connected car opportunities speed up to keep up car story.pdf · 2017-03-30 · 61 24 15 total...
TRANSCRIPT
Connected car opportunities
Speed up to keep up
The connected car: a game changer for the auto industry
2
Kantar TNS connected car study At a glance
1 2 3
UK France Germany Spain Italy Netherlands Nordics
3700 connected car drivers across Europe
7 European markets:
Brands covered
3
We asked participants about…
Choice of connected features
Registration / activation experience
Renewal payment for features
Awareness of connected car features
Consideration of connectivity at purchase
Demo / explanation of connected car features by dealer
Benefits of connected car features
Awareness
Buy and collect
First user experience of connected features
Stage of the journey features used
Use
Issues with connected features
Support services experience
Service
Renew/recommend
Plans to renew connected services
Intention to recommend connected features
4
61
24
15
Total
Don't know
No, it's not a connected car
Yes, it's a connected car
There is a lack of awareness of connected features among connected car drivers
Do you know if your car has connected features?
UK
64%
France
70%
Germany46
%
Italy
77% Spain
80%
Nordics
67%
Netherlands
47%
39% of connected car drivers
aren’t
aware they
have connected
car features
5
Lack of awareness of connected features among connected car drivers by age group
6 11 8
21 27 25
11 18 15
10
16 13
41 39 39
20
26 24
No, it's not a 'connected car' Don't know
18-40 yrs All 41+ yrs 18-40 yrs All 41+ yrs 18-40 yrs All 41+ yrs
Users Non-users All
16%
27%
21%
62% 66%
64%
31%
44% 39%
6
Lack of awareness of connected features among connected car drivers by brand
9 13 15
3
21
10
21 24 23 21
36
4
7
12
24
13
25
15 12 14 17
20
Don't know No, it's not a 'connected car'
13%
20%
27% 27%
34% 35% 36% 36% 37%
38%
56%
* Small base (<n=35)
* * *
7
But all survey participants owned a connected car!
8
7
7
11
15
17
18
25
25
45
48
57
Low awareness of connected service brand name.
Prompted awareness of brand name connected service
ConnectedDrive
Sync
R-Link
Connect
On Call
Car Connect*
InControl*
InControl*
Connect
CarNet
Top 3
Me
* Small base (<n=35)
9
1/3 of buyers already consider connected car features an important criteria during their path to
purchase The connected features play an important role in the purchase of a third of cars, especially young buyers and premium brand
owners.
11
21
27
38
3
32% of connected car drivers consider connected car features an important
criteria at purchase
Yes, most important purchase reason
Yes, one of the main reasons
No, but contributed to the choice
No, no effect on choice for the car
Don't know
10
Opportunity: demonstration of connected features at purchase by market
When you considered to purchase the car, were any of the connected features demonstrated to you?
61 36 3 Total
Yes No Don't know
Missed opportunity
39% of car buyers didn’t have connected car features demonstrated to them
UK
38% Nordics
44% Germany
47% Netherlands
57% France
33% Spain
19% Italy
24%
11
52
55
59
61
64
65
66
69
71
73
86
Demonstrations of connected car features at purchase by brand
Connected features demonstrated
*
*
*
* Small base (<n=35)
Top 3
12
Navigation and infotainment considered most relevant connected car services at purchase
Which of the connected car features were relevant to you when purchasing a car
45
49
14
11
21
18
3
2
Infotainment Features
Navigation Features
Safety Features
Maintenance Features
Convenience Features
Driving style Features
Security Features
Electric Vehicle Features
13
Reliability
Ease of use
Keeping control
Ease to familiarize
Safety
Added value
Completeness ofoffered features
Image of the service
Competitiveness
Privacy
Price quality ratio
Price
Audi BMW Mercedes Volvo
Reliability
Ease of use
Keeping control
Ease to familiarize
Safety
Added value
Completeness ofoffered features
Image of the service
Competitiveness
Privacy
Price quality ratio
Price
Ford Peugeot Renault Volkswagen
Premium brand owners rate their features higher than volume brand owners
Top 2 score (Excellent/very good) of connected features on aspects
% top 2 (very good/excellent)
14
29
18 10
10
29
4
Yes, I knew before buying the car After buying the car, before registering
I found out during registering/activation I don't have to renew or pay after a period of time
No, I am not aware yet Don't know
Users mostly do want to renew their features, mainly via the dealer or Internet
38
36
Via the dealer
Via internet
6
7
13
11
18
9
7
12
10
6
9
8
9
8
12
9
4
12
9
17
10
13
15
27
10
12
6
18
10
21
15
39
41
37
33
36
39
35
51
43
48
36
39
32
33
29
53
27
32
23
43
22
31
19
27
Don't know No For some Yes, probably Yes, definitely
66%
*
* *
Total
One third of the car owners has all options already available by default. 15% select all by themselves
34%: Early warning!
Will you renew or register the connected features you currently use?
How would you preferably like to renew or register?
15
Current adoption levels and potential usage of connected features in the future
Adoption Age 40's, male, premium brand Given demo by dealer
58%
Need convincing Female, no demo given 60+ age
22%
Refuse Male, no demo given Concerns re. privacy
20%
24
40
36
Probably yes Maybe, maybe not Probably not
66 15
9 10
No, stop using Probably, yes For some, for some not
Don’t know
Non-users of connected features,
40.3%
Users of connected
features, 59.7%
Current adoption level
16
Demos for all customers at test drive stage to showcase connected car features
Measure customer experience and satisfaction with connected car features
OEMs need to increase awareness and understanding of easy to use connected car features and drive excitement
Kantar TNS recommendations
Improved onboarding of dealership staff in connected car features (training, digital experts)
17
Conclusion
Connected cars offer OEM’s a major opportunity to improve customer
experience, differentiate and therefore increase revenues and loyalty.
18
