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WELCOME TO TRENDWATCHING.COM’S
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2. TREND EXAMPLES
3. bESt of the rest
an explanation of the trend, its implications
and opportunities for your industry.
A selection of trend examples from
your industry organized by trend.
other great trend examples from your industry.
– The opportunities available to manufacturers that
can produce a reliable, cheap and clean vehicle
are both well-documented and mind-boggling.
Suffice to say, we can’t wait to see someone get
filthy rich out of figuring out how to transport billions
of people in a clean, sustainable way.
– But attempts to sum up the prospects for electric/
hydrogen/ hybrid vehicles are beyond us here,
so let’s stick to looking at the needs, desires and
demands of today’s eco-consumer.
– Among the GENERATION G, many expect, and
even demand, brands and products to be
responsible, ethical and sustainable.
– This is all part of the diversification of the
STATUSPHERE we’re seeing taking place in mature
consumer societies, where for more and more
consumers, status isn’t just about having the
biggest, fastest or most expensive, but can be
derived from one’s generosity, skills or knowledge,
social connections, or even one’s eco-awareness
and sustainable living practices.
example of this. Prius-driving celebrities are making
a statement, that while yes, they can afford a shiny
sports car, instead they choose to drive an electric
car. In doing so, they display their eco-credentials,
their intelligence and their empathy - things of
course that can’t just be bought, and therefore
have social value.
– However, we can’t point out often enough that
many consumers don’t really care that much
about the environment. Either because they don’t
have the luxury of fretting over carbon emissions
while trying to just make ends meet, or because
they are too addicted to living large, from SUVs to
McMansions to jet-setting around the globe.
– Nonetheless, all but the most cynical consumers
are aware of the need to go green. Indeed, for
many consumers, their personal lack of action
only increases the desire they have for brands and
manufacturers to clean up their acts – because
while individuals might not feel they can go green
themselves (too expensive, not enough reward,
too much hassle), they sure as hell expect big
corporations to lead the way. Hypocritical? Yes.
Understandable? Absolutely.
See also:
GENERATION G
STATUSPHERE
– Celebrities and electric vehicles are a great
Related Trends. Click on
the trend name to read
more about it online in the
Trend Database.
The majority of consumers in the
world’s four largest automotive
markets either identify themselves
as potential first movers, or
at least willing to consider
purchasing an electric vehicle
(U.S. 54%, China 93%, Europe 69%
and Japan 48%)
DELOITTE, APRIL 2011
automotive / BEST OF THE REST
4
www.trendwatching.com
why is it happening?
automotive / TRENDS / citysumers
citysumers
SMART
Smart’s television commercial
focuses on US obsession with ‘big’
German car manufacturer Mercedes-Benz
took aim at America’s obsession with ‘big’
in a TV spot for its Smart brand. First aired
in September 2011, the commercial was
the television debut of the small scale city
car. The ad highlighted the space-saving,
eco-friendly properties of the urban
vehicle by contrasting it with examples
of a culture that traditionally favors
‘big’, with the tagline “unbig. uncar.”
citysumers
Mitsubishi and Hitachi
citysumers
HIRIKO
Electric, foldable vehicle unveiled
Hiriko is an electric car that ‘folds up’
vertically to become less than two meters
long, reducing the amount of parking
space it requires. The two-seater vehicle,
which was developed at the Massachusetts
Institute of Technology (MIT) and built in
Spain, was unveiled in January 2012. The
designers built four battery-powered motors
into the wheels (which turn up to 90 degrees
to aid parking) so that it does not need a
full-sized engine in front of the vehicle. The
launch price for the car is EUR 16,000.
Trends. Click on trend title
to view more information
about it in the Trend
Database.
Mitsubishi and Hitachi partner to
build Smart Community in Spain
In March 2011, Japan based multinational
Hitachi and conglomerate Mitsubishi
were jointly selected by The New Energy
and Industrial Technology Development
Organization (NEDO) to develop a Smart
Community System in the area surrounding
Malaga, in southern Spain. The new system
will provide the necessary infrastructure
for the introduction of electric vehicles
(EV), their charging stations, an EV
center and the vehicles themselves. The
pair will also look at energy conservation
measures in public transport and integrating
everything safely with the existing grid.
The project began in July 2011.
citysumers
BMW
BMW set to launch electric series in 2013
BMW have announced that it will be
bringing its first electric series to market in
2013. The Megacity Vehicle (MCV) will be
released under a sub-brand and positioned
as a zero emission car designed for city
living. The car will be made in-house with
materials that are ultra light yet high in
strength. The driving experience will be a
key focus during the product development
and BMW hope that the MCV will
appeal to a growing Chinese market.
Trend Example. Click on
the example title to view
it in the Trend Database,
where you will also find
a PowerPoint version
available to download.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
GREENEST
– While cars today are immeasurably cleaner and
more efficient than they used to be, the industry
is still responsible for a significant proportion of
global carbon emissions.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
4
www.trendwatching.com
www.trendwatching.com
automotive / TRENDS
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
4
1. TREND THEORY
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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automotive / HOW TO USE THis Industry report
4
and don’t forget we have 5000+ innovations in our trend database.
Here are some other cool examples in the automotive industry.
nissan
ford
autotrader
dunhill & jaguar
Nissan crowdsources vehicle
design via Facebook »
Automatic lane-keeping system
is available in Ford vehicles »
Auto Trader enables users to share
cars via Facebook Timeline »
Dunhill creates promotional video
for Jaguar C-X75 hybrid supercar »
chevrolet
bmw
body shop bids
urbee
Chevrolet donates funds to
battle breast cancer »
BMW builds floating showroom for
the London Olympic Games »
Car repairs estimated by photo
amd sent directly to drivers »
Urbee is the first ever car
made with 3D printing »
Trend Example. Click on
the example title or image
to view it in the Trend
Database, where you will
also find a PowerPoint
version available to
download.
www.trendwatching.com
automotive / CONTENTS
TRENDS: Click on the imageS TO JUMP TO THE CORRESPONDING TREND IN THIS REPORT
citysumers
9
GREENEST
Why consumers’ interest in being eco-friendly will
continue to create huge opportunities for brands
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
5
OWNER-LESS
the future consumption
arena is urban
Why access can be better than ownership
12
INFO SCARCITY
20
Data, data, everywhere,
yet somehow relevant
data is still so scarce
27
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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automotive / CONTENTS
6
TRENDS: Click on the imageS TO JUMP TO THE CORRESPONDING TREND IN THIS REPORT
p2p
31
Why consumers are
increasingly turning
to, and dealing directly
with, other consumers
EXCEPTIONALL
34
Brands and talent from emerging markets are ready to shine
made for china (if not bric)
why global automotive brands are increasingly
catering to emerging markets
36
CONVENIENCE
Why helping drivers save time is key
39
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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automotive / CONTENTS
7
TRENDS: Click on the imageS TO JUMP TO THE CORRESPONDING TREND IN THIS REPORT
PRICING PANDEMONIUM
42
brand butlers
45
why automotive brands
need to urgently hone
their butlering skills
game on
reward inc.
48
Why discounts and rewards
will forever appeal
51
Best of the rest
Automotive examples
55
Why drivers love discounts
It’s time for automotive
brands to come
out and play
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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8
AUTOMOTIVE
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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9
citysumers
The future consumption arena is urban
The hundreds of millions of experienced and
sophisticated urbanites who are ever more
demanding and more open-minded.
www.trendwatching.com
automotive / TRENDS
10
citsyumers
why is it happening?
what does it mean for you?
– Rich in networks and opportunities, cities are vast hyperproductive, hyper-consumptive centers. They are enormous
sources of wealth, talent and creativity.
– This doesn’t, however, signal the end of the automotive age.
Indeed, for hundreds of millions of newly emerging urban
consumers, buying a car is still as much a mark of success,
independence and joining the modern world.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
– Around the world, more consumers are moving to urban
environments. Urbanization is creating a new class of
consumer – CITYSUMERS – who are richer and more
experienced but also more demanding.
– Not only are CITYSUMERS surrounded by a vast panoply of
choice as to where and how to spend their money, but the
pace and ever-changing nature of city life means that they
prize flexibility and spontaneity. Indeed, while CITYSUMERS
are increasingly hyper-mobile, they are driving less miles than
ever before.
– This partly is because cities in both developed and emerging
economies are crowded, dirty, expensive and ultimately car
unfriendly.
– But also it’s due to the incompatibility of traditional car
ownership with modern urban life. As people migrate into
ever-denser metropolitan areas, the car-reliant suburban
lifestyle is becoming less and less of a reality for more and
more consumers.
