigation system is extremely disappointing! (Way too many reasons to list here 

but it is obvious [Brand XX] has decided not to invest resources in this accessory). As a category the "new" semi 

autonomous driving aides are a big disappointment. For example the auto high beams feature has never worked 

properly, the side mirror warning system is untrustworthy (even the owners manual warns that it can err ... say what!), 

the Paddle Regen Feature (which I love) doesn't indicate when (or if) it applies the brake lights when engaged ( a safety 

issue for following vehicles since applying the Paddle Regen can decelerate the vehicle as quickly as applying the 

brakes) There is also the unexpected and frightening (and fortunately inaccurate) imminent collision warning 

light that is flashed onto the windscreen. I call it the 3 seconds till you die light. This has activated 3 or 4 times in 

the last 3 months! And the very long list of disappointments, sadly, goes on and on!”

2017 Model XX Owner.

Most Seriously Considered a Ford Fusion & Disposed a BMW 7-Series

Male, $250,001 - $300,000 annual income.

Source: 2015 New Vehicle Experience Study (NVES)

Note: Model name on this statement purposely excluded.
PAGE 5

Data Psychology: ValueCentered Psychology

There is a developmental inclusiveness among the Value/EmotionsTM. Core Value/Emotions at 

the base of the metaphorical tree are as important as those at the upper developmental levels.

Developing a Relation with Your Audience:

1. People require Security if they are to consider you.

2. If you can establish Security in product and message, people 

will look for aspects or images which promote Freedom

(doing/getting what I want with ease and few hassles).

3. If you deliver adequate Security and Freedom, people look for 

signs (markers) that create Esteem through Innovation

(actually useful things), quality or image (reputation).

4. With Security, Freedom and Esteem adequately delivered, 

people strive for Harmony (or a Balance) between what you 

offer and their Lives (does it meet their needs).

5. If you deliver the Foundation (Security and Freedom) most 

often, you have the opportunity to have something or be 

something/someone that/who is Loved. (Leverage).

6. Love creates Commitment, Advocacy and Sound Loyalty.

Security

Freedom

Esteem

Balance

Love
PAGE 6

The Edwards Commitment Scale

 Using the natural way that individuals talk about aspects of their experiences proves most effective in 

discriminating among those aspects and predicting possible future outcomes - like choice, advocacy, 

perception of quality, and value.

This seven-point super-ordinal scale uses words and phrases often expressed by consumers as they describe 

how they feel about an experience.

I hate it 1 12 13 14 15 16 17 I love it

A failure

Unsatisfactory

Satisfactory

Excellent

Delightful

The Edwards Commitment Scale
PAGE 7

Influence Around the World

 Strategic Vision has trained culturally-centered individuals and 

teams with superior language skills in each country and culture. 

 With our upgraded software, we can train teams around the world 

to successfully and consistently do ValueCentered® Interviews. 

 We have found the basic five Super Values and their relationships 

in each country and culture.

Argentina Chile Hungary Philippines

Australia Colombia Italy Portugal

Austria Costa Rica India Russia

Baltics Czech Republic Japan Spain

Belgium Denmark Kenya South Africa

Romania France Korea Taiwan

Brazil Germany Mexico USA

Canada Great Britain The Netherlands Venezuela
PAGE 8

A Sample of Our Experience

A partial history: creating products/cervices, positions, advertising, segmentations, and measuring 

success: quality and leverage.

Procter & Gamble KMPG Milton Bradley The White House

Bristol-Meyers Met Life Nestlé The Department of Defense

Colgate-Palmolive Price-Waterhouse Ringling Bros./ Barnum & Bailey The State of California

Helene Curtis ABC Broadcasting Sargento Republican National Committee

Johnson & Johnson American Airlines Seiko 10 Downing Street – UK

Maybelline Beatrice Swatch Conservative Party of Britain

Richardson Vick BIC Whirlpool The European Parliament

Schering-Plough Coca-Cola Company The Republic of China (Taiwan)

Warner-Lambert Disney The Russian White House

Storck General Foods All Automotive OEMs The Kremlin

Arthur Anderson Glaxo-Wellcome Most Automotive Agencies NIH

Bank of America GTE BYU Law School

Chemical Bank Harley-Davidson UCSD Medical School

Credit Suisse Hewlett Packard

Ernst & Young Mercury Marine
PAGE 9

Customer Demographics & Lifestyles

Which new vehicle buyers desire a fully autonomous vehicle?

Who has completed the journey to purchase an electric vehicle?

Which new vehicle buyers augment their travel with ride-hail services?
PAGE 10

Demographics: Gender

Men are more open to embrace Fully Autonomous Vehicles (AVs). This is also true of their 

propensity to purchase Battery Electric Vehicles (BEVs) as well as use other Ride-Hail services 

such as Uber (as well as Lyft, etc.) 

