I’m not saying it. This is said by a recent study carried out by the Capgemini Research Institute with 5,538 consumers in Germany, France, the United Kingdom, Sweden, China and the US The consultancy also conducted interviews with 280 executives of automobile manufacturers, suppliers and technology companies, and organized meetings with industry leaders to identify what users want from autonomous vehicles and how companies can respond to this demand.
The conclusions? Although we will discuss them later, it seems clear that, although there are still and will be barriers in the short and medium term, consumer interest in the driverless car is growing. One in two users confirms that in five years they would prefer to use this type of vehicle, which can generate business opportunities for the creation of a whole ecosystem of new services by automotive companies. However, automakers, Capgemini says, must invest in the design of new services, software and customer communication channels to turn the concept of autonomous driving into a real experience for the consumer.
The positive responses of consumers to the questions asked by the research institute show that there are great advantages in autonomous vehicles in terms of efficient fuel consumption (73%), reduced emissions (71%) and time savings (50 %). Such is the level of optimism and vision for the future that more than half of consumers (56%) say they would be willing to pay up to 20% more for an autonomous vehicle than for a conventional one.
Change in perception of mobility
The study also points to a change in the perception of mobility. Users believe that autonomous cars will play a more important role in their daily lives, not only in the fact of driving or not, but also in carrying out certain routine tasks. Almost half (49%) of those surveyed would feel comfortable if such a car runs some errands instead; more than half (54%) would entrust an autonomous vehicle with the task of picking up or taking home friends or family who do not drive; while one in two (50%) expect autonomous vehicles to help them gain time to be able to carry out social activities, leisure, work or simply enjoy the trip.
Consumers clearly anticipate the arrival of an autonomous future. There are even cultural and geographic factors that drive a greater anticipation of the use of autonomous cars. The Capgemini study identifies two groups that are especially prone to the autonomous option: Chinese consumers and millennials . However, despite the increase in the favorable perception, interest and expectation of consumers, there are still barriers to its adoption. Consumers consulted express that the purchase or use of an autonomous vehicle will be subject, among other factors, to the safety of the vehicle (73%) and the security of its systems (72%) against hackers, for example.
Markus Winkler, Capgemini’s Global Head of Automotive, explains that “ our study shows great optimism and interest among potential autonomous vehicle users. To date, the debate has focused on the technological evolution of driverless cars, so it is extremely encouraging that future passengers are aware of the potential benefits that technology generates. The expectation aroused by the experience with an autonomous vehicle in customers will have its effects not only in the automotive industry, but also in other sectors, such as the media and entertainment , commercial distribution and health, what that lays the foundation for a multitude of collaborative business opportunities. However, a degree of uncertainty and concern persists, and automakers must take into account the expectations and concerns of their future customers, while transforming their own operations from a product-centric model to a service-oriented one. the customer, as they advance in their process of commercialization of autonomous vehicles ” .
Challenges for the future
From these last words of the Capgemini executive four essential areas of action emerge to accelerate the process towards a future autonomous vehicle. The first one is that you have to keep the customer informed. From a consumer perspective, the automobile is evolving from being a means of transportation to being practically an intelligent personal assistant. This change places a significant burden of responsibility on car manufacturers, who must be honest and transparent about the vehicle’s capabilities and avoid the risk of misinterpretation.
Second, the study shows that consumers have a clear idea of the experience they expect from an autonomous vehicle. Manufacturers should try to better understand these consumer expectations and incorporate them into the design process itself, in addition to investing in vehicle protection and safety elements and making appropriate informational communications in this regard.
But also, thirdly, it is necessary to create an ecosystem of services for consumers, who expect a wide variety of experiences inside the vehicle: leisure, work, well-being … To offer those experiences and turn them into business opportunities, Manufacturers will need to ally with new technology, content and commerce partners to create an entire ecosystem of services.
And finally, as Capgemini points out, as an industrialized sector in the process of transformation, automotive companies must integrate the “autonomy” approach into their overall corporate strategy, in all divisions of their business. This can only be achieved through the development of software competencies, which requires improving the knowledge and skills of employees and developing new alliances to ensure their digital prowess in all operational functions.
