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Description

Description

"As the wave of technological advancement and connectivity has made its way into the automotive industry, it is important to take stock of what role they play in the market. From the perspective of automakers, the value of in-car electronics is in their ability to influence purchases – whether to differentiate from another brand or to motivate a consumer to enter the market and start shopping for a vehicle. Given the amount of other factors that are present in a car from a consumer’s perspective – gas mileage, safety, cargo space, etc – it is imperative for automakers to understand the role that in-car electronics play and the best way to move forward with them."

- Scott Stewart, Senior Technology and Media Analyst

This report will look at the following areas:

  • In-car electronics are a secondary consideration
  • Awareness of in-car electronics systems is low
  • Consumer reluctance for innovating too quickly

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • In-car electronics are a secondary consideration
            • Figure 1: Car purchase factors, April 2018
          • Awareness of in-car electronics systems is low
            • Figure 2: Unaware of system, April 2018
          • Consumer reluctance for innovating too quickly
            • Figure 3: Interest in new in-car electronics, April 2018
          • The opportunities
            • Many consumers are considering buying a car
              • Figure 4: Next planned car purchase, April 2018
            • Consumers buying a car soon are more influenced by in-car electronics
              • Figure 5: Aware of system but do not own, those who plan to buy in next six months vs overall, April 2018
            • Current in-car tech can be used to predict future usage
              • Figure 6: In-car electronics currently in vehicle, by age of vehicle, April 2018
            • What it means
            • The Market – What You Need to Know

              • New vehicle sales are increasing
                • People are spending more time in their cars
                  • Hands-free device laws are making in-car electronics more valuable
                    • Smartphone ownership is high
                      • Tech-savvy young consumers will grow the market
                        • Aftermarket manufacturers offer an alternative to built-in systems
                        • Market Factors

                          • New vehicle sales are increasing
                            • Figure 7: New motor vehicle sales in Canada, January 2018
                          • People are spending more time in their cars
                            • Hands-free device laws are making in-car electronics more valuable
                              • Smartphone ownership is high
                                • Figure 8: Smartphone ownership, by age, January 2018
                              • Tech-savvy young consumers will grow the market
                                • Figure 9: Impact of in-car electronics, by age, April 2018
                              • Aftermarket manufacturers offer an alternative to built-in systems
                              • Key Players – What You Need to Know

                                • Apple CarPlay and Android Auto available in most car makes
                                  • OnStar has evolved over the years
                                    • Consumers are skeptical about self-driving cars
                                      • Too many new car features may create noise
                                        • In-car electronics will continue to evolve
                                        • What’s Working?

                                          • Apple CarPlay and Android Auto available in most car makes
                                            • OnStar has evolved over the years
                                            • Challenges

                                              • Consumers are skeptical about self-driving cars
                                                • Too many new car features may create noise
                                                • What’s Next?

                                                  • In-car electronics will continue to evolve
                                                  • The Consumer – What You Need to Know

                                                    • Future purchase intent of vehicles
                                                      • In-car electronics are a secondary consideration
                                                        • Impact of in-car electronics among car shoppers
                                                          • Awareness of in-car electronics systems
                                                            • Finding the right balance for innovation
                                                              • Using current in-car tech to predict future usage
                                                              • Future Purchase Intent of Vehicles

                                                                • Most car owners have a vehicle that’s from 2010 or newer
                                                                  • Figure 10: Age of newest car in household, among households with cars, April 2018
                                                                • A car purchase is in the plans for the majority of consumers
                                                                  • Figure 11: Next planned car purchase, April 2018
                                                              • Car Purchase Factors