See also:
OWNER-LESS
FEMALE FEVER
BOOMING BUSINESS
tribefacturing
urban pride
– What it does signal is that the automobile is no longer the
primary aspiration for many consumers. Manufacturers
therefore need to ensure that they produce cars that
consumers around the world (both old and new) want and
enjoy buying and using.
– Both for ecological and practical reasons, more consumers
are buying cars that are small, eco-fuel-efficient and
designed for city use. Rapid acceleration and a high top
speed are not as important as maneuverability, efficiency
and features such as parking sensors.
– Brands should consider expanding their services to include
additional elements, and ultimately aim to provide an
integrated transport solution. This could be via partnering to
provide dedicated parking spaces, or by offering ancillary
services to specific groups, such as women or baby boomers.
– Consumers want solutions that fit with their lifestyles. Car
manufacturers should see themselves as in the business of
providing access to transport, rather than simply selling cars
(see OWNER-LESS).
– A new league of global mega-cities is emerging. London
and New York have their iconic taxis - which leading (national)
brand is going to offer Shanghai or Sao Paulo their own
automotive icons?
11
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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automotive / TRENDS / citysumers
citysumers
SMART
Smart’s television commercial focuses
on US obsession with ‘big’
German car manufacturer Mercedes-Benz
took aim at America’s obsession with ‘big’
in a TV spot for its Smart brand. First aired
in September 2011, the commercial was the
television debut of the small scale city car. The
ad highlighted the space-saving, eco-friendly
properties of the urban vehicle by contrasting
it with examples of a culture that traditionally
favors ‘big’, with the tagline “unbig. uncar.”
citysumers
Mitsubishi and Hitachi
citysumers
HIRIKO
Electric, foldable vehicle unveiled
Hiriko is an electric car that ‘folds up’ vertically
to become less than two meters long, reducing
the amount of parking space it requires. The
two-seater vehicle, which was developed at the
Massachusetts Institute of Technology (MIT)
and built in Spain, was unveiled in January
2012. The designers built four battery-powered
motors into the wheels (which turn up to 90
degrees to aid parking) so that it does not
need a full-sized engine in front of the vehicle.
The launch price for the car is EUR 16,000.
Mitsubishi and Hitachi partner to
build Smart Community in Spain
In March 2011, Japan based multinational
Hitachi and conglomerate Mitsubishi
were jointly selected by The New Energy
and Industrial Technology Development
Organization (NEDO) to develop a Smart
Community System in the area surrounding
Malaga, in southern Spain. The new system
will provide the necessary infrastructure for
the introduction of electric vehicles (EV), their
charging stations, an EV center and the vehicles
themselves. The pair will also look at energy
conservation measures in public transport
and integrating everything safely with the
existing grid. The project began in July 2011.
citysumers
BMW
BMW set to launch electric series in 2013
BMW have announced that it will be bringing
its first electric series to market in 2013. The
Megacity Vehicle (MCV) will be released
under a sub-brand and positioned as a zero
emission car designed for city living. The car
will be made in-house with materials that are
ultra light yet high in strength. The driving
experience will be a key focus during the
product development and BMW hope that the
MCV will appeal to a growing Chinese market.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
www.trendwatching.com
12
GREENEST
Who is the greenest of them all?
Consumers’ interest in eco-friendly goods
and services will continue to create huge
opportunities for brands that deliver more
sustainable, iconic, fun, cheaper, better and
easier solutions.
www.trendwatching.com
automotive / TRENDS
GREENEST
why is it happening?
– While cars today are immeasurably cleaner and
more efficient than they used to be, the industry is
still responsible for a significant proportion of global
carbon emissions.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
13
– The opportunities available to manufacturers that can
produce a reliable, cheap and clean vehicle are
both well-documented and mind-boggling. Suffice to
say, we can’t wait to see someone get filthy rich out
of figuring out how to transport billions of people in a
clean, sustainable way.
– But attempts to sum up the prospects for electric/
hydrogen/ hybrid vehicles are beyond us here, so let’s
stick to looking at the needs, desires and demands of
today’s eco-consumer.
– Among the GENERATION G, many expect, and even
demand, brands and products to be responsible,
ethical and sustainable.
