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In-Car Electronics: Entertainment and Navigation - US - August 2013

Mintel
Published Date » 2013-08-28
No. Of Pages » 150

Those who haven’t shopped for a new car in the past 5 years may be surprised to find out that a technological coup has taken place on the vehicle dash. Gone are tactile controls and, in their stead, many automakers are now offering touchscreens with interactive controls that allow for much of the same functionality that one would find on a smartphone or tablet computer. While this movement is one that is favored by young and middle age men; it’ll be harder to convince women purchasers that this is something that they want in their next car.
TABLE OF CONTENT

Scope and Themes
What you need to know
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary
Ownership and usage
Factory-installed systems explode in popularity
Figure 1: Any ownership and usage of infotainment, telemetry, and navigation systems, June 2013
OnStar, Ford SYNC most commonly owned systems
Figure 2: Ownership of select branded infotainment/multimedia, or telemetry systems, Millennials vs. Baby Boomers, June 2013
Interest in new products and features
Millennials more interested in new vehicle tech features
Figure 3: Very interested in select in-car electronic features when purchasing next vehicle, Millennials vs. Generation X vs. Baby Boomers, June 2013
Imminent car buyers interested in touchscreens and wireless hotspots
Figure 4: Very interested in select in-car electronic features when purchasing next vehicle, by plans on purchasing or leasing your next vehicle, June 2013
Younger Millennials more interested in simple vehicle controls
Figure 5: Very interested in select in-car electronic features when purchasing next vehicle, older vs. younger Millennials vs. non-Millenials, June 2013
Attitudes to In-Car Electronics
Majority of drivers see cell phone usage as distracting
Figure 6: Attitudes to in-vehicle electronics and accessories, June 2013
Millennials more likely to use mobile devices for music
Figure 7: Attitudes to in-vehicle electronics and accessories, Millennials vs. Generation X vs. Baby Boomers, June 2013
What we think

Issues and Insights
Should automakers simply focus tech developments on male drivers?
The issues
The implications
Where is the field of engagement for women?
The issues
The implications

Trend Applications
Trend: Make it Mine
Trend: Who Needs Humans?
Mintel Futures: Access Anything, Anywhere

Market Drivers
Key points
Legislative bans of cellular usage could positively impact in-car electronics
Figure 8: State laws on use of cellphones and texting while driving, Alabama-Montana, 2013
Figure 9: State laws on use of cellphones and texting while driving, Nebraska-Wyoming, 2013
Proposed rules for touchscreen displays could negatively impact in-car electronic makers
Car sales positively impact in-car electronics, specifically factory-installed systems
Figure 10: U.S. unit sales of new vs. used vehicles, 2007-12
Aging U.S. vehicle fleet provides opportunity for aftermarket electronic providers
Figure 11: Average age of cars, light trucks, and total light vehicles, 2002-13
Despite drop in miles driven, commute times remain high and most drivers drive alone, to the benefit of in-car electronic makers
Figure 12: U.S. worker driver commute time, 2011

Factory-installed In-car Communications and Entertainment
Key points
Factory-installed infotainment systems, touchscreens, and integrated steering wheel controls explode in popularity
General Motors Company
OnStar
Figure 13: OnStar’s new look, 2013
Chevrolet MyLink; Buick/GMC Intellilink
Figure 14: Chevrolet MyLink, 2013
Cadillac CUE
Figure 15: Cadillac CUE, 2013
Ford Motor Company
SYNC
SYNC Services:
SYNC AppLink:
Figure 16: Ford SYNC, 2013
MyFord/MyLincoln Touch
Figure 17: MyFord Touch, 2013
Toyota Motor Corporation
Toyota Entune/Lexus Enform
Safety Connect
Figure 18: Toyota Entune, 2013
Chrysler Group, LLC.
Uconnect
Uconnect Touch
Figure 19: Uconnect touch, 2013
Uconnect Access
BLUE&ME
Hyundai Motor Company
Blue Link
Figure 20: Hyundai Blue Link, 2013
Volkswagen Group
Audi Multi Media Interface (MMI)
Figure 21: Audi MMI, 2013
Audi Connect
Volkswagen Media Device Interface MDI
Volkswagen Car-Net
Kia Motors
UVO
UVO eServices
Figure 22: Kia UVO eServices, 2013
BMW Group
iDrive
Figure 23: BMW iDrive, 2013
ConnectedDrive
BMW Assist
Daimler AG
Cockpit Management and Data System (COMAND)
mbrace

