1. © GfK 25 June 2015 | Connected Car 1
CONNECTED CAR
Damian Long
GfK

2. © GfK 25 June 2015 | Connected Car 2
So is Connected Car a big deal?

3. © GfK 25 June 2015 | Connected Car 3
So is Connected Car a big deal?

4. © GfK 25 June 2015 | Connected Car 4
Note to M.R.S.
INSERT VIDEO

5. © GfK 25 June 2015 | Connected Car 5
GfK’s connected car study at a glance
Online
Methodology
5,800
interviews

6. © GfK 25 June 2015 | Connected Car 6
How do consumers react
to other connected car
concepts?
What concerns do consumers
have about driving that
connected cars can address?
What connected car
features are more and
less desired?
What cultural differences
should be considered?
How do consumers feel
about autonomous driving?
Study objectives

7. © GfK 25 June 2015 | Connected Car 7
Other aspects
Feature purchase interest
Emotional state Car usage
Car sharing
Ownership
…and much more.
Future commuting

8. © GfK 25 June 2015 | Connected Car 8
Across countries most drivers are happy
Germany
68%
Brazil
62%
China
62%
Russia
54%
US
50%
UK
43%

9. © GfK 25 June 2015 | Connected Car 9
Feelings when driving are generally
positive
All Drivers
43%
41%
37%
32%
24%
11%
11%
10%
8%
8%
Happy
Relaxed
Free
Peaceful
Entertained
Frustrated
Stressed
Competitive
Bored
Anxious
17-24 25-34 35-54 55+
+10%
+13%
+15%
+24%
+7%
+5%
+7%
+6%
+7%

10. © GfK 25 June 2015 | Connected Car 10
People want to feel more relaxed
0%
10%
20%
30%
40%
50%
60%
70%
80%
Happy Relaxed Free Peaceful Entertained
Experienced feelings when driving
Experienced feelings as passenger
Desired feelings as driver
Desired feelings as passenger

11. © GfK 25 June 2015 | Connected Car 11
Cost of driving is the main concern in UK
Safety/Road
Expense
Vehiclefunctionality
Selforiented
30%33%
Expensive
fuel
Aggressive
driving
Traffic Accident Car
damaged on
roadside
Servicing
and
maintenance
Expensive
insurance
Car theft/
security
Uncomfortable
seats
GPS
problems
Noise Feeling tired
when in car
Car
sick
Lack of
confidence
Wasting time
/being
unproductive
whilst in car
Breaking
down
30% 26% 25% 16%22% 43%
26% 10% 6%5%5% 5%8% 6%

12. © GfK 25 June 2015 | Connected Car 12
Globally drivers are more concerned about
safety/road issues
21%31%36%37%32%Global
Safety/Road
Expense
Vehiclefunctionality
Selforiented
30%33%
Expensive
fuel
Aggressive
driving
Traffic Accident Car
damaged on
roadside
Servicing
and
maintenance
Expensive
insurance
Car theft/
security
Uncomfortable
seats
GPS
problems
Noise Feeling tired
when in car
Car
sick
Lack of
confidence
Wasting time
/being
unproductive
whilst in car
Breaking
down
30% 26% 25% 16%22% 43%
26% 10% 6%5%5% 5%8% 6%

13. © GfK 25 June 2015 | Connected Car 13
Emergency braking and calling top the list
in terms of overall stated interest
Emergency braking E-call Self-parking Pre-incident prep
Data Info Automatic steering Biometrics alerts Car CCTV
Active safety Entertainment and
communications
Control
60% 60% 58% 57%
56% 53% 52% 50%

14. © GfK 25 June 2015 | Connected Car 14
Passionate
about cars & tech
Early adopters Influencers
Leading Edge Consumers (LECs) will
strongly shape the future

15. © GfK 25 June 2015 | Connected Car 15
LECs make up 15% of the UK sample
Differentiating demographics
Differentiating driving preferences
98%
Enjoy
Driving
80%
Drive a
New Car
23%
Drive
Just
For Fun
43%
Heavy
Drivers
(7h+)
49% 43% 88%vs. total 49%
vs total 55% 56% 13%25%
65%
Male
61%
Young
(<40)
Employed
Full Time
69% 97%
Decision
Maker

16. © GfK 25 June 2015 | Connected Car 16
Connected Car Concepts tested
Home to
destination travel
solution
Entertainment
Life
Manager
Ultra
Safe
Data Tracker
Self Sufficient
Autonomous Driving

17. © GfK 25 June 2015 | Connected Car 17
UK concept appeal
Entertain-
ment
60%
Data Tracker
72%
Self
Sufficient
62%
Ultra Safe
81% Auto-
nomous
54%
Home to
Destination
54%
Life
Manager
47%

18. © GfK 25 June 2015 | Connected Car 18
Global concept appeal
Entertain-
ment
60%
Data Tracker
72%
Self
Sufficient
62%
Ultra Safe
81% Auto-
nomous
54%
Home to
Destination
54%
Life
Manager
47%
87% 73% 68% 65% 66% 62%79%Global

19. © GfK 25 June 2015 | Connected Car 19
LECs find all the new connected car
concepts more appealing
General
Consumers
LEC
Ultra
Safe
Data
Tracker
Self-
Sufficient
Entertain-
ment
Auto-
nomous
driving
Home
to
destination
Life
Manager
81%
90%
47%62% 60%
77%
54%72%
90% 77%
54%
87% 75%73%

20. © GfK 25 June 2015 | Connected Car 20
For LECs, Data Tracker follows Ultra Safe in most
markets
Data Tracker
85%
Auto-
nomous
11%
Data Tracker
71%
Auto-
nomous
22%
Data Tracker
60%
Data Tracker
62%
Auto-
nomous
17%
Most Appealing
T2B
Least Appealing
B2B
+
–
Data Tracker&
Autonomous
83%
Auto-
nomous
6%
Ultra Safe: 87%80% 81%71% 95%
Auto-
nomous
34%
Auto-
nomous
25%
Entertainment
78%
80%

21. © GfK 25 June 2015 | Connected Car 21
People place the most value on safety
Consider
Pay More
Ultra Safe Data Tracker Entertainment Life Manager
81%
51%
38%
72%
37%
27%
60%
31%
25%
47%
23%
19%

22. © GfK 25 June 2015 | Connected Car 22
The Ultra Safe concept reflects the need
to feel relaxed
47%
30%
30%
Relaxed
Happy
Peaceful
Free
Empowered
Powerless
Anxious
Trapped
Ultra
safe
Data
tracker
35%
28%
23%
24%
33%
28%
22%
Autonomous
driving

23. © GfK 25 June 2015 | Connected Car 23
54%
9%
9%
9%
Increased
safety when
travelling by
car
Reduced cost
as no need to
own the car
No need to
park the car
Can use
travel time for
other things
-6%
+14%
-5%
-4%
+15%
-5%
Appealing elements of Autonomous cars
-8%
+5%
Global

24. © GfK 25 June 2015 | Connected Car 24
21%
32%
30%
34%
23%
15%
12%
21%
11%
13%
Entertained Happy Relaxed Free Proud Anxious Bored Powerless Trapped Frightened
Data Tracker Entertainment Autonomous Life Manager
Global concern also amongst LECs on
autonomous driving
LECs - global
Positive emotions+ Negative emotions–
21%
32% 30%
34%
23% 15%
12%
21%
11%
13%
Entertained Happy Relaxed Free Proud Anxious Bored Powerless Trapped Frightened
Data Tracker Entertainment Autonomous Life Manager
Entertained Happy Relaxed Free Proud Anxious Bored Powerless Trapped Frightened

25. © GfK 25 June 2015 | Connected Car 25
Top 3 auto & tech connected car brands
in the minds of consumers

26. © GfK 25 June 2015 | Connected Car 26
Top 3 auto & tech connected car brands
in the minds of consumers

27. © GfK 25 June 2015 | Connected Car 27
Conclusion
Concepts support feeling
of safety and relaxation
Low acceptance across
markets except China
Product development and
research needed to fully
understand the opportunity
Significant challenges
ahead to convince
consumers
Ultra Safe and Data
Tracker of highest interest
Autonomous driving
prompts many objections
Implications Next stepsFindings
Market differences are
important to consider
Product development must
take into account cultural
variation
Individual country
differences in connected
car concept evaluations

28. © GfK 25 June 2015 | Connected Car 28
Damian Long
Director, Automotive www.gfk.com/Industries/Automotive/Pages/Connected-Car.aspx
Brand and Customer Experience
+44 7788 568136
damian.long@gfk.com