– This is all part of the diversification of the STATUSPHERE
we’re seeing taking place in mature consumer
societies, where for more and more consumers, status
isn’t just about having the biggest, fastest or most
expensive, but can be derived from one’s generosity,
skills or knowledge, social connections, or even one’s
eco-awareness and sustainable living practices.
– Celebrities and electric vehicles are a great example
of this. Prius-driving celebrities are making a statement,
that while yes, they can afford a shiny sports car,
instead they choose to drive an electric car. In doing
so, they display their eco-credentials, their intelligence
and their empathy - things of course that can’t just be
bought, and therefore have social value.
– However, we can’t point out often enough that many
consumers don’t really care that much about the
environment. Either because they don’t have the luxury
of fretting over carbon emissions while trying to just
make ends meet, or because they are too addicted
to living large, from SUVs to McMansions to jet-setting
around the globe.
– Nonetheless, all but the most cynical consumers are
aware of the need to go green. Indeed, for many
consumers, their personal lack of action only increases
the desire they have for brands and manufacturers to
clean up their acts – because while individuals might
not feel they can go green themselves (too expensive,
not enough reward, too much hassle), they sure as hell
expect big corporations to lead the way. Hypocritical?
Yes. Understandable? Absolutely.
See also:
GENERATION G
STATUSPHERE
The majority of consumers in the
world’s four largest automotive
markets either identify themselves as
potential first movers, or at least
willing to consider purchasing an
electric vehicle (U.S. 54%, China 93%,
Europe 69% and Japan 48%)
DELOITTE, APRIL 2011
14
www.trendwatching.com
automotive / TRENDS
greEnest
what does it mean for you?
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
You don’t need us to tell you of the ECO
opportunities out there. So let’s highlight a couple of
key trends that should be on every GREENEST auto
manufacturer’s radar:
– With consumers keen on governments setting
ECO-EASY standards, auto manufacturers should
stay mindful of, and even exceed the minimum
requirements (for emissions, size, etc.). Leading
brands are expected to do just that: lead the quest
for environmental sustainability rather than be led.
– For most mainstream consumers, the ecocredentials of vehicles only become truly interesting
when tied to more immediate and obvious benefits
such as better quality, iconic design or, most
attractively - lower prices (cheaper running costs
or reduced taxes). Only when absolutely ECOSUPERIOR, will green models or solutions be viable
alternatives to traditional gas-guzzlers for many
consumers.
– For many eco-conscious consumers, traveling by
car will remain a necessary convenience. So why
not help make it easier to justify by making vehicles
ECO-CYCLED or ECO-EMBEDDED?
– As we mentioned in the CITYSUMERS section, urban
consumers prefer smaller cars for practical reasons
and many also have a GREENEST mindset. So why
not create ECO-URBAN vehicles that are tailored to
meet their needs?
– Why not provide tips to buyers? Giving advice on
how you drive can be effective in limiting emissions
- its not just about abstinence or refraining from
driving. In knowledge-driven societies, people want,
well, knowledge! (see EVER EDUCATING)
– Check out the following examples of some slightly
different ways of helping consumers tell interesting
STATUS STORIES.
See also:
eco-easy
eco-superior
eco-cycle
eco-embedded
citysumers
eco-urban
ever educating
status stories
“For many eco-conscious
consumers, travelling
by car will remain a
necessary convenience.”
15
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
www.trendwatching.com
automotive / TRENDS / greenest
more than half of US,
European or Chinese
consumers are not
willing to pay any price
premium for an electric
vehicle compared
to a regular car.
deloitte, april 2011
eco-embedded
chevrolet spark
General Motors announces
launch of all-electric car
In October 2011, US automotive manufacturer
General Motors confirmed the launch of its
all-electric car, the Chevrolet Spark. While
Chevrolet already has a hybrid vehicle available
to buy, the Volt has a battery that provides
an electric-only range of up to 50 miles, after
which a 1.4-liter gas engine provides power. 2013 will see GM offer a pure electric vehicle,
when the Spark minicar will be available
in selected markets across the world.
eco-iconic
delorean
eco-URBAN
audi
An all-electric version of an iconic car
Futuristic concept car for city driving
In October 2011, the Texas based car
manufacturer DeLorean Motor Company
announced the production of an all-electric
version of its iconic car, the DeLorean. The
DeLorean DMC-12 EV is being developed
in partnership with electrical vehicle
specialists Epic EV, with plans for it to be
available to buy in the US by 2013. The
prototype of the car runs on lithium batteries,
covering over 100 miles (city driving) per
charge. It has a top speed of 125 mph and
goes from 0 to 60 mph in 4.9 seconds.
