Shifts in customers’ needs, lifestyles, and expectations, along with the appearance of aggressive new disruptors, have deeply challenged the automotive industry worldwide. Car manufacturers are being forced to adapt to the consumer-centric automotive market, especially when it comes to phone operating systems such as Google’s Android Auto and Apple’s CarPlay. For 10 days of trends, Luc Speisser, Landor’s managing director of Paris and Geneva, discusses how this technology may change purchasing behavior as we move into 2016 and beyond.
While a few years ago car manufacturers were all about enhancing the car experience, today’s manufacturers are trying to get rid of the boundaries between our lives outside and inside of our cars. We are now able to integrate our cars and phones in comprehensive ways, with Android Auto and Apple CarPlay providing Google-style and Apple-style in-car experiences, respectively. The impact of these phone-based operating systems could be far-reaching, with everything from temperature adjustment to voice texting controlled by the driver’s phone profile. The PC versus Mac debate may even determine car choices—consumers could ultimately select cars based on their phone operating systems, with car manufacturers siding with different phone companies.
It’s also possible that a yet-unheard-of company could reimagine how these systems operate. Tesla, for example, now sends its cars digital software updates and modifications that drivers can install from their own garages.
Ultimately, it’s up to consumers to decide whether their phone systems should determine which cars they drive. So, which side of the Force will you choose?
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