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1、Harris Insights&Analytics,A Stagwell LLC Company 2022Greg Paratore,Senior ConsultantGregory.PHarris Insights&Analytics,A Stagwell LLC Company 2023Harris Poll AutoTECHCAST2023Executive Summary2Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll AutoTECHCASTMethodologyHarris Poll Aut

2、oTECHCAST is an annual multi-client study platform to collect and analyze consumer insights on advanced automotive technologies and features.The 2023 full study includes 40 technologies.STUDY DETAILS10,421 US Consumers30 Minutes(average survey length)In order to qualify for the survey,respondents me

3、t the following criteria:US residentAges 18-80 years oldHave a valid drivers licenseHave at least one household vehicleThe vehicle is among the pre-determined list of North American models with model year of 2017 or newerMust be at least 50%involved in the decision to buy the next vehicleIntends to

4、purchase or lease a new vehicle in the futureData collected between April 3,2023 and May 10,2023.Data weighted by demographics and a propensity score to ensure that respondents are representative of the total in-market vehicle buying population.Standard set of metrics on each of the 40 techs,plus cu

5、stomized“deep dive”questions specific to the individual techs to provide info on preferred functionality,reasons for interest/non-interest,etc.3Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll AutoTECHCASTDeep Dive SectionsSTUDY DETAILSWhat AutoTECHCAST CoversAutomotive manufact

6、urers and suppliers need to innovate and differentiate to capture new business and build brand equity.Selecting and integrating the right advanced technologiesthose that drive business performance,product differentiation and customer loyaltyis essential.The annual Harris Poll US AutoTECHCAST(ATC)ref

7、lects the perspectives of over 10,000 current vehicle owners and provides an in-depth assessment of a wide assortment of emerging automotive technologies in the areas of:Tech CategoriesAutonomous VehiclesConnected CarElectric VehiclesVisibilityVehicle Monitoring&SecurityFuel Saving&Alternative FuelD

8、river AssistanceDriver Monitoring&AlertsConvenienceConnectivityComfortAutonomous&Semi-Autonomous4Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll AutoTECHCAST2023 AutoTECHCAST Technology List New Technologies Measured in 2023STUDY DETAILSPLUS DEEP DIVE SECTIONS ON:Autonomous Veh

9、iclesConnected CarElectric VehiclesAUTONOMOUS VEHICLESFUEL EFFICIENCYSAFETYCOMFORT&CONVENIENCEAUTONOMOUS&SEMI-AUTONOMOUSAutomatic Parking SystemTraffic Jam AssistFully Self-DrivingCity and Highway Assisted Self-DrivingHighway Assisted Self-DrivingFUEL SAVING&ALTERNATE FUELBattery Electric EngineFuel

10、 Cell EngineHybrid Electric EngineVISIBILITYAugmented Reality Head-Up DisplayCamera Monitoring System(E-Outside Mirror)Full Digital Display Rear View MirrorSafe Exit Surround View Camera SystemVEHICLE MONITORING&SECURITYRemote Camera Monitoring Remote Vehicle DiagnosticsVehicle Cybersecurity Solutio

11、nDRIVER ASSISTANCEEnhanced Collision Mitigation SystemLow-Speed Collision Avoidance SystemDRIVE MONITORING&ALERTSDriver Monitoring SystemVehicle-to-Vehicle CommunicationHealth Monitoring Sensor CONVENIENCEAuxiliary Power GeneratorDriver Recognition SystemEV/Fuel Route Planning SystemsSmart Home Ecos

12、ystem Integration Touchless Door Opening/ClosingWireless Mobile Device Charging SystemCONNECTIVITYFront Passenger ScreenIn-Car Payment System Interactive GamingOver-the-Air UpdatesSmartphone As KeySmartphone Linked Media/NavigationStreaming MediaVehicle Internet ConnectivityCOMFORTActive Noise Cance

13、llationAdvanced Cabin Air FilterAutomatic Window TintingInterior/Exterior Air Quality DisplayNoise Canceling Tires Levels of Autonomy Explored5Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll AutoTECHCASTTechnology attributes included in AutoTECHCASTStudy Scope And FlowSTUDY DET

14、AILSAttitudesLikelihood to Purchase(Pre-Pricing)FamiliarityPrice Sensitivity“Build Your Own”Tech Bundle ExerciseUnique Insights from AutoTECHCASTTech Appeal and Production DifferentiationInterest at Market PriceTech Deep Dives6Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll Aut

15、oTECHCASTSTUDY DETAILSAutoTECHCAST DeliverablesSummary ReportOnline Interactive DashboardOption Packaging Tool7Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll AutoTECHCASTSTUDY DETAILSAutoTECHCAST DeliverablesKANO AnalysisFull Data Set bymTab SoftwareOptional AutoTECHCAST Featu