German automobile manufacturer Audi
unveiled the Urban Concept electric-powered,
two-seater car in September 2011, available
in Sportback and Spyder models. The concept
vehicles are designed for city driving and
weigh just 480 kilograms. They can be
charged wirelessly, by positioning the car over
a purpose-built ‘charging plate’. With a top
speed of 100 kilometers per hour and a range
of 72 kilometers, the Urban Concept is well
suited for short, stop-and-start journeys and
can be recharged in around 20 minutes.
16
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
www.trendwatching.com
automotive / TRENDS / greenest
eco-embedded
bmw & peugeot
eco-URBAN
lotus
Joint venture to co-develop hybrid technology
Lotus plans city car for roll out by 2014
In June 2011, British car manufacturer Lotus
announced that it was building its city car
concept with a plan to launch it by 2014
under the name ‘Ethos’. In the first year,
between 1,500 and 1,800 Ethos models
will be built, priced at around 40,000 USD,
and sold as part of Lotus’ automotive label
Proton. The car will either be a battery
electric vehicle or a hybrid model.
eco-embedded
ford & sunpower
A collaboration to create a
EV charging solution
In August 2011, American automobile
manufacturer Ford announced that it was to
partner with US based solar panel company
SunPower to create the ‘Drive Green For
Life’ scheme. The project will see consumers
offered the option to have their Ford electric
vehicle fitted with SunPower’s rooftop solar
panels at a cost of about 10,000 USD (after
federal tax rebate), which can be used to
charge their car, providing fuel for around
12,000 miles (19,000 km). Customers will
also be able to monitor solar panel output via
an iPhone app or web-based application.
Germany based car manufacturer BMW and
France based Peugeot are entering into a 50:50
joint venture in Q2 2011 to co-develop, increase
and improve hybrid technology production with
a view to equipping vehicles with the technology
from 2014. Named MW Peugeot Citroën
Electrification, the venture aims to design and
manufacture a variety of hybrid components
and in doing so share knowledge, experience
and increase economies of scale to reduce
future costs. Rather than invest great sums
of money in the venture, both companies will
draw on existing staff and hire new employees.
eco-embedded
ecovative design
Fungus-based foam championed by Ford
US based startup Ecovative Design developed
a fungus-based solid foam which binds
agricultural by-products together using
mycelium. The foam material (called Ecocradle
and/or Greensulate) is fireproof, waterproof,
decomposable, biodegradable and made
from renewable materials, unlike Styrofoam
and polystyrene which are petroleum-based
plastics. During 2011, US based automotive
company Ford will collaborate with Ecovative
to refine the foam with a view to replacing
the environmentally harmful products used
in their car bumpers, doors and dashboards.
17
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
www.trendwatching.com
automotive / TRENDS / gReenest
eco-cycle
green garage
eco-embedded
boulder electric vehicle
Green garages gain popularity in the US
Electric truck is aimed at commercial usage
January 2012 saw the first sale of the DV500; an commercial electric truck designed
and manufactured by US based automotive
company Boulder Electric Vehicles. The 2-ton
vehicle is operational for up to 120 miles
with a single charge and is powered by a 80
kilowatt/hour battery. A maximum speed
of 70mph is possible with the DV-500, and
the truck retails for around USD 70,000.
eco-embedded
general motors
General Motors turns oil into parts for the Chevy Volt
US based auto manufacturer General Motors devised a way
to turn oil soaked plastic boom material (left over from
the BP Gulf Disaster cleaning process) into resin that that
can be used for parts in the Chevy Volt car. Working with
a host of other companies such as Heritage Environmental
and Mobile Fluid Recovery, oil is eliminated with a highspeed drum and the end product is a set of parts (25% boom
material, 25 % recycled tires) used to deflect air around the
Volt’s radiator. GM claimed that they used the booms till
the recovery process was completed in February 2011. It was
estimated that over 100 miles of boom from the Alabama
and Louisiana coasts were converted into 100,000 pounds
of plastic resin for Volt components by the project’s end.
Colorado based Green Garage and Green Drop
Garage in Portland are two of many eco-friendly
auto shops that have launched across the US in 2011.
