While consumers may not understand all the jargon, quirks, and idiosyncrasies of the automotive industry, their interests are piqued once they have a basic definition of a connected car and its potential benefits. However, that interest only extends so far, as consumers view certain connected car features and capabilities as more valuable than others.
This realization is among the key findings in a body of research from Salesforce in partnership with YouGov, released in January 2024, that surveyed nearly 2,200 U.S. drivers aged 18 and over.
In this solo episode, AutoVision News Radio host Carl Anthony summarizes the findings of this Salesforce study on connected cars and shares key insights from the survey on which features consumers will either pay more money or trade their personal data for.
More Resources
On Automotive Cloud 9 ft. Achyut Jajoo of Salesforce:
Spotify: http://tinyurl.com/32avxj9r
ApplePodcasts: http://tinyurl.com/jfcpxxm9
Podbean: http://tinyurl.com/4cjcvn9u
Average Age of Light Vehicles in the U.S. Hits Record High via S&P Global Mobility: http://tinyurl.com/4jpxnscb
2024 Salesforce Connected Car Study Reveals Features Consumers Will Pay a Premium or Trade Personal Data For: http://tinyurl.com/m9fss8tn
Follow AutoVision News on LinkedIn: https://tinyurl.com/49jyrd3b
[00:00:00] My name is Carl Anthony, and I work in the automotive industry in Detroit.
[00:00:06] Sometimes that work encompasses future vehicle technology,
[00:00:10] and that's what we talk about here, for the most part anyway.
[00:00:14] This is AutoVision News Radio.
[00:00:17] Connected cars are everywhere in the automotive industry,
[00:00:23] and it's because they represent such a promising next chapter, the wall, either by not being fully transparent about data collection or by pay walling certain features that a customer would deem as already coming with the cost of the car. And finally, we have yet to determine the fine line between the features customers will pay extra for and what they won't. A study on connected cars from Salesforce, released in January of 2024,
[00:01:43] confirms the first point while shedding light on a general sense. Perhaps not surprisingly, 65% said they did not know what a connected car was while 37% had never heard the term.
[00:03:00] Once given a definition of a connected car, 48% believe they don't have either, and 9% were not sure whether or not they had Apple Car Play or Android Auto. The findings on Apple Car Play and Android Auto may be somewhat explained by how the average age of vehicles in operation in the United States is at an all-time high, as detailed by S&P Global.
[00:04:20] I will leave a link in the show notes.
[00:04:22] But even if everybody were to trade in their aging vehicle, doesn't appear that Apple On the opposite side of the coin, ADAS and safety ranked higher with 43% saying they would consider paying more money for better drive assist capability. As the conversation continues about how to best leverage the data collected by software to find cars, this sales force study found that 67% said they would trade their personal data if it meant potential savings on vehicle ownership costs such as lower insurance premiums.