A study, commissioned by Accenture and conducted by Coleman Parkes Research, reported that 39% of drivers cited in-car technology as their primary consideration in choosing a car compared with 14% who rated driving performance as being more important. With an average of 90% of respondents reporting an interest in some autonomous driving options – primarily those related to safety – such as lane-changing warning systems, collision-warning systems, lane-keeping systems, automatic braking systems and fully automatic parking, the continuing importance of the connected car to the automotive industry is very clear.
“Combined with the increased use of connected vehicle technologies and digital services among consumers in mature markets, the high demand across the emerging world will no doubt speed the development and influence the rollout of next-generation products and services by the global auto industry,” said Luca Mentuccia, global managing director for Accenture’s Automotive practice. “This is especially significant considering that nearly 40 percent of drivers surveyed indicated that in-car technology is the primary factor they consider in purchasing a new car.”
More than 14,000 interviews were conducted in 12 countries from the Americas, Europe and Asia and respondents were asked about their current use of connected vehicle technologies and expectations for future use. Among the respondents in emerging economies, Chinese drivers had the highest current usage and greatest desire for future use of most of the technologies and services, the company adds.