Persona Research: China vs. U.S. drivers

Transcription

1 Persona Research: China vs. U.S. drivers Bitte decken Sie die schraffierte Fläche mit einem Bild ab. Please cover the shaded area with a picture. (24,4 x 7,6 cm) WardsAuto Interiors Conference 2017 Susan Drescher, Advanced Product Manager and HMI Expert Continental Automotive Systems Follow us on:

2 Bitte decken Sie die schraffierte Fläche mit einem Bild ab. Please cover the shaded area with a picture. (24,4 x 7,6 cm)

3 Our Vision Your Mobility. Your Freedom. Our Signature. Continue to deliver intelligent technologies for mobility solutions Provide the best solutions for each of our customers in all of our markets. To be recognized by our customers as a value-creating partner 3

4 Agenda Persona research and the vehicle experience Persona development in China, why it s important China personas: similarities and differences with the U.S. Cockpit Vision

5 China Research The rise of China s consumer class Across Asia, rising incomes are creating a new class of consumers, with much of the growth coming from China. The total population 1.36 billion Working population is larger than the U.S. and Europe combined China = million U.S. = 146 million China will soon have nearly as many drivers as the U.S. has people (300+ M) Source: 5

6 China Research The rise of China s consumer class 29% of luxury spending worldwide. Chinese luxury consumers are demanding quality, craftsmanship and heritage (brand recognition). 6

7 China Research The rise of China s consumer class Rapidly Evolving Automotive Consumer China has past America to become the world s biggest car market, with annual growth of 12%. Value minded and open to alternatives to buying new cars. 7

8 China Research The cost of car ownership In Beijing s lottery there were 1.42 million applicants for licenses. Just 18,511 were awarded tags. Prices paid at Shanghai s license (tags) auctions - 90,000 yuan ($14,530) Entry-level domestic brands - 37,800 yuan, or ($6,131) Source: 8

9 Agenda Persona research and the vehicle experience Persona development in China, why it s important China personas, similarities and differences with the U.S. Cockpit Vision

10 Persona Research The process Purpose: To identify and define consumer personas for the regional automotive market and development concepts. Hybrid Focus Groups Two cities (China - Shanghai & Chengdu) Four focus groups in each city 64 consumers Synthesis Web Survey Nearly 1000 total sample Consumer Personas 10

11 Persona Research U.S. and China similarities Men drive more and China has ~3x more men drivers. Most driving is done by adults ages of 30 to 49. Teenagers and seniors drive the fewest miles of any other age group. In the U.S. and China senior citizens represent the smallest segment of drivers. However, with both countries having an aging population this number is growing. People with higher education (college graduates) drive more and farther. 11

12 U.S. Persona Recap Identified and defined consumer personas Passion Play Relaxation to me is a perfectly tuned car driving just the way I want it to; not just me sleeping while the car drives itself Safe-Guard Chore-ographer Commander-In-Chief Auto-Pilot Don t just tell me, warn me I can t be fumbling around while I m driving, I have too much to do If you let technology do everything for you, you ll end up lazy and less alert Can t I just have my own concierge service? Simple Retreat While technology can be complex, it can t be complicated 12

13 China Persona Clusters 13

14 Persona Clusters Cluster 3 FRUGAL PRAGMATIST 11% 35M ESCAPIST 4% 13M AUTONO-MIST 3% 10M 18% = Dis-interested Drivers ~4.3M in annual sales CONFIDENT MOTORIST 21% 67M SIMPLY SAFEST 18% 58M Majority Cluster FUTURIST 23% 74M 62% = Majority of Drivers ~15M in annual sales ENTHUSIAST 12% 38M MODERN LUXURIST 7% 22M 19% = Passionate Drivers ~4.5M of annual sales Cluster 2 (% based on 317M drivers) 14

15 China Personas U.S. and China differences U.S. drivers drive for convenience, while in China they want to drive. China is new to driving and they are excited about it. The U.S. does not trust a car to drive itself but in China drivers trust technology and assume it is safe. The car is a tool in the U.S., while in China it is an extension of their life and a reflection of their success. In the U.S., safety and reliability are the biggest issues, while in China quality and efficiency are top of mind. 15

16 Agenda Persona Research and the Vehicle Experience Persona development in China, why it s important China personas: similarities and differences with the U.S. Cockpit Vision

17 Concept Development Scalable HMI system solutions for various users Studies show that 86% of users believe an exceptional customer experience is worth paying extra. (Uxpassion.com) 17

18 Cockpit Vision Referencing Continental Cockpit Vision

19 Cockpit Vision Digital outer mirrors Head-up display (HUD) Full digital cluster Center & Co-driver display Dig. control panel for door & seat adjustment HALO lighting (proactive warning) Central input devices Dig. climate control input device Tablets Interior cameras Referencing Continental Cockpit Vision

20 Bitte decken Sie die schraffierte Fläche mit einem Bild ab. Please cover the shaded area with a picture. (24,4 x 11,0 cm) Thank you for your attention! Follow us on: