“One in three car buyers would head for vehicles without Apple CarPlay or Android Auto…”. These are the findings of a survey carried out by consultancy McKinsey & Co. It’s a trend that underlines the fact that, for a third of drivers, vehicles today are no longer just for driving, but should be smartphones on wheels… In this article, find out more about the technological solutions that are essential to the successful marketing of cars today…
Connectivity, a decisive purchasing criterion
According to a recent study by McKinsey & Co, reported by Automotive News, 30% of electric vehicle buyers and 35% of petrol car buyers worldwide demand the ability to connect their smartphone to their car. In the United States, this figure rises to 38% for internal combustion engine cars and 25% for electric vehicles. For manufacturers, the challenge of integrating Apple CarPlay and Android Auto applications into the passenger compartment of their products is therefore proving to be vital, and even decisive, in terms of finalizing a purchase. And with good reason: today, many consumers see their car as extensions of their smartphones…
In the modern business world, the vehicle has evolved to become much more than just a means of transport. For many users, it is a mobile office where they can receive calls and take part in meetings. This transformation is forcing manufacturers to design cars as digital tools in their own right. According to a report by McKinsey, which surveyed 30,000 consumers in 15 countries representing more than 80% of global car sales, a significant proportion of car buyers are prepared to pay for Apple CarPlay and Android Auto features. In fact, 17% of electric cars buyers and 30% of internal combustion car buyers consider these applications to be essential for their future purchase.
When manufacturers rely on their own systems…
However, despite the importance of these features, some brands are choosing a different strategy by developing their own systems. This is the case, for example, with General Motors, which has expressed reservations about the latest Apple CarPlay update. The latter is concerned about the increased control of numerous options within vehicles and the management of driver data. The omnipresence of the iPhone in driving also raises safety issues… In particular, responsibilities in the event of an accident are not clearly defined. So while iOS developed in-house by carmakers has its advantages, consumers are still reluctant to adopt them…
The McKinsey study reveals that only 35% of users would agree to use the car brand’s system in the absence of smartphone integration. In contrast, 52% would prefer to continue using their phone, and 14% would even consider changing vehicle brand.
TO FIND OUT MORE…
The second part “Mobility-as-a-Service (MaaS): The opportunity to stand out from the crowd?”
which presents the challenges and benefits of MaaS for players in the automotive industry…
