COMMERCIAL VANS INSIGHTS NO LONGER A ONE VAN RACE

Transcription

1 COMMERCIAL VANS INSIGHTS NO LONGER A ONE VAN RACE

2 INTRODUCTION The commercial vehicle market has suffered in recent years due to the state of the economy. However, this hasn t stopped Hyundai from challenging the established players in the light commercial market, according to VFACTS data (December 2011). In this ebook, we will provide a sneak preview of exclusive insights into the commercial vans segment, in which Hyundai is shaping up as a worthy contender to challenge Toyota for market leadership. THE MARKET IS BEING RESHAPED BY A NUMBER OF CHALLENGES AND TRENDS

3 CHALLENGES FACING COMMERCIAL FLEETS COST-REDUCTION INITIATIVES Managing costs is always a major challenge for commercial fleet managers. The pressure to save money year-over-year has become increasingly severe as a result of the current economic climate. Many fleet managers report they are given a specific percentage reduction goal in fleet costs with little direction on how to achieve it. FUEL PRICE VOLATILITY Fuel is still the second largest challenge facing commercial fleet managers. Fleet managers report they are struggling to balance the fleet budget with constant and volatile changes in fuel prices. Most fleet managers believe that fuel prices will remain elevated. Consequently, an increasing number of fleet managers are considering fuel hedging to protect against further price rises. Other fuelsaving initiatives include: Driver behaviour moderation Idle reduction Fleet size reduction Downsizing to smaller vehicle classes CHANGES IN FUEL PRICES MAKE IT DIFFICULT TO BALANCE FLEET BUDGETS DRIVER SAFETY The third largest challenge reported by commercial fleet managers is driver safety. Many fleet managers are focusing on reducing preventable accident rates and associated repair, downtime, and liability costs. Some fleets are focusing on driver training to minimise driver distraction and to reduce preventable accidents. Furthermore, many fleets are also hiring third-party providers to create new safety training modules and programs. GREEN FLEET INITIATIVE Despite the current economic climate, sustainability initiatives continue to gain strong support from senior management at many companies. However, a major setback to fulfilling green fleet initiatives is the lack of capital spending and reduction of fleet replacement budgets. Consequently, most commercial fleets agree that green initiatives must provide acceptable return on investment. PRODUCTIVITY INITIATIVES Many fleets are considering technological solutions, such as GPS and telematics systems, to increase driver productivity. Some fleets are expanding the current telematics being used for safety and fraud detection, which has resulted in improved service delivery times and reduced distance travelled. However, financial pressures often delay the implementation of these technological solutions.

4 VFACTS MARKET DATA (YTD DECEMBER 2011) MARKET SIZE 176,940 light commercial vehicle sales out of market total of 1,008,437 MARKET GROWTH New vehicle sales declined by 2.6 between 2010 and Light commercial vehicle sales declined by 1.5% BUYER TYPES 12.5% increase in private buyers 7.6% decline in business buyers 10.5% decline in government buyers 61.2% increase in rental buyers HYUNDAI IS THREATENING TOYOTA S MARKET SUPREMACY FUEL TYPE Diesel vehicle sales increased by 1.2% (remains most popular fuel type) LPG vehicle sales decreased by 53.9% Petrol vehicle sales decreased by 23.2% SEGMENT & MODEL Hyundai iload experienced 10.4% growth in market share Toyota HiAce experienced 20.7% decline in market share Toyota experienced 9% decline in sales Hyundai experienced 10.4% growth in sales Source: VFACTS NATIONAL REPORT. New Vehicle Sales December (Federal Chamber of Automotive Industries)

5 COMMERCIAL VANS INSIGHT STUDY SNEAK PREVIEW METHODOLOGY In our 2011 Commercial Vans Insight study, we set out to provide a detailed understanding of behavior, attitudes and perceptions from purchasers of commercial vans in Australia. We surveyed 253 organisations nationwide operating a least 1 van. These organisations operate a total of 70, 000 vehicles including 5,000 commercial vans. The specific study objectives were: To provide a comprehensive map of brand health including awareness, preferences and perceptions To understand the drivers of choice and selection criteria when purchasing commercial vans To determine the influential resources used by buyers to inform their choices To understand how preferences differ by customer segment. NEARLY 25% OF ORGANISATIONS PREDICT AN INCREASE IN VAN PURCHASES FUTURE OUTLOOK Nearly two thirds of those organisations that own vans intend to purchase at least one van in the next 12 months. Nearly one quarter predict an increase in van purchases, compared to the previous year. The segments with the highest levels of increased purchase intent are: Organisations with 1 van or more than 5 vans Organisations in the building, transport and wholesale/retail sectors. Vans are typically replaced at an age or kilometre limit. The majority of vans will be replaced after 3-4 years or before 180,000 kilometres. The average decision maker is: Male 45 years or older A business owner, fleet manager or finance manager A driver of the vans. The average van purchased will be: A new vehicle running on diesel Automatic transmission Long wheel base Used to carry tools of the trade, equipment, people or materials.

6 PREVIEW OF CHOICE DRIVERS 1. SUITABILITY AND PERFORMANCE 2. SAFETY AND COMFORT 3. SIZE AND DIMENSIONS 4. RUNNING COSTS GET THE FULL REPORT TO DISCOVER MORE INSIGHTS INTO CHOICE DRIVERS 5. PRICE 6. FUEL CONSUMPTION 7. DEALER NETWORK/PARTS AVAILABILITY Our study provided some valuable choice driver insights. Below are 7 of the 21 choice driver insights we identified. All 21 choice drivers are discussed in the full report.

7 Model Satisfaction Satisfaction with Vans Top 9 models owned Hyundai iload (n=41) Mercedes-Benz Sprinter (n=34) Toyota HiAce (n=122) Volkswagen Transporter (n=14*) Volkswagen Caddy (n=22*) Hyundai imax (n=10*) Mercedes-Benz Vito (n=23*) Mitsubishi Express (n=22*) 0% 46% 9% 5% 14% 5% 47% 52% 43% 54% 10% 50% 22% 39% 23% 50% 54% 44% 43% 43% 41% 40% 39% 27% Ford Transit (n=51) 43% 41% 16% Mean (/10) Net Satisfaction ILOAD OWNERS ARE THE MOST SATISFIED Base: All respondents (n=253) Not satisfied 0-6 Neutral 7-8 Satisfied 9-10 Caution: small sample sizes for some models. Q5. How satisfied are you overall with <model owned> vans, using a scale of 0 to 10 where 0 is extremely dissatisfied and 10 is extremely satisfied?

8 Van Model Most Likely to Purchase Van model most likely to be purchased Toyota HiAce Toyota other Hyundai iload Hyundai imax Ford Transit Mercedes-Benz Sprinter Mercedes-Benz Vito Mercedes Viano Volkswagen Transporter Volkswagen Caddy Mitsubishi Express Kia Pregio Mazda E2000 Fiat -no model specified 2% Holden Combo 1% 3% 7% 9% 6% 1% 6% 4% 3% 1% 3% 1% 20% 28% HIACE IS STILL THE MOST LIKELY MODEL TO BE PURCHASED Base: Respondents who are likely to consider more than one van (n=253) Q10. Which model are you most likely to purchase? Includes those that consider only one type of model.

9 FULLY AUTOMATIC DIESEL IS NOW THE STANDARD Transmission & Fuel Types Transmission type most likely to choose Automated Manual 4% Fuel system most likely to choose Diesel Petrol Fully Automatic Manual 39% 57% 70% 21% LPG 6% Dual 1% No preference 2% Base: All respondents (n=253) Q14. When you buy your next van/s, what transmission type are you most likely to choose? Q15. What fuel type / system are you most likely to choose?

10 PREVIEW OF TOP INFORMATION SOURCES 1. RECOMMENDATIONS OF VAN DRIVERS 2. RECOMMENDATION OF PEERS 3. INFORMATION OBTAINED AT THE DEALERSHIP YOU LL NEED TO GET YOUR HANDS ON THE REPORT TO SEE THE FULL RANGE OF DATA WE COLLECTED, AND DISCOVER MORE INSIGHTS INTO INFORMATION SOURCES 4. SEARCH ENGINES 5. MANUFACTURER/DEALER WEBSITES 6. VEHICLE BROCHURES/PRICE BUYING GUIDES

11 CONTACT ACA RESEARCH FOR THE FULL REPORT James Organ (Director) Ph: GET THE EDGE OVER THE COMPETITION GET THE FULL REPORT

12 ABOUT ACA RESEARCH ACA Research is a full service market research consultancy with expertise in customised research and multi-client studies. Established in 1993, with offices in Sydney and Singapore, we conduct studies throughout Australia, New Zealand and Asia. Through our high level of business and research experience, industry expertise and focus on high quality outputs, we effectively support business thought leaders in their decision-making. Our core value proposition is supported through our values of: Integrity in business and the research process Enthusiasm in everything we do Team member growth and development Effective and meaningful client relationships Participative and communicative work environment Positive creative abrasion. The ACA Research executive team are full members of the AMSRS (Australian Market & Social Research Society).