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Donna SatterfieldVice President, Americas Automotive, Aerospace & DefenseIBM
Institute of Business Value |
A new relationship –people and carsHow consumers around the world
want cars to fit their lives
Donna Satterfield
Americas Automotive Industry Leader
IBM Global Services
Jan 12, 2016
Institute of Business Value |
A new relationship is developing
between people and cars.
Institute of Business Value |
Gone are the days when people take care of cars.
4
Institute of Business Value |
Now they want cars to take care of them.
5
healsocialize
learn
drive
configureintegrate
Here’s what I need to do…
Institute of Business Value |
People expect cars to…
6
know who they are,
make recommendations to them,
and even be trusted companions.
Institute of Business Value |
How do we know?
7
We asked.
Institute of Business Value |
16,469 consumers in the top 16 automotive markets
shared their changing views on mobility.
8
Canada
USA
Mexico
Brazil
Germany
France
UK
Italy
Russia
Australia
Japan
China
Indonesia
ThailandIndiaGrowth markets
Mature markets
Institute of Business Value |
What self-enabling vehicle capabilities would interest you in the
future?
9
68% 66% 65% 66%61% 60%
48%
30%
43% 41% 39% 37%
Growth markets
Mature markets
59%
(diagnostics, preventive)
Self-healing
55%
(communication, collaboration)
Self-socializing
54%
(cognitive, optimization)
Self-learning
54%
(automated, autonomous)
Self-driving
51%
(personalization, customization)
Self-configuring
49%
(secure, seamless)
Self-integrating
Institute of Business Value | Note: %’s of people that are extremely/very interested
Institute of Business Value |
Some people also said that they don’t need to own cars.
10
They’re willing to share.
Institute of Business Value |
What do you expect to be your primary mode of transportation in
2015 and 2025?
11
average decline in
personal car usage
for consumers over 35
24%average increase in car/ride
sharing for consumers over 352.3x’s
Public transportationCar/ride sharingPersonal car Other
Note: %’s of people that are extremely/very interested
Institute of Business Value |
How interested would you be in these
different types of ownership models?
12
like subscription pricing
like partial ownership
73%
65%69%
53%
30%
42%
30%
42%
24%
Growth markets Mature markets Global markets
Personal ownership
Subscription ownership
Partial ownership
Note: %’s of people that are extremely/very interested
Institute of Business Value |
And the sharing doesn’t stop there.
13
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Consumers want to co-create
14
with you.
Institute of Business Value |
would allow the use of their driving
and mobility data as a source of input
37%
How likely would you be to participate in co-creation
activities for each of the following?
15
would be interested in participating
in design contests or games
Institute of Business Value |
Get more results about how consumers expect
cars to fit into their lives.
16
Read the whitepaper at
ibm.biz/autocomsumer
#Auto2025
#AutoConsumer
#IBMAutomotive