Most offer what is termed an eco-centric tune-up,
namely the addition of energy-efficient spark plugs,
biodegradable oil and engine additives, recycled
windshield wipers and conversion of diesel engines
to run on vegetable oil. Green Garage in particular
is experiencing good growth and demand for the
service packages it offers; priced between USD
70 for a ecological oil change to USD 300 for a
comprehensive look-over; sales at the Boulder branch
has grown 400% since 2010 and revenue at Denver
location has doubled every month since opening.
18
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
www.trendwatching.com
automotive / TRENDS / GREENEST
eco-iconic
renault
A marketplace for experiences and activities
eco-URBAN
volkswagen
Single-seater concept car
In August 2011, German automotive brand
Volkswagen unveiled its single-seater Nils
concept electric car, a vehicle designed for
single urban commuters. The Nils is made with
a lightweight aluminum frame, is fitted with
a 25kW electric motor mounted over the real
wheels, and has an engine which weighs 19kg.
The lithium-ion battery has a driving range
of 40 miles, and takes two hours to charge.
eco-URBAN
lightning car company
Electric sportscar charges
in under ten minutes
Due for launch during Q4 2012, the Lightning
GT (from UK based automotive brand, the
Lightning Car Company) is an electric sportscar,
powered by a lithium-ion battery. The vehicle
has a driving range of more than 150 miles,
with a battery charging time of ten minutes.
The Lightning GT is made from lightweight
aluminium and can attain a speed of 60mph in
five seconds, with a top speed of 125mph. The
car is slated to cost around USD 280,000.
In June 2011, French car manufacturer Renault
embarked on plans to build several large
solar panel installations on the roofs of five
automobile manufacturing plants and two staff
parking lots in France. The project will use
450,000 square meters of photovoltaic solar
panels wihich will be capable of producing
in excess of 60 megawatts of electricity per
annum once finished. This will reduce the
company’s annual carbon dioxide emissions
by 30,000 tonnes once completed in February
2012. The project is part of Renault’s efforts
to reduce its carbon footprint by 10% before
2013, and by a further 10% before 2016.
ever educating
coda
Experience Center educates
consumers about EVs
September 2011 saw US based electric
vehicle (EV) manufacturer Coda open an EV
Experience Center in the Westfield Mall in
Los Angeles. The space featured an interactive
educational area, an electric charging station
and one of the brand’s pre-production cars.
Visitors could also sign up to test drive a vehicle;
Coda’s five-seater car will be priced at USD
44,000 when released and will charge in six
hours for a maximum distance of 150 miles.
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automotive / TRENDS / greenest
eco-iconic
abb
Extensive EV charging network to be
rolled out across three continents
eco-iconic
dartz kombat
Bulletproof electric sportscar
Debuting in April 2012, the Jo-Mojo is
a bulletproof electric car designed and
manufactured by Estonian automobile brand
Dartz Kombat. Designed in collaboration
with Swedish design company Gray Design,
the zero-emissions sports vehicle will
feature color-changing paint, a solar roof
and customizable seating along with an
armored exterior with bulletproof wheels.
The Jo-Mojo will have a 100 horsepower
motor, reaching 60mph in 9.5 seconds.
eco-iconic
new holland agriculture
Zero emissions tractor
In November 2011, agricultural vehicles
brand New Holland Agriculture (part of
Italian automotive group Fiat) unveiled the
NH2 tractor. The zero-emissions farm vehicle
operates using hydrogen fuel cells, while
producing double the power of a traditional
tractor of the same size - around 100kW. No
diesel fumes are emitted, only heat and water
vapor. The tractor can be used for up to three
hours at a time, and will be operational at
La Bellotta farm in Italy from Q3 2012.
In February 2012, Swiss industrial equipment
group ABB announced that it would partner
with governments and companies across
Europe, Asia and the US to install a network
of electric vehicle charging stations. The
company is developing a rapid charging
system and improving EV technology and
networks with German energy supplier RWE.
eco-superioR
luminexence
EV charger features an LED
streetlamp and covered bench
Available since November 2011, the Lotus
charger from Italian product design brand
LumineXence is a solar-powered electric
vehicle charger which also functions as an
LED streetlamp and bench. Via a 2.8 KW
photovoltaic surface (which absorbs solar
energy) and waterproof electrical outlet,
consumers can charge an electric vehicle, while
a variety of paint options on offer ensure that
the charger fits in with its surroundings. The
covered bench and streetlight features mean that
the charger would be especially useful in urban
environments where space is at a premium.
