The impact of disruptive technologies - FISITA · July 18, 2019 12 Changes in the vehicle...

© HORIBA MIRA Ltd. 2015


July 18, 2019

The impact of disruptive technologiesDr Milena Kukova

© HORIBA MIRA Ltd. 2015 July 18, 2019 2

Disruptive technology


New technology causes disruption in many areas

ADASEV

INFOTAINMENT

Image sources: http://www.freepik.com


It creates disruption in Market Research as well

ADASEV

INFOTAINMENT

Image sources: http://www.freepik.com

Market ResearchConsumer Research


The chain reaction

July 18, 2019 5

Vehicle features

ADAS

EVINFOTAINMENT


Space

Conventional front space use - engine compartment EV front space use - second trunk


Infotainment


Key controls

Conventional Mini Compact


Interior design


What’s next?

What will be most important for customers here?

1. Dashboard (Most important)2. Steering wheel and central console 3. Doors4. Foot area and ceiling

Conventional vehicles Autonomous vehicles

Image and source reference: Huertas-Leyva et al. 2011. EAEC European Automotive Congress

https://www.fastcompany.com/90150756/would-you-send-your-kids-to-school-on-a-self-driving-school-bus


The chain reaction

July 18, 2019 11

Vehicle features

Vehicle attributes ADAS

EVINFOTAINMENT


Ride Quality

Drivability

Running Costs – e.g. MPG

Performance

Road Handling

Driving Range (if EV)

Recharge Time (if EV)

MaaS

July 18, 2019 12

Changes in the vehicle attributes (customer perspective)

Ride Quality

Drivability


Performance

Road Handling

...

Conventional Vehicles

Other attributes disappear

New attributes emerge

Driving Range

Recharge Time

New attributes emerge

Overnight travel comfort

In-Vehicle Experience

Electric Vehicles

Ride Quality

Drivability


Performance

Road Handling

Other attributes will disappear

Ride Quality

Drivability


Performance

Road Handling



Connected & Autonomous

Attribute 1

Attribute 2

Attribute 3

...


Ride Quality

Drivability


Performance

Road Handling



MaaS

July 18, 2019 13

Changes in the vehicle attributes (customer perspective)

Ride Quality

Drivability


Performance

Road Handling

...


Driving Range

Recharge TimeOvernight travel comfort

In-Vehicle Experience

Electric Vehicles

Ride Quality

Drivability


Performance

Road Handling

Ride Quality

Drivability


Performance

Road Handling



Connected & Autonomous

Attribute 1

Attribute 2

Attribute 3

...


Changes in the vehicle attributes (customer perspective)Problems?

Ride Quality

Drivability


Performance

Road Handling

...


1 1

22

3

3

3

3

It leads to incomplete and inaccurate vehicle evaluation, based on which new vehicles are developed.


The chain reaction

July 18, 2019 15

Vehicle features

Vehicle attributes

Perceived Values

ADAS

EVINFOTAINMENT

“The collective interpretation of vehicle attributes creates values.”


Hedonic valuePleasure of driving

Symbolic valueStatus, self-expression

AB

Instrumental valueMeans of transport

Perceived values


The hedonic value

• Driving enjoyment

• Thrill of acceleration

• The sound of exhaust

• The engine revs

We like this because we are in control of the vehicle.

Hedonic valuePleasure of driving


Knowing ourselves

! ! !

Within the vehicle we have: • Increased dimensions, different movements

• Different navigation within environment

• Speed of movement:

• Up to 80 mph (region dependant)

• Look further

• React faster

Each of us know our own: • Dimensions and moving capabilities

• Navigation within the environment

• Speed of movement:

• Walk: approx. 2-3 mph

• Run: approx. 8-10 mph

• Reaction time


Knowing the new “self”

Positive responsesHedonic Value

Negative responsesFear, Sickness


Autonomy will change the focus


Autonomy drives changes

The key change is that we will no longer be in control.

Hedonic value will disappear?

Chris Urmson, Elon Musk, Research studies

=

Cars will become elevators?

VS

Overnight travel vs flying?


Hedonic value is here to stay


The chain reaction

July 18, 2019 23

Vehicle features

Vehicle attributes

Perceived Values

New Customer Journey

ADAS

EVINFOTAINMENT



The current perception of the customer journey

Pre-Purchase Ownership

Traditional market research in studying the customer journey:


How do we know what is important for customers?

“How important were the following attributes in your decision to buy your car?”

Automotive Survey 2019


The current perception of the customer journey


The purchase decision




The past and current customer journey



Ownership

Current customer journey:

Dealer VisitsResearch





Ownership




Pick up

Product Experience(e.g. comfort, ride quality)

July 18, 2019 30

The future customer journey (MaaS, Shared mobility)

!

Start

Awareness(e.g. provides)

Need(e.g. mobility)

Preference(e.g. convenient,

on-demand)Service Experience

(e.g. easy to use, user friendly)

End of Journey

Choice/ Booking


It is not just the customer journey...


Automotive Survey 2019

Current attribute importance interpretation

Most importantThis current interpretation

provides a fraction of what is actually importantfor customers


The chain reaction

July 18, 2019 32

Vehicle features

Vehicle attributes

Perceived Values


ADAS

EVINFOTAINMENT

New Customers



The new customers

July 18, 2019 33

It is very likely that kids will be our new customers


New customers

July 18, 2019 34

“I would use this type of car to drive them around for 2h – they don’t have to

go anywhere!”

Currently parents in San Francisco use Uber or “Shuddle - children taxi” but the driver is the main concern

“Parents spend about 50 hours per monthdriving kids to school and activities.”


Not a new concept, but now a very likely one

July 18, 2019 35

We’ve never designed vehicles for sole occupation of children.

• What are they going to do in the car?

• Is it child proof?

• How would you make parents feel safe?

• How do you make children feel safe?

Image and source reference: https://www.fastcompany.com/90150756/would-you-send-your-kids-to-school-on-a-self-driving-school-bus

https://www.fastcompany.com/90150756/would-you-send-your-kids-to-school-on-a-self-driving-school-bus


The chain reaction

July 18, 2019 36

CAVVehicle features

Vehicle attributes

Perceived Values


MaaS

ADAS

EVINFOTAINMENT

New Customers


A change inConsumer Research


HORIBA MIRA recognised there are gaps in the current Consumer Research practices


PhD in Market Research


Time

An innovative approach to market research

July 18, 2019 39

Future customer journeyMaaSShared ownershipCAV

Past Future

Time

Market Changesvehicle typesownership model

vehicle attributespurchase behaviour

Present


Summary – the changes in the marketplace

July 18, 2019 40

CAVVehicle features

Vehicle attributes

Perceived Values


MaaS

ADAS

EVINFOTAINMENT

New Customers


A change inConsumer Research


Are your current Consumer Research practices adequate for today’s challenges?

Are they ready for tomorrow?


Thank You.

July 18, 2019 42

HORIBA MIRA Ltd.Watling Street,Nuneaton, Warwickshire,CV10 0TU, UK

T: +44 (0)24 7635 5051F: +44 (0)24 7635 8000

www.horiba-mira.com

Milena KukovaPhD Market Research

Marketability Specialist

M: +44 (0)7538702596E: [email protected]

The impact of disruptive technologies - FISITA · July 18, 2019 12 Changes in the vehicle...

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