AUBURN HILLS, Mich. – International automotive supplier Continental‘s recent research study has found that, contrary to popular belief, U.S. consumers still want to own their vehicles. However, what they want their vehicles to do is quickly evolving. According to the Continental Mobility Study, the vast majority (94 percent) of respondents own their vehicles, while only 1 percent of respondents make use of car-sharing services. The study also uncovered strong growth in personal mobility preferences that are challenging the automotive industry to increase vehicle autonomy and connectivity features.
The study also debunks the commonly held perception that millennials are disinterested in driving. Continental’s research found that 84 percent of survey respondents that were between the ages of 16 and 25 believe driving is important, and 76 percent drive just about every day.
In addition, 91 percent of 16- to 25-year-olds place a high importance on consumer electronic devices. Industry experts anticipate 65 million millennials will purchase vehicles in the next five years. As a result, the value placed on the blending of driving and consumer electronics will push autonomy and connectivity advancements in the near-future vehicles.
For “Generation Smartphone,” Dr. Elmar Degenhart, chairman of the Continental Executive Board, calls for the systematic networking of cars to form part of the Internet.
“Contrary to the theories we hear time and again, the younger generation still wants to own cars,” said Degenhart. “But cars need to become more intelligent, as well as send, receive and process information more quickly in digital formats. It’s up to the automotive industry to keep up with the technology advancements and requirements of that generation and to offer a wider range of networked services in the vehicle.”
According to the mobility study, many drivers indicated an interest in intelligent vehicles and networked services when they provide recognizable value. Vehicles that can serve as Wi-Fi hot spots are of great interest to study respondents. In fact, 65 percent (73 percent of respondents ages 16-25) indicated they would be interested in owning a car that could provide connectivity to allow mobile devices to use Internet-based services, such as music, video and other communication means.
“The online world is rapidly evolving to make vehicles more attractive, safer and efficient in response to consumer trends and societal demands,” said Helmut Matschi, member of the Continental Executive Board and head of the Interior division. “Continental is addressing social conditions and personal mobility preferences by developing innovative solutions for the future of mobility.”
Additionally, 59 percent of all respondents were interested in intelligent vehicle technology to improve traffic control and 57 percent desired cloud-based connectivity features. U.S. drivers expressed openness to new technologies, and many already use advanced driver assistance systems, such as adaptive cruise control and lane departure warning.
“To further increase the attractiveness of cars, there must be further developments in their intelligence in particular — not their form of ownership or marketing,” said Degenhart. “Digitalization and automation form the basis for comprehensive vehicle information management and for relieving the burden on drivers in increasing road traffic. There lies the key potential to intelligently redefine individual mobility.”
The Study
In the second half of 2014, international automotive supplier Continental had the market and social research institute infas conduct a representative survey of 2,300 (non-)drivers in the U.S. and 1,800 in Germany, and a qualitative survey of 400 vehicle owners each in Germany, the United States, France, Japan and China. Interviews with experts from the automotive industry and research supplement the results of the study with insights from a professional point of view.
