Delivering the connected cars that consumers want

Phil Curry | 21 Mai 2020

Über den Autor

Phil Curry

Editor Daily Brief

Phil Curry, Autovista24 Editor, is a seasoned automotive journalist, always keen to seek out and explain the latest industry developments

Binäre Daten in blau mit schwarzem Hintergrund

21 May 2020

Connected vehicles can offer consumers an enhanced driving experience, but even with numerous features and options available, there is still a sense that the car is not a seamless aspect of a consumer’s digital life. Stéphane Lagresle, senior marketing director, connected car and connected services, Harman International, in conversation with Autovista Group’s chief research officer, Sarah Walkley, explains how this will change.

Many cars in the market today already include all the technology a driver needs. They have a big screen on the dashboard and 4G connectivity. Yet, drivers cannot get into their car and access Spotify, WhatsApp or any of the other apps that they customarily use. Therefore, the challenge for carmakers is navigating how to enable today’s connected consumer, instead of just adding technology for technology’s sake.

To put the consumer at the heart of vehicle design requires a radical shift in industry mindset, says Lagresle. Manufacturers need to rethink how they are organised and how they operate in order to address this transition. As an automotive industry supplier, Harman regularly sees great opportunity for OEMs in becoming more collaborative across departments. He believes that collaboration is key, particularly as the in-cabin experience is what is important to consumers today. ‘Ubiquitous connectivity reshuffles the cards,’ explained Lagresle. Areas that typically had no need to collaborate now work together.

Navigating structure

It is rarely efficient or effective for manufacturers to develop their own equivalent of Spotify or a restaurant review app, like The Fork. Moreover, consumers are not necessarily asking them to do so. However, they do expect their preferred restaurant app and the navigation system in their car to work in tandem to ensure they get to the restaurant in time for their booking. ‘Even further, perhaps their car can automatically WhatsApp, or mobile message, the other diners to inform them that their host will be five minutes late’ speculated Lagresle.

In this world, automakers must view cars as another digital device in order to enable seamless mobility and connectivity, not just something that moves us from point A to point B, and this inevitably requires partnering with the technology providers that consumers favour.

Personal touch

Furthermore, Lagresle observed that when you buy a new phone, the first thing you do is set the login details, download your favourite apps, change the backdrop, customise the menus etc., so it is no longer ‘just a phone’ but rather a highly personalised and distinctive device belonging to that particular individual.

‘In the future, automotive consumers may behave similarly, moving between car brands and models more fluidly, fully expecting a hyper-personalised infotainment experience with effortless access to all the apps and services they love’. At present, however, even months after you buy a new car, it is still a car; you have very few options to make changes and personalise it to how you want it.

Customisation and features on demand represent the next stage in this process of choice and personalisation. Lagresle acknowledged that this could have far-reaching consequences for used vehicles.

When asked about valuing a vehicle when what matters most is the experience rather than the car itself, Lagresle replied that establishing residual values needs to be thought through over the coming years and that partnering will be the key to meeting consumer needs and ultimately driving the highest value.

To read or download the full article ‘Putting a value on experience – Delivering the connected cars that consumers want’ click here.

For more of the latest thinking, insight and data from our Auto Mobility LIVE speakers and TCO Awards judges, check out our Auto Mobility LIVE Insights page.

Artikel die Sie auch interessieren könnten

What is total cost of ownership?

30 Apr 2021

What is total cost of ownership (TCO)? Daily Brief editor Phil Curry explains the terminology and its importance as a cost-comparison tool. To get...

Are EVs as green as they seem?

30 Apr 2021

The last year has been dominated by a single health emergency that brought the world to its knees. But for decades, scientists and campaigners have...

Updated whitepaper: How will COVID-19 shape used-car markets?

23 Apr 2021

The latest edition of Autovista Group’s whitepaper: How will COVID-19 shape used-car markets? considers the third-wave of coronavirus infections across Europe, and looks at the lessons learned a year...

Ja, ich möchte mich für den Autovista24-Newsletter anmelden

* Pflichtfeld

Ja, ich möchte folgende E-Mails erhalten:
Autovista24: europaweite Nachrichten und Insights - Täglicher Versand von Autovista Limited, auf Englisch

In unseren E-Mails verwenden wir Pixel, die uns zeigen, wenn Sie unsere E-Mails öffnen, weiterleiten oder Links anklicken. Dies hilft uns, die Leistung und Wirksamkeit unserer E-Mails zu messen. Wir kombinieren dies mit den Informationen, die Sie bei der Newsletter Anmeldungen angeben haben und Ihren Browsing-Informationen, damit wir unser Marketing besser auf Sie zuschneiden und verbessern sowie Ihre Benutzererfahrung auf unserer Website personalisieren können. Indem Sie sich anmelden, stimmen Sie der Verwendung Ihrer Daten zum Zweck der Zusendung der ausgewählten E-Mails und der Verwendung von Zählpixeln zu. Sie können Ihre Zustimmung zum Erhalt unserer E-Mails und dem Verwenden der Zählpixel jederzeit widerrufen, indem Sie dem Link zum E-Mail-Präferenzzentrum folgen, der in jeder E-Mail enthalten ist, die Sie erhalten. Weitere Informationen über die Verarbeitung Ihrer persönlichen Daten finden Sie in der Eurotax Datenschutzerklärung.