A recent report by J.D. Power revealed automakers are locked in a battle with phone manufacturers over consumer interests, and may have to cede the ground to tech companies.
The 2018 U.S. Tech Experience Index (TXI) Study indicates that there are some technologies that new vehicle owners adopt quickly, while others can take decades for consumers to fully embrace. This situation set the stage for smartphone mirroring, as consumers appear more interested in using their own devices rather than a factory-installed navigation system.
“This rapid adoption of smartphone mirroring is the unavoidable outcome of consumers thinking that automakers are being outperformed by smartphone software providers in certain areas,” said Kristin Kolodge, Executive Director of Driver Interaction & HMI Research at J.D. Power.
Systems like Apple CarPlay and Android Auto are a big hit, having gained popularity within only a few years after being introduced into the market. But overall, consumers are leaning more towards using their own devices for navigation. In fact, the study found that 19 per cent of new-car owners with factory-installed navigation systems don’t use them. Of that group, 70 per cent used another device instead — and that device was more often than not a smartphone.
“Most consumers consider phone systems better for navigation and voice recognition — and they’re free,” said Kolodge. “ ‘Better and free’ are hard to compete with, so automakers will inevitably have to cede this territory and will be much better served by focusing on areas where they are the exclusive provider — like driver assistance and collision avoidance — and continue to hone those systems.”
She adds that, although consumers appreciate the quality offered in a vehicle’s navigation systems, they often consider their smartphone-based navigation to be more accurate.
J.D. Power’s 2018 study measured the owners’ experiences, usage and interaction with 38 “driver-centric” vehicle technologies at 90 days of ownership.
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