Kristin Kolodge
Are Consumers Ready and Waiting for Automated Vehicles? July 19, 2016
Kristin Kolodge Executive Director, Driver Interaction and HMI © 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
1
Increasing penetration of ADAS features Consumer Understanding of Technology Contained in Their Vehicle - Industry 2014
2015
2016
50%
46% 41%
42%
36% 30% 26% 22%
30%
25% 21%
16%
Lane Departure Warning System
Collision Avoidance / Alert System
Blind Spot Monitoring / Warning Park Assist / Backup Warning System
Source: J.D. Power Initial Quality Study (IQS)
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
2
Blind Spot Warning and Detection
69%
of consumers who have this and use it every time they drive
Source: J.D. Power 2015 DrIVE 1st Gear
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
3
An even larger percentage want ADAS Collision Protection Features in Vehicle – Industry % Have this feature
% Want this feature
87%
82% 71%
69%
71%
46%
45%
32%
31% 3% Automatic Parking System
23%
18% Lane-Keeping / Centering System
Adaptive Cruise Control
Low-Speed Collision Avoidance
Park Assist
Blind Spot Warning and Detection
Source: J.D. Power 2015 DrIVE 1st Gear
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
4
Risk of user confusion – Industry variations
Marketing names Acronyms Icons Default condition Ability to turn system off Last state remembrance Operational characteristics Communication method Customization
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
5
Risk of user confusion – Cruise Control
Adaptive Cruise Control (ACC) Advanced Smart Cruise Control (ASCC) Automatic Cruise Control (ACC) Active Cruise Control (ACC) Cooperative Adaptive Cruise Control (CACC) Intelligent Cruise Control (ICC) Dynamic Radar Cruise Control (DRCC) ….
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
Stop Stop & go Between 0 – 155 mph Between 18 – 110 mph Between 18 – 125 mph ….
6
Low prior experience highlights learning method need Learned How to Operate - Industry Prior experience with the feature
Dealer staff explained the feature
“Took me 6 weeks to even know how to use. The factory default was set to off!!! And the dealer didn’t explain the feature to me”
39%
36% 35%
Owner's manual
“Trial and error with the controls to figure out how it worked”
39%
“Had to read owners manual due to very limited guidance from dealership”
36%
35% 31%
35%
30% 25%
28%
21% 15% 10% Low-Speed Collision Avoidance System
10% Lane-Keeping/Centering Blind Spot Warning and System Detection
Adaptive Cruise Control
Park Assist
Source: J.D. Power 2015 DrIVE 1st Gear
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
7
Evolving consumer definition of quality
Source: J.D. Power 1987-2016 U.S. Initial Quality Study (IQS), 2015-2016 U.S. Tech Choice, and 2015 DrIVE 1st Gear
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
8
Inconsistent performance can erode trust
Of those consumers that had a Blind Spot Monitoring Problem… False Positive:
41%
False Negative:
23%
“ “
Doesn’t Work at All: 45%
“
51% Happens Occasionally
“
Industry Verbatims When it rains or is damp out the side warning light goes on indicating a car is approaching me from the drivers side but there are no cars” The blind spot monitoring will fail with a beep and warning message on the center console that Audi side assist is not available. It cannot be turned back on until the vehicle is shut off and restarted…EXTREMELY dangerous when you expect it to be there when making lane changes and it's not there” Intermittently trips off. Lane departure, blind spot monitoring trips off with it and randomly cuts back in 10 to 20 minutes later. Dealer blamed protective front end film on sensors which was removed. Random intermittent trips still occur.” Often indicates a car is in the blindspot when there is not. Or, often does not recognize small cars in the blind spot, especially the Honda Civic”
Source: J.D. Power 2015 VDS
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
9
Trust in technology Concerns surrounding added technology complexities, privacy, and the potential for systems to be hacked, “hijacked,” or crash are prominent across all respondents. Gen Y and Z are nearly twice as likely as Gen X and five times as likely as Baby Boomers to trust fully automated, self-driving technology. There is a relationship between consumer interest in Full Self-Driving Automation and their trust in the technology. To achieve serious volume, Full Self-Driving Automation should focus on the cohorts most accepting of it and allow the older generations more time and exposure to its benefits and market readiness. Source: J.D. Power 2016 U.S. Tech Choice
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
10
First things first
Trust
Takes years to build Seconds to break And forever to repair © 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
11
Beyond Measure Kristin Kolodge Executive Director, Driver Interaction and HMI [email protected] 248-680-6446 © 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