Aftermarket In-car Communications and Entertainment
Key points
Aftermarket suppliers step into smartphone interoperability and telematics services
OnStar Corporation
Verizon Telematics, Inc.
Garmin International, Inc.
TomTom Nv
MiTAC Digital Corporation (Magellan)

Smartphones
Key points
Android, iOS power 92% of the smartphone OS market
Figure 24: Total U.S. smartphone subscribers age 13+, by mobile platform, May 2012-13
Apple iOS
Apple Maps
Siri Eyes Free
iOS in the Car
Figure 25: Apple iOS in the car, 2013
Google Android
Google Maps
Moto Assist

Innovations and Innovators
MirrorLink promises to revolutionize in-car smartphone connectivity
Figure 26: MirrorLink mockup, 2013
Pioneer builds aftermarket radio to rival factory-installed infotainment systems
Figure 27: Pioneer Appradio 3 (SPH-DA210), 2013
Garmin portable heads-up display brings luxury feature to the mainstream
Figure 28: Gamin’s Head-Up Display (HUD)

Marketing Strategies
Strategy: Convey the power of new vehicle tech through testimonials
Figure 29: Ford, interactive website, Say the Word, July 2013
Strategy: Market ease-of-use
Figure 30: Chevrolet, Television Commercial, “Just Like A Tablet,” June 2013
Strategy: Emphasize interoperability with the Apple iPhone
Figure 31: Chevrolet, Television Commercial, “Button To End All Buttons,” March 2013
Strategy: Market new cars as a tech savvy purchase
Figure 32: Buick, television commercial, “To those who got this season’s most tech savvy way to travel,” November 2012
Figure 33: Kia, television commercial, “Robot Girl,” May 2013
Strategy: Show how in-car electronics can reduce stress and hassle
Figure 34: Toyota, television commercial, “Entune is There,” May 2013
Figure 35: Buick, television commercial, “Smart Made Beautiful,” June 2013
Figure 36: Chevrolet, television commercial, “myChevrolet Parking Reminder,” May 2013

Vehicle Ownership
Key points
Millennials have lowest “regular driver” response rate
Figure 37: Regular driver of a vehicle in the household, by generations, June 2013
Two thirds of households have a car from MY2005 or later
Figure 38: Age of last household vehicle purchased, June 2013
Those looking to purchase a new smartphone/tablet more likely to own a newer car
Figure 39: Age of last household vehicle purchased, by planning to buy a tablet or smartphone in the next six months, June 2013

Expectation of Future Vehicle Purchase
Key points
A third of households plan to purchase a vehicle in the next two years
Figure 40: When next vehicle purchase is expected, June 2013
Men significantly more likely than women to be planning a new car purchase in the next 24 months
Figure 41: When next vehicle purchase is expected, by gender, June 2013
Millennials, particularly men, most likely to purchase a new car in the next two years
Figure 42: When next vehicle purchase is expected, by gender and age, June 2013
Figure 43: When next vehicle purchase is expected, by generations, June 2013
Current new car ownership points to plans to buy another
Figure 44: When next vehicle purchase is expected, by age of last household vehicle purchased, June 2013
Those seeking to purchase tablet computer nearly twice as likely to plan a new car in the next two years
Figure 45: When next vehicle purchase is expected, by planning to buy a tablet or smartphone in the next six months, June 2013

Ownership of Infotainment, Telemetry, and Navigation Systems Present
Key points
Four in 10 own an infotainment system, a third use it
Figure 46: Any ownership and usage of infotainment, telemetry, and navigation systems, June 2013
Men more likely than women to use infotainment systems
Figure 47: Elements of infotainment/multimedia system used by drivers, by gender, June 2013
Those with young children more likely to use infotainment systems
Figure 48: Elements of infotainment/multimedia system used by drivers, by presence of children in household, June 2013
Millennials more likely to use infotainment systems
Figure 49: Elements of infotainment/multimedia system used by drivers, by generations, June 2013
Figure 50: Any ownership of infotainment, telemetry, and navigation systems, by generations, June 2013
Two thirds of MY2012-14 owners utilize infotainment systems
Figure 51: Elements of infotainment/multimedia system used by drivers, by age of last household vehicle purchased, June 2013
Figure 52: Elements of infotainment/multimedia system used “regularly” by drivers, by age of last household vehicle purchased, June 2013
Figure 53: Any ownership of infotainment, telemetry, and navigation systems, by age of last household vehicle purchased, June 2013
Expected tablet and smartphone buyers more likely to use their infotainment systems
Figure 54: Elements of infotainment/multimedia system used by drivers, by planning to buy a tablet vs. smartphone in the next six months, June 2013
Figure 55: Elements of infotainment/multimedia system used by drivers, by ownership of a computer with a touchscreen interface, June 2013

