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Survey: Customer perception of smart key systems in China
Did you know that more than 60% of car owners do not
fully understand how to use their smart key systems?
As an OEM or Tier 1 supplier can you afford not to know
what customers really think?
The results of the survey provide a comprehensive outlook of smart key in China and aclear vision of future expectation. In addition to this, the report also presents findingsrelating to customer opinions on smartphone-based key technologies.
Insight
This research reveals telling statistics on how
OEMs are performing in the eyes of their customers
and details what steps could be made to improve
smart key in the future.
The results show just how little owners know about
the systems they own. Only half of those surveyed were
able to accurately describe how to unlock and lock their
car using the smart key functionality.
Emphasising the current consumer awareness of the
technology, this research looks at the perception of
smart key in China amongst smart key owners. This
survey asks consumers about their expectations for
future systems and reviews their satisfaction of the
system they currently own.
Reducing the knowledge gap
Customer education before, during and after the
purchase of a vehicle could ensure that they are
familiar with how the technology works, and also
makes them aware of the proper functionality of
smart key.
Expectations are unanimous for how a smart key
system should function.
By comparing the customer expectations for their
next vehicle with what OEMs are currently offering,
there are clear areas for improvement.
When customers were asked how smart key should
be offered by the OEM, 96% expected smart key as
standard on their next vehicle..
Another finding is whether the day-to-day usability of
the key fob needs improvement to make it more
convenient. Interestingly, the results showed a
variation between owners of different vehicles. This
valuable insight could help OEMs and tier 1 suppliers
focus on what to retain or even improve to satisfy the
end-user.
The overall picture is that all OEMs need to review
their smart entry and start technologies, as well as
how they offer the system, to align with customer
expectation.
96% 2%
Do you expect smart key to be standard on your next vehicle?
2% were undecided
33%40%
47%
78%84% 88%
Knowledge gap on smart key functionality
A survey of existing smart key customers in ChinaRef: SEC/555
Call us: +44 (0) 1908 305 101Email us: [email protected]
SBD’s latest research, surveying existing smart key customers in China, identifies the customer perceived benefits and drawbacks of smart key technology. From this survey of 600 consumers and 6 OEMs, key trends can provide manufacturers insight on the most successful strategy, when offering smart key systems to customers. In addition, the survey identifies the future development direction that customers are looking for in smart key systems and related technology.
Introduction
Glossary
Full Results
Analysis
Executive Summary
Summary of the findings including
methodology, objectives, sampling, coverage and an overview of smart key in China.
Detailed results showing the full results to
each question and the comparison between each OEM
Analysing the results, there are a number of
clear preferences expressed by respondents regarding Technology, Functionality, Availability and Accessibility
Survey summary of Chinese smart key owners
to analyse which OEMs are performing well and determine where improvements need to be made going forward
Research contents:
A detailed glossary containing a full list of
terms and a definition of them.
www.sbd.co.uk
About the Authors
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Call us: +44 (0) 1908 305 101 Email us: [email protected]
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Callum Tulloch, Analyst - Secure Car Division
Callum joined SBD in 2012, having graduated from the University of Warwick with an honours
degree in Automotive Engineering. As an Analyst in the Secure Car division, Callum primarily
specialises in smart key technology and associated device trends, whilst also coordinating the UK
Insurance Group Rating process for one of SBD's established clients.
Paul Burnley, Senior Specialist – Secure Car Division
Paul graduated from the University of Surrey with a Masters degree in Electrical and Electronic
Engineering. Paul leads SBD’s Secure Car research on electronic theft methods, including the
development of relay attack equipment, analysis of electronic locksmith tools, and cutting-edge
research into emerging theft trends and future attack methods. He has spoken at several
international conferences on both vehicle security and telematics subjects.
A survey of existing smart key customers in ChinaRef: SEC/555
