Connected vehicles come in many variations and offer just as many features and benefits. Customised driving experiences, in-vehicle payments, entertainment and ‘infotainment’ are just a few add-ons these automobiles offer car buyers to enhance their in-seat experiences.
However, focusing on just the short-term, tangible plusses of connected driver experiences shortchanges the long-term impacts these integrations can afford. Car brands are investing more in next-generation automotive technology integrations, but the end result of this approach can potentially offer drivers more than an innovative and progressive car experience.
For manufacturers, original equipment manufacturers (OEMs) and others, these solutions help establish brand identity and rapport with customers. Connected vehicles can craft personalised, customised driving experiences that resonate with consumers and nurture lasting brand loyalty – if done strategically.
How car connectivity levels up the driving experience
According to a Salesforce study, almost two-thirds of respondents admitted to not understanding the meaning of 'connected car'. But the same number said they’d hand over their personal data to build a more personalised experience.
Memorable driving experiences materialise when a continuous stream of data combines the next-generation solutions that fuel software-defined, autonomous and connected vehicles. These innovations operate in conjunction with one another to craft connected automotive journeys that are built on the following three pillars:
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Real-time adjustments
Be it a trip across town, state or country, automobile operators are always on their way somewhere. And when their cars can inform and adjust for them on the fly, the trip gets that much easier and potentially safer. At the most basic level, car technology can inform drivers when gas tanks and tyre pressures are low or when their engines need service. And, connected technology can inform internal navigation systems about the best routes to get gas and avoid crashes; it can even dial 911 in the event of an emergency.
Taking it a step further, bumper- and side-mirror-integrated sensor technology enables the car to inform drivers when they’re too close to the cars in front and beside them; some vehicles are even equipped with lane-control capabilities to prevent accidents. The capabilities scratch the surface of connected technologies’ ability to pivot drivers toward safer, more efficient outcomes.
- Personalised driving touchpoints
Data takes driver personalisation to new heights and new potential. Connectivity bridges the gap between data and execution by taking those insights and manifesting them into personalised driver outcomes. Now, drivers can count on more than their recline or radio settings being saved — every touchpoint can feel tailored toward drivers’ preferences.
Infotainment and entertainment are the two features that benefit most from connectivity. A GPS pre-loaded with a driver’s home address or frequently visited destination can suggest routes to those destinations and options for arriving safely and efficiently. Connectivity can provide myriad other benefits that empower drivers with the feeling that the experience is tailored to their stated preferences.
- Omnichannel experiences
With connected technology, driving experiences can begin and end from anywhere. Yes, the focus is still on what happens behind the wheel, but that experience can now start from a mobile phone and be managed from anywhere at any time.
Manufacturer apps can lock and unlock doors, start the engine and provide real-time statuses on vehicle health. Plus, cloud-enabled systems can sync with phones and personal accounts to upload music playlists, entertainment options and even to-do lists if drivers are on the go. With connectivity, these touchpoints can be funnelled into car dashboards and carried into other channels easily and conveniently.
- Driver and passenger engagement
Technology’s maturing capabilities have strengthened the vehicle’s standing as the third estate behind home and work. Thus, connected vehicles are now empowered to engage and educate riders through a host of in-car vehicles.
Connected vehicles are equipped to educate and inform both driver and passenger. Cars can proactively inform if a parking structure or preferred restaurant is nearby, directing them to it immediately. They can even bring up preferences (eg payment options, preferred routes/spots, etc) to simplify the route and checkout process. With this technology, focus can remain on the road ahead and completing the trip in a safe and efficient manner.
Developing a connected vehicle experience
Salesforce estimates that by 2030, 95% of vehicles driven will contain connected technology, with each car powered by enough data to stream 3 ½ weeks’ worth of music. Investing and embracing connected technology provides a wealth of customer acquisition and profitability potential, though having the right infrastructure in place better positions the initiative to succeed.
These three elements can provide your connected vehicle plans with the support they need to build memorable driving experiences:
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Studying the market
Despite Salesforce’s forecast, Germany, China and other countries are pushing for 100% of their automobiles to be connectivity-friendly. The profit potential of connected vehicles indicates that the market will only grow more saturated as time goes on.
How can brands, OEMs and other stakeholders adapt? By keeping an eye on their markets and welcoming the opportunity to innovate their connectivity capabilities. Ensure solutions remain compliant and updated with the latest connected properties to ensure the IT infrastructure is providing as comprehensive a connected car experience as possible.
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Think about the end-user
With drivers so willing to hand their personal data over for a convenient driving experience, car makers must use these insights to continually innovate the end-user experience. Take information and continually invest it into a more well-informed driver experience.
But examine more than the car data. Encourage customer feedback and use those findings to leverage connectivity while keeping the driver at the centre of every decision.
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Prioritise communication
Connected technology is just that. It can break down barriers between driver, brand and the car itself. Those same capabilities can be used to stay in touch with customers and share useful insights with them at relevant moments.
Use connected technology to regularly update drivers on brand- and car-specific information. Leveraging these solutions to fuel operability and customer communication ensures a well-rounded customer experience.
Connected car technology is a feature closer to being the norm than the exception. Elevate the driver experience you provide by leveraging its best qualities and continually deliver for customers old and new. See more applications of connected technology and its advantages in action by downloading, “Connected vehicles: The road ahead is wide open for innovation” here.