Infotainment, Multimedia, and Telemetry Systems Usage and Awareness, By Brand
Key points
OnStar, Ford SYNC most popular in-car electronic system
Figure 56: Infotainment, multimedia, and telemetry systems usage and awareness, by brand, June 2013
Millennials five times more likely to have BMW iDrive, GM MyLink/Intellilink than Baby Boomers
Figure 57: Ownership of select branded infotainment/multimedia, or telemetry systems, by generations, June 2013
2008 model year; the cut off for telematics and infotainment usage and awareness
Figure 58: Ownership of select branded infotainment/multimedia, or telemetry systems, by age of last household vehicle purchased, June 2013
Infotainment systems already into a second or third buying cycle
Figure 59: Ownership of select branded infotainment/multimedia, or telemetry systems, by plans on purchasing or leasing next vehicle, June 2013
Tablet or smartphone purchasers more likely to own an infotainment system
Figure 60: Ownership of select branded infotainment/multimedia, or telemetry systems, by planning to buy a tablet vs. smartphone in the next six months, June 2013
Heavy infotainment users are likely owners of vehicle with Ford SYNC
Figure 61: Ownership of select branded infotainment/multimedia, or telemetry systems, by repertoire of in-car electronics usage, June 2013
Younger respondents display higher awareness and use for most infotainment systems
Figure 62: Awareness or usage of select branded infotainment/multimedia, or telemetry systems, by generations, June 2013

Interest in Electronic Features for Next Vehicle
Key points
Millennials significantly more interested in an array of in-vehicle technologies compared to other generation groups
Figure 63: Very interested in select in-car electronic features when purchasing next vehicle, by generations, June 2013
Figure 64: Any interest in select in-car electronic features when purchasing next vehicle, by generations, June 2013
Younger Millennials more interested in simple vehicle controls and mobile device connectivity
Figure 65: Very interested in select in-car electronic features when purchasing next vehicle, by Millennials—older vs. younger Millennials, June 2013
Millennial dads more engaged than millennial moms
Figure 66: Very interested in select in-car electronic features when purchasing next vehicle, by Millennials—moms vs. dads, June 2013
Those with newer vehicles more likely to want in-vehicle technologies than those owning older vehicles
Figure 67: Very interested in select in-car electronic features when purchasing next vehicle, by age of last household vehicle purchased, June 2013
Imminent car buyers interested in touchscreens and wireless hotspots
Figure 68: Very interested in select in-car electronic features when purchasing next vehicle, by plan on purchasing or leasing your next vehicle, June 2013

Interest in In-vehicle Apps and Cell Phone Features – CHAID Analysis
Methodology
Millennials who are looking to purchase vehicle next year display significant interest in Google Maps, Apple Maps and Bing Maps in the car
Figure 69: Interest in in-vehicle electronics—CHAID—Tree output, august 2013
Figure 70: Interest in in-vehicle electronics —CHAID—Table output, august 2013

Attitudes toward In-Vehicle Electronics and Accessories
Key points
Majority of regular drivers think using a cell phone while driving is distracting
Figure 71: Attitudes to in-vehicle electronics and accessories, June 2013
Men want steering wheel mounted controls
Figure 72: Attitudes to in-vehicle electronics and accessories, by gender, June 2013
Millennials significantly more likely to say they use mobile device as music player/radio in the car than average
Figure 73: Attitudes to in-vehicle electronics and accessories, by generations, June 2013
Those seeking to purchase a new car in the not-too-distant future are more likely to utilize their mobile devices in the car
Figure 74: Attitudes to in-vehicle electronics and accessories, by generations, June 2013