                                                                • Purchase decisions primarily focus on gas mileage and safety features
                                                                  • Figure 12: Car purchase factors, April 2018
                                                                  • Figure 13: In-car electronics as car purchase factors, by next planned purchase, April 2018
                                                                • In-car electronics are only influencing a minority of consumers
                                                                  • Figure 14: Impact of in-car electronics, by age of vehicle, April 2018
                                                                  • Figure 15: 2018 Mitsubishi Eclipse Cross: Technology, March 2017
                                                                  • Figure 16: Researching in-car electronics, by age of vehicle, April 2018
                                                                  • Figure 17: Impact of in-car electronics vs horsepower, by age, April 2018
                                                                • Certain demographics are more open to in-car electronics
                                                                  • Figure 18: Impact of in-car electronics, Chinese Canadians vs overall, April 2018
                                                                  • Figure 19: Impact of in-car electronics, fathers vs overall, April 2018
                                                                  • Figure 20: Interest in new in-car electronics, fathers vs overall, April 2018
                                                              • Impact of Electronics Among Car Shoppers

                                                                • Consumers buying soon are more influenced by in-car electronics
                                                                  • Figure 21: Car purchase factors, those who plan to buy in next six months vs overall, April 2018
                                                                • Current shoppers have higher awareness of available systems
                                                                  • Figure 22: Aware of system but do not own, those who plan to buy in next six months vs overall, April 2018
                                                                  • Figure 23: Soccer practice ft. Kathryn Hahn, Chrysler Pacifica S, March 2018
                                                                • Current shoppers more interested in new tech features
                                                                  • Figure 24: Interest in new car features, those who plan to buy in next six months vs overall, April 2018
                                                              • Awareness of In-car Electronics Systems

                                                                • Systems available across makes are the most widely owned
                                                                  • Figure 25: In-car electronics system ownership, April 2018
                                                                • Ford SYNC stands out as a leader in the market
                                                                  • Figure 26: Aware of system but do not own, April 2018
                                                                  • Figure 27: Impact of in-car electronics, Ford SYNC owners vs overall, April 2018
                                                                  • Figure 28: Discover the first-ever Ford EcoSport, February 2018
                                                                  • Figure 29: Ford, Sync Technology, November 2017
                                                                • Auto brands have to choose a strategic direction
                                                                  • Figure 30: Unaware of system, April 2018
                                                                  • Figure 31: Unaware of system, Quebec vs Overall, April 2018
                                                                  • Figure 32: Your Google Assistant on Android Auto: Plan your day, January 2018
                                                              • Finding the Right Balance for Innovation

                                                                • There is a fine line for what new features consumers want
                                                                  • Figure 33: Interest in new in-car electronics, April 2018
                                                                  • Figure 34: TURF analysis – new features in cars, April 2018
                                                                  • Figure 35: Interest in larger display screens, by age, April 2018
                                                                  • Figure 36: Interest in voice control, by age, April 2018
                                                                  • Figure 37: Interest in rear seat display screens, by kids in household, April 2018
                                                                • Interest in progressive innovation is minimal
                                                                    • Figure 38: Interest in new in-car electronics, by age, April 2018
                                                                • Using Current In-car Tech to Predict Future Usage

                                                                  • New tech may follow the same trend as developed electronics
                                                                    • Figure 39: In-car electronics currently in vehicle, by age of vehicle, April 2018
                                                                  • Income impacts some features, but not the emerging ones
                                                                    • Figure 40: In-car electronics currently in vehicles 2016 or newer, by income, April 2018
                                                                    • Figure 41: In-car Wi-Fi and mobile apps currently in vehicles 2016 or newer, by income, April 2018
                                                                • Appendix – Data Sources and Abbreviations

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

                                                                              About the report

                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                              • The Consumer

                                                                                What They Want. Why They Want It.

                                                                              • The Competitors

                                                                                Who’s Winning. How To Stay Ahead.

                                                                              • The Market

                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                              • The Innovations

                                                                                New Ideas. New Products. New Potential.

                                                                              • The Opportunities

                                                                                Where The White Space Is. How To Make It Yours.

                                                                              • The Trends

                                                                                What’s Shaping Demand – Today And Tomorrow.

                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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