Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
- The issues
- Widespread concern over distracted driving
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- Figure 1: Attitudes toward automotive innovations, March 2018
- Younger car owners prefer their smartphones over vehicle infotainment systems
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- Figure 2: Attitudes toward automotive innovations, by generation, March 2018
- Lower-funnel shoppers may be experiencing sticker shock
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- Figure 3: Attitudes toward automotive innovations, by purchase intent, March 2018
- The opportunities
- Market seeks safety innovations
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- Figure 4: Innovation interest, March 2018
- Different driving routines shape consumer preferences for innovation
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- Figure 5: Innovation interest, by traffic jam frequency, March 2018
- More consumers say they’ll trust self-driving cars after proof of concept
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- Figure 6: Attitudes toward self-driving cars, January 2017 - March 2018
- What it means
The Market – What You Need to Know
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- Purchase intent bumps up in March 2018
- Parents account for a larger share of low-funnel shoppers
- Increased regulation may follow fatal Tesla and Uber accidents
- Introduction of 5G wireless opens doors for automotive connectivity
Market Factors
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- Purchase intent shows a slight bounce
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- Figure 7: Purchase intent, March 2018
- Figure 8: Purchase intent, July 2016 – March 2018
- One and two children households show the most immediate purchase intent
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- Figure 9: Number of children in the household, by vehicle purchase intent, March 2018
- 5G connectivity paves new roads for automotive innovation
- Regulatory environment continues a wait and see approach
- Lawyers left to determine liability in accidents using automated features
Key Players – What You Need to Know
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- General Motors introduces its “Marketplace” feature in 2018
- Lincoln pairs premium customer service with personal app
- Uber’s self-driving car pilot on hold after fatal pedestrian accident
- Fatal Tesla accident reignites debate on semi-autonomous features
- Brands add Amazon’s Alexa to their infotainment systems
- Toyota plans vehicle-to-vehicle communication technology for 2021
What’s Working?
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- General Motors kicks off Marketplace feature in 2018
- The Lincoln App extends white glove service outside of the dealership
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- Figure 10: Lincoln Motor Company informational email, informational email, August 2017
- Waymo removes safety driver in self-driving car program
What’s Struggling?
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- Tesla Autopilot under extra scrutiny following Mountain View accident
- Uber’s self-driving program suspended after fatal accident
What’s Next?
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- Smart cars for smart phones and smart homes
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- Figure 11: Mitsubishi informational email, January 2018
- Toyota announced V2V technology for 2021
The Consumer – What You Need to Know
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- Different driving routines impact desire for automotive innovations
- Blind spot assistance a favorite among ADAS features
- A third of parents want to order food for pick up and skip drive-thru lines
- Consumer trust in self-driving tech remains tentative
Driving Situation and Frequency
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- Driving routines vary among general public
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- Figure 12: Driving situation and frequency, march 2018
- Half of urban residents drive in bumper to bumper traffic at least weekly
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- Figure 13: Driving situation and frequency, by area, March 2018
- Half of car owners are daily drivers
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- Figure 14: Driving situation and frequency, March 2018
- Figure 15: Driving situation and frequency (NETS), March 2018
- Men and women equally likely to be daily drivers, but men take longer trips more often
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- Figure 16: daily vs non-daily drivers, by gender, March 2018
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- Figure 17: Driving situation and frequency, by gender, March 2018
Innovation Interest
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- Safety tops list of desired innovations
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- Figure 18: Innovation interest, March 2018
- Lower-funnel shoppers more interested in social media innovations
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- Figure 19: Innovation interest, by purchase intent, March 2018
- Younger generations want convenience, speed, and social media
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- Figure 20: Innovation interest, by generation, March 2018
- High net worth individuals value comfort over speed
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- Figure 21: Innovation interest, by value of household investable assets, March 2018
- Traffic jam drivers receptive to innovations
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- Figure 22: Innovation interest, by traffic jam frequency, March 2018
- Men more interested in convenience and speed; women seek safety
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- Figure 23: Innovation interest, by gender, March 2018
Autonomous Technology
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- Three quarters of consumers want blind spot assistance while driving
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- Figure 24: Autonomous technology, March 2018
- Traffic jam drivers interested in adaptive cruise control
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- Figure 25: Autonomous technology, by traffic jam frequency, March 2018
- Older generations show more interest in safety related autonomous tech
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- Figure 26: Autonomous technology, by generation, part 1, March 2018
- Figure 27: Autonomous technology, by generation, part 2, March 2018
- Asian and Hispanic consumers receptive to automated parking
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- Figure 28: Autonomous technology, index to general population, by race and Hispanic origin, March 2018
- Younger drivers want automated parking features
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- Figure 29: General Motors Cadillac lineup, direct mail, March 2018
- Figure 30: Autonomous technology, by gender and age, March 2018
Infotainment Features
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- Finding gas stations tops desired infotainment features
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- Figure 31: Infotainment features, March 2018
- Parents most willing to look for meals on the go
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- Figure 32: Infotainment features, by parental status, March 2018
- Figure 33: Infotainment features, by parental and relationship status, March 2018
- Young women receptive to automotive related services
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- Figure 34: Infotainment features – gas and service, by gender and age, March 2018
- Retail, food and drink opportunities to reach young men
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- Figure 35: Infotainment features – commerce services, by gender and age, March 2018
Attitudes toward Automotive Innovations
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- General public concerned with distracted driving
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- Figure 36: Attitudes toward automotive innovations, part 1, March 2018
- Four in ten car owners believe today’s cars will be obsolete in a few years
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- Figure 37: Attitudes toward automotive innovations, part 2, March 2018
- Desire to multi-task and use social media lies with Millennials
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- Figure 38: Attitudes toward automotive innovations, by generation, March 2018
- Figure 39: Attitudes toward automotive innovations, by traffic jam frequency, March 2018
- Smartphones preferred over infotainment system by younger car owners
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- Figure 40: Attitudes toward automotive innovations, by generation, March 2018
- Sticker shock may convince shoppers they don’t need safety tech
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- Figure 41: Attitudes toward automotive innovations, by purchase intent, March 2018
Cluster Analysis of Attitudes toward Automotive Innovations
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- Figure 42: Cluster analysis of attitudes toward automotive innovations, March 2018
- Connectivity Seekers
- Characteristics
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- Figure 43: Attitudes toward automotive innovations, by cluster group, March 2018
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- Figure 44: Profile of Connectivity Seekers, March 2018
- Opportunities
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- Figure 45: Innovation interest – speed and connectivity, by cluster group, March 2018
- ADAS Advocates
- Characteristics
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- Figure 46: Innovation interest – safety and comfort, by cluster groups, March 2018
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- Figure 47: Profile of ADAS Advocates, March 2018
- Opportunities
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- Figure 48: Autonomous technology, by cluster groups, March 2018
- Self-sufficient Drivers
- Characteristics
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- Figure 49: Profile of Self-sufficient Drivers, March 2018
- Opportunities
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Attitudes toward Self-driving Cars
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- Consumer trust in self-driving technology remains limited
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- Figure 50: Attitudes toward self-driving cars, March 2018
- Figure 51: Attitudes toward self-driving cars, January 2017 - March 2018
- Young men, Millennials and traffic jam drivers likely to be early adopters of self-driving tech
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- Figure 52: Attitudes toward self-driving cars, by age and gender, March 2018
- Figure 53: Attitudes toward self-driving cars, by generation, March 2018
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- Figure 54: Attitudes toward self-driving cars, by traffic jam, March 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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