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Automotive Innovations - US - May 2019

Covered in this report

This report builds on the analysis presented in Mintel’s Automotive Innovations – US, May 2018 and Mintel’s Automotive Innovations – US, April 2017. Mintel defines automotive innovation as any process or technology that advances the market or industry.

Types of vehicles referenced in this report include the following: all cars, station wagons, sedans, pickup trucks, vans, minivans, crossover utility vehicles, and SUVs.

Regarding in-car innovations, categories discussed include but are not limited to comfort/convenience features, technology/audio features, and safety features.

AEV – An alternative energy vehicle that does not use an internal combustion engine as its sole power source. AEV is a catchall term that includes mild hybrids, plug-in hybrids, battery electric vehicles, and fuel cell vehicles.

"Whether consumers are ready or not, driverless cars are the future of the automotive industry. But given consumer reticence to adopt new automotive technology, OEMs and marketers will need to concentrate on long-term strategies, as opposed to short-term campaigns. Automakers need to educate consumers on the safety benefits of new features and slowly ease them into the new technology.

It will be crucial for automakers to reflect on what their goal is and who they’re trying to reach. The current state of the market shows dissonance between what consumers are asking for, what they think they want, and what they’re being given."

– Hannah Keshishian, Automotive analyst

This report examines the following issues:

  • What automakers want to know
  • Where automakers can succeed

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • What automakers want to know
            • Consumers’ attitude toward driverless technology
              • The consumer-car data conversation needs to happen immediately
                • Where automakers can succeed
                  • AEVs gain popularity, especially among urban consumers
                    • Automakers need to push for autonomous regulation and government support
                      • Standardizing autonomous safety features
                        • What it means
                        • The Market – What You Need to Know

                          • Stable interest rates incentivize consumers
                            • Slow but steady growth shows promise for AEV market
                            • Market Factors

                              • Steel tariffs threaten auto sales
                                • Interest rates expected to remain stable, potentially drop
                                  • Consumer confidence showing positive signs
                                    • Figure 1: Consumer Sentiment Index, January 2007-April 2019
                                  • Slow but steady growth shows promise for AEV market
                                      • Figure 2: Total US sales and fan chart forecast of market, at current prices, 2013-23
                                      • Figure 3: Total US volume sales and forecast of hybrid and electric cars, 2013-23
                                  • Key Players – What You Need to Know

                                    • Hey Alexa, start my car
                                      • GDPR’s impact spans beyond the internet and into vehicles
                                        • Unclear safety regulations perpetuate autonomous vehicle fears
                                          • China to create infrastructure for autonomous vehicles
                                          • What’s Happening?

                                            • The Motor City moves toward going green
                                              • Audi challenges AEV nonbelievers
                                                • Figure 4: Audi commercial, “Audi Presents: Not for You,” April 2019
                                              • The first autonomous highways won’t be American
                                              • What’s Struggling?

                                                • The unintended consequences of “Going Green”
                                                  • Figure 5: Consumer attitude toward bad publicity and scandals, by generation, April 2019
                                                • Path to safety regulation for driverless cars is long and unclear
                                                  • Highlight on automotive innovator: Tesla
                                                    • Figure 6: Elon Musk autonomous car tweet, April 2019
                                                    • Figure 7: Elon Musk autonomous car tweet response, April 2019
                                                • What’s Next?

                                                  • Digital assistants will have increased connectivity with vehicles
                                                    • Figure 8: Automotive innovations of interest, April 2019
                                                  • Consumers will need to be eased into 5G vehicle technology
                                                    • Protecting consumers’ private data – how much do cars capture?
                                                      • Failed Tesla competitor is ready for round two
                                                      • The Consumer – What You Need to Know

                                                        • Consumers aren’t ready for driverless cars
                                                          • Parents most likely to use automatic emergency braking
                                                            • Consumers seek safer cars
                                                              • Urban consumers are drawn to AEVs
                                                                • Household income influences autonomous vehicle technology ownership
                                                                • Vehicle Types Considered

                                                                  • SUVs and Sedans top vehicle types considered
                                                                    • Figure 9: Vehicle types considered, April 2019
                                                                  • Parents no longer in love with the minivan
                                                                    • Figure 10: SUV vs minivan consideration, by parental status, April 2019
                                                                  • Gen X most likely to consider SUVs for purchase
                                                                    • Figure 11: Vehicle types considered, by generation, April 2019
                                                                    • Figure 12: Consideration of SUVs, by household size, April 2019
                                                                  • High AEV purchase consideration for city shoppers
                                                                    • Figure 13: Consideration of electric or hybrid vehicles, by geographical area, April 2019
                                                                • Interest in Automotive Innovations

                                                                  • Consumers want more innovative safety features
                                                                    • Figure 14: Ownership of autonomous vehicle technology, April 2019
                                                                    • Figure 15: Automotive innovations of interest, April 2019
                                                                  • Generational split on safety vs performance
                                                                    • Figure 16: Interest in innovations in safety, by generation, April 2019
                                                                    • Figure 17: Interest in innovations in speed, by generation, April 2019
                                                                  • Parents most interested in performance, speed and technology
                                                                    • Figure 18: Innovations of interest, by parental status, April 2019
                                                                • Ownership and Usage of Automotive Vehicle Technology

                                                                  • Majority of US consumers own a vehicle with autonomous tech
                                                                    • Figure 19: Ownership of vehicle with autonomous technology, April 2019
                                                                  • Adaptive cruise control tops autonomous tech ownership
                                                                    • Figure 20: Ownership of vehicle with autonomous technology, April 2019
                                                                  • Autonomous technology ownership depends on household income levels
                                                                    • Figure 21: Current autonomous vehicle features, by income level, April 2019
                                                                    • Figure 22: Current vehicle features, by household income, April 2019
                                                                  • Blind spot assistance is most utilized autonomous feature
                                                                    • Figure 23: Blind spot assistance, by generation, April 2019
                                                                  • Lane-keeping assist most used by Gen Z
                                                                    • Figure 24: Lane-keeping assist usage, by generation, April 2019
                                                                    • Figure 25: Vehicle purchasing decisions, by generation, April 2019
                                                                    • Figure 26: Willingness to pay more for additional technology, by parental status, April 2019
                                                                  • Parents most likely to use automatic emergency braking
                                                                    • Figure 27: Automatic emergency braking usage, by parental status, April 2019
                                                                    • Figure 28: Automatic emergency braking usage, by gender and parental status, April 2019
                                                                    • Figure 29: 2019 Subaru Ascent, “Important Moments”, September 2018
                                                                  • Consumers in cities more likely to have and use automated parallel parking
                                                                    • Figure 30: Current vehicle features, by geographic area, April 2019
                                                                    • Figure 31: Use of automated parallel parking, by geographic area, April 2019
                                                                • Attitudes toward Self-Driving Cars

                                                                  • Consumers are not ready for self-driving cars
                                                                    • Figure 32: Attitudes toward self-driving cars, April 2019
                                                                    • Figure 33: Attitudes toward autonomous vehicles, by age, geographic area and gender, April 2019
                                                                    • Figure 34: Young urban male attitudes about driverless cars, April 209
                                                                  • Consumers unwilling to immediately adopt the first driverless vehicle
                                                                    • Figure 35: Likelihood of immediate autonomous vehicle adoption, April 2019
                                                                    • Figure 36: Likelihood of immediate autonomous vehicle adoption, by gender, April 2019
                                                                    • Figure 37: Attitudes toward future of driverless cars, April 2019
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Direct marketing creative
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                            • Terms

                                                                            Automotive Innovations - US - May 2019

                                                                            US $4,395.00 (Excl.Tax)