The Offering

Keeping it simple…

Once again with a view to lowering prices, which is the main lever for recovery, taking a fresh look at the supply side of the market would seem to be the right way to revive the market, according to motorists. (Fig. 42).

Firstly, a third of respondents encourage the production and therefore the sale of vehicles with fewer customisation options. Supporters of this frugality are concentrated in three southern European countries: Portugal, France and Italy (40%, 38% and 36%). In the north of Europe, Germany and Poland are more resistant.

There should be simplicity in terms of choice, but also when it comes to technology. The idea of reducing driving aids to cut costs comes second in this ranking (26%). Somewhat surprisingly, the technophile Chinese and Americans are the most likely to want this.

Finally, the production of smaller, lighter vehicles takes third place. This is good news for supporters of more environmentally-friendly vehicles. Behind the Netherlands, Germany, the country of large saloon cars and SUVs, occupies a surprising second place, with a significant number of motorists prepared to downsize.

… and doing less

‘Less is more’, said the modernists. Today’s motorists approve. (Fig. 43).

Three-quarters are in favour of fewer models being built. In most countries, opinions on this subject are relatively similar, except in Japan where there is less interest in reducing the offering. The French lead the way on this point, ahead of the British.

Promoting used and reconditioned cars

Lastly, two-thirds of respondents felt that the range of cars on offer could benefit from a shift towards used and reconditioned vehicles. (Fig. 44).

Here again, Japan is not in favour, the only country where only a small minority supports the idea. Naturally, young people are in favour of reconditioning, an idea that’s in keeping with the times.