Text: Eric Tipan / Photos: Audi Press | posted October 18, 2013 10:37
A survey says Bluetooth and USB connectivity are just not enough.
GfK, Germany’s largest market research institute says there is evidence that Millennials want more than just smartphone and Internet connectivity. They are also very intrigued about ‘well-being’ features like those that prevent drivers from nodding off, vital sign monitors, massaging seats and even in-car air filters and purifiers.
Traditional automotive industry approach is to introduce these features in higher-end cars in hopes that market appeal brings down the economies of scale to make it cheaper to produce in entry-level models.
GfK found out that automakers will benefit most if they push new technologies to less-expensive cars to attract ‘techies’ and then let it slowly creep to luxury vehicles and the older generation. Pretty much like how smartphones and tablets have collared Generation Y and Z before their elders picked it up.
The study also indicated that the younger generation is willing to fork out their hard-earned cash for the ‘right features’ in the car. They are more interested than the older generation in features that are passenger-centric instead of being just a plain driver’s car.