Voice of Customer: In-car Services and Features, Passenger Vehicles, US, 2021

Key Objectives of the Study

Key Findings

Key Findings (continued)

Technology Prerequisites for On-demand Features

Automotive Marketplace Segmentation

In-car Marketplace as a Concept

In-car Marketplace Use-Cases

In-car Marketplace Applications over the Years

Key Business Models in In-vehicle On-demand Feature Payments

On-demand Features: Top Industry Executives’ Opinions

On-demand Features: Access Types and Delivery

Case Study: Mercedes Me

Research Methodology

US Sample

US Sample: Data Weighting

Residential Respondent Profile: Total

Respondent Profile: Demographics

Respondent Profile: Vehicle Ownership and Mileage

Customer Preferences: Engine—Powertrain (By Region)

Customer Preferences: Engine—Powertrain (By Region) (continued)

Customer Preferences: Engine—Powertrain (By Car Segment)

Customer Preference: Vehicle Connectivity and Services

In-vehicle Connectivity Services/Functions Offered with SIM Cards

Willingness to Buy the Basic Internet Connectivity Package: By Region

Willingness to Buy the Basic Internet Connectivity Package: By Car Segment

Willingness to Buy the Basic Internet Connectivity Package: By Brand

Payment Preference for OTA Updates: By Region

Payment Preference for OTA Updates: By Car Segment

Preferred Payment Mode for OTA Updates

Consumers’ In-car Activities

In-car Consumer Entertainment Preferences: By Car Segment

Primary Radio/Music Sources

Primary Radio/Music Sources: By Car Segment

Consumer Preference for New In-car Technology

Importance of New Technology: By Segment

Differences in Opinion on Vehicle Subscriptions: By Region

Respondents’ Preferences: In-car Retail

Interest in Using Retail On-demand Services and Features: By Region

Interest in Using Retail On-demand Services and Features: By Car Segment

Expected Marketplace on Vehicle Screens: By Region

Desired Products or Services within Marketplaces: By Region

Product or Service Payment through In-car Marketplaces

Consideration of Gas Station Merchants: By Region

Consideration of Gas Station Merchants: By Car Segment

Consideration of QSR/Fast-food Retailer: By Region

Consideration of QSR/Fast-food Retailer: By Car Segment

Consideration of QSR/Fast-food Retailer: By Brand

Introduction: On-demand Features

Interest in the Purchase of the Following 25 In-demand Features was Tested

Willingness to Pay for New Features/Functionalities: By Region

Consumer Sentiment about In-vehicle Features

Willingness to Pay for Different In-vehicle Experiences

Customer Sentiment about Transferring Features to New Cars

Interest in Purchasing On-demand Features for the Next Car

Interest in Purchasing On-demand Features for the Next Car (continued)

Interest in Purchasing On-demand Features for the Next Car (continued)

Willingness to Pay for On-demand Features

Interest in On-demand Features: By Region

Interest in On-demand Features: By Car Owned

Interest in On-demand Features: By Engine Type and Annual Mileage

Interest in On-demand Features: By Demographics

Interest in On-demand Features: By Demographics (continued)

Preference for On-demand Feature Subscriptions: By Car Segment

Preference for On-demand Feature Subscriptions: By Brand

Perception of In-vehicle Functionalities

Willingness to Spend on Basic Connectivity Packages: By Region

Willingness to Spend on Basic Connectivity Packages: By Car Segment

Willingness to Spend on Basic Connectivity Packages: By Brand

Price Points Tested

Willingness to Pay and Price Elasticity of Demand (PED)

On-demand Features’ PED

Interested in Purchasing: Powertrain Upgrades

Interested in Purchasing: Range Extension for EVs

Interested in Purchasing: Connected Mapping

Interested in Purchasing: Voice Assistant with Enhanced Capability

Interested in Purchasing: Remote Features/Services via Smartphone Apps

Interested in Purchasing: Remote Parking via App

Interested in Purchasing: Autopilot

Interested in Purchasing: Connected Radio (IP-supported Radio)

Interested in Purchasing: iMax Audio/Cinema Experience

Interested in Purchasing: Winter Comfort Package

Interested in Purchasing: Noise Reduction Technology

On-demand Driver Drowsiness/Distraction Detection and Alarm

Feature Packages: Willingness to Pay

Driving Features: Willingness to Pay

Assisted/Automated Driving Features: Willingness to Pay

Convenience Features: Willingness to Pay

Audio/Entertainment Features: Willingness to Pay

Comfort Features: Willingness to Pay

Productivity Features: Willingness to Pay

Health/Wellness Features: Willingness to Pay

Control Options to Interact with On-demand Features: By Region

Control Options to Interact with On-demand Features: By Car Segment

Control Options to Interact with On-demand Features: By Brand

Preferred Brands for Voice Assistance: By Region

Preferred Brands for Voice Assistance: By Car Segment

Why Is It Increasingly Difficult to Grow?

The Strategic Imperative 8™

Growth Opportunities Fuel the Growth Pipeline Engine™

List of Exhibits

List of Exhibits (continued)

List of Exhibits (continued)

List of Exhibits (continued)

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