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Automotive Innovations - Canada - April 2017

"The automotive industry has witnessed a burst of recent technological advancements that improve safety, connectivity and convenience for consumers. The category has created innovations in autonomous (self-driving) capabilities that progress safety features and implement preventative protection measures. Features such as forward collision avoidance, lane-keeping assist and adaptive cruise control have made their way into entry-level makes and models. Such features utilize sensor technologies that can detect other vehicles or objects and can prevent potential accidents. Connectivity with smartphones is a popular innovation among consumers, as are established features such as navigation/GPS. Brands will need to package these innovations and appeal to consumers on both a safety and convenience level for success in the marketplace."
- Andrew Zmijak, Research Analyst, Consumer Behaviour

This Report discusses the following key topics:

  • Autonomous features are not yet a priority 
  • Interests vary by age 
  • The effect of gasoline prices and innovations in fuel consumption

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Autonomous features are not yet a priority
            • Figure 1: Interest in self-driving technologies/innovations, February 2017
          • Interests vary by age
            • Figure 2: Interest in technology/audio features, 18-44s vs over-45s, February 2017
          • The effect of gasoline prices and innovations in fuel consumption
            • Figure 3: Average retail prices for regular gasoline in Canada, 2016
          • The opportunities
            • Interest is high for most features, among those who don’t own them
              • Figure 4: Ownership or interest in comfort/convenience features, February 2017
            • Visibility assisting features are of utmost importance
              • Figure 5: Interest in visual-aid automotive technologies/innovations, February 2017
            • Safety innovations are key for many consumers
              • Figure 6: Attitudes towards automotive tech/innovations, February 2017
            • What it means
            • The Market – What You Need to Know

              • Demographic shifts are a positive for auto tech sales
                • Low interest rates make it easier to purchase a new vehicle
                  • The effect of gasoline prices and innovations in fuel consumption
                    • Increasing living costs will affect discretionary spending
                    • Market Factors

                      • Canada’s demographic shifts likely to bode well for auto tech sales
                        • Figure 7: Projected trends in the age structure of the Canada population, 2014-19
                        • Figure 8: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                      • Historically low Interest rates make it easier to buy a new vehicle
                        • The effect of gasoline prices and innovations in fuel consumption
                          • Figure 9: Average retail prices for regular gasoline in Canada, 2016
                        • Rising living costs will affect discretionary spending
                        • Key Players – What You Need to Know

                          • Spotlighting innovative features through cross-sell mail
                            • AJAC and IIHS awards
                              • Major investment pledged for Canada’s auto industry
                                • Interest in self-driving vehicles is lacking
                                  • Acquisitions to enhance auto manufacturers’ tech offerings
                                  • Marketing and Advertising

                                    • Highlighting innovative features via cross-sell mail
                                      • Figure 10: 2016 Volvo XC90, Volvo of Saskatoon, cross-sell mailing, November 2015
                                    • Tesla customer stories
                                      • Figure 11: Tesla customer stories, safety first, February 2016
                                      • Figure 12: Tesla customer stories, generations, February 2016
                                      • Figure 13: Tesla customer stories, future driven, February 2016
                                    • AJAC and IIHS awards
                                      • Figure 14: Waterloo Kia, acquisition mail, February 2017
                                      • Figure 15: Kia Driver Monthly, informational email, December 2015
                                    • Boasting ‘innovative’ models
                                      • Figure 16: BMW 7 Series, online ad, April 2016
                                      • Figure 17: BMW 5 Series, online ad, February 2017
                                  • What’s Working?

                                    • Significant investment pledged for Canada’s auto industry
                                      • Tech features are filtering down at a quick pace
                                      • What’s Struggling?

                                        • Interest in autonomous vehicles is lacking
                                          • Recalls have become too common
                                          • What’s Next?

                                            • Acquisitions to boost auto manufacturers’ tech offerings
                                              • The sharing economy is making waves
                                                • The push to automation
                                                  • Waymo
                                                    • Uber
                                                      • General Motors
                                                        • Toyota
                                                          • Ford
                                                            • Tesla
                                                            • The Consumer – What You Need to Know

                                                              • Most drivers already have an array of comfort/convenience features
                                                                • Men are more likely to be interested in tech/audio features
                                                                  • Consumers are most interested in visibility assisting features
                                                                    • Nearly half of consumers find some new innovations distracting
                                                                      • Safety is a priority
                                                                      • Interest in Comfort/Convenience Features

                                                                        • Significant ownership in most comfort and convenience features
                                                                          • Figure 18: Ownership or interest in comfort/convenience features, February 2017
                                                                        • Interest is high for most features, among those who don’t own them
                                                                          • Figure 19: Ownership or interest in comfort/convenience features, February 2017
                                                                      • Interest in Tech/Audio Features

                                                                        • Built-in navigation and Bluetooth are key
                                                                          • Figure 20: Interest in technology/audio features, February 2017
                                                                        • Men lean towards tech/audio features
                                                                          • Figure 21: Interest in technology/audio features, men vs women, February 2017
                                                                        • Interests differ by age
                                                                          • Figure 22: Interest in technology/audio features, 18-44s vs over-45s, February 2017
                                                                          • Figure 23: Prairie Chevrolet, Wi-Fi in crossovers, August 2016
                                                                      • Interest in Automotive Technologies/Innovations

                                                                        • The affluent are fond of auto tech and innovations
                                                                          • Figure 24: Interest in automotive technologies/innovations, February 2017
                                                                        • Visibility assisting features take priority
                                                                          • Figure 25: Interest in visual-aid automotive technologies/innovations, February 2017
                                                                        • Self-driving features are not a priority… yet
                                                                          • Figure 26: Interest in self-driving technologies/innovations, February 2017
                                                                        • Older consumers lean towards visual aids
                                                                          • Figure 27: Interest in auto technologies/innovations, 18-44s vs over-45s, February 2017
                                                                        • Chinese Canadians are keen on auto tech
                                                                          • Figure 28: Interest in auto technologies/innovations, Chinese Canadians vs overall population, February 2017
                                                                      • Attitudes towards Auto Technologies/Innovations

                                                                        • Driving safety is key for many consumers
                                                                          • Figure 29: Attitudes towards automotive tech/innovations, February 2017
                                                                        • Safety first for women, while men like their toys
                                                                          • Figure 30: Select attitudes towards automotive tech/innovations, men vs women, February 2017
                                                                        • Older consumers lean to the side of safety
                                                                          • Figure 31: Select attitudes towards automotive tech/innovations, 18-44s vs over-45s, February 2017
                                                                      • Appendix – Data Sources and Abbreviations

                                                                        • Data sources
                                                                          • Consumer survey data
                                                                            • Consumer qualitative research
                                                                              • Abbreviations and terms
                                                                                • Abbreviations

                                                                                Automotive Innovations - Canada - April 2017

                                                                                US $3,995.00 (Excl.Tax)