Connectivity and digitalization are the number one key trend disrupting the automotive business in 2016. According to KPMG’s Global Executive Survey 2016, executives ranked connectivity and digitalization as the #1 key disrupter for the industry until 2025, up from the #10 spot last year.
OEMS will need to get far savvier in understanding a consumer’s behaviors and what motivates them in choosing connected devices for their vehicles. Business models for both OEMs dealerships will need to reflect these changes in order target consumers with the right offers and features, and at the right price point.
An Overview of What Consumers Expect in Connected Vehicles
Drivers are demanding more access to connected services for their vehicles. AnAccenture Connected Vehicle Survey asked survey participants to rate a variety of connected vehicle device features. Some key highlights from the report include:
Question: Rate the importance of having the following connected services in your vehicle:
Question: Which of the information technologies/driving support systems listed below would you like to use in your car?
Question: On a scale of 1 to 10 (10 meaning that in-car technology has the greatest influence over the car purchase decision and 1 meaning that the car’s driving performance has the greatest impact on the car purchase decision), what score would you assign for your view?
Click here to download Accenture’s full report.
Which Demographics Do Connected Cars Appeal to?
Connected car features are having more and more influence in the type of vehicle a consumer ultimately chooses. But which consumer demographics are most attracted to these features and how can automotive marketers target these demographics.
Consumers today are more connected and connected cars will ultimately appeal to a wide variety of demographics. However, a wide range of studies show that demand skews towards younger demographics.
A report by automotive research company, SBD provides evidence that these connected systems are important to younger, more digitally oriented consumers and will likely impact their next vehicle brand purchase decision. Cars play a key role in supporting Millennials’ need to stay connected, and in a study by Autotrader.com, 72% of younger millennials indicated that a car is important to their social life. Style and features, especially technology, are critically important to them. For example, more than 70% of younger millennials cite technology and infotainment features as “must-haves” when purchasing a car. The top 5 desired features include:
- Navigation system
- Satellite radio
- Bluetooth
- MP3 Player
- Mobile Integration
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Automotive Digital Marketing
