Connected cars. Disconnected owners. Four opportunities to engage drivers. 8,500 interviews 20+ leading car brands 13 countries 1 insightful studyThe billion-dollar questionAuto brands have invested and continue to spend billions developing connected car features in an attempt to gain competitive advantage. But is this money well spent? Is the investment paying off? Thats a question we wanted to answer. Turning insights into opportunity We conducted a new study to explore the attitudes and purchase behaviour of more than 8,500 connected car owners across Europe, North America and China. What we discovered was both a startling picture of consumer indifference and a huge opportunity for growth.Failed connection 47%of connected car owners dont even know that the features they have mean it is classed as a connected car. We uncovered a sizeable disconnect between connected car owners and the benefits of using the technology. Many were unaware of its existence. Others didnt trust it, while a significant number failed to see how it could benefit their everyday lives. We discovered remarkably different attitudes and results in China.Real-world opportunityWe identified the need to relate connected car technology from the digital world into the lives of consumers in the real-world at key moments in the driving experience. How does it work and how will it benefit me? are the questions auto brands must answer. There are four key areas manufacturers should be addressing to engage drivers with the tech in the cars they make.Its a great opportunity to gain competitive advantage by being among the first to rectify an industry-wide weakness.The relevance of relevance1Keep it realOur study identified the key purchasing considerations of new or nearly new cars. Safety (47%) and fuel economy (42%) were two of the most popular, with connectivity lagging well down the list at just 11%. Insight to opportunity Manufacturers need to show the link between connectivity collision avoidance, weather reports, safer route planning and the real-world benefits - fuel economy, shorter journey times and more efficient driving styles. Relating car tech to the most popular purchasing considerations at key moments turns it from a nice to have into a must have.SafetyFuel economy Brand imageExterior designConnectivity47% 42% 38% 34%11%Key purchase considerationsUnderstanding misunderstanding2“What is a connected car?”We believe lack of understanding is at the root of connectivitys failure to connect with users. After all, people are unlikely to use something if they dont know it exists, let alone how to operate it. 74% of European car owners said they hadnt received a demonstration of their cars features at the moment of purchase. In North America the figure is 68% and its 54% in China. Perhaps taking time to explain the features gets in the way of the salesmans deal-making.Insight to opportunity If thats the case, then pre-loaded in-car tutorials - similar to those found on smartphones and televisions - online explainer videos and even interactive digital user handbooks could be a way to better inform Western buyers. It means the sales person can concentrate on sealing the deal without having to educate at the same time.Feature demonstrations are uncommon74% of European car owners didnt receive a demonstration68% of North American owners didnt receive a demonstration54% of Chinese owners didnt receive a demonstrationUsers or losers3Users stick aroundUsage of connected car features drives real-world relevance and provides sticky elements that keep people loyal to the auto brand. Users are also far more likely to pay for access to the features. Non- users are inevitably less likely to pay for something they dont already use. For example, 71% of safety feature users (emergency call; roadside assistance etc.) are willing to pay, compared to 55% of non-users. Its also a similarly contrasting picture for other connected features.Insight to opportunity Achieving that initial real-world experience of the features in action is critical. Its also the most powerful way to convince cynics and sceptics. Remember when we thought iPads and apps were a ridiculous idea? That was until you got one in your hands and tried it out. Then we couldnt get enough of it. Thats what were talking about here - users are willing to spend more and they stay loyal. Non- users represent a missed opportunity and a loss of repeat business.Safety features e.g. emergency call and roadside assistance 71%56%Driving style features e.g. speed alert and lane departure warningWillingness to pay for connected featuresUsers Non usersUsers Non users61%48%Trust is a must4Their life in your hands. Your future in theirs.Trust has always been incredibly important when introducing anything new.A connected car emits millions of data points every day about jo