Table of Contents
Overview
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- What you need to know
- Definitions
Executive Summary
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- The issues
- Autonomous features are not yet a priority
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- Figure 1: Interest in self-driving technologies/innovations, February 2017
- Interests vary by age
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- Figure 2: Interest in technology/audio features, 18-44s vs over-45s, February 2017
- The effect of gasoline prices and innovations in fuel consumption
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- Figure 3: Average retail prices for regular gasoline in Canada, 2016
- The opportunities
- Interest is high for most features, among those who don’t own them
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- Figure 4: Ownership or interest in comfort/convenience features, February 2017
- Visibility assisting features are of utmost importance
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- Figure 5: Interest in visual-aid automotive technologies/innovations, February 2017
- Safety innovations are key for many consumers
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- Figure 6: Attitudes towards automotive tech/innovations, February 2017
- What it means
The Market – What You Need to Know
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- Demographic shifts are a positive for auto tech sales
- Low interest rates make it easier to purchase a new vehicle
- The effect of gasoline prices and innovations in fuel consumption
- Increasing living costs will affect discretionary spending
Market Factors
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- Canada’s demographic shifts likely to bode well for auto tech sales
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- Figure 7: Projected trends in the age structure of the Canada population, 2014-19
- Figure 8: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- Historically low Interest rates make it easier to buy a new vehicle
- The effect of gasoline prices and innovations in fuel consumption
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- Figure 9: Average retail prices for regular gasoline in Canada, 2016
- Rising living costs will affect discretionary spending
Key Players – What You Need to Know
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- Spotlighting innovative features through cross-sell mail
- AJAC and IIHS awards
- Major investment pledged for Canada’s auto industry
- Interest in self-driving vehicles is lacking
- Acquisitions to enhance auto manufacturers’ tech offerings
Marketing and Advertising
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- Highlighting innovative features via cross-sell mail
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- Figure 10: 2016 Volvo XC90, Volvo of Saskatoon, cross-sell mailing, November 2015
- Tesla customer stories
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- Figure 11: Tesla customer stories, safety first, February 2016
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- Figure 12: Tesla customer stories, generations, February 2016
- Figure 13: Tesla customer stories, future driven, February 2016
- AJAC and IIHS awards
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- Figure 14: Waterloo Kia, acquisition mail, February 2017
- Figure 15: Kia Driver Monthly, informational email, December 2015
- Boasting ‘innovative’ models
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- Figure 16: BMW 7 Series, online ad, April 2016
- Figure 17: BMW 5 Series, online ad, February 2017
What’s Working?
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- Significant investment pledged for Canada’s auto industry
- Tech features are filtering down at a quick pace
What’s Struggling?
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- Interest in autonomous vehicles is lacking
- Recalls have become too common
What’s Next?
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- Acquisitions to boost auto manufacturers’ tech offerings
- The sharing economy is making waves
- The push to automation
- Waymo
- Uber
- General Motors
- Toyota
- Ford
- Tesla
The Consumer – What You Need to Know
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- Most drivers already have an array of comfort/convenience features
- Men are more likely to be interested in tech/audio features
- Consumers are most interested in visibility assisting features
- Nearly half of consumers find some new innovations distracting
- Safety is a priority
Interest in Comfort/Convenience Features
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- Significant ownership in most comfort and convenience features
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- Figure 18: Ownership or interest in comfort/convenience features, February 2017
- Interest is high for most features, among those who don’t own them
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- Figure 19: Ownership or interest in comfort/convenience features, February 2017
Interest in Tech/Audio Features
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- Built-in navigation and Bluetooth are key
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- Figure 20: Interest in technology/audio features, February 2017
- Men lean towards tech/audio features
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- Figure 21: Interest in technology/audio features, men vs women, February 2017
- Interests differ by age
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- Figure 22: Interest in technology/audio features, 18-44s vs over-45s, February 2017
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- Figure 23: Prairie Chevrolet, Wi-Fi in crossovers, August 2016
Interest in Automotive Technologies/Innovations
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- The affluent are fond of auto tech and innovations
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- Figure 24: Interest in automotive technologies/innovations, February 2017
- Visibility assisting features take priority
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- Figure 25: Interest in visual-aid automotive technologies/innovations, February 2017
- Self-driving features are not a priority… yet
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- Figure 26: Interest in self-driving technologies/innovations, February 2017
- Older consumers lean towards visual aids
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- Figure 27: Interest in auto technologies/innovations, 18-44s vs over-45s, February 2017
- Chinese Canadians are keen on auto tech
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- Figure 28: Interest in auto technologies/innovations, Chinese Canadians vs overall population, February 2017
Attitudes towards Auto Technologies/Innovations
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- Driving safety is key for many consumers
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- Figure 29: Attitudes towards automotive tech/innovations, February 2017
- Safety first for women, while men like their toys
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- Figure 30: Select attitudes towards automotive tech/innovations, men vs women, February 2017
- Older consumers lean to the side of safety
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- Figure 31: Select attitudes towards automotive tech/innovations, 18-44s vs over-45s, February 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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