- 澳大利亚最受欢迎的电动车型揭晓
- 超过 50 万澳大利亚人希望在未来 12 个月内购买电动汽车
- 可持续性和环境是电动汽车购买意向的主要驱动因素
- 电动汽车广告支出比 2021 年增长 711
Sydney, Australia – October 16, 2024 – Nielsen’s latest Consumer and Media View (CMV) & Ad Intel data reveals a growing interest in electric vehicles (EVs) among Australian consumers. 521,000 Aussies, or 15% of the 3.4 million people intending to purchase a car in the next 12 months, are considering an EV as their next purchase, highlighting a shift towards electric, with 3.5 million of all Australians now actively exploring EV options.
环保意识在消费者对电动汽车和混合动力汽车的偏好中扮演着重要角色，数据显示，74% 的潜在电动汽车买家表示电动汽车有利于环保。此外，74% 的消费者认为，对环境以及家庭和社区福祉的关注是他们对混合动力或电动汽车感兴趣的主要原因。
数据还显示，澳大利亚人对新技术的态度越来越开放，72%的可能购买电动汽车的人对混合动力或电动汽车表现出浓厚的兴趣，超过半数（56%）的人表示他们也在认真考虑购买全电动汽车。
Additionally, Nielsen data shows that consumers are increasingly less concerned about the performance of EV vehicles, when compared to petrol and diesel models, with 69% of potential EV buyers believing they offer “robust performance”.
同时，燃料成本继续影响着消费者的决策，75% 考虑购买电动汽车的人表示，燃料价格将影响他们购买的汽车类型。
希望购买电动汽车的消费者也会进行研究，80% 的潜在买家在购买前会花大量时间比较各种选择。重要的是，57%的消费者将汽车质量置于品牌之上，性能和价值比知名度更重要。
此外，潜在的电动汽车买家更倾向于选择中型乘用车（46%）和紧凑型四轮驱动车（34%），小型乘用车（33%）的比例也很高。
在具体车型方面，特斯拉在澳大利亚电动汽车市场上遥遥领先，其四款车型跻身潜在买家的前五大选择：1.特斯拉Model 3；2.特斯拉Model Y；3.特斯拉Model X；4.特斯拉Model S；5.比亚迪Atto。
对于潜在的电动汽车买家来说，SUV 是最受欢迎的选择，78% 的人考虑这种类型的汽车。48%的人只关注 SUV，22%的人只考虑轿车，但也有 30% 的买家对这两种车型都持开放态度。
These changing consumer preferences are reflected in the media spend by auto brands, with ad spend in the EV sector jumping from $8.2 million in FY 2021 to $66.5 million in FY 2024 – an increase of 711%, according to Nielsen Ad Intel.
尼尔森的数据还显示，潜在电动汽车买家的年龄分布广泛，但澳大利亚年轻人，尤其是 18-24 岁的年轻人对电动汽车最感兴趣，23% 的潜在电动汽车买家属于这一年龄段。
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics, said: “Nielsen’s latest data clearly shows that electric vehicles are no longer just a niche in the Australian auto market. With 15% of car buyers now actively considering an EV in the next 12 months and a further 3.5 million Australians exploring EV options, the shift towards more sustainable options is undeniable. Environmental concerns and the growing cost of fuel are playing a pivotal role, with a significant portion of potential buyers motivated by the positive impact EVs and hybrids can have on the environment and their communities. As performance myths fade and consumers place increasing emphasis on vehicle quality over brand, the Australian automotive market is on the brink of an electric revolution. The Australian automotive landscape is poised for significant transformation as more consumers make the shift.”
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媒体联系方式
丹-查普曼
尼尔森亚太区传播副总监
dan.chapman@nielsen.com
+61 404 088 462
