interest, shops and even sporting events – all based on what they know about the car’s occupants – connects the OEM on a deeper emotional level than was ever possible before. And at a functional level, improved fuel efficiency and integration with the wider public transport network are all features that tech savvy people are keen to use. Garmin’s Automotive OEM division has already developed intermodal applications that take drivers on the ‘last mile’ of their journey after they have parked and exited their car, while more than one manufacturer is developing clever journey planning tech that suggests the most efficient and effective way to get from A to B – sometimes not involving the car at all!
Revolutionising the industry one click at a time
By designing features that are more intuitive and have a better interface between the driver and their car, OEMs will also increase the uptake of connected car technology. When the feature’s benefit is just one or two clicks away, people will use it whereas asking them questions or for passwords and codes is a sure-fire way to irritate and render the application redundant.
Increased awareness and better education about connected car features coupled with easier to use interfaces will undoubtedly lead to greater uptake. As will making the features relevant to the lives of drivers and their families. Doing so will unlock the necessary volumes of data required to better understand consumer needs and develop customised products and targeted marketing. It’s a simple strategy, but one that has to have an easy entry point for the end-user. And it needs to happen fast, as today’s innovations quickly become tomorrow’s basic requirements. Get all of that right and it will help individual brands differentiate themselves, lock consumers into features they cannot do without and ultimately fulfil OEM expectations of a revolutionised business model.