By Bryan Krulikowski, Vice President
There’s little question that telematics is creating excitement among automotive consumers, and there is more buzz about in-vehicle connectivity systems than ever before.
With that in mind, Morpace co-hosted a panel of consumers at the Telematics Update – Detroit conference on June 3rd. Working with SBD, an automotive technology consultant based in the United Kingdom, we recruited five owners of current generation in-vehicle connectivity systems as part of the panel. These consumers discussed their usage of the systems, their specific likes and dislikes of telematics features, and where they see the industry headed in the future.
As part of the discussion, Apple’s CarPlay and Android Auto were briefly discussed before the conversation shifted a bit to the announcement of an Apple Car that could debut as early as 2020. While the majority of panelists did not consider an Apple Car as the next logical progression from iPhone to iPad to iMac, the youngest panelist, who was 26 years old, was quite excited about the idea, citing that an Apple Car built in cooperation with the right suppliers would be an easy sell for him.
Other insights included:
Consumers indicate that while they are satisfied with the capabilities of their system, the system alone will not determine the specific vehicle brand/model they purchase next
While the systems offer embedded navigation, some consumers use other methods (e.g., Smartphone apps) as their primary mapping device due to ease of use
Voice recognition is not a “must have” on current systems due to its inaccurate capture of commands; however, if improvements can be made to this feature, it will be a key driver for purchasing telematics systems in the future.
This is the second consecutive year that Morpace has hosted a consumer panel at the Telematics Update – Detroit show and we’re happy to be working with SBD to share the knowledge that we collectively have to offer.
We welcome any questions you have about automotive telematics and would be happy to share other industry trends and consumer insights that we have experienced firsthand. Contact me to learn more.