Demand for next gen in-car technology will stabilise motor industry

2 Dec 2013

Demand for next-generation in-car technologies in emerging countries will provide the automotive industry with a sustained revenue stream, new research from Accenture indicates.

Some 39pc of 14,000 drivers surveyed in South America, Asia, Europe and the US said that their primary consideration in choosing a new automobile is in-car technology, compared with 14pc who said driving performance had the greatest influence on their choice.

According to the survey, drivers in China, Brazil, Indonesia and Malaysia expressed the strongest interest in all of the connected vehicle technologies and digital services currently available, which are used widely by consumers in more mature markets.

Among the respondents in emerging economies, Chinese drivers had the highest current usage and greatest desire for future use of most of the technologies and services, followed by drivers in Brazil, Indonesia, Malaysia and South Africa.

Connected vehicle technologies

“Combined with the increased use of connected vehicle technologies and digital services among consumers in mature markets, the high demand across the emerging world will no doubt speed the development and influence the rollout of next-generation products and services by the global auto industry,” said Luca Mentuccia, global managing director for Accenture’s Automotive practice.

“This is especially significant considering that nearly 40pc of drivers surveyed indicated that in-car technology is the primary factor they consider in purchasing a new car.”

While there is ongoing debate about the future and safety of driverless cars, Accenture’s research shows that, on average, 90pc of the survey respondents have an interest in some autonomous driving options, primarily those related to safety.

The most popular features include lane-changing warning systems, collision-warning systems, lane-keeping systems, automatic braking systems that prevent hitting an object and fully automatic parking.

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years