building consumer trust in technology

Building Consumer Trust in Technology

Renee Stephens

Vice President, U.S. Auto Quality

Kristin Kolodge

Executive Director, Driver Interaction and HMI

Voice of the Customer

Increasing penetration of features in new vehicles

Source: J.D. Power Initial Quality Study (IQS)

93%

63% 62%

42% 42%

29% 21%

16%

96%

72% 67%

46% 48%

36% 25% 21%

Built in Bluetooth Touch Screens Voice RecognitionSystem

Park Assist/BackupWarning

Navigation System Blind SpotMonitoring/Warning

System

Collision Avoidance/AlertSystem

Lane Departure WarningSystem

Consumer Understanding of Technology Contained in their Vehicle – Industry

2014 2015

Highest and lowest consumer satisfaction

Collision Protection

Navigation

Source: J.D. Power 2015 DrIVE 1st Gear

69% of consumers who have this and use it

every time they drive

Blind Spot Warning and Detection


Several technologies leave consumers unsure if they have it or not

14%


Technologies they have but “never use” indicates lost value

30%

31%

32%

33%

35%

38%

43%

Smartphone to vehicle functions

Rear seat entertainment system

Built-in apps

Head-up display

Automatic parking system

In-vehicle mobile router

In-vehicle concierge services


Dealer demonstration has a positive impact on consumer usage of the technology

21% In-vehicle mobile router

Heads-up display


Consumers’ trial period for in-vehicle technology is short

% only tried feature for 1 month or less for those that chose to use an alternative device

In-vehicle Phone Dialing 73%

In-vehicle Concierge Services 75%

Built-in Apps 86%


Usage exploration

Have Not Have it

Use Not Use it

No Future Interest

Future Interest

Future interest?

Why Not? Future Interest?

Why Not?


Built-in Apps consumer reported penetration rate

33% Have

21% Don’t Know


33% of consumers use the Owner’s Manual to learn how to operate this tech

14% of consumers had prior experience with Built-in Apps


68% of consumers are using Built-in Apps

14%

12%

15%

27%

32%

I use this every time I drive

More than half of the time I drive

About half of the time I drive

Less than half of the time I drive

I never use this

I do not need it

77%

Reason for Never Using


Future desire improves, but opportunity exists to retain existing consumers

Want 48%

Don't know 20%

All Respondents Future Interest, Regardless of Ownership

Do not want 32%

Want 67%

Don't know 14%

Current App Owners Future Interest

Do not want 19%

• 48% did not find feature useful

• 31% did not want the feature on current vehicle, but it came as part of the package

• 11% not worth the money


Consumers report these categories as difficult to use…

13% 16% 25% 28% 32%

Industry


…Gen Y reports the most usability issues

13% 13% 20% 21% 27%

Pre-Boomers


11% 22% 39% 35% 34%

Gen Y

Tomorrow

Strong acceptance of techs that reduce the driving burden

40%

33%

30%

30%

25%

Blind Spot Detection and Prevention

Night Vision

Enhanced Collision Mitigation System

Camera Rear-View Mirror

Self-Healing Paint

2015 Most Frequently Selected as Most Preferred

Building blocks to fully autonomous

Source: J.D. Power 2015 U.S. Tech Choice Study SM

Generation Y Generation X

87% 79%

76% 81%

$97k $123k

$108k $89k

Interest by Age

Who wants a Collision Protection Avoidance Technology on their next vehicle?


Boomers Pre-Boomers

2025

Large disparity between customers who want Collision Protection technologies versus those that have it

46%

32% 31% 23%

18%

3%

82% 87%

71% 71% 69%

45%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Park assist Blind spot warningand detection

Adaptive cruisecontrol

Low-speed collisionavoidance

Lane-keeping /centering system

Automatic parkingsystem

% o

f R

esp

on

den

ts

Collision Protection Features in Vehicle – Industry

% Have this feature % Want this feature


Redundant in-vehicle technologies are under scrutiny

Duplication does not meet consumer perceived value

32%

31%

30%

28%

26%

Email Integration

Trailer Connect Assist

Health and Wellness System

Apple's CarPlay Suite

Hidden Door Handles

2015 Most Frequently Selected as Least Preferred


Threats

As phones grow in size and capability, so does their competitive threat to the automotive industry grow

Source: http://www.dailyinfographic.com/mobile-phone-size-evolution

Vehicle Vs. Smartphone

Portable device usability, value, and risks are different between the user perspective and industry

Autonomous: Are You Ready?

“When it rains or is damp out the side warning light goes on indicating a car is approaching me from the drivers side but there are no cars”

“The blind spot monitoring will fail with a beep and warning message on the center console that Audi side assist is not available. It cannot be turned back on

until the vehicle is shut off and restarted…EXTREMELY dangerous when you expect it to be there when making lane changes and it's not there”

“Once the engine started, the warning ''blind spot assistance is not inoperative'' comes up”

“Intermittently trips off. Lane departure, blind spot monitoring trips off with it and randomly cuts back in 10 to 20 minutes later. Dealer blamed protective front

end film on sensors which was removed. Random intermittent trips still occur.”

“Often indicates a car is in the blindspot when there is not. Or, often does not recognize small cars in the blind spot, especially the Honda Civic”

Of those consumers that had a Blind Spot

Monitoring Problem…

51% Happens Occasionally

Inconsistent performance in safety features can erode trust

False Positive: 41%

False Negative: 23%

Doesn’t Work at All: 45%

Source: J.D. Power 2015 VDS

Risks with trust range from mistrust to over trust

Tesla Model S Auto Pilot

Role reversal

Driver’s role will change with autonomous driving from:

Active controller

Passive observer

Trust comes in phases

https://www.artefactgroup.com/content/work/hyundai-a-vision-for-semi-autonomous-cars/

Cybersecurity threatens trust

Mobility solutions are shifting the transportation paradigm

Definition of Quality continues to evolve – moving towards trust

Traditional Quality Consumer Quality

Source: J.D. Power 1987 through 2015 U.S. Initial Quality Study (IQS) SM and 2015 DrIVE 1st Gear

Technology emotional trajectory – ideal state

Goal: Simple, intuitive, safe, and easy to use for all – first time

Usability is Paramount to Progression

40

Trust

Takes years to build

Seconds to break

And forever to repair

You decide. Your voice. Your power.

… J.D. Power is listening.

Thank You!

Renee Stephens│ [email protected] │

1.248.680.6419

Vice President, U.S. Auto Quality

Kristin Kolodge | [email protected] | 1.248.680.6446

Executive Director, Driver Interface and HMI

building consumer trust in technology

Automotive