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  • Actionable ideas enhance SUV launch campaign
    • 09/03/15
    • Automotive
    • Global
    • English

    Actionable ideas enhance SUV launch campaign

    GfK helped this car manufacturer to understand consumer responses to its upcoming TV campaign in preparation for a new product launch.

  • Actionable ideas enhance SUV launch campaign
    • 09/03/15
    • Automotive
    • Singapore
    • English

    Actionable ideas enhance SUV launch campaign

    We helped this car manufacturer to understand consumer responses to its upcoming TV campaign in preparation for a new product launch.

  • Tire Trends in Europe
    • 08/18/15
    • Automotive
    • Global
    • English

    Tire Trends in Europe

    What are the key trends in tire purchase across the major European markets and the importance of SUV's on the market.

  • What is the connected car?
    • 08/11/15
    • Technology
    • Automotive
    • Connected car
    • Global
    • English

    What is the connected car?

    Early adopters, especially Gen Y, are looking for a more connected driving experience. Find out how safety, autonomous driving and entertainment are driving demand for connected features

    • 07/28/15
    • Automotive
    • Global
    • English

    What can Leading Edge Consumers (LECs) tell us about the car of the future?

    According to our Connected Car study, the car of the future is almost here. The arrival of connected vehicles will usher in a new era in automotive history and features that could not have been imagined a short while ago will soon come as standard with most new car models. But how widely do the new features on offer appeal to drivers? Our survey of 5,800 consumers in Brazil, Russia, China, Germany, the UK and US provides clues to their attitudes towards seven new connected car concepts. The results give much needed insight into how connected cars are likely to be received by the mass market and Leading Edge Consumers (LECs) – a highly influential group who often lead the way in the adoption of new technologies.

    15% of respondents in our global study are defined as LECs. As is often the case with LECs, this group of early adopters and influential consumers is dominated by young males. 64% of LECs in our survey were male and 61% were classified as young. Although just a small sub-set, this group is well and truly in the driving seat when it comes to shaping the car of the future. Automotive manufacturers need to take time to understand the needs and motivations of this important group because LECs are, without a doubt, significantly more likely than other respondents to welcome new connected car concepts. They over-index on all seven concepts tested and are keen to embrace the possibilities afforded by new technologies. But instead of just being ahead of the curve and more likely to welcome new concepts, LECs have a different set of priorities when it comes to new features.

    “Ultra Safe” and “Data Tracker” – features that enhance safety and enable drivers to track consumption, run diagnostics and access accident data – are rated most highly by both LECs and non-LECs. However, whereas general consumers perceive “Life Manager” – a feature that enables a car to communicate with other connected devices – as being least appealing at 62%, LECs clearly can appreciate the benefits offered at 84%. Similarly, while a car that understands their entertainment preferences appeals to 68% of general consumers, it appeals to 90% of LECs.

    How can transport in five years’ time look like?

    When we asked consumers about what transport methods they expect to be using daily in five years’ time, LECs were far more likely to be sharing cars than non-LECs. Half of LECs expect that they will be car-pooling compared to less than a third (32%) of non-LECs. Car clubs (pay-as-you-go) are likely to be almost twice as popular amongst LECs than non-LECs (47% compared to 24% respectively). The willingness of this highly receptive audience to drive cars other than their own offers manufacturers the opportunity to use car club models to showcase new functionality and drive demand.

    In line with data from LECs and as adoption increases, we anticipate there will be greater demand for a range of “lifestyle” benefits as consumers start to understand the many possibilities the connected car brings. While entertainment and lifestyle management related components are, as yet, only achieving strong appeal amongst this smaller, highly technology literate sub-set, we believe it is only a matter of time before these functionalities go mainstream.

    Background Leading Edge Consumer See our infographic about the Leading Edge Consumers and how they are driving the connected car market. Leading Edge Consumers are the consumers who are most likely to shape the future – those are early buyers, who are passionate about the auto-tech industry, and/or they influence others.

    Frank Haertl is Global Lead Automotive for GfK.

    Get our Connected Car report:

    GfK’s Connected Car Report: Download our free preview report or get the full insights in our global report, which is available to purchase now. It contains detailed market-by-market analysis and brand specific insight. For your definitive guide to the road ahead or any further information, contact us.

    For more about our offerings, visit our Automotive pages.

    AUTOTALK newsletter Discover latest industry insights, market data and how Auto and Consumer trends will affect your business. Sign-up for AutoTalk.

  • Where are the tire tracks leading us to?
    • 07/23/15
    • Automotive
    • Global
    • English

    Where are the tire tracks leading us to?

    Which ASEAN markets will follow Indonesia and experience strong growth? And what will this mean for the car tire market in the region?

    • 07/14/15
    • Automotive
    • Germany
    • English

    Are German drivers prepared to pay for the numerous capabilities of tomorrow’s connected car?

    The connected car will be a reality within a few years, as enhanced safety, economy and entertainment become standard features of new vehicles. So how do the Germans feel about the car of the future?

    In this extensive global project carried out at the end of 2014, we interviewed 5,800 consumers in six key markets – Germany, China, Brazil, Russia the UK and USA – to find out what the future really looks like for consumers, automotive manufacturers and the wider supply chain. We asked German drivers about their attitudes towards driving now and their thoughts about expected future innovations.