Gender

(% Male)

Source: 2017 New Vehicle Experience Study (NVES). Sample AV Respondents (n=): 12,000 – 26,000 per response. BEV & Uber Respondent (n=) 6,000 per year.

65%

56%

71%

57%

58%

69%

50% 55% 60% 65% 70% 75%

Uber Use regularly

Gas

BEV

AV: Hate

AV: Satisfactory

AV: Love
PAGE 11

Pulse of the Customer: Gender

Implication: There are factors that women buyers must deal with when purchasing a new vehicle. 

Adding on more chances to attack Security can make the process even more difficult.

“Dealers are discriminatory toward females - just better to go with a broker to save time 

and get the best deal.”

2017 Toyota Prius Plug-in Owner. 

Female, 48 years, $125,001 - $150,000 annual income.

Source: 2015 New Vehicle Experience Study (NVES)
PAGE 12

Demographics: Marital Status

Those who Hate AVs have a slightly increased proportion of being married. This is significantly 

increased for BEV owners. Those who ride with Uber are more often single.

Source: 2017 New Vehicle Experience Study (NVES). Sample AV Respondents (n=): 12,000 – 26,000 per response. BEV & Uber Respondent (n=) 6,000 per year.

59%

65%

81%

69%

67%

65%

50% 55% 60% 65% 70% 75% 80% 85%

Uber Use regularly

Gas

BEV

AV: Hate

AV: Satisfactory

AV: Love

Marital Status

(% Married)
PAGE 13

Demographics: Age

Those who Hate AVs are older while those who Love the idea are younger. Those who use Uber 

regularly are among the youngest (in the new vehicle buying population).

Source: 2017 New Vehicle Experience Study (NVES). Sample AV Respondents (n=): 12,000 – 26,000 per response. BEV & Uber Respondent (n=) 6,000 per year.

41

51

48

57

54

49

30 35 40 45 50 55 60

Uber Use regularly

Gas

BEV

AV: Hate

AV: Satisfactory

AV: Love

Age

(Median)
PAGE 14

Demographics: Children

Those who Hate AVs have a slightly increased proportion of being married. This is significantly 

increased for BEV owners. Those who ride with Uber are more often single.

Source: 2017 New Vehicle Experience Study (NVES). Sample AV Respondents (n=): 12,000 – 26,000 per response. BEV & Uber Respondent (n=) 6,000 per year.

39%

35%

44%

29%

36%

40%

20% 25% 30% 35% 40% 45% 50%

Uber Use regularly

Gas

BEV

AV: Hate

AV: Satisfactory

AV: Love

Children

(% Minor Children at Home)
PAGE 15

Pulse of the Customer: Children in Home

Implication: Those who purchase EVs are often thinking of the children that also reside in their 

homes (or come to visit).

“Global warming is a scientific fact. The more each of us can do to care for the earth 

now, the better thing will be for our grandchildren. It is good to encourage technologies 

that look toward a sustainable future and I think the Bolt does that.”

2017 Chevrolet Bolt EV Owner.

Female, 70 years, $50,001 - $60,000 annual income.

Source: 2015 New Vehicle Experience Study (NVES)
PAGE 16

Demographics: Education

Those who Love AVs, purchase BEVs and/or use Uber regularly are more likely to be college 

educated.

Source: 2017 New Vehicle Experience Study (NVES). Sample AV Respondents (n=): 12,000 – 26,000 per response. BEV & Uber Respondent (n=) 6,000 per year.

82%

63%

87%

62%

68%

72%

40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 90%

Uber Use regularly

Gas

BEV

AV: Hate

AV: Satisfactory

AV: Love

Education

(% College Graduate)
PAGE 17

Pulse of the Customer: Education

Implication: HMI must be easy to use to entice those who may not be as educated as current EV 

owners to consider and purchase an EV.

“Human interface design is terrible, too complicated and illogical, too difficult to use 

while driving, need to park the car and get out the manual to change the display. 

Designed by idiots. How come Apple can design an iPad that a 2-year-old can figure 

out, but Honda can't design dashboard/radio controls that a college grad can use?”

2017 Honda Accord Hybrid EX-L Sedan (4-Cylinder) Owner.

Most Seriously Considered a Chevrolet Volt.

Male, 57 years, $175,001 - $200,000 annual income.

Source: 2015 New Vehicle Experience Study (NVES)
PAGE 18

Demographics: Occupation

Those who Love AVs, purchase BEVs and/or use Uber regularly are also more likely to be 

working in a professional field.