16、re Optimization Platform20238Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll AutoTECHCAST How are attitudes toward in-vehicle technology changing?Which features are gaining/losing momentum in terms of interest?How much are consumers willing to pay for a feature?What are the pri

17、ce/volume trade-offs of a feature?Which features are most important to attracting Millennials?How does interest in a technology or package of features vary by segment?What features do my brand owners/intenders prefer?Which features are most used,seldom used?Which features of a package drive the most

18、 interest?What is the optimal price point to generate the maximum demand?How much autonomy is the consumer willing to accept?What will convert drivers with gas engines to electric vehicles?Example Questions the Study Helps AnswerSTUDY DETAILSHarris Insights&Analytics,A Stagwell LLC Company 202292022

19、 Harris Poll AutoTECHCASTExample Analysis10Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll AutoTECHCAST2023 HARRIS POLL AUTOTECHCASTSM INTEREST INDEXRANK 1-14Index ScoreRANK 15-28Index ScoreRANK 29-40Index Score1Low-Speed Collision Avoidance System55.215Remote Camera Monitoring

20、44.929Health Monitoring Sensor35.72Surround View Camera System54.116Touchless Door Opening/Closing43.130Interior/Exterior Air Quality Display35.63Wireless Mobile Device Charging System52.917Fuel/EV Route Planning Systems40.831City and Highway Assisted Self-Driving34.74Enhanced Collision Mitigation S

21、ystem51.518Camera Monitoring System(E-Outside Mirror)40.832Augmented Reality Head-Up Display34.55Smartphone Linked Media/Navigation Functionality51.019Traffic Jam Assist40.733Battery Electric Engine33.66Remote Vehicle Diagnostics 49.120Driver Monitoring System39.734Front Passenger Screen33.27Hybrid

22、Electric Engine48.521Streaming Media39.735Smart Home Ecosystem Integration32.58Advanced Cabin Air Filter System47.222Safe Exit39.436Vehicle-to-Vehicle Communication32.39Active Noise Cancellation46.423Vehicle Cybersecurity Solution39.137Fuel Cell Engine30.310Full Digital Display Rear-View Mirror46.02

23、4Over-the-Air Updates(OTA Updates)39.138In-Car Payment System29.911Driver Recognition System45.925Highway Assisted Self-Driving39.139Fully Self-Driving Vehicle29.012Automatic Parking System45.426Noise Canceling Tire38.040Interactive Gaming20.813Automatic Window Tinting45.127Smartphone as Key37.214Ve

24、hicle Internet Connectivity45.128Auxiliary Power Generator36.7ATC Metric Grading Key:Poor Fair GoodThe annual AutoTECHCASTSM measured consumer interest in 40 advanced technologies.Accident Avoidance,Smartphone Integration,and Visibility Techs Continue To Provide Broad AppealIn-vehicle entertainment

25、and payment systems along with fuel cell engine and full driving automation have the least appeal to consumers.In-Car Payment leads all features in momentum since last year(25.9 in 2022)11Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll AutoTECHCAST2022 Harris Poll AutoTECHCAST1

26、1Harris Insights&Analytics,A Stagwell LLC Company 2022Low-Speed Collision Avoidance SystemSurround View Camera SystemWireless Mobile Device Charging SystemEnhanced Collision Mitigation SystemSmartphone Linked Media/Navigation FunctionalityRemote Vehicle Diagnostics Hybrid Electric EngineAdvanced Cab

27、in Air Filter SystemActive Noise CancellationFull Digital Display Rear-View MirrorDriver Recognition SystemAutomatic Parking SystemAutomatic Window TintingVehicle Internet ConnectivityRemote Camera MonitoringTouchless Door Opening/ClosingFuel/EV Route Planning SystemsCamera Monitoring System(E-Outsi

28、de Mirror)Traffic Jam AssistDriver Monitoring SystemStreaming MediaSafe ExitVehicle Cybersecurity SolutionOver-the-Air Updates(OTA Updates)Highway Assisted Self-DrivingSmartphone as KeyAuxiliary Power GeneratorInterior/Exterior Air Quality DisplayCity and Highway Assisted Self-DrivingAugmented Reali

29、ty Head-Up DisplayBattery Electric EngineFront Passenger ScreenSmart Home Ecosystem IntegrationVehicle-to-Vehicle CommunicationFuel Cell EngineIn-Car Payment SystemFully Self-Driving VehicleInteractive Gaming-15%-10%-5%0%5%10%15%20%Harris Insights&Analytics,A Stagwell LLC Company 2023Stable year-ove

30、r-year momentum is an indication that consumers are more discerning.Only Streaming Media has good consideration and“good”momentum.Five features had poor momentum in 2023 relative to AutoTECHCAST norms;Automatic Window Tinting,Driver Monitoring System,Vehicle Cybersecurity Solution,Smartphone as Key,

