Connectivity solutions and in-car digital offerings, such as entertainment and advance hazard warnings will, according to global consulting firm McKinsey, play an increasingly important role in the future mobility experience and change the revenue streams for automakers. By 2030, core connectivity use-cases, such as gaming and over-the-air upgrades, as well as Wi-Fi and even heated seats, among others, could deliver more than $250bn in annual revenues, says McKinsey, who revealed their findings at CES.
Getting a handle on what consumers really want and will pay for is critical for automakers and suppliers making bets on future products and offerings. McKinsey surveyed 1,600 car owners across the U.S., China and Germany. Some key findings: Customers favour subscription models for connected-car features and apps, provided the features make sense for subscription, versus features expected to be standard or otherwise permanently installed.
Connectivity services and apps and the superior execution of the driver interface is the deciding factor that will get 40 per cent of respondents to change brands, according to the survey findings. 49 per cent of U.S. and 55 per cent of Germany respondents say they would switch for superior connected-car services.
The connectivity features that in U.S. buyers prioritize are: anti-theft alarms (75 per cent); smartphone integration (66); heated seats (63); two-zone climate control (60); lane assist (59); Wi-Fi (56); advanced steering (55); and automatic high beams (55 per cent). How heated seats, climate controls, lanekeeping assist, advanced steering, and headlight beam controls qualify as ‘connectivity’ features was not explained.