Source: 2017 New Vehicle Experience Study (NVES). Sample AV Respondents (n=): 12,000 – 26,000 per response. BEV & Uber Respondent (n=) 6,000 per year.

46%

25%

42%

24%

28%

33%

20% 25% 30% 35% 40% 45% 50%

Uber Use regularly

Gas

BEV

AV: Hate

AV: Satisfactory

AV: Love

Occupation

(% Working Professional)
PAGE 19

Demographics: Household Income

...and as a result, those who Love AVs, purchase BEVs and/or use Uber regularly are more likely 

to earn significantly more on an annual basis.

Source: 2017 New Vehicle Experience Study (NVES). Sample AV Respondents (n=): 12,000 – 26,000 per response. BEV & Uber Respondent (n=) 6,000 per year.

$153,828 

$91,059 

$183,046 

$93,952 

$98,278 

$110,886 

 $25,000 $50,000 $75,000 $100,000 $125,000 $150,000 $175,000 $200,000

Uber Use regularly

Gas

BEV

AV: Hate

AV: Satisfactory

AV: Love

Income

(Median)
PAGE 20

Hobbies & Lifestyles

Those who love the idea of AVs enjoy Yoga, sports and politics more often than others. The 

Haters like to do things themselves like build houses and catch their own food. Those who use 

Uber work out and party.

Hobbies

(% Incidence Over Industry Average)

AV: Love AV: Hate BEV Uber: Reg

Yoga 7% Genealogy 3% Travel - foreign 20% Travel - foreign 19%

Going to sporting 

events

7% Fishing 3% Cycling 11% Fine restaurants, dining 17%

Team sports (baseball, 

basketball, etc.) 6% Home projects (do-ityourself) 3% Stocks, investments 9% Socializing at parties 17%

Snow skiing 5% Shopping 2% Hiking, backpacking 7% Working out 17%

Political activities 5% Motorcycling 2% Snow skiing 7% Going to sporting 

events

15%

Source: 2017 - 2014 New Vehicle Experience Study (NVES)
PAGE 21

Hobbies & Lifestyles

Who would have guessed that those who Love the idea of owning a fully autonomous vehicle 

would be less likely to enjoy auto racing or NASCAR events.

AV: Love Over/Under Industry Average

7%

7%

6%

5%

5%

5%

5%

5%

-5%

-6%

-6%

-8% -6% -4% -2% 0% 2% 4% 6% 8%

Yoga

Going to sporting events

Team sports (baseball, basketball, etc.)

Snow skiing

Political activities

Hiking, backpacking

Travel - foreign

Socializing at parties

Gardening, landscaping

Auto racing, rallying

NASCAR

Source: 2017 - 2014 New Vehicle Experience Study (NVES)
PAGE 22

Political Affiliation

There are clear political differences between these various groups. Gas using haters are more 

likely republicans while EVs who use Uber and look to the future of AVs are more often 

democrats.

Political Party Associated (%)

Source: 2017 - 2014 New Vehicle Experience Study (NVES)

AV: Love AV: Hate BEV Gas

Uber: 

Regular

Democratic 33% 23% 42% 27% 38%

Republican 26% 37% 15% 33% 26%
PAGE 23

Propensity for Innovation: Early Adopters

All three “revolutions” are also early adopters / likely innovators. This means that if we can keep 

these people happy with the revolutions, then they will return and bring others... if not...

Source: 2017 New Vehicle Experience Study (NVES). Sample AV Respondents (n=): 12,000 – 26,000 per response. BEV & Uber Respondent (n=) 6,000 per year.

57%

33%

64%

28%

30%

43%

0% 20% 40% 60%

Uber Use regularly

Gas

BEV

AV: Hate

AV: Satisfactory

AV: Love

Innovator / Early Adopters
PAGE 24

Decision Path
PAGE 25

Electrification
PAGE 26

Priorities: Customer Attitudes

While Fuel Economy is important to those purchasing a new vehicle, it is only a top box score for 

a little more than 1 in 4 new vehicle buyers. Instead, other aspects of Fun, Family, Performance, 

Comfort, etc. are more often priorities for customers.

1 I prefer a balance of comfort and performance 47%

2 I prefer superior handling and cornering ability 37%

3 I prefer vehicles that provide the softest, most comfortable ride quality 35%

4 I want the quietest interior in my vehicle 31%

5 Fuel economy is a leading consideration in my purchase decision 29%

6 I prefer vehicles with superior smartphone connectivity and voice interaction 29%

7 Driving is one of my favorite things 28%

Rank (of 31) Customer Attitudes Top Box

Customer Attitudes 

(% Extremely Important - Top Box)

Source: 2017 - 2014 New Vehicle Experience Study (NVES)
PAGE 27

Priorities: Customer Attitudes

Other aspects of value and ownership have a greater impact on owners’ daily lives, making more 

removed environmental considerations a sincere — albeit secondary — consideration. Interest in 

paying significantly more for an EV or AV is not high on the priority list. 

26 I prefer a vehicle with a tough, workmanlike image 14%

27 I want to be able to traverse any terrain 13%

28 I want a basic, no-frills vehicle that does the job 12%

29 I want a vehicle that has the ability to completely drive itself 11%

30 I want to be able to tow heavy loads 11%

31 I would pay significantly more for environmentally friendly vehicle 8%

Rank (of 31) Customer Attitudes Top Box

Customer Attitudes 

(% Extremely Important - Top Box)

Source: 2017 - 2014 New Vehicle Experience Study (NVES)
PAGE 28

Pulse of the Customer: Economics

Implication: While a BEV purchase isn’t just about Price – Incentives, monthly payments, etc. can 

be the catalyst that creates Initial Interest in an EV purchase.

“I have always wanted an electric car since I was young. My biggest disappointment 

with Nissan is that they have not advertised how cheap the car is, once you factor in all 

incentives. When I tell friends and coworkers what my NET cost was, they are blown 

away. This is barely mentioned in the advertising. ALSO, Nissan doesn't emphasize 

how fast the Nissan Leaf accelerates. I thought it was going to be slow like the Prius, 

so it was a happy surprise. VW advertises the torque of their EV, but Nissan doesn't. 

When people feel the torque of the Leaf, they are amazed. Nissan should emphasize 

PRICE and ACCELERATION."

Nissan Leaf S Owner.

Male, 48 years, $100,001 - $125,000 Income.

Source: 2015 New Vehicle Experience Study (NVES)
PAGE 29

Preference: Vehicle Needs

On a daily basis, those who purchase EVs have a greater daily commute than Gas owners in 

distance...

29 30 32

26

10

20

30

BEV Hybrid PHEV Gas

Average daily commute - round trip (miles)

Source: 2017 - 2014 New Vehicle Experience Study (NVES)
PAGE 30

Preference: Vehicle Needs

...as well as time spent in traffic. Essentially the increased commute in both distance and time 

appear to be factors that initially cause an EV owner to consider an EV purchase. 

46 44

49

36

20

30

40

50

BEV Hybrid PHEV Gas

Average daily commute - round trip (minutes)

Source: 2017 - 2014 New Vehicle Experience Study (NVES)
PAGE 31

Initial Consideration:

There is a small increase in new vehicle buyers that are interested in BEVs for future 

consideration. However, there are greater numbers of future buyers who are no longer interested. 

The key question: What can we do for the 30% of buyers who are open to learning more?

Source: 2017 & 2010 NVES

10% 9% 13% 18% 10% 11%

28% 43% 32%

45%

28%

42%

60%

47% 53%

35%

61%

46%

0%

25%

50%

75%

100%

2017 BEV 2010 BEV 2017 Hybrid 2010 Hybrid 2017 PHEV 2010 PHEV

Actively Shopping for a Vehicle That Uses It Plan to Research it For My Next Purchase/Lease

Open to Learning More About It I Am Not Interested

Future Consideration
PAGE 32

Initial Consideration: Top 8 Cities

Is it a surprise that the greatest BEV consideration comes from the state of California?

Source: 2017 & 2016 NVES

Interest: Battery Electric Vehicles (BEV)

21%

21%

21%

23%

24%

25%

30%

34%

37%

24%

36%

30%

32%

16%

30%

35%

42%

54%

42%

47%

44%

58%

39%

31%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Seattle-Tacoma-Bellevue WA MSA

Deltona-Daytona Beach-Ormond Beach FL MSA

Oxnard-Thousand Oaks-Ventura CA MSA

San Diego-Carlsbad-San Marcos CA MSA

Los Angeles-Long Beach-Santa Ana CA MSA

Vallejo-Fairfield CA MSA

San Francisco-Oakland-Fremont CA MSA

San Jose-Sunnyvale-Santa Clara CA MSA

Will shop for BEV Open to learning more No interest
PAGE 33

Initial Consideration: Bottom 8 Cities-Areas

Is it a surprise where the least BEV interest is?

Source: 2017 & 2016 NVES

Interest: Battery Electric Vehicles (BEV)

2%

2%

2%

1%

1%

1%

1%

0%

7%

12%

20%

14%

20%

23%

21%

37%

91%

86%

78%

85%

78%

76%

78%

63%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Montgomery AL MSA

AL Non-Metropolitan Area

Springfield IL MSA

Beaumont-Port Arthur TX MSA

GA Non-Metropolitan Area

AL Non-Metropolitan Area

KY Non-Metropolitan Area

Lubbock TX MSA

Will shop for BEV Open to learning more No interest
PAGE 34

Distance an EV vehicle can travel and the location of EV charging stations (as well as how long it takes to recharge the 

vehicle) are key stressors that inhibit EV purchase in the US.

63%

55%

44%

27% 25% 24%

20%

56%

40% 39%

27% 25%

16% 17%

43%

37% 36%

9%

16%

7%

11%

53% 55%

32%

21%

17% 18% 20%

0%

10%

20%

30%

40%

50%

60%

70%

Normal distance

that can be traveled

on a full charge

Location and

availability of

charging stations

Recharging time Cost of battery

replacement

Ability of battery to

hold a charge over

time

Distance vehicle

can travel in cold

weather

Types of available

charging stations

Which (if any) of the following have been significant concerns in purchasing an Electric Vehicle?

BEV PHEV Hybrid Gas

Source: 2017 - 2016 New Vehicle Experience Study (NVES)

Note: For BEV and PHEV – What did you need to overcome to buy an EV. For Hybrid and Gas – What do you need to overcome to buy an EV.

Final Consideration: Barriers to EVs
PAGE 35

Pulse of the Customer: Imagery

Implication: If charging infrastructure, including public, home and work opportunities, are not 

enhanced, BEV acceptance, consideration and purchase will continue to be small.

“I LOVE this car. Every day I appreciate that I am able to travel around and get to 

where I need to go without burning gasoline...

Also I live in an apartment and although I am lucky enough to have my room right 

above where I park my car (and then I throw a heavy duty extension cord out the 

window to charge at night), most people in condos or apartments have no place to 

charge their car. - I hope that the infrastructure will fill out more and serve more people 

as time goes on.”

Nissan Leaf Owner.

Most Seriously Considered a Chevrolet Volt.

Source: 2015 New Vehicle Experience Study (NVES)
PAGE 36

Purchase: Vehicle Experience of BEV Owner

Of course, BEV owners love the efficiency of their vehicle. However it is also important to note 

that they also love performance related attributes of their vehicles over other vehicle sales. When 

customers buy a Tesla, they are buying a Sports Car with an innovative powertrain.

Attribute Delivery of BEV Owners Over/Under Industry (% “Love It”)

57%

50%

44%

41%

40%

34%

29%

28%

-5%

-6%

-11%

-20% -10% 0% 10% 20% 30% 40% 50% 60% 70%

Fuel Efficiency

Environmental Friendliness

Gas or Electric Mileage

Sound of Engine

Smoothness Of Transmission

Acceleration From Stop

Economical to Own

Power And Pickup

Interior Trim & Finish

Air Conditioner Performance

Cupholders

Source: 2017 - 2014 New Vehicle Experience Study (NVES)
PAGE 37

Commitment: Future Consideration

For the most part, those who purchase EVs state that they are 90% likely to purchase an EV as 

their next vehicle purchase. Even Gas owners are looking to a non Gas/Diesel vehicle almost 

30% of the time.

Fuel Type Owned (column) by Desired Next Fuel Type Purchase (row)

Source: 2017 - 2014 New Vehicle Experience Study (NVES)

BEV PHEV Hybrid Diesel Gas

BEV 65% 27% 8% 3% 3%

PHEV 14% 45% 14% 4% 4%

Hybrid 10% 14% 64% 7% 16%

Diesel 1% 3% 2% 50% 4%

Gas 8% 8% 9% 33% 67%
PAGE 38

Loyalty: Reality Check

1 in 4 EV owners dispose of their EV and return to an ICE vehicle. Near 50% of PHEV and 

Hybrid owners return to gas powered vehicles. Gas vehicles do not defect to BEVs or PHEVs 

which is why there has been such a slow change in the US vehicle sales.

Fuel Type Owned (column) by Desired Next Fuel Type Purchase (row)

Source: 2017 - 2014 New Vehicle Experience Study (NVES)

BEV PHEV Hybrid Diesel Gas

BEV 55% 5% 2% 1% 0.3%

PHEV 12% 33% 4% 1% 0.3%

Hybrid 5% 10% 36% 2% 2%

Diesel 1% 2% 1% 45% 2%

Gas 25% 46% 55% 46% 85%
PAGE 39

Automation
PAGE 40

 There is a direct connection between Safety perceptions and Future Brand Consideration.

The importance of safety and security for consumers that are generated in product, brand and features.

0%

10%

20%

30%

40%

20%

30%

40%

50%

60%

70%

Lexus Honda Toyota BMW Kia Hyundai Infiniti Nissan Fiat

Safety Perception Definite Consideration

Brand Safety Perception (Top Box) & Future Consideration (% Definite)

Note: % Definite consideration for luxury brands noted by those able to consider luxury.

Autonomous Vehicle Initial Review
PAGE 41

 With other brand values such as “Fun” or “Exciting” the connection isn’t as clear.

The importance of safety and security for consumers that are generated in product, brand and features.

0%

10%

20%

30%

40%

20%

30%

40%

50%

60%

70%

Lexus Honda Toyota BMW Kia Hyundai Infiniti Nissan Fiat

Fun Perception Definite Consideration

Brand Fun Perception (Top Box) & Future Consideration (% Definite)

Note: % Definite consideration for luxury brands noted by those able to consider luxury.

Autonomous Vehicle Initial Review
PAGE 42

Autonomous Vehicle Initial Review

Customers want to love the products they purchase as well as new, innovative ideas.

Overall Experience with Vehicle / Feelings of Owning Autonomous Vehicle

65%

25%

9% 8%

14%

11%

5% 4%

15%

30%

9% 8%

4%

22%

23% 24%

1%

4%

26% 26%

0% 7%

5% 6%

1%

23% 24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

BMW 7 -Series Chevrolet Express Van Fully Autonomous Vehicle After Negative News

I Love It Delightful Excellent Satisfactory Unsatisfactory A Failure I Hate It

Source: 2018 April Pulse of Customer – Autonomous Driving Perception Study by Strategic Vision
PAGE 43

Autonomous Vehicle Initial Review

Customers want to love the products they purchase as well as new, innovative ideas.

Overall Experience with Vehicle / Feelings of Owning Autonomous Vehicle

65%

25%

9% 8%

14%

11%

5% 4%

15%

30%

9% 8%

4%

22%

23% 24%

1%

4%

26% 26%

0% 7%

5% 6%

1%

23% 24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

BMW 7 -Series Chevrolet Express Van Fully Autonomous Vehicle After Negative News

I Love It Delightful Excellent Satisfactory Unsatisfactory A Failure I Hate It

Source: 2018 April Pulse of Customer – Autonomous Driving Perception Study by Strategic Vision
PAGE 44

Autonomous Vehicle Initial Review

Customers want to love the products they purchase as well as new, innovative ideas.

Overall Experience with Vehicle / Feelings of Owning Autonomous Vehicle

65%

25%

9% 8%

14%

11%

5% 4%

15%

30%

9% 8%

4%

22%

23% 24%

1%

4%

26% 26%

0% 7%

5% 6%

1%

23% 24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

BMW 7 -Series Chevrolet Express Van Fully Autonomous Vehicle After Negative News

I Love It Delightful Excellent Satisfactory Unsatisfactory A Failure I Hate It

Source: 2018 April Pulse of Customer – Autonomous Driving Perception Study by Strategic Vision
PAGE 45

The US is the least interested in letting the vehicle drive itself.

Source: 2017 International Personal Mobility InvestigationTM (IPMITM) by Strategic Vision. 

Preferred Level of Autonomous Driving

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Level 0

Level 1

Level 2

Level 3-

Level 3

Level 4

Level 5

Level 5+

USA India China

Autonomous Vehicle Initial Review
PAGE 46

Source: 2017 International Personal Mobility InvestigationTM (IPMITM) by Strategic Vision. 

Country Type Statement

India Level 0 The full driving is in the hands of an intelligent experienced driver and that makes me feel safe.

China Level 1 It would be more secure, but the technology needs to be improved.

Brazil Level 2

It would be beneficial for the driver especially in large congestion of cities offering total safety to the driver so 

that it does not feel so overwhelmed. I think we are not yet prepared for a vehicle 100% autonomous, noting that 

if the vehicle has collide repairs depending on the accident, but our bodies .....

US Level 3- Benefits would include more peaceful commute during traffic hours or help when parking. However, I still feel 

that I am going to lose control when I need it.

US Level 3

It would be easier to get around without the stress of city traffic and running into someone. However if the driver 

needed to intervene in any extreme situations the driver still could. I worry about malfunctions or a car 

redirecting when it didn't need to and causing an accident or miss reading a distance and hitting something.

India Level 4

Driverless Vehicles are the Future of our Country. As soon as they come into daily life Everything gonna be 

changed. Still robotic programming or coding which will be used in automatic driverless vehicles will not be as 

intelligent as human being. So it might be little dangerous too.

China Level 5

This advantage, to save mankind from the shackles, in the case of encounter muddy roads, or poor road 

conditions, but also to drive the truck out of road. Effectively guarantee the safety car and the driver. The 

drawbacks is that the people the concept of automatic driving is not clear, so most people can not use.