    German drivers are reasonably “happy” drivers German drivers are reasonably positive about the experience of driving, with 68% stating they are “happy”, 69% “peaceful” and 61% “relaxed”. 29% describe themselves as heavy drivers, spending more than seven hours driving per week – close to the average for the six countries in our survey.

    The top pain point for German consumers, with 43% citing it, is “expensive gas/oil/petrol”. “Being involved in an accident” is second at 38% and “Being stuck in traffic” third at 35%.

    There are some differences for Leading Edge Consumers – a group of early adopters and influential consumers. The research shows that for this audience, being involved in an accident and aggressive driving behavior are less of a concern compared to all consumers, as is the cost of fuel, serving and insurance. Looking at worries around “Self oriented” topics, they are more worried about wasting time in traffic.

    What German drivers want from a connected car When considering what they want from a car, German consumers think of safety and security, value for money and durability as equally important key considerations. While they think fuel efficiency, ease of use and saving time are important as well, a car that suits their personality, has an attractive design or the latest technology is of less interest.

    When we look at Security, Gratification, Wellbeing and Freedom as an index, we can see which features meet key areas of need. Safety features will become standard hygiene factors, so it’s important for brands to understand which other attributes meet consumer needs. Here Freedom ranks highly – namely value for money, durability, fuel efficiency and ease of use. Gratification and Wellbeing overall are less important.

    German drivers are interested in safety and security features:

    66% are interested in emergency braking 65% are interested in self-parking controls 64% are interested in pre-incident preparation such as automatic seat belts 64% are interested in emergency calling 56% are interested in automatic steering 52% are interested in a car that can sense and communicate key data Of the six nationalities in our survey, North American and British consumers say the idea of autonomous driving makes them feel the most anxious and powerless. German consumers do not share these issues to the same extent, with only 15% saying they would feel anxious and 15% powerless in a self-drive car.

    Of the seven new concepts that the connected car offers, German consumers rank “Ultra Safe” first (57% – a car that connects with other cars and has integrated safety cameras), followed by “Self Sufficient” (42% – a strong but light electric car), and “Data Tracker” third (38% – a car that tracks usage, runs diagnostics and records accident data).

    Are German drivers prepared to pay for the numerous capabilities of tomorrow’s connected car?

    While 41% state they would pay more for “Ultra Safe”, willingness to pay more for other connected car features is significantly lower. Only 17% say they would pay more for “Life Manager”, for example.

    German consumers are not as positive about connected cars as drivers in China, Brazil and Russia. Together with consumers in the US and UK, German consumers are more circumspect. However, knowing that the Germans are both safety and cost conscious provides opportunities for manufacturers of connected car vehicles to meet those needs.

    Background Leading Edge Consumer See our infographic about the Leading Edge Consumers and how they are driving the connected car market. Leading Edge Consumers are the consumers who are most likely to shape the future – those are early buyers, who are passionate about the auto-tech industry, and/or they influence others.

    Get our Connected Car report:

    Frank Haertl is Global Lead Automotive for GfK.

    GfK’s Connected Car Report: Download our free preview report or get the full insights in our global report, which is available to purchase now. It contains detailed market-by-market analysis and brand specific insight. For your definitive guide to the road ahead or any further information, contact us.

    For more about our offerings, visit our Automotive pages.

    AUTOTALK newsletter Discover latest industry insights, market data and how Auto and Consumer trends will affect your business. Sign-up for AutoTalk.

    • 07/07/15
    • Automotive
    • Connected car
    • Global
    • English

    Why Generation Y is in the driving seat for the connected car

    The connected car will be a reality within a few years, as enhanced safety, economy and entertainment features become standard issue on most new cars. So how do the drivers of the future feel about the car of tomorrow? According to newly released data from our Connected Car study, based on a survey of 5,800 consumers across six markets, connected cars hold most appeal for Generation Y.

    Of all those surveyed in our study, Generation Y, those aged 16-34, are most enthusiastic about the prospect of the connected car. While the full range of connected car concepts appeals to Generation Y, the most desirable feature to this audience is a car that parks itself. 70% claim to have an interest in a car that can identify a parking space of the right size and undertake the parking maneuver automatically. Other features that appeal to this age group include in-car CCTV to record views from around the vehicle and notify police in case of an accident (64%), a windshield display showing maps and other navigational information (64%), an in-car Wi-Fi hot spot (63%) and in-car biometrics (63%).

  • What drivers want
    • 06/25/15
    • Automotive
    • Global
    • English

    What drivers want

    Understanding what features drivers want in their connected car

  • Drive me happy - how drivers feel behind the wheel and what affects their emotions in the driving seat
    • 06/16/15
    • Automotive
    • Global
    • English

    Drive me happy - how drivers feel behind the wheel and what affects their emotions in the driving seat

    Can the connected car meet drivers’ emotional needs and deliver the “feel good” factor? Find out what makes drivers happy.

  • What’s moving and shaking the Russian market for engine oils?
    • 06/01/15
    • Automotive
    • Global
    • English

    What’s moving and shaking the Russian market for engine oils?

    The Russian market for engine oils is undergoing a shift: After a good 2013, the market began to stagnate in 2014 and experienced a slow start in 2015.

  • The connected car – what grinds Russia’s gears
    • 05/20/15
    • Automotive
    • Global
    • English

    The connected car – what grinds Russia’s gears

    The connected car will be a reality within a few years, as enhanced safety, economy and entertainment become standard features of most new vehicles. So how do Russians feel about the car of the future?

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