Impact of Race and Hispanic Origin
Key points
Black and Hispanic households most likely to purchase a vehicle in next 12 months
Figure 75: When next vehicle purchase is expected, by race/Hispanic origin, June 2013
Blacks, Asians, Hispanics more likely to use multimedia systems
Figure 76: Elements of infotainment/multimedia system used by drivers, by race/Hispanic origin, June 2013
Black households most likely to own a car with GM MyLink/Intellilink
Figure 77: Ownership of select branded infotainment/multimedia, or telemetry systems, by race/Hispanic origin, June 2013
Black and Hispanic households display overall higher awareness and usage for the major branded infotainment systems
Figure 78: Awareness or usage of select branded infotainment/multimedia, or telemetry systems, by race/Hispanic origin, June 2013
Blacks, Hispanics significantly more interested in apps and high-speed broadband in-vehicle
Figure 79: Any interest in select in-car electronic features when purchasing next vehicle, by race/Hispanic origin, June 2013
Hispanic households worried about potential software bugs
Figure 80: Attitudes to in-vehicle electronics and accessories, by race/Hispanic origin, June 2013

Appendix – Other Useful Consumer Tables
Household vehicle ownership
Figure 81: Regular driver of a vehicle in the household, by age, June 2013
Figure 82: Age of last household vehicle purchased, by household income, June 2013
Figure 83: Age of last household vehicle purchased, by region, June 2013
Figure 84: Age of last household vehicle purchased, by plan on purchasing or leasing your next vehicle, June 2013
Expectation of future vehicle purchase
Figure 85: When next vehicle purchase is expected, by age, June 2013
Figure 86: When next vehicle purchase is expected, by age and household income, June 2013
Infotainment, telemetry, and navigation systems present in household vehicles
Figure 87: Elements of infotainment/multimedia system used by drivers, by gender and age, June 2013
Figure 88: Elements of infotainment/multimedia system used by drivers, by household income, June 2013
Figure 89: Elements of infotainment/multimedia system used by drivers, by household size, June 2013
Figure 90: Elements of infotainment/multimedia system used “regularly” by drivers, by gender and age, June 2013
Figure 91: Elements of infotainment/multimedia system used “regularly” by drivers, by generations, June 2013
Infotainment, multimedia, and telemetry systems usage and awareness, by brand
Figure 92: Ownership of select branded infotainment/multimedia, or telemetry systems, by gender, June 2013
Figure 93: Ownership of select branded infotainment/multimedia, or telemetry systems, by gender and age, June 2013
Figure 94: Ownership of select branded infotainment/multimedia, or telemetry systems, by household income, June 2013
Figure 95: Ownership of select branded infotainment/multimedia, or telemetry systems, by presence of children in household, June 2013
Figure 96: Currently don’t own select branded infotainment/multimedia, or telemetry systems, but have used in the past, by age, June 2013
Figure 97: Currently don’t own select branded infotainment/multimedia, or telemetry systems, but have used in the past, by when next vehicle purchase is expected, June 2013
Figure 98: Awareness or usage of select branded infotainment/multimedia, or telemetry systems, by gender, June 2013
Figure 99: Interest in select new computer features, by awareness or usage of select branded infotainment/multimedia, or telemetry systems, June 2013 (part 1)
Figure 100: Interest in select new computer features, by awareness or usage of select branded infotainment/multimedia, or telemetry systems, June 2013 (part 2)
Interest in electronic features for next vehicle
Figure 101: Very interested in select in-car electronic features when purchasing next vehicle, by gender and age, June 2013
Figure 102: Any interest in select in-car electronic features when purchasing next vehicle, by presence of children in household, June 2013
Attitudes toward in-vehicle electronics and accessories
Figure 103: Attitudes to in-vehicle electronics and accessories, by Millennials, older vs. younger, June 2013
Figure 104: Attitudes to in-vehicle electronics and accessories, by age of last household vehicle purchased, June 2013
Figure 105: Attitudes to in-vehicle electronics and accessories, by generations, June 2013
Figure 106: Attitudes to in-vehicle electronics and accessories, by planning to buy a tablet vs. smartphone in the next six months, June 2013

Appendix – Trade Associations

List of Tables

NA

List of Figures

NA

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