Brazil Level 5+ I think the level 5+ vehicles have provided increased safety and reduced travel time. The main barrier is the cost 

for the receive paths are suitable for such vehicles.

Autonomous Vehicle Initial Review
PAGE 47

Autonomous Vehicle Initial Review

New vehicle buyers are very aware of what is happening with self-driving accidents.

Awareness of recent incidents involving self-driving cars. 

Source: 2018 April Pulse of Customer – Autonomous Driving Perception Study by Strategic Vision 18%

82%

SEMI-AWARE TO NOT HEARD FULLY AWARE
PAGE 48

Autonomous Vehicle Initial Review

Customers want to love the products they purchase as well as new, innovative ideas.

Overall Experience with Vehicle / Feelings of Owning Autonomous Vehicle

65%

25%

9% 8%

14%

11%

5% 4%

15%

30%

9% 8%

4%

22%

23% 24%

1%

4%

26% 26%

0% 7%

5% 6%

1%

23% 24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

BMW 7 -Series Chevrolet Express Van Fully Autonomous Vehicle After Negative News

I Love It Delightful Excellent Satisfactory Unsatisfactory A Failure I Hate It

Source: 2018 April Pulse of Customer – Autonomous Driving Perception Study by Strategic Vision
PAGE 49

Autonomous Vehicle Initial Review

Thoughts on Autonomous Vehicles by those buying new vehicles.

Source: 2018 April Pulse of Customer – Autonomous Driving Perception Study by Strategic Vision

 “I just don't believe the public, our roads or highway infrastructure, are ready for this. Too 

many things can go wrong with "technology." "Technology" can be helpful, but we should 

not put our "eggs" entirely in this basket.” – Nissan Murano AWD Owner

 “Personal control seems much more reliable than a computer in a car. But 

I think more information and technology would improve my opinion. Not 

quite trusting yet” – Audi A3 Owner

 “If I didn't want to drive I'd take the bus.” – Toyota Highlander Owner

 “It would take away the pleasure of owning a car. We would just be getting a cab ride. You 

would no longer care about having a car. That's the end game of all of this - no one will own 

a car. We will all just get a ride via an UBER like app.” – Honda Ridgeline Owner
PAGE 50

Shared Mobility – Ride-Hail
PAGE 51

RHES: Transportation Modes

Although there is significant funding going to MoD models, many simply don’t use them. This 

being said, more people don’t take the bus than don’t take a Lyft. 

Mode Usage

Source: 2017 Ride Hailing Experience StudyTM (RHESTM) - by Strategic Vision.

0 10 20 30 40 50 60 70 80 90

MoD (Uber/Lyft/Curb)

Driving my personal vehicle

Driving a rented or car-sharing vehicle

Driving with or driven by friends

Public bus

Pubic train

Taxi

Bicycle

Walk

Once or more a day

Once or more per week

Once or more per month

Once or more in 3 months

Once or more in a year

Once or more every few years
PAGE 52

RHES: Transportation Modes

The personal vehicle is the leader, though MoD options are 2nd (a very far second). When the 

personal vehicle is not available, this is when MoD (and your friends) have a place. 

Source: 2017 Ride Hailing Experience StudyTM (RHESTM) - by Strategic Vision.

0.1 1 10 100

MoD (Uber/Lyft/Curb)

Driving my personal vehicle

Driving a rented or car-sharing...

Driving with or driven by friends

Public bus

Pubic train

Taxi

Bicycle

Walk

0 10 20 30 40

MoD (Uber/Lyft/Curb)

Driving my personal vehicle

Driving a rented or car-sharing...

Driving with or driven by friends

Public bus

Pubic train

Taxi

Bicycle

Walk

Wouldn't make the trip

Mode Used Most Often If Primary Mode Not Available

Note: Log Scale
PAGE 53

RHES: Demographics

Drivers need to drive. They have more minor children in the home and they have a lower 

household income. The Users have the money to pay for subsidized transportation.

Children in Home

Source: 2017 Ride Hailing Experience StudyTM (RHESTM) - by Strategic Vision.

0 0.5 1 1.5 2

Drivers (N=1.5K)

Avoiders/Uninterested/Unaware

(N=4.1K)

Heavy User/User (N=2.3K)

Overall Sample (N=8K)

Children under 6

Children 6-12

Children 13-17

Number of people 18 or older

$33,465

$59,030

$94,837

$61,062

0 50000 100000 150000

Drivers (N=1.5K)

Avoiders/Uninterested/Unaware

(N=4.1K)

Heavy User/User (N=2.3K)

Overall Sample (N=8K)

p25 p50 p75 p95

Household Income
PAGE 54

RHES: Changes since MoD

Most people do not change their normal habits after using MoD. The key exceptions are Taxi 

users as well as other modes of public transportation.

