Building Consumer Trust

in Technology

Renee Stephens
Vice President, U.S. Auto Quality
Kristin Kolodge
Executive Director, Driver Interaction and HMI

Voice of
the Customer

Today

Increasing penetration of features in new vehicles

Consumer Understanding of Technology Contained in their Vehicle Industry
93%

96%

63%

72%
62%

2014

67%
42%

46%

42%

48%
29%

Built in Bluetooth

Touch Screens

Voice Recognition
System

Park Assist/Backup
Warning

2015

Navigation System

36%

Blind Spot
Monitoring/Warning
System

21%

25%

16%

21%

Collision Avoidance/Alert Lane Departure Warning

System
System

Source: J.D. Power Initial Quality Study (IQS)

Highest and lowest consumer satisfaction

Collision
Protection

Navigation

Source: J.D. Power 2015 DrIVE 1st Gear

Blind Spot Warning and Detection

69%

of consumers who
have this and use it
every time they drive

Source: J.D. Power 2015 DrIVE 1st Gear

Several technologies leave consumers unsure

if they have it or not

14%

Source: J.D. Power 2015 DrIVE 1st Gear

Technologies they have but never use indicates lost value

In-vehicle concierge services

43%

In-vehicle mobile router

Automatic parking system

38%
35%

Head-up display

33%

Built-in apps

32%

Rear seat entertainment system

31%

Smartphone to vehicle functions

30%

Source: J.D. Power 2015 DrIVE 1st Gear

Why?

Dealer demonstration has a positive impact

on consumer usage of the technology

In-vehicle
mobile
router

21%

Heads-up
display

Source: J.D. Power 2015 DrIVE 1st Gear

Consumers trial period for in-vehicle technology is short

% only tried feature for 1 month or less for
those that chose to use an alternative device
In-vehicle Phone Dialing

73%

In-vehicle Concierge Services

75%

Built-in Apps

86%

Source: J.D. Power 2015 DrIVE 1st Gear

Usage exploration
Future interest?
Have Not

Why Not?
Future Interest?

Have it

Use Not

Use it

Why Not?
No Future
Interest

Future
Interest

Source: J.D. Power 2015 DrIVE 1st Gear

Built-in Apps consumer reported

penetration rate

33%

21%

Have

Dont
Know
Source: J.D. Power 2015 DrIVE 1st Gear

14% of consumers had prior

experience with Built-in Apps

33%

of consumers use the

Owners Manual to learn
how to operate this tech

Source: J.D. Power 2015 DrIVE 1st Gear

68% of consumers are using Built-in Apps

Reason for Never Using

I never use this

32%

Less than half of the time I drive

About half of the time I drive
More than half of the time I drive
I use this every time I drive

27%
15%
12%

I do not
need it
77%

14%

Source: J.D. Power 2015 DrIVE 1st Gear

Future desire improves, but opportunity

exists to retain existing consumers

48% did not find

feature useful
31% did not want the
feature on current
vehicle, but it came as
part of the package
11% not worth the
money

Current App Owners

Future Interest
Don't
Do not
know
want
14%
19%
Want
67%

All Respondents Future Interest,

Regardless of Ownership
Don't
know
Do not 20%
want
32%
Want
48%

Source: J.D. Power 2015 DrIVE 1st Gear

Consumers report these categories as difficult to use

Industry

13%

16%

25%

28%

32%

Source: J.D. Power 2015 DrIVE 1st Gear

Gen Y reports the most usability issues

Gen Y

11%

22%

39%

35%

34%

21%

27%

Pre-Boomers

13%

13%

20%

Source: J.D. Power 2015 DrIVE 1st Gear

Tomorrow

Strong acceptance of techs that reduce the driving burden

2015 Most Frequently Selected as
Most Preferred
40%

Blind Spot Detection and Prevention

33%

Night Vision

Enhanced Collision Mitigation System

30%

Camera Rear-View Mirror

30%

Self-Healing Paint

Building blocks to
fully autonomous

25%

Source: J.D. Power 2015 U.S. Tech Choice Study SM

Who wants a Collision Protection Avoidance Technology

on their next vehicle?
Interest by Age

Generation Y

Boomers

2025

87%

79%

$89k

$108k

76%

81%

$123k

$97k

Generation X

Pre-Boomers
Source: J.D. Power 2015 U.S. Tech Choice Study SM

Large disparity between customers who want Collision

Protection technologies versus those that have it
Collision Protection Features in Vehicle Industry

% of Respondents

% Have this feature

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

% Want this feature

87%

82%

71%

71%

69%

46%

45%
32%

31%

23%

18%
3%

Park assist

Blind spot warning

and detection

Adaptive cruise
control

Low-speed collision
avoidance

Lane-keeping /
centering system

Automatic parking
system

Source: J.D. Power 2015 DrIVE 1st Gear

Redundant in-vehicle technologies are under scrutiny

2015 Most Frequently Selected as
Least Preferred
Email Integration

32%

Trailer Connect Assist

31%

Health and Wellness System

Apple's CarPlay Suite
Hidden Door Handles

30%
28%
26%

Duplication does not

meet consumer
perceived value

Source: J.D. Power 2015 U.S. Tech Choice Study SM

Threats

As phones grow in size and capability, so does their

competitive threat to the automotive industry grow

Source: http://www.dailyinfographic.com/mobile-phone-size-evolution

Vehicle

Vs.

Smartphone

Vehicle

Vs.

Smartphone

Portable device usability, value, and risks are different

between the user perspective and industry

Autonomous:
Are You Ready?

Inconsistent performance in safety features

can erode trust
Of those consumers that
had a Blind Spot
Monitoring Problem
False Positive:

41%

False Negative:

23%

Doesnt Work at All: 45%

51% Happens Occasionally

When it rains or is damp out the side warning light goes on indicating a car is
approaching me from the drivers side but there are no cars
The blind spot monitoring will fail with a beep and warning message on the
center console that Audi side assist is not available. It cannot be turned back on
until the vehicle is shut off and restartedEXTREMELY dangerous when you
expect it to be there when making lane changes and it's not there
Once the engine started, the warning
''blind spot assistance is not inoperative'' comes up
Intermittently trips off. Lane departure, blind spot monitoring trips off with it
and randomly cuts back in 10 to 20 minutes later. Dealer blamed protective front
end film on sensors which was removed. Random intermittent trips still occur.
Often indicates a car is in the blindspot when there is not. Or, often does not
recognize small cars in the blind spot, especially the Honda Civic

Source: J.D. Power 2015 VDS

Risks with trust range from mistrust to over trust

Tesla Model S Auto Pilot

Role reversal
Drivers role will change with autonomous driving from:

Active
controller

Passive
observer

Trust comes in phases

https://www.artefactgroup.com/content/work/hyundai-a-vision-for-semi-autonomous-cars/

Cybersecurity threatens trust

Mobility solutions are shifting the transportation

paradigm

Definition of Quality continues to evolve

moving towards trust
Traditional Quality

Consumer Quality

Source: J.D. Power 1987 through 2015 U.S. Initial Quality Study (IQS) SM and 2015 DrIVE 1st Gear

Technology emotional trajectory ideal state

Usability is
Paramount to
Progression

Goal: Simple, intuitive, safe, and easy to use for all first time

Trust
Takes years to build
Seconds to break
And forever to repair
40

You decide.
Your voice.
Your power.
J.D. Power is listening.

Thank You!
Renee Stephens renee.stephens@jdpa.com
1.248.680.6419
Vice President, U.S. Auto Quality
Kristin Kolodge | kristin.kolodge@jdpa.com |
1.248.680.6446
Executive Director, Driver Interface and HMI