Key Findings
Close to a half of all drivers state that new and innovative connected car services matter more in their choice of brand than traditional criteria such as engine power.
47% of consumers would be willing to switch brands in order to access new and innovative connected car services. Younger drivers in particular see greater value in connected services over traditional factors.
The more mature connected car services become, the more likely drivers are to use them.
Services such as real-time traffic information or remote services are among the most widely adopted services. More cutting-edge services (such as
concierge services and digital assistants) will require more marketing efforts and maturity to reach the same level of acceptance.
Lack of usability is the main reason for a bad experience.
Among those users that have suffered at least one bad experience with connected car services, almost half (46%) complains about the complexity of
services and poor usability.
Additional costs remain the main drawback of connected car services.
More than half (51%) of consumers regard additional costs created by connected car services as a major obstacle to adoption, with 39% stating they
are not willing to pay any additional service fees. At the same time, fewer premium car drivers perceive additional costs as a major obstacle (44%).
Consumers are comfortable with sharing vehicle-related data.
While 89% are comfortable with sharing their vehicle diagnostic data, almost the same percentage (86%) of consumers are deeply concerned about the
prospect of their personal data being shared with third parties.
External manipulation of the vehicle is a central point of concern for the majority of consumers.
83% of consumers are concerned that increased connectivity means that their
vehicle will be manipulated or hacked.
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