Changes in mobility habits since started using MoD

Source: 2017 Ride Hailing Experience StudyTM (RHESTM) - by Strategic Vision.

0

10

20

30

40

50

60

70

80

90

Drove a car

(N=2.3K)

Public transit

(N=2.1K)

Taxi

(N=2.2K)

Bicycled

(N=2K)

Walked

(N=2.2K)

Car Sharing

(N=2K)

Percentage of responses

Less often

Just as often

More often
PAGE 55

RHES: MoD – Most Important Reason

MoD is an inexpensive and convenient way to drink outside the home. 

Most Important Reasons for using MoD

Source: 2017 Ride Hailing Experience StudyTM (RHESTM) - by Strategic Vision.
PAGE 56

RHES: MoD Costs

Most MoD rides are $15 and under. 

Cost per ride for MoD

(p25 = $10, p50 = $15, p75 = $25, p95 = $45)

Source: 2017 Ride Hailing Experience StudyTM (RHESTM) - by Strategic Vision.

0

5

10

15

20

25

30

0-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41-45 46-50 >50

Percentage of respondents (N=2.5K)

$/ride
PAGE 57

RHES: Drivers

For most MoD drivers, driving is not only a part-time job, but has turned into significant hours on 

the road and a full time job. 

How many hours per week do you drive for MoD services?

(p25 = 10 h, p50 = 20 h, p75 = 40 h) 

Source: 2017 Ride Hailing Experience StudyTM (RHESTM) - by Strategic Vision.

0 5 10 15 20 25 30 35

10

20

30

40

50

60

70

80

Hours per week
PAGE 58

RHES: MoD Vehicle Fuel Type

Most MoD drivers purchased a gas vehicle, however there are more Hybrid drivers than the US 

average.

What is the fuel type of the primary vehicle you drive for MoD services?

Source: 2017 Ride Hailing Experience StudyTM (RHESTM) - by Strategic Vision.

80.89

7.69

1.94

0.29

7.47

1.15

0.57

0 20 40 60 80 100

Gas

Diesel

Flexible

Natural Gas (CNG)

Hybrid (Gas & Electric)

Plug-in Hybrid (Gas & Electric)

Battery Electric (Plug-in only)
PAGE 59

RHES: MoD Future Vehicle Fuel Type

About half of drivers would consider a more fuel efficient vehicle in the future, with many looking 

into hybrid or EV technology.

Future Consideration - Fuel Type

Source: 2017 Ride Hailing Experience StudyTM (RHESTM) - by Strategic Vision.

0 5 10 15 20 25 30

Hybrid

More fuel-efficient gasoline vehicle

Diesel

Pure Battery Electric Vehicle

Natural gas

Flex Fuel

Plug-in Hybrid

Fuel cell

(N = 1.3K)
PAGE 60

RHES: Driving Downtime

Most drivers have 5 – 10 minutes of downtime while driving where they are looking for a place to 

park or driving to a more busy part of town. 

Downtime

Source: 2017 Ride Hailing Experience StudyTM (RHESTM) - by Strategic Vision.

5.0

9.0

5.0

7.0

5.0

5.0

10.0

1 10 100

Downtime during

peak hours (mins) (N=2069)

Downtime during

non-peak hours (mins) (N=2015)

Pickup time during

peak hours (mins) (N=2100)

Pickup time during

non-peak hours (mins) (N=2028)

Pickup distance

during peak hours (miles) (N=2090)

Pickup distance during

non-peak hours (miles) (N=2028)

Earnings per ride ($)

 (N=2092)

p25 p50 p75 p95 Time (mins) or Distance (miles) or Earning ($)
PAGE 61

RHES: Transportation Modes

What are the energy consumption implications for this amount of downtime while the vehicle is 

running?

What do you generally do during the downtime? 

Source: 2017 Ride Hailing Experience StudyTM (RHESTM) - by Strategic Vision.

0 5 10 15 20 25 30

Look for a place to park

Drive towards busy parts

Drive around current area until a request arrives

Drive back to base

Other
PAGE 62

Thank you!

Thank you for your kind attention.

Our Guiding Principle:

Always avoid steering 

by the rear-view mirror!

Questions for Strategic Vision?

Call us at: 858-576-7141

Look at Strategic Vision at: 

www.strategicvision.com

Alexander Edwards

alexander.edwards@strategicvision.com

Dr. Darrel Edwards

darrel.edwards@strategicvision.com