July 29, 2021
The automotive industry is undergoing big changes. Technological advancement in the form of automation, over the air updates and voice recognition is changing how we interact with and view our cars. Data security will become increasingly important, people will expect their cars to predict problems before they arise, and drivers will turn to users. Cars are more like our other devices than ever before and they’re becoming hyperconnected.
Hyperconnectivity is the use of massive data centers to quickly collect, transport and analyse data in the cloud, on the network or on devices. Cars are the ultimate devices. This means there’s fertile ground for hyperconnectivity to add value for automotive manufacturers.
Our research with Cadence Design, that surveyed 3,000 consumers, identified what people want from their future, hyperconnected cars.
Here are the key insights you need to know.
Please use the interactive graphs to split the results by market.
Data security and automation are creating new competitive battlegrounds
What constitutes a safe or technologically advanced car is changing. As cars collect more personal and journey data, data security becomes key. 40% of people believe that in 2025 driving software or driver data will be the most important factors in determining how safe a car is. Without confidence in a car’s data security, drivers won’t be willing to share the data. This means they won’t get the full benefits of what a hyperconnected car can offer them.
Transparency is also key. The prospect of ‘cars that track and record where you go and store the data in the cloud’ is met with negative sentiment by 70% of people. The benefits of this data collection and how it’s used needs to be clear and transparent.
In 2025, autonomous assisted driving features and the car’s ability to drive fully by itself will be the most important factors in determining how advanced a car will be. This is twice as important as brand - which along with price is traditionally a key priority when buying a car.
All this present an opportunity for brands to define themselves as the leader in these new battlegrounds. Brands have carved out space when it comes to physical aspects of the car (Volvos are safe, Land Rovers have off road capability and BMW have precision engineering). But which brands will own data security and automation in the future hyperconnected world?
People want frictionless experiences
We presented people with several potential future car-related scenarios to understand their feelings about the future of car ownership. Many react positively to a frictionless experience with aspects of car ownership such as maintenance and repairs, predicted and solved before the owner must do anything.
Voice recognition will continue to grow
Future, hyperconnected devices and cars all need ways of communicating with their users. Potential ways of interacting with devices has expanded in recent years with the advent of voice and facial recognition. As cars become more like our other devices, drivers will turn into users. But how do people really want to interact with their cars?
When it comes to navigating in-car satellite navigation systems, voice is the preferred method of interaction for 46% of people. This is unsurprising given the safety implications of physical interaction with the dashboard while driving. However, when it comes to unlocking their car, people would prefer to use touch/physical interaction such as the use of a key. This is what people are used to using and few see the benefits of alternative ways of unlocking their car.
Our research with Cadence has highlighted a number of insights pertinent to the automotive industry’s future. Data security will become increasingly important, people expect their cars to predict problems before they arise and want to interact with their cars in different ways depending on the task.
Read the full report here for more insights on consumer electronics, healthcare, and generational differences in the results.