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Brief Published: 19 Jan 2016

Consumers Want Clever Cars

Some 59% of global consumers think the most important car features are diagnostics and preventative capabilities

Global consumers desire vehicles that can learn, self-drive and fix themselves, but aren't necessarily interested in owning one, according to a January 2016 study from global tech firm IBM's Institute for Business Value.

The research found that consumers are particularly interested in vehicles that can use cognitive computing to learn and conform to driver behaviour. Other findings include:

  • Beyond Ownership: People want the convenience of cars, but traditional ownership models won't meet future consumer expectations. Some 42% of respondents were interested in subscription pricing, while 24% were keen on fractional ownership options.
  • Collaborative Creation: The automotive industry will see a more inclusive relationship between consumers and car manufacturers in the future. Over 35% of respondents expressed interest in submitting ideas to co-create new automotive products and mobility services. 
  • Self-Healing Ride: The majority of respondents (59%) stated the most important car features were diagnostics and preventative capabilities, which would allow the car to fix and optimise itself without human intervention.

"Today's vehicles have transformed from a mode of transportation into a mobile data centre with on-board sensors that capture information about the vehicle and its surroundings," says Alexander Scheidt, global automotive industry leader at IBM. "Successful automakers will recognise the opportunity to accommodate for this disruption by offering the digital experiences and services that consumers desire."

For more on the consumer attitudes and technologies reshaping the transport industry, see Frankfurt Motor Show 2015: Editor's Picks.

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