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INFO SCARCITY
Data, data, everywhere, yet somehow relevant data is still so scarce
Despite an abundance of information out there, useful,
timely and accessible data is still rare. Expect to see
consumers embrace tools that check, track or alert
them to personalized information, present information
in an easy-to-understand format, and even offer
relevant specific data to help them make decisions.
www.trendwatching.com
automotive / TRENDS
21
INFO SCARCITY
why is it happening?
what does it mean for you?
– Humans are curious. They constantly strive to better understand
the world around them. After all, knowledge is power and naturally
all humans want to have some level of control by having the right
information at the right time.
– The one thing consumers love more than data, is clear, easily
accessible, relevant and useful data. For car manufacturers, the
design, management and presentation of personal, vehicle and
location data will become as important in defining the customer’s
perception of the brand as the exterior shape or build quality.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
– This is particularly true for cars. While previously only digital devices
were able to give consumers data, new technologies dictate that
cars and other static, physical objects will be increasingly connected
as the financial and practical cost of collecting data decreases.
– Consumers are embracing this vast volume of data, and are
increasingly comfortable with diving into their own personal data
to seek new insights and better understand their behavior. Indeed,
in a world of TRANSPARENCY TRIUMPH, consumers have come to
expect to be able to access data freely and easily.
– Traditionally, in-car data was stored where it was collected, and
so was isolated in the onboard computer. Now, this data can be
uploaded, enabling consumers to engage with data in new ways,
such as benchmarking themselves against others, assessing safety
levels or recording and analyzing their vehicle’s performance.
See also:
TRANSpaRENCY TRIUMPH
brand butlers
infolust
alerting
data divinity
mapmania
visualove
– So how can you be a data BRAND BUTLER? Consumers will eternally
be grateful to those brands that help them not just tap into their
data, but to turn it something meaningful. Bonus points for brands
who make data fun, social or even encourage beneficial behavior.
How about not only telling consumers how many miles to the nearest
gas station, but also give them tips to increase their fuel efficiency,
while ranking them against their peers?
– Take a look at INFO SCARCITY’s sub-trends for some ideas :
•
INFOLUST: Why consumers are lapping up the many tools and
applications to check and track data on-the-go.
•
ALERTING: Why consumers will love brands that give them relevant
timely information.
•
DATA DIVINITY: How brands are using consumers’ personal data
to help consumers make decisions.
•
MAPMANIA: Why map-based tools will always be popular with car
drivers.
•
VISUALOVE: Why consumers are embracing visualization tools that
present data instantly and in new, appealing ways.
– And of course consumers don’t always need access to data, just as
long as they benefit from its collection/application. Cars with selfregulating parts are no longer science fiction, for example vehicles
can now monitor and report on their condition, thereby reducing the
chances of unexpected part failure.
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automotive / TRENDS / INFO scarcity
For cars where seamless
integration of personal
technologies is available,
83% of consumers
want their navigation
system to deliver realtime traffic updates.
Harman, November 2011
infolust
bmw
Assist telematics system offers
automatic post-collision assistance
Launched in June 2011, German automaker
BMW’s Assist telematics system automatically
calls the emergency services after a collision,
notifying the call center and local hospital
of the probable severity of passenger and
driver injuries. The company’s enhanced
automatic collision notification can instantly
read car crash sensor data and then estimate
what specific emergency service might be
needed, whether that’s police assistance, an
ambulance or a help via an helicopter.
infolust
ibM research & ekz
infolust
virtual vehicle company
App for drivers of electric vehicles
App enables drivers to work out whether they
should purchase an electric or hybrid vehicle
US technology company IBM announced in October 2011
that it was developing an app that allows owners of electric
cars to monitor costs and efficiency. Partnering with Swiss
electricity provider EKZ, IBM Research hopes to deliver realtime information that will prevent peak time overloads on the
power grid, and help users monitor battery levels and local
energy costs. The app will work on most smartphones, tablets
and web browsers, to link up with the IBM cloud, which
connects to the power grid and the car to deliver information..
In public beta in July 2011, the Virtual Test
Drive from US based Virtual Vehicle Company
is a smartphone app that helps drivers work
out whether an electric or hybrid car would
fit their lifