The Consumer Vehicle Market… …learning lessons from ... · from Commercial fleet? BVRLA -...

The Consumer Vehicle Market… .

…learning lessons from Commercial fleet? BVRLA - Gaydon 2014 Richard Robinson

Richard Robinson

• Director – Global Automotive Practice – Previous: Alpine as HMI lead on Navigation and Infotainment Design – [email protected]

The Consumer Vehicle market…. We need to establish a level!

1. OEM’s/Manufacturers are highly risk averse Bending Metal = Happy C-Level Connecting Metal = Why?!

2. Connecting the car has been a slow, frustrating and painful process

3. Most cars are still not connected (i.e. Dumb-cars) 4. Many OEM’s are pushing ‘questionable’ business

models OEM’s & Dealers need to learn several lessons

from the Fleet (and consumer) markets!

Source: Automotive Multimedia & Communications - AMCS

Embedded Modems Regional Shipment View (Annual)


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2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

North America Europe South Korea Japan China

India Russia Brazil Rest Of the World Non Connected

After the car is connected/smart…. Who is the main ‘winner’??

5 Source: Automotive Multimedia & Communications - AMCS

OEM? Driver?

Winner! Winner

OR

After CE devices got connected…. Who was the main ‘winner’??


Device Maker? Device Owner?

Winner! Winner

OR

After the car is connected…. What are the benefits for OEM vs. Driver?


OEM? Driver? Understand Customer Preferences Be Proactive rather than Reactive

Anticipate failures before they happen Develop CRM/VRM Opportunities

Enable Firmware Over the Air Updates Exploit Crowd Sourcing opportunities

Enable ‘Big-data’!! Providing Apps & Location Services

Understand Customer Preferences Be Proactive rather than Reactive

Anticipate failures before they happen Develop CRM/VRM Opportunities

Enable Firmware Over the Air Updates Exploit Crowd Sourcing opportunities

Enable ‘Big-data’!! Using Apps & Location Services

Winner! Winner!

The real message from Customers… “No subscription please….”

So… What happens if things stay as they are..?


Hardware in Market OEM Embedded Telematics – Global Cumulative


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Hardware in Market

Active Subs OEM Embedded Telematics – Global Cumulative


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2011 2012 2013 2014 2015 2016 2017 2018

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Hardware in Market

Active Subs

Inactive Subs OEM Embedded Telematics – Global Cumulative


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2011 2012 2013 2014 2015 2016 2017 2018

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Hardware in Market

Active Subs

Inactive Subs

Is connectivity just about connecting the car?


Partly CLOUDY

…there are several examples of companies that ‘just connected’ their devices…

OEM

Dealer

Customer

Security

Privacy

Personalization

Connectivity Requires: Alignment of Customer, OEM & Dealer Priorities

…starting to look/sound a lot like fleet? Source: Automotive Multimedia & Communications - AMCS

Convergence of Infotainment and Safety

1. Connectivity: Embedded and brought in 2. Infotainment: The big screen, in-vehicle experience 3. Smartphone Connections: Personal content, apps, authentication We NEED solutions to address: Privacy Security Liability Recalls

Personalization

Privacy Security

The Fun Stuff!


Convergence of Infotainment and Safety

1. Connectivity: Embedded and brought in 2. Infotainment: The big screen, in-vehicle experience 3. Smartphone Connections: Personal content, apps, authentication We NEED solutions to address: Privacy Security Liability Recalls

Personalization

Privacy Security

The Serious Stuff!


New Vehicle Ownership Paradigm

• Connected Car = Always fresh/Reduce Risk & $$$ – Content – Apps – Safety Systems: High Priority – Maps – Collision avoidance and airbag algorithms: High Priority – Feature/function add-ons, updates


Connected Car Conclusions

• Safety, Security, CRM: Are becoming the priority

• Safety and Infotainment are Converging: But safety is the more important purchasing priority for the customer

• Managing, maintaining customer content: e.g. apps etc. in/from the cloud (or phone)

• Improved driver monitoring • Software over the air updates • Compliance

FLEET

FLEET

FLEET FLEET

FLEET

= FLEET?

FLEET


Lastly…What about Google?

• Apart from wanting to control the in-vehicle interface….


Google’s Autonomous Car

• A real provocation to the traditional automotive industry • Likely in it for the long-term. Positioning itself for the post-

driver personal transportation industry • REMEMBER – In the late 19th/early 20th century the successful

volume transportation companies made carriages!

? ?

?

Google doesn’t want to make a car that competes with yours – it wants to make a car that makes yours obsolete!


Be Careful what you Wish For!

• With the truly autonomous vehicle everything changes – Powertrain & Chassis becomes far less relevant – Comfort/Convenience and Infotainment features become far more important – …and so much more…

21

Q&A

[email protected]

mailto:[email protected]

The Consumer Vehicle Market… …learning lessons from ... · from Commercial fleet? BVRLA -...

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