I recently read an article about digital services in the automotive industry and how the industry is changing from a mechanical to a more digital user experience. Before, automakers would appeal to the customer by creating backup cameras, hot/cold seating, larger leg room, elegant looking trim and dashboard accessories. Digital has changed all that. Today automakers are focusing on a fully immersed experience that includes, video, artificial intelligence, pattern and profile recognition and crowd sourcing. By leveraging information about how the customer travels, where they travel to and how long they are in their cars, automakers can create a customized and relevant experience.
For example, if the automakers digital platform know that you travel a specific way to work each day, it can use all its data feeds from traffic news, weather reports, emergency management updates and, artificial intelligence to suggest new more efficient routes to work. This information can be sent to the customer via a smart phone or in some cases a smart mirror in a connected home.
Ultimately the end goal is still the same, give the customer what they want. The how has definitely changed, and is the secret sauce that will separate the automakers that continue to evolve versus the automakers that just fizzle out.
References:
Tian, J & Chin, A (2016, December) Digital Services in the Automotive Industry. Computing Edge Hot Topics, 28-31.