Connected cars are the future of the automotive industry, according to McKinsey’s 2023 Global Automotive Connectivity Executive Survey. Partners Michele Bertoncello and Tobias Schneiderbauer and colleagues find that about half of consumers surveyed around the world say they would consider switching to a car brand that offered smarter, better-performing in-car features, up from about 20 percent in 2014. Yet, the automotive industry’s offerings remain in their infancy, and only 17 percent of customers say they are satisfied with current in-car features. Their biggest concerns are driver distraction, and unnecessary and complicated features.
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A set of 10 squares, each totaling 100%, are shaded to show survey respondents’ car connectivity pain points, among those who noted dissatisfaction with the feature. The responses, from highest to lowest pain points, are: it distracts from driving, 27%; don’t use the features often, 23%; smartphone is more than enough, 22%; it’s too complicated to use, 21%; missing features on my vehicle, 17%; manufacturers’ offering is too expensive, 13%; feel reluctant to use the technology, 12%; not familiar with existing features on car, 11%; connectivity feature doesn’t have any value to me, 11%; dealer didn’t show me the features, 11%.
Source: McKinsey Center for Future Mobility (MCFM) Consumer Survey 2022, December 2022, global n = 27,869; MCFM Mobility Consumer Insights.
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To read the article, see “Corporate business building to unlock value in automotive connectivity,” August 31, 2023.