Automobilmarktforschung und Autokliniken

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The automotive market is undergoing four simultaneous transitions: powertrain, software, retail, and ownership. Winners are treating them as one integrated commercial question, not four engineering programs.

That reframing is what separates OEMs gaining share from those defending it. Automotive market research is no longer a validation exercise for product plans already approved. It is the primary tool executives use to sequence billion-dollar bets across battery chemistry, ADAS tiers, dealer footprint, and data platforms. The firms compounding advantage right now share a specific analytical posture, and it is visible in how they scope their questions.

Was ist Marktforschung im Automobilbereich und warum ist sie wichtig?

Bei der Marktforschung im Automobilbereich geht es nicht nur darum, die Anzahl verkaufter Autos zu zählen oder die beliebteste Farbe der Saison zu ermitteln. Es handelt sich um einen mehrdimensionalen Ansatz, der darauf abzielt, die Nuancen der Verbraucherpräferenzen, die Marktdynamik, das Wettbewerbsumfeld und die sich abzeichnenden technologischen Veränderungen zu verstehen.

Sie liefert Unternehmen die Erkenntnisse und Daten, die sie brauchen, um Fahrzeuge zu konzipieren, herzustellen und an die Wünsche und Vorstellungen ihrer Kunden anzupassen. Die Forschung dient auch als Leitfaden für die Entwicklung neuer Anzeigen, Botschaften und Marketingmaterialien. Da immer mehr neue Technologien in Fahrzeugprodukte integriert werden, ist Innovation für viele Autohersteller und Erstausrüster (OEMs) eine wesentliche Priorität.

Why Automotive Market Research Now Drives Capital Allocation, Not Just Product Planning

Historically, automotive research answered “what should this vehicle look like.” The strategic question has shifted to “where should the next dollar of capex go.” Battery gigafactory commitments, software-defined vehicle platforms, and dealer consolidation each carry ten-year payback horizons and non-recoverable commitments.

That has moved market intelligence upstream. Product clinics still matter, but the higher-value work now sits at the portfolio level: cross-region powertrain mix modeling, ADAS feature willingness-to-pay by segment, and connected services attach-rate forecasts. 

SIS International Research engagements across European and Asia-Pacific OEMs indicate the most disciplined players are running quarterly powertrain transition modeling that ties battery cost curves, charging infrastructure density, and residual value assumptions into a single scenario framework rather than treating them as separate forecasts.

The practical consequence is fewer stranded assets. OEMs using integrated scenario modeling have been able to defer or accelerate BEV platform investments by one to two model cycles based on evolving evidence, rather than committing on original launch timelines.

Electric Vehicle Market Analysis Requires Regional, Not Global, Assumptions

The single biggest error in electric vehicle market analysis is applying a global adoption curve to regional P&Ls. China, Norway, Germany, California, and Texas are on entirely different trajectories driven by charging density, incentive structure, grid mix, and consumer segment behavior.

Serious EV market analysis now segments by corridor and use case. Fleet electrification total cost of ownership works in urban last-mile delivery well before it works in long-haul. Retail BEV adoption in Germany is being paced by home-charging access in multi-family housing, not vehicle price. In the US, the gap between coastal early adopters and interior markets is widening, which changes dealer allocation logic entirely.

EV battery chemistry benchmarking has become a commercial exercise, not a technical one. LFP versus NMC versus emerging sodium-ion decisions now hinge on regional raw material exposure, warranty economics, and second-life residual value, all of which require primary intelligence from cell manufacturers, recyclers, and fleet operators. BYD, CATL, LG Energy Solution, and Northvolt are pursuing structurally different chemistry roadmaps, and OEM sourcing strategy has to be built against that reality.

ADAS Adoption Curves Analysis Is Where Margin Is Being Won

ADAS is the clearest example of software-defined margin. Level 2+ features are becoming table stakes. Level 3 conditional automation is where premium OEMs are testing subscription and one-time-unlock pricing models that structurally change vehicle lifetime revenue.

Competitor analysis of Level 3 ADAS features now goes beyond specification comparison. It requires understanding which OEMs have secured regulatory approval in which jurisdictions, how insurance underwriters are pricing liability transfer, and what customers will actually pay for hands-off, eyes-off driving. Mercedes-Benz Drive Pilot, BMW Personal Pilot, and the evolving Tesla FSD positioning each represent different bets on the same underlying question.

SIS International's B2B expert interviews with tier-one suppliers and OEM ADAS program leads across Germany, France, and the UK point to a widening gap between stated consumer interest in autonomy and demonstrated willingness to pay once features are unbundled from the base vehicle price, which has significant implications for how ADAS revenue should be forecast in five-year plans.

