PLANNING AND LEADERSHIP FOR A BETTER WORLD
PLANNING AND LEADERSHIP FOR A BETTER WORLD The people of Generation Y (currently those aged 19 to 31) are heavy social media users. Staying connected with friends and colleagues is a big part of their life. So much so, and despite the increased attention focused on the dangers of distracted driving, they want easy ways to interact and keep abreast of activities even while on the road.
That is one of the main findings of a recent Deloitte LLP survey of 1,500 Gen Y, Gen X and baby boomer consumers in the United States, as well as 250 Gen Y consumers in China and 300 Gen Y consumers in Western Europe.
Ford Sync lets drivers stay connected safely with its hands-free technology.
"Gen Y consumers prefer automobiles that are an extension of their social media and digital lifestyles," said Joe Vitale, global automotive sector leader, Deloitte Touche Tohmatsu Limited. "Based on the survey, we found that auto manufacturers may have an opportunity to capitalize on Gen Y's connected lifestyle by developing innovative and low-cost personalization options for this powerful consumer segment," he says.
Automakers are certainly paying attention. The reason: Gen Y consumers in the United States, at nearly 80 million strong, are one of the biggest domestic automobile buying market segments and the largest consumer segment since the baby boomers, according to Deloitte. The company expects one out of four new automobiles sold this year in the United States, and 40 percent of vehicles sold in the next 10 years, will be bought by a Gen Y consumer.
So what technology do Gen Y consumers want in their cars?
In-dash technology is the most important part of a vehicle's interior for a majority (59 percent) of Gen Y respondents, with almost three-quarters (73 percent) of those drivers seeking touch-screen interfaces. Gen Y consumers also rank smartphone applications as highly desirable in a new automobile. In addition, they want to be able to customize their automobile interiors after the initial purchase. In fact, 77 percent would like to buy additional accessories and upgrades for their automobiles on an ongoing basis.
"Gen Y consumers clearly view their automobiles as more than just a way to get from point A to point B," said Joe Vitale, global automotive sector leader, Deloitte Touche Tohmatsu Limited, in a statement. "They see [their cars] as a way to stay connected around the clock, and, they're willing to pay the connectivity." On average, Gen Y consumers are willing to spend more than $3,000 for hardware that delivers connectivity.
To tap into the younger buying market, auto manufacturers are adding new features that will enhance the appeal of their cars to Gen Y consumers.
One example is the ability for Ford drivers to receive Twitter feeds and stream online music through the company’s Sync technology. Another is the planned release by General Motors of an 8-inch, touch-screen display for online applications, navigation, and music, all of which can be activated through voice, touch, or steering wheel controls.
Other new social media integrated technology is intended specifically for hybrid cars and electric vehicles. The reason: Deloitte found that a strong majority (59 percent) of Gen Y respondents surveyed prefer an electrified vehicle over any other type of car or truck.
The combination of the two interests (remaining connected while driving and electric vehicles) has driven the development of innovative social media connectivity in cars.
One example is a partnership between Salesforce.com and Toyota, where the two companies have developed a private social network called Toyota Friend. The network links Toyota customers with their cars, their dealership, and with Toyota through smartphones, tablet PCs, and other mobile devices. One feature of the network is the ability to send low-battery "tweet-like" alerts for electric vehicle and plug-in hybrid vehicle drivers.
And the Wall Street Journal reported that Tesla “wants to make sure that electronics in the car are cutting edge, like the vehicle itself,” and plans to offer a 17-inch touch screen display with Internet access and four USB ports to attach devices in the Tesla Model S electric car.
In another effort by manufacturers, Ford has teamed with Google in an experimental program to help optimize and automate the use of electric motors versus gas engines in plug-in hybrids. One application of this technology would be to automatically turn a gas engine on and off depending on whether a plug-in hybrid is entering a dense urban zone where only EVs are allowed.
What social media features do you want in your car? Please add your suggestions below in the comments section.
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