{"id":36306,"date":"2022-01-26T12:31:45","date_gmt":"2022-01-26T11:31:45","guid":{"rendered":"https:\/\/www.berylls.com\/vehicle-as-a-service-from-vehicle-sales-to-customer-and-vehicle-lifetime-value-management\/"},"modified":"2025-08-13T11:13:00","modified_gmt":"2025-08-13T09:13:00","slug":"vehicle-as-a-service-from-vehicle-sales-to-customer-and-vehicle-lifetime-value-management","status":"publish","type":"post","link":"https:\/\/www.berylls.com\/en\/vehicle-as-a-service-from-vehicle-sales-to-customer-and-vehicle-lifetime-value-management\/","title":{"rendered":"VEHICLE-AS-A-SERVICE: FROM VEHICLE SALES TO CUSTOMER AND VEHICLE LIFETIME VALUE MANAGEMENT"},"content":{"rendered":"\t\t

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VEHICLE-AS-A-SERVICE: FROM VEHICLE SALES TO CUSTOMER AND VEHICLE LIFETIME VALUE MANAGEMENT<\/h1>\n\n Munich, January 2022<\/span>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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he automotive industry is going through the greatest period of transformation in its history with two disruptive forces impacting at the same time: Radical product innovation with electric and autonomous vehicles and new customer demands fundamentally changing the sales model. <\/p>\n\n <\/div>\n\n \n\n <\/div>\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The automotive industry is the last major sector whose underlying business and sales model hasn\u2019t been disrupted by digitization \u2013 until now. The Vehicle-as-a-Service (VaaS) model allows customers to use vehicles for a variety of time periods ranging from years to minutes, via products such as vehicle leasing, subscriptions, and short- and mid-term rentals. As a result, VaaS will turn on its head the decades-old model of cars being sold to one owner through a dealership.
For this study, we have conducted representative survey of 2,040 private customers in the age group of 16-56 years (GenX \u2013 Z) in Germany to understand where, how and why they are going to buy\/ order vehicles. The survey sample covers new, used & non-car customers for all brands (premium & volume) and regions (rural vs. metropolitan). The objective is to listen to the voice of the younger generations to analyze the changes in vehicle usage & ownership needs of tomorrow\u2019s automotive customers.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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EXECUTIVE SUMMARY OF OUR FINDINGS<\/h2>
To meet their mobility needs, customers increasingly want to move from vehicle ownership toward use-based models (38% increase in market share by 2025) that offer greater flexibility and access to the latest technology, while minimizing risk.<\/li>
As a result, these \u2018Vehicle-as-a-Service\u2019 (VaaS) products massively gain in importance \u2013 and also attract people who don\u2019t have cars today, unlocking an additional potential market of 1.32 million customers (in Germany alone).<\/li>
VaaS customers are five times more willing to order via new channels (online\/ digital) and via a wider range of third-party multi-brand providers, going beyond carmakers and dealerships.<\/li>
Brand loyalty among VaaS customers is 50% lower compared with traditional customers, posing a risk that incumbent carmakers and dealers will lose market share to new players \u2013 while enabling new EV-only brands to enter the market without requiring big budgets to build offline sales networks.<\/li>
The car industry\u2019s entire sales and business model will change dramatically as vehicles return to providers after shorter cycles. This means more sales events and customer interactions for providers, making operations more complex, but also brings more profit opportunities.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Insight download and author information\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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