Technology is a leading reason to purchase – and execution has never been more important

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When vehicle owners get the technology features they really want – and that meet their user-experience expectations – the results are positive and those owners tell their friends. This is just one finding from the recent J.D. Power 2022 U.S Tech Experience (TXI) Study that takes an in-depth look at how consumers really feel about advanced vehicle technologies.

The study is based on responses from almost 85,000 owners of new 2022 model-year vehicles. As you might expect, there is a lot in there for automakers and connected software developers to learn from. Some key insights that stood out for us at Cubic Telecom include:


  1. Technology is a leading reason to purchase: When in-vehicle technology is executed effectively, it has a positive influence on the owner’s future purchase decisions. J.D. Power points to the success of phone-based digital keys as an example: they’re one of the top three technologies owners say they want in their next vehicle.
  2. Local matters: Countries as disparate as the USA, Japan and China have many of the same emerging technologies, but interest in specific applications varies considerably depending on regions. For example, as the report finds, EV-based tech is a top 5 ‘most desired’ technology in America. Travel to China, and it’s all about connectivity and infotainment; Japanese vehicle owners are interested in emerging automation.
  3. Innovation is non-negotiable: J.D. Power expert Kathleen Rizk says that the fact that some technologies experience teething pains shouldn’t discourage automakers from innovating. “Some are innovating more flawlessly for a particular tech, while others struggle with their execution. Automakers should benchmark brands that innovate well for a technology, which would allow them to identify and then integrate best practices.”
  4. Dealers can add value: While a lot of the talk around connected technologies (rightly) focuses on the opportunities for OEMs to have a more direct relationship with customers, this report finds that, when a dealer demonstrates an advanced in-car technology, owners are more likely to use it: “When a dealer educates a new owner, it elevates the entire ownership experience.” According to this research, dealerships play an important role in creating both awareness and acceptance of advanced in-vehicle technologies.


The power of know

Cubic Telecom CEO Barry Napier says that research like this underlines the importance of user data for all OEMs. “By understanding how your early adopters are using your technologies, automakers can gain meaningful insight and competitive advantage before pushing more advanced innovations into the mainstream,” says Napier.

“Not everything you put out there is going to be a winner. But equally, there’s no better way of finding out than letting your most engaged customers loose on your ideas. The data generated can yield actionable insight into how customers use your innovations – where, when, how and why. OEMs can take that intelligence and use it to feedback and refine their most cutting-edge ideas before they let them fly on the wider market.” Napier says that, at every step of the way, customer-use insights can help automakers to enhance the user experience, whether it’s through problem solving or localisation – all of which help automakers to enhance brand loyalty via their technology proposition as much as the more traditional routes.

Data works best when it works intelligently. Cubic Telecom’s PLXOR solution gives businesses and automakers the actionable insights and visibility they need to understand how their users consume in-vehicle services. To find out more, check out our PLXOR for automotive brochure today.

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