Audi, BMW and Mercedes-Benz lead other automakers in offering easy-to-use connected features, a study shows. However, more needs to be done to make customers aware the technology is on board because 39 percent of drivers are unaware of the connectivity options available to them, according to research from TNS and the BearingPoint Institute.
"Our study shows that the German premium OEMs are so far leading the way in terms of the quality and use-ability of their features," Sarah-Jayne Williams, who is a partner at BearingPoint, said in a release. "To really exploit this new era [in connectivity], all OEMs need to invest to ensure customers are aware of and are enjoying these connected features."
Right now that is not happening as 39 percent of car buyers didn’t have connected features demonstrated to them during the purchasing process, the survey shows. This is a missed opportunity, Williams said, because 80 percent of cars are forecast to have connected car features by 2020, and the survey shows that 59 percent of respondents said that connected features influenced their choice of vehicle. (See more by downloading a review on the survey by clicking in the link, above, right.)
“OEMs are moving from a primarily B2B to a B2C model where they have the opportunity to build direct relationships with their customers,” Williams said. “Even what they sell is changing: from selling physical products, they are now selling a platform of digital services.”
The study highlighted the importance of training as 48 percent of drivers who use connected features said the technology was demonstrated to them in the showroom.
