Debbie Shuttlewood, TNS Sarah-Jayne Williams, BearingPoint

1. Connected car opportunities
© TNS
Connected car
opportunities
Speed up
to keep up

2. Connected car opportunities
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The connected car:
a game changer
for the auto industry

3. Connected car opportunities
© TNS
For 60% of buyers connected car features have an
impact on purchase decision
Q100, % base all
11
21
27
38
3
32%
consider connected car
features an important
criteria at purchase
Yes, most important purchase reason
Yes, one of the main reasons
No, but contributed to the choice
No, no effect on choice for the car
Don't know
3

4. Connected car opportunities
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3700 connected
car drivers across:
So we did some research to better understand the
consumer perspective…
UK
France
Germany
Spain
Italy
Netherlands
Nordics
Premium brand
Volume brand
4

5. Connected car opportunities
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All survey participants owned a connected car…
5

6. Connected car opportunities
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15
24
61
Don't know
No, it's not a connected car
Yes, it's a connected car
…but 40% are unaware of their vehicles’ connectivity
Q85, % base: all
UK
64%
France
70%
Germany
46%
Italy
77%
Spain
80%
Nordics
67%
Netherlands
47%
6
A quarter
incorrectly
believe their car
isn’t connected

7. Connected car opportunities
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56
28
16
70
17
13
Volume brandPremium brand
Premium brands have achieved higher awareness of
their connected features…
Q85 % base all Yes, it's a connected car No, it's not a connected car Don't know

8. Connected car opportunities
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Premium brand Volume brand
21
13 9 10
21
15
23 21 24
36
15
7
4
25
13
24
12
14 17 12
20
A B C* D* E F* G A B C D
Don't know No, it's not a 'connected car'
…but there is still variance within the brand groups
Q85 % base all
* Small base (<n=35)
8

9. Connected car opportunities
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More work to be done during sales process to fully
seize the connected car opportunity
61
36
3
Yes
No
Don't know
Q013 % base all
9
62
22
12
4
Yes
No, not
mentioned
No, but I
already knew
Don't know
Q012 % base all
Explained Demonstrated

10. Connected car opportunities
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Premium brand Volume brand
61
52
615964
55
696571
86
7366
36
44
383833
42
313329
14
2431
TotalDCBAGF*ED*C*BA
Yes No
Inconsistent approach to informing and engaging with
customers
Q130 % base all
* Small base (<n=35)
10

11. Connected car opportunities
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I have no idea what
these features are.
They were never
mentioned when I
bought the car
I still don’t
understand what it
can do, and the
dealer didn’t know
much more than me
A fantastic
revolutionary feature
would be good…you
know, having
someone
knowledgeable
actually explaining
the features for once

12. Connected car opportunities
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Safety, navigation, driver behaviour and entertainment
seen as main benefits
Q90 % base all
Safer journeys
through automatic
warnings about
potential hazards
Internet-enabled
navigation to tell me
where I’m going
Understanding of fuel
consumption/driving
habits etc. through
monitoring services
Access to better
in-car entertainment
and streaming media
62% 55% 40%62%
12

13. Connected car opportunities
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Adoption
Age 18-40's, male, premium brand
Given demo by dealer
Need convincing
Female, no demo given
61+ age
Refuse
Male, aged 41+, no demo given
Concerns re privacy
58
22
20
Inconsistency in uptake across ages and genders
Current adoption level %
Population car owners N=3724 (100%)
13

14. Connected car opportunities
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58 57
54
50 50
4344 45
42
38 36
30
Premium
Volume
(%)
Premium brands are in the fast lane for positive ratings
of benefits
Q390, % top 2 (very good/excellent)
base: users
14
Reliability Ease of use Safety Completeness
of offered
features
Image of the
service
Privacy

15. Connected car opportunities
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6
18
25
3
25
12
12
Transformative
Major impact
Considerable impact
Don't know
Fair impact
Low impact
No impact
Features have a significant impact on the life of almost
half
Q325, % base: users
49% significant impact
24% low impact
15

16. Connected car opportunities
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OEMs can build trust and add value by providing well-
designed support
Q360, % base users
Where did you ask for support?
%
Q370, % base users who asked for support,
n=438
50
28
25
17
12
7
6
4
1
2
The car dealer
A call centre for the features
The car manufacturer
The supplier of feature
An independent
Mobile phone provider
Internet provider
A relative, friend, colleague etc.
Other
Don't know
16
20% had to contact
support for their
digital services…
…almost half of these
multiple times
47%

17. Connected car opportunities
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Engaging with customers will drive greater impact
17
29
18
10
10
29 4
Yes, I knew before buying the car
After buying the car, before registering
I found out during registering/activation
I don't have to renew or to pay after a period of time
No, I am not aware yet
Don't knowQ280, % base users
Only 29% were
made aware they
would need to renew
or register again

18. Connected car opportunities
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24
40
36
66
15
9
10
Non-users
of connected
features, 40%
(n=1499)
Users
of connected
features, 60%
(n=2225)
No, stop usingProbably/definitely, yes For some, for some not Don’t know
Future usage presents opportunities for OEMs
Almost a quarter of non-users
answered “probably yes” –
potential to convert
Majority of users will continue to use
and the opportunity here is to retain
the 15% who would stop using
18
Renewals are most likely through the internet or via a dealer

19. Connected car opportunities
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Debbie Shuttlewood
debbie.shuttlewood@tnsglobal.com
+44 (0)20 7656 5238
+44 (0)755 410 7136
For further information, please contact…
Sarah-Jayne Williams
sarah-jayne.williams@bearingpoint.com
+44(0)796 8796 915