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What automotive connectivity features will consumers pay for?
The automobile, once a simple machine of pistons and gears, is evolving into a computer on wheels, bristling with sensors and perpetually tethered to the digital world through wireless connections. A new study by McKinsey illuminates the features consumers most desire in this brave new world of connected cars, segmenting the market and quantifying buyers’ willingness to pay.
Most Popular Connectivity Features
McKinsey’s research reveals the connectivity features that most excite consumers, with sharp variations by geography. In China, the top 5 list is dominated by advanced driver-assistance systems (ADAS) and infotainment options:
1. Adaptive suspension upgrade (Autonomous driving)
2. Gesture control/voice assistant (Infotainment)
3. High-end navigation (Infotainment)
4. In-car internet via embedded SIM (Infotainment)
5. Charging support (Assistant service)
In Germany, safety and comfort features reign supreme:
