Redefining how China's connected car Chinese consumers' needs will shape the experience of connected cars worldwide

Since 2009, China has become the world's largest car sales market. It is estimated that by 2020, the demand for connected cars in Asia will reach 23 million units. There is no doubt that both international and local automakers must continue to focus on the Chinese market in terms of how to define the connected car experience in the next step.

“Automotive manufacturers have realized that in order to make a breakthrough in this huge market, they must be designed to meet the needs of Chinese drivers.” This has to be nuanced about the car and its surrounding areas, as well as China’s national conditions. In-depth understanding. Only by collecting this information, in-depth interpretation of it, and using it in the design and development of connected cars, can create products different from Western competitors.

Strict driving environment

Driving in China's first- and second-tier cities is not a pleasant experience. As the country's largest urban area, infrastructure and regulation are rapidly changing. The high car ownership and the large number of inexperienced drivers make the environment extremely harsh.

"According to the frog's own traffic research, the biggest problems that Chinese car owners have headaches are the traffic jams, the risk of car accidents, the difficulty of parking and the high cost of keeping private cars." Moreover, these conditions are deteriorating, and automobile manufacturing Businesses are also beginning to realize that connected cars need to address these core pain points first.

For example, consumer demand for personalized navigation solutions is growing. In order to cope with the ever-changing infrastructure and regulation, the navigation systems required by drivers should not only be updated, but also be regularly updated according to their vehicle registration number.

Due to the harsh driving environment and the inexperience of most drivers, the demand for protection is increasing. The widespread use of the driving recorder is very illustrative. They are small enough to record the front of the car without interruption. In the event of an accident, it can provide relevant evidence. Whether dealing with actual accidents or dealing with porcelain, drivers believe that driving recorders are essential equipment. Touching porcelain is to use the driver's sympathy to defraud the insurance claims. Therefore, to succeed in this market, automakers must protect consumers from any damage as a top priority for connected car experiences.

Service is a social "hard currency"

Chinese consumers have a high expectation of service. Most online purchases are required to be delivered the same day or the next day, and this expectation is equally applicable to the automotive industry. Whether it is buying a car or meeting the needs of a driver, dealers are crucial. Often, established sales relationships develop into service relationships, and drivers often call salespeople to solve problems and get support from salespeople when the vehicle is in trouble. In a society where relationships are synonymous with benefits and conveniences, automakers will gradually find themselves in a very favorable position – building a lifelong relationship with consumers from the start.

On the other hand, there is also a mature aftermarket that offers a variety of fast upgrades. Drivers can easily upgrade a full set of Human Machine Interface (HMI) – sometimes less than 30 minutes to complete the upgrade – and some local third-party systems are also wooing drivers to install solutions that better meet their needs.

So far, vehicle brands and dealer-provided liability guarantees are seen as safety nets to avoid potential problems, but another possibility for future success will include automakers collaborating with these services and driving the automotive modular ecosystem. Formation.

Mobile car ownership

Another more interesting aspect of Chinese private cars is the mobility in use. People regard cars as a sign of status, but they often share them with friends and family. Many times, parents will drive to work with their adult children, then the parents will drive home again, so there is no need to pay parking fees; young drivers are also happy to share their cars, experience different brands and models, and let themselves Become an expert. We have found through research that Chinese respondents spend more time with their colleagues, family and friends on the car than respondents from other countries and regions.

This awareness of the mobility of private car ownership poses a number of challenges and opportunities for connected cars. Privacy is a key issue, especially when privacy between generations is important. For example, the most unwilling thing a female driver can see is that her father can check his WeChat chat history. On the other hand, designing a car as a shared space offers many interesting opportunities to enhance relationships, such as asynchronous communication.

Focus on China

These insights will give us an idea of ​​how to enhance the connected car experience for the Chinese market. “As automakers continue to refine their understanding of Chinese driver behavior, they will re-imagine in-car design, sales and service experiences for this market with special needs.” In addition, as the market leader in connected cars, China will increasingly Become a must-have for car manufacturers to define and emphasize the connected car experience. Perhaps one day, the paradigm that was tailored for China will become a template for connected cars around the world.

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