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Automotive Innovations - Canada - April 2017

Published By :

Mintel

Published Date : May 2017

Category :

Automotive Manufacturing

No. of Pages : N/A

The automotive industry has witnessed a burst of recent technological advancements that improve safety, connectivity and convenience for consumers. The category has created innovations in autonomous (self-driving) capabilities that progress safety features and implement preventative protection measures. Features such as forward collision avoidance, lane-keeping assist and adaptive cruise control have made their way into entry-level makes and models. Such features utilize sensor technologies that can detect other vehicles or objects and can prevent potential accidents. Connectivity with smartphones is a popular innovation among consumers, as are established features such as navigation/GPS. Brands will need to package these innovations and appeal to consumers on both a safety and convenience level for success in the marketplace.

Table of Content

OVERVIEW
What you need to know
Definitions

EXECUTIVE SUMMARY
The issues
Autonomous features are not yet a priority
Figure 1: Interest in self-driving technologies/innovations, February 2017
Interests vary by age
Figure 2: Interest in technology/audio features, 18-44s vs over-45s, February 2017
The effect of gasoline prices and innovations in fuel consumption
Figure 3: Average retail prices for regular gasoline in Canada, 2016
The opportunities
Interest is high for most features, among those who don’t own them
Figure 4: Ownership or interest in comfort/convenience features, February 2017
Visibility assisting features are of utmost importance
Figure 5: Interest in visual-aid automotive technologies/innovations, February 2017
Safety innovations are key for many consumers
Figure 6: Attitudes towards automotive tech/innovations, February 2017
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Demographic shifts are a positive for auto tech sales
Low interest rates make it easier to purchase a new vehicle
The effect of gasoline prices and innovations in fuel consumption
Increasing living costs will affect discretionary spending

MARKET FACTORS
Canada’s demographic shifts likely to bode well for auto tech sales
Figure 7: Projected trends in the age structure of the Canada population, 2014-19
Figure 8: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
Historically low Interest rates make it easier to buy a new vehicle
The effect of gasoline prices and innovations in fuel consumption
Figure 9: Average retail prices for regular gasoline in Canada, 2016
Rising living costs will affect discretionary spending

KEY PLAYERS – WHAT YOU NEED TO KNOW
Spotlighting innovative features through cross-sell mail
AJAC and IIHS awards
Major investment pledged for Canada’s auto industry
Interest in self-driving vehicles is lacking
Acquisitions to enhance auto manufacturers’ tech offerings

MARKETING AND ADVERTISING
Highlighting innovative features via cross-sell mail
Figure 10: 2016 Volvo XC90, Volvo of Saskatoon, cross-sell mailing, November 2015
Tesla customer stories
Figure 11: Tesla customer stories, safety first, February 2016
Figure 12: Tesla customer stories, generations, February 2016
Figure 13: Tesla customer stories, future driven, February 2016

AJAC and IIHS awards
Figure 14: Waterloo Kia, acquisition mail, February 2017
Figure 15: Kia Driver Monthly, informational email, December 2015
Boasting ‘innovative’ models
Figure 16: BMW 7 Series, online ad, April 2016
Figure 17: BMW 5 Series, online ad, February 2017

WHAT’S WORKING?
Significant investment pledged for Canada’s auto industry
Tech features are filtering down at a quick pace

WHAT’S STRUGGLING?
Interest in autonomous vehicles is lacking
Recalls have become too common

WHAT’S NEXT?
Acquisitions to boost auto manufacturers’ tech offerings
The sharing economy is making waves
The push to automation
Waymo
Uber
General Motors
Toyota
Ford
Tesla

THE CONSUMER – WHAT YOU NEED TO KNOW
Most drivers already have an array of comfort/convenience features
Men are more likely to be interested in tech/audio features
Consumers are most interested in visibility assisting features
Nearly half of consumers find some new innovations distracting
Safety is a priority

INTEREST IN COMFORT/CONVENIENCE FEATURES
Significant ownership in most comfort and convenience features
Figure 18: Ownership or interest in comfort/convenience features, February 2017
Interest is high for most features, among those who don’t own them
Figure 19: Ownership or interest in comfort/convenience features, February 2017

INTEREST IN TECH/AUDIO FEATURES
Built-in navigation and Bluetooth are key
Figure 20: Interest in technology/audio features, February 2017
Men lean towards tech/audio features
Figure 21: Interest in technology/audio features, men vs women, February 2017
Interests differ by age
Figure 22: Interest in technology/audio features, 18-44s vs over-45s, February 2017
Figure 23: Prairie Chevrolet, Wi-Fi in crossovers, August 2016

INTEREST IN AUTOMOTIVE TECHNOLOGIES/INNOVATIONS
The affluent are fond of auto tech and innovations
Figure 24: Interest in automotive technologies/innovations, February 2017
Visibility assisting features take priority
Figure 25: Interest in visual-aid automotive technologies/innovations, February 2017
Self-driving features are not a priority… yet
Figure 26: Interest in self-driving technologies/innovations, February 2017
Older consumers lean towards visual aids
Figure 27: Interest in auto technologies/innovations, 18-44s vs over-45s, February 2017
Chinese Canadians are keen on auto tech
Figure 28: Interest in auto technologies/innovations, Chinese Canadians vs overall population, February 2017

ATTITUDES TOWARDS AUTO TECHNOLOGIES/INNOVATIONS
Driving safety is key for many consumers
Figure 29: Attitudes towards automotive tech/innovations, February 2017
Safety first for women, while men like their toys
Figure 30: Select attitudes towards automotive tech/innovations, men vs women, February 2017
Older consumers lean to the side of safety
Figure 31: Select attitudes towards automotive tech/innovations, 18-44s vs over-45s, February 2017

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

List of Table

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