12
Kristin Kolodge Executive Director, Driver Interaction and HMI © 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
1
Increasing penetration of ADAS features Consumer Understanding of Technology Contained in Their Vehicle - Industry 2014
2015
2016
50%
46% 41%
42%
36% 30% 26% 22%
30%
25% 21%
16%
Lane Departure Warning System
Collision Avoidance / Alert System
Blind Spot Monitoring / Warning Park Assist / Backup Warning System
Source: J.D. Power Initial Quality Study (IQS)
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
2
Blind Spot Warning and Detection
69%
of consumers who have this and use it every time they drive
Source: J.D. Power 2015 DrIVE 1st Gear
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
3
An even larger percentage want ADAS Collision Protection Features in Vehicle – Industry % Have this feature
% Want this feature
87%
82% 71%
69%
71%
46%
45%
32%
31% 3% Automatic Parking System
23%
18% Lane-Keeping / Centering System
Adaptive Cruise Control
Low-Speed Collision Avoidance
Park Assist
Blind Spot Warning and Detection
Source: J.D. Power 2015 DrIVE 1st Gear
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
4
Risk of user confusion – Industry variations
Marketing names Acronyms Icons Default condition Ability to turn system off Last state remembrance Operational characteristics Communication method Customization
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
5
Risk of user confusion – Cruise Control
Adaptive Cruise Control (ACC) Advanced Smart Cruise Control (ASCC) Automatic Cruise Control (ACC) Active Cruise Control (ACC) Cooperative Adaptive Cruise Control (CACC) Intelligent Cruise Control (ICC) Dynamic Radar Cruise Control (DRCC) ….
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
Stop Stop & go Between 0 – 155 mph Between 18 – 110 mph Between 18 – 125 mph ….
6
Low prior experience highlights learning method need Learned How to Operate - Industry Prior experience with the feature
Dealer staff explained the feature
“Took me 6 weeks to even know how to use. The factory default was set to off!!! And the dealer didn’t explain the feature to me”
39%
36% 35%
Owner's manual
“Trial and error with the controls to figure out how it worked”
39%
“Had to read owners manual due to very limited guidance from dealership”
36%
35% 31%
35%
30% 25%
28%
21% 15% 10% Low-Speed Collision Avoidance System
10% Lane-Keeping/Centering Blind Spot Warning and System Detection
Adaptive Cruise Control
Park Assist
Source: J.D. Power 2015 DrIVE 1st Gear
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
7
Evolving consumer definition of quality
Source: J.D. Power 1987-2016 U.S. Initial Quality Study (IQS), 2015-2016 U.S. Tech Choice, and 2015 DrIVE 1st Gear
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
8
Inconsistent performance can erode trust
Of those consumers that had a Blind Spot Monitoring Problem… False Positive:
41%
False Negative:
23%
“ “
Doesn’t Work at All: 45%
“
51% Happens Occasionally
“
Industry Verbatims When it rains or is damp out the side warning light goes on indicating a car is approaching me from the drivers side but there are no cars” The blind spot monitoring will fail with a beep and warning message on the center console that Audi side assist is not available. It cannot be turned back on until the vehicle is shut off and restarted…EXTREMELY dangerous when you expect it to be there when making lane changes and it's not there” Intermittently trips off. Lane departure, blind spot monitoring trips off with it and randomly cuts back in 10 to 20 minutes later. Dealer blamed protective front end film on sensors which was removed. Random intermittent trips still occur.” Often indicates a car is in the blindspot when there is not. Or, often does not recognize small cars in the blind spot, especially the Honda Civic”
Source: J.D. Power 2015 VDS
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
9
Trust in technology Concerns surrounding added technology complexities, privacy, and the potential for systems to be hacked, “hijacked,” or crash are prominent across all respondents. Gen Y and Z are nearly twice as likely as Gen X and five times as likely as Baby Boomers to trust fully automated, self-driving technology. There is a relationship between consumer interest in Full Self-Driving Automation and their trust in the technology. To achieve serious volume, Full Self-Driving Automation should focus on the cohorts most accepting of it and allow the older generations more time and exposure to its benefits and market readiness. Source: J.D. Power 2016 U.S. Tech Choice
© 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
10
First things first
Trust
Takes years to build Seconds to break And forever to repair © 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
11
Beyond Measure Kristin Kolodge Executive Director, Driver Interaction and HMI [email protected] 248-680-6446 © 2016 J.D. Power and Associates. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.
12
