Damian Long

© GfK 25 June 2015 | Connected Car 1

CONNECTED CARDamian Long

GfK


So is Connected Car a big deal?


So is Connected Car a big deal?


Note to M.R.S.

INSERT VIDEO


GfK’s connected car study at a glance

OnlineMethodology

5,800

interviews


How do consumers react

to other connected car

concepts?

What concerns do consumers

have about driving that

connected cars can address?

What connected car

features are more and

less desired?

What cultural differences

should be considered?

How do consumers feel

about autonomous driving?

Study objectives


Other aspects

Feature purchase interest

Emotional state Car usage

Car sharing

Ownership

…and much more.

Future commuting


Across countries most drivers are happy

Germany

68%

Brazil

62%

China

62%

Russia

54%

US

50%

UK

43%


Feelings when driving are generally

positive

All Drivers

43%

41%

37%

32%

24%

11%

11%

10%

8%

8%

Happy

Relaxed

Free

Peaceful

Entertained

Frustrated

Stressed

Competitive

Bored

Anxious

17-24 25-34 35-54 55+

+10%

+13%

+15%

+24%

+7%

+5%

+7%

+6%

+7%


People want to feel more relaxed

0%

10%

20%

30%

40%

50%

60%

70%

80%

Happy Relaxed Free Peaceful Entertained

Experienced feelings when driving

Experienced feelings as passenger

Desired feelings as driver

Desired feelings as passenger


Cost of driving is the main concern in UKS

afe

ty/R

oa

d Exp

en

se

Ve

hic

le fu

nctio

na

lity

Se

lf orie

nte

d

30%33%

Expensive

fuel

Aggressive

driving

Traffic Accident Car

damaged on

roadside

Servicing

and

maintenance

Expensive

insurance

Car theft/

security

Uncomfortable

seats

GPS

problems

Noise Feeling tired

when in car

Car

sick

Lack of

confidenceWasting time

/being

unproductive

whilst in car

Breaking

down

30% 26% 25% 16%22% 43%

26% 10% 6%5%5% 5%8% 6%


Globally drivers are more concerned about

safety/road issues

21%31%36%37%32%Global

Sa

fety

/Ro

ad E

xp

en

se

Ve

hic

le fu

nctio

na

lity

Se

lf orie

nte

d

30%33%

Expensive

fuel

Aggressive

driving

Traffic Accident Car

damaged on

roadside

Servicing

and

maintenance

Expensive

insurance

Car theft/

security

Uncomfortable

seats

GPS

problems

Noise Feeling tired

when in car

Car

sick

Lack of

confidenceWasting time

/being

unproductive

whilst in car

Breaking

down

30% 26% 25% 16%22% 43%

26% 10% 6%5%5% 5%8% 6%


Emergency braking and calling top the list

in terms of overall stated interest

Emergency braking E-call Self-parking Pre-incident prep

Data Info Automatic steering Biometrics alerts Car CCTV

Active safety Entertainment and

communicationsControl

60% 60% 58% 57%

56% 53% 52% 50%


Passionate

about cars & techEarly adopters Influencers

Leading Edge Consumers (LECs) will

strongly shape the future


LECs make up 15% of the UK sample

Differentiating demographics

Differentiating driving preferences

98%Enjoy

Driving

80%Drive a

New Car

23%Drive

Just

For Fun

43%Heavy

Drivers(7h+)

49% 43% 88%vs. total 49%

vs total 55% 56% 13%25%

65%Male

61%Young

(<40)Employed

Full Time

69% 97%Decision

Maker


Connected Car Concepts tested

Home to

destination travel

solution

Entertainment

Life

Manager

Ultra

Safe

Data Tracker

Self Sufficient

Autonomous Driving


UK concept appeal

Entertain-

ment

60%

Data Tracker

72%Self

Sufficient

62%

Ultra Safe

81% Auto-

nomous

54%

Home to

Destination

54%Life

Manager

47%


Global concept appeal

Entertain-

ment

60%

Data Tracker

72%Self

Sufficient

62%

Ultra Safe

81% Auto-

nomous

54%

Home to

Destination

54%Life

Manager

47%

87% 73% 68% 65% 66% 62%79%Global


LECs find all the new connected car

concepts more appealing

General

Consumers

LEC

UltraSafe

Data Tracker

Self-Sufficient

Entertain-ment

Auto-nomousdriving

Hometo

destinationLife

Manager

81%

90%

47%62% 60%

77%

54%72%

90% 77%

54%

87% 75%73%


For LECs, Data Tracker follows Ultra Safe in most

markets

Data Tracker

85%

Auto-

nomous

11%

Data Tracker

71%

Auto-

nomous

22%

Data Tracker

60%

Data Tracker

62%

Auto-

nomous

17%

Most Appealing

T2B

Least Appealing

B2B

+

–

Data Tracker&

Autonomous

83%

Auto-

nomous

6%

Ultra Safe: 87%80% 81%71% 95%

Auto-

nomous

34%

Auto-

nomous

25%

Entertainment

78%

80%


People place the most value on safety

Consider

Pay More

Ultra Safe Data Tracker Entertainment Life Manager

81%

51%

38%

72%

37%

27%

60%

31%

25%

47%

23%

19%


The Ultra Safe concept reflects the need

to feel relaxed

47%

30%

30%

Relaxed

Happy

Peaceful

Free

Empowered

Powerless

Anxious

Trapped

Ultra

safe

Data

tracker

35%

28%

23%

24%

33%

28%

22%

Autonomous

driving


54%

9%

9%

9%

Increasedsafety whentravelling by

car

Reduced costas no need toown the car

No need topark the car

Can usetravel time forother things

-6%+14%

-5%

-4%

+15%

-5%

Appealing elements of Autonomous cars

-8%

+5%

Global


21%

32%30%

34%

23%15%

12%

21%

11%

13%

Entertained Happy Relaxed Free Proud Anxious Bored Powerless Trapped Frightened

Data Tracker Entertainment Autonomous Life Manager

Global concern also amongst LECs on

autonomous driving

LECs - global

Positive emotions+ Negative emotions–

21%

32% 30%

34%

23%15%

12%

21%

11%

13%


Data Tracker Entertainment Autonomous Life Manager



Top 3 auto & tech connected car brands

in the minds of consumers


Top 3 auto & tech connected car brands

in the minds of consumers


Conclusion

Concepts support feeling

of safety and relaxation

Low acceptance across

markets except China

Product development and

research needed to fully

understand the opportunity

Significant challenges

ahead to convince

consumers

Ultra Safe and Data

Tracker of highest interest

Autonomous driving

prompts many objections

Implications Next stepsFindings

Market differences are

important to considerProduct development must

take into account cultural

variation

Individual country

differences in connected

car concept evaluations


Damian Long

Director, Automotive www.gfk.com/Industries/Automotive/Pages/Connected-Car.aspx

Brand and Customer Experience

+44 7788 568136

[email protected]

Documents

Damian Long