Regionale Einblicke

Regionale Erkenntnisse sind in der Automobilmarktforschung von entscheidender Bedeutung, da sie wertvolle Einblicke in Marktdynamik, Verbraucherverhalten und Wettbewerbslandschaften in verschiedenen geografischen Regionen bieten. Hier sind einige wichtige regionale Erkenntnisse, die Sie berücksichtigen sollten:

Nordamerika:

Der nordamerikanische Automobilmarkt ist durch reife Märkte wie die USA und Kanada gekennzeichnet, in denen Verbraucherpräferenzen, wirtschaftliche Bedingungen und gesetzliche Anforderungen den Automobilabsatz antreiben. In den letzten Jahren gab es in der Region eine wachsende Nachfrage nach Elektrofahrzeugen (EVs), SUVs und Pickup-Trucks sowie ein zunehmendes Interesse an fortschrittlichen Fahrerassistenzsystemen (ADAS) und vernetzten Fahrzeugtechnologien.

Europa:

Der europäische Automobilmarkt ist geprägt von strengen Emissionsvorschriften, einer Verschiebung der Verbraucherpräferenzen hin zu Elektro- und Hybridfahrzeugen sowie steigenden Investitionen in autonome Fahrtechnologien. Darüber hinaus erlebt die Region einen Anstieg von Carsharing- und Mobility-as-a-Service-Plattformen (MaaS), angetrieben von Urbanisierungstrends und Nachhaltigkeitsinitiativen.

Asien-Pazifik:

The Asia-Pacific region is the largest automotive market globally, with countries such as China, Japan, and India driving demand for automobiles due to population growth, urbanization, and rising incomes. In China, the world's largest automotive market, government incentives for electric vehicles and advancements in technology and infrastructure are fueling growth in the electric vehicle segment. In India, increasing urbanization and infrastructure development drive demand for passenger vehicles, while the commercial vehicle segment remains robust due to logistics and transportation needs.

Lateinamerika:

Der Automobilmarkt wird von unterschiedlichen Verbraucherpräferenzen, wirtschaftlicher Volatilität und regulatorischen Herausforderungen getrieben. Länder wie Brasilien und Mexiko sind wichtige Automobilmärkte in der Region, mit steigender Nachfrage nach Personenkraftwagen, leichten Lastkraftwagen und Nutzfahrzeugen. Das Marktwachstum in Lateinamerika wird jedoch häufig von Währungsschwankungen, politischer Instabilität und Handelspolitik beeinflusst, sodass Unternehmen mit Unsicherheiten umgehen und ihre Strategien entsprechend anpassen müssen.

Connected Vehicle Data Monetization Strategies Are Maturing Beyond Pilots

Every OEM has a connected car data strategy slide. Very few have a P&L. The commercial models that are working share three characteristics: they identify a specific external buyer (insurers, municipalities, fleet managers, mapping providers), they respect emerging data governance regimes including GDPR and the EU Data Act, and they are priced against a substitute rather than against imagined value.

Market research on connected car data monetization has to answer buyer-side questions first. What are commercial fleet operators actually paying for telematics data today, and from whom. What price sensitivity do property and casualty insurers show for real-time driving behavior data versus what they already receive from OBD dongles. What do HD mapping providers pay per vehicle-mile for road condition data. Without those benchmarks, internal monetization models default to top-down TAM estimates that do not survive contact with procurement.

Automotive Dealer Network Optimization in the Agency Model Era

The future of automotive retail is not the death of the dealer. It is the restructuring of the dealer's role. Agency models being tested by Volvo, Mercedes-Benz, and Stellantis brands shift inventory risk and pricing control to the OEM while keeping the dealer as the physical fulfillment and service touchpoint.

Automotive dealer network optimization now requires modeling three variables together: catchment demographics, service revenue potential over a ten-year installed base, and BEV-specific requirements including charging infrastructure and high-voltage technician capacity. Rooftop consolidation makes sense in some markets and destroys share in others, and the difference is measurable through primary research with existing customers on drive-time tolerance and service loyalty.

The Four-Lens Framework for Automotive Portfolio Decisions

Lens	Core Question	Primary Research Method
Powertrain	What mix by region and segment through the late 2020s?	Consumer segmentation, TCO modeling, dealer interviews
Software	What features drive willingness to pay?	Conjoint analysis, feature clinics, subscription testing
Einzelhandel	Where does agency win vs franchise?	Dealer interviews, catchment modeling, customer journey mapping
Daten	Who pays, how much, for what?	B2B buyer interviews, price benchmarking, use case validation

Quelle: SIS International Research

Möglichkeiten in der Automobilmarktforschung

• Datengesteuerte Personalisierung: Durch die explosionsartige Zunahme der Daten aus vernetzten Fahrzeugen haben Unternehmen die beispiellose Möglichkeit, personalisierte Dienste anzubieten. Durch Marktforschung können Unternehmen Fahrmuster, Vorlieben und Verhaltensweisen der Verbraucher analysieren, um maßgeschneiderte Angebote zu entwickeln.

• Partnerschaften mit Tech-Giganten: Partnerschaften mit Technologiegiganten können ein strategischer Schachzug sein, da sich Autos in mobile Technologiezentren verwandeln. Kooperationen mit Unternehmen wie Apple, Google oder Amazon können das Fahrerlebnis verbessern. Erkenntnisse aus der Automobilmarktforschung können dabei helfen, die profitabelsten und gefragtesten Integrationen zu identifizieren.

• Innovative Finanzierungsmöglichkeiten: With a shift away from traditional car ownership towards leasing and subscription models, there's an opening for innovative financing solutions.

• Investitionen in grüne Technologien: Da Nachhaltigkeit immer wichtiger wird, sind Investitionen in grüne Technologien, von der Batterieentwicklung bis hin zu Leichtbaumaterialien, lukrativ. Die Marktforschung im Automobilbereich kann Investitionen steuern, indem sie Technologien mit dem höchsten potenziellen ROI identifiziert.

• Diversifizierung in Mobilitätsdienste: Beyond selling cars, there's an opportunity to offer mobility services. Ride-sharing, car-sharing, and e-scooter services are booming in urban areas. This market research can help businesses find the right niche and market segment for expansion.

Herausforderungen der Automobilmarktforschung für Unternehmen

• Strenge Vorschriften: Regierungen weltweit setzen ehrgeizige Ziele für Emissionen, Sicherheit und Technologieintegration. Diese Vorschriften unterscheiden sich von Land zu Land erheblich, was die globale Automobilmarktforschung komplex macht.

• Unterbrechungen in der Lieferkette: Die Lieferketten der Automobilindustrie stehen unter Druck, von Halbleiterengpässen bis hin zu Störungen aufgrund globaler EreignisseDie Marktforschung muss solche Herausforderungen und ihre Auswirkungen auf die Verbraucherstimmung und das Kaufverhalten antizipieren.

• Hohe Anlagerisiken: Die Automobilindustrie erfordert hohe Kapitalinvestitionen, insbesondere bei der Einführung neuer Technologien. Die Marktforschung im Automobilbereich soll sicherstellen, dass diese Investitionen datengestützt und strategisch sinnvoll sind.

What the Best Automotive Market Research Programs Do Differently

Three patterns separate leading programs from the rest.

First, they run continuous tracking rather than episodic studies. Powertrain preference, ADAS willingness-to-pay, and brand consideration shift quarterly in current market conditions, and annual studies miss the inflection points that matter for capital allocation.

Second, they invest as heavily in supply-side intelligence as demand-side. Battery cell pricing, semiconductor allocation, tier-one supplier capacity, and charging network buildout all move faster than consumer preference and often determine what is commercially possible before customer demand becomes the constraint.

Third, they treat car clinics and ethnographic research as design inputs, not launch validation. In SIS International's automotive clinic work across European and North American markets, insights gathered eighteen to twenty-four months pre-launch have consistently produced higher ROI than late-stage validation, particularly on interior architecture, HMI logic, and charging user experience.

The OEMs and suppliers gaining share right now are not the ones with the biggest research budgets. They are the ones asking sharper questions and connecting the answers to capital decisions faster than the cycle demands.

Automotive market research, done at this level, is a competitive weapon rather than a reporting function. The next decade will reward the executives who treat it that way.

Wie die Automobilmarktforschung von SIS International Unternehmen hilft

SIS International offers comprehensive automotive market research solutions designed to help businesses navigate the complexities of the automotive industry and achieve their strategic objectives. Here's how our services can benefit businesses:

Risiko reduzieren:

SIS International's automotive market research helps businesses mitigate risks associated with product development, market entry, and strategic decision-making. 

Umsatz steigern:

Unsere Marktforschung im Automobilbereich liefert Unternehmen wertvolle Einblicke in die Marktnachfrage, das Verbraucherverhalten und die Wettbewerbspositionierung. So können sie gezielte Strategien entwickeln, die das Umsatzwachstum vorantreiben. 

Sparen Sie Geld und Zeit:

Our automotive market research helps businesses make informed decisions quickly and efficiently, minimizing wasted resources and accelerating time-to-market for new products, services, and initiatives. 

Beschleunigen Sie Wachstum und Innovation:

SIS International's automotive market research gives businesses the insights and intelligence to drive growth and innovation in a rapidly evolving industry landscape. 

Steigern Sie den ROI:

Letztendlich führt eine Partnerschaft mit SIS International im Bereich der Automobilmarktforschung zu einem spürbaren Return on Investment (ROI), da Unternehmen dadurch intelligentere und strategischere Entscheidungen treffen können, die Wachstum, Rentabilität und langfristigen Erfolg fördern.

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Über SIS International

SIS International bietet quantitative, qualitative und strategische Forschung an. Wir liefern Daten, Tools, Strategien, Berichte und Erkenntnisse zur Entscheidungsfindung. Wir führen auch Interviews, Umfragen, Fokusgruppen und andere Methoden und Ansätze der Marktforschung durch. Kontakt für Ihr nächstes Marktforschungsprojekt.