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ID:8147325
大小:5.65 MB
页数:15页
时间:2018-03-07
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1、Connectedcars.Disconnectedowners.Fouropportunitiestoengagedrivers.8,500interviews20+leadingcarbrands13countries1insightfulstudyThebillion-dollarquestionAutobrandshaveinvestedandcontinueTurninginsightsintoopportunitytospendbillionsdevelopingconnectedWeconductedanewstudy
2、toexplorethecarfeaturesinanattempttogainattitudesandpurchasebehaviourofmorecompetitiveadvantage.Butisthismoneythan8,500connectedcarownersacrosswellspent?Istheinvestmentpayingoff?Europe,NorthAmericaandChina.That’saquestionwewantedtoanswer.Whatwediscoveredwasbothastartli
3、ngpictureofconsumerindifferenceandahugeopportunityforgrowth.FailedconnectionWeuncoveredasizeabledisconnectbetweenconnectedcarownersandthe47%benefitsofusingthetechnology.Manywereunawareofitsexistence.Othersdidn’ttrustit,whileasignificant numberofconnectedcarowners don’t
4、evenknowfailedtoseehowitcouldbenefittheirthatthefeatures theyhavemeanitiseverydaylives.Wediscoveredremarkablyclassedasaconnectedcar.differentattitudesandresultsinChina.Real-worldopportunityWeidentifiedtheneedtorelateIt’sagreatopportunitytogainconnectedcartechnologyfrom
5、thedigitalcompetitiveadvantagebybeingworldintothelivesofconsumersintheamongthefirsttorectifyanreal-worldatkeymomentsinthedrivingindustry-wideweakness.experience.‘Howdoesitworkandhowwillitbenefitme?’arethequestionsautobrandsmustanswer.Therearefourkeyareasmanufacturerssh
6、ouldbeaddressingtoengagedriverswiththetechinthecarstheymake.Therelevance1ofrelevanceKeepitrealOurstudyidentifiedthekeypurchasingInsighttoopportunityconsiderationsofnewornearlynewManufacturersneedtoshowthecars. Safety(47%)andfueleconomylinkbetweenconnectivity–collision(
7、42%)weretwoofthemostpopular,avoidance,weatherreports,saferroutewithconnectivitylaggingwelldowntheplanning–andthereal-worldbenefits-listatjust11%.fueleconomy,shorterjourneytimesandmoreefficientdrivingstyles.Relatingcartechtothemostpopularpurchasingconsiderationsatkeymom
8、entsturnsitfroma‘nicetohave’intoa‘musthave’.Keypurchaseconsiderations47%42%38%34%11%SafetyFueleconomyBrandimageExteri
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