31、and Augmented Reality Head-up Display.Momentum Just“Fair”For Most Features in 2023(Circles reflect each of the technologies)GOODFAIRMOMENTUM55.045.035.025.015.0CONSIDERATIONMOMENTUM VS.INTERESTTech with above average Momentum and InterestPOORExample Analysis12Harris Insights&Analytics,A Stagwell LLC

32、 Company 20232023 Harris Poll AutoTECHCAST2023 Harris Poll AutoTECHCAST12Harris Insights&Analytics,A Stagwell LLC Company 202369%67%62%60%59%59%58%57%56%55%Consumers are more likely than not to purchase a vehicle that offered Surround View Camera System,Low-Speed Collision Avoidance System,and Enhan

33、ced Collision Mitigation System.Automatic Parking System now ranks among the top 10 differentiators up 4 points since 2022 and 8 points since 2018.Safety Technologies Remain Top Differentiators For VehiclesDIFFERENTIATIONTop 10 Technologies by Category%Extremely/Very Likely(YOY)Differentiation defin

34、ition:How likely am I to purchase a vehicle with this technology versus one without it?(Extremely Likely and Very Likely)GOODFAIRCOMFORT&CONVENIENCESAFETYFUEL EFFICIENCYHarris Insights&Analytics,A Stagwell LLC Company 2023Surround View Camera SystemLow-Speed Collision Avoidance SystemEnhanced Collis

35、ion Mitigation SystemSmartphone Media/Navigation FunctionalityHybrid Electric EngineAutomatic Window TintingWireless Mobile Device Charging SystemRemote Vehicle DiagnosticsAutomatic Parking SystemActive Noise Cancellation(+3%)(+1%)(+0%)(+4%)(+2%)(-1%)(+3%)(+2%)(+4%)(+7%)AUTONOMOUSHarris Insights&Ana

36、lytics,A Stagwell LLC Company 2022132022 Harris Poll AutoTECHCASTKey Study Deliverables14Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll AutoTECHCASTIncluded in AutoTECHCAST for the first time in 2021,KANO analysis further guides prioritization of advanced automotive features b

37、ased on their likelihood to satisfy customers.KANO AnalysisAnalysis Available By Key Vehicle Segments*Reverse Technologies These are technologies that Consumers dislike for their vehicle.Discrete Analysis:Individual Technology Classification(%of Consumers By Category)AttractivePerformanceMust-BeIndi

38、fferentQuestionable*Reverse*Questionable Technologies Responses with conflicting answers.Performance TechsThese technologies are necessary.Consumers expect vehicles to offer these technologies.These technologies dont impress consumers but can cause dissatisfaction if theyre not provided(e.g.,air con

39、ditioning,power steering).The technologies dont necessarily come with the expected offering but rather add appeal(e.g.,gas mileage,audio sound quality).These technologies do not have a strong effect on satisfaction or dissatisfaction.This does not necessarily mean that consumers dont care about them

40、;rather it means that consumers do not necessarily need them.These technologies will increase a vehicles competitive edge and go above and beyond expectations.Consumers would be excited when these technologies are included but not dissatisfied if not included.Must-Be TechsIndifferent TechsAttractive

41、TechsTechnology Classification KANO Analysis Output Provides Two Different Approaches To Analyze ResultsContinuous Analysis:(Combined Overview of Technology Classification)More Appeal(Functional)Non-FulfillmentFulfillmentLess AppealLow-Speed Collision Avoidance SystemSurround View Camera SystemWirel

42、ess Mobile Device Charging SystemIn-Car Payment Fuel Cell Engine15Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll AutoTECHCASTBuild your own technology bundle with the Option Packaging Tool AutoTECHCAST includes a Build Your Own Technology Bundle exercise aimed at providing dee

43、per insights into price sensitivity for desired technologies.Through advanced modeling,we are able to provide an interactive tool-the Option Packaging Tool or OPT-that allows a user to estimate predicted share of preference(or demand)at various price points for each technology or technology bundle.S

44、elect segment1Select technologies and prices2View results3STUDY DETAILS16Harris Insights&Analytics,A Stagwell LLC Company 20232023 Harris Poll AutoTECHCASTAutoTECHCAST Option Packaging Tool-OutputReview the packages Price Elasticity.See how each technology contributes to the overall preference for t

45、he package.Review package price and market preference.Review package by another segment or reconfigure your package.You can create a simulated forecast from the results.A variety of analyses are provided for you to review the desired technology package.STUDY DETAILS17Harris Insights&Analytics,A Stag

46、well LLC Company 20232023 Harris Poll AutoTECHCASTAUTOTECHCAST CONTENT OPIMIZATION TOOLLeveraging The AutoTECHCAST Platform To Provide Quick-Turn Insights(Optional)Harris Insights&Analytics,A Stagwell LLC Company 2023182023 Harris Poll AutoTECHCASTThank you!For More Information Contact:Greg Paratore,Senior ConsultantGregory.P