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What do Japanese drivers want from tomorrow’s car infotainment systems?

by Wolfgang Waxenberger , 28.01.2015

In a competitive global marketplace, one key way for auto manufacturers to keep customers satisfied is to anticipate and meet their future wants and desires. We asked drivers what multi-media and entertainment features they might want in tomorrow’s car. What they wanted differed by market – sometimes a little, but for some factors quite significantly. This means car manufacturers need to adapt their models for each country, and to do that they need to understand those market differences.

What do Japanese drivers want from future car infotainment systems?
When it comes to what Japanese drivers want from their future car infotainment systems, their top three future feature requirements mirrored those in the other three countries in the study (Germany, the US and Italy): easy to access voice support/information systems, color head up display, and infotainment systems compatible with different operating systems (like iOS, Android, Windows 8).

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Overall, Japanese drivers rated current infotainment systems the lowest in the survey. However, two features stood out as more desirable to Japanese drivers than those in the US: tablet PC as a full replacement to a built-in infotainment system and passenger head-up display with a functionality that includes watching movies. In the US in comparison drivers chose the ability to video conference in-car and waterproof/spill-proof interior vehicle electrics.

This research formed part of a wider project looking at user experience with the human machine interface (HMI) in vehicles. For each market we identified which car brands performed the best for in-car entertainment. We probe for three qualities in the UX score: task-oriented which relate to the operation and learnability of the way the product works; self-oriented which refer to the feelings of belonging and inspiration that the product creates, and aesthetic qualities which refers to the look, feel and sound of the car. Overall the UX benchmark globally was 4.3. In Japan it was the lowest in our study at 3.8, with Italy the highest at 4.7.

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About the survey

The UX Score is based on a ten-question survey administered after a user has interacted with a product. The UX Score provides a measure that can be used to track experiences over time, better understand product loyalty or market share, or compare HMIs. GfK carried out online interviews with 3,776 drivers aged 18 years old and over, across four countries: USA, Japan, Germany and Italy. The fieldwork was executed in December 2013 and the data were weighted to be gender and age representative for car drivers with one or more cars in the household within the online population. The research was presented for the first time in June 2014 in Germany.

Get more insights

Wolfgang Waxenberger is Senior Director of User Experience at GfK. To gain the full insights and benefits from our detailed study contact us.

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