Our research suggests that strong brands still are likely to matter. For example, in a recent McKinsey survey, 45 percent of respondents indicated that vehicle brands were “very important” or “important” to their on-demand carsharing experience (versus 18 percent who described the vehicle brand as “not important” or “not at all important”). However, what matters to premium customers is poised to change. Technical performance, once a hallmark of premium, is becoming commoditized as electric-vehicle technology unlocks levels of performance, such as sub-four-second 0-to-100-kilometer-per-hour acceleration times, that previously were seen only at the highest level of premium vehicles. Consumer attention […]
Snapshots of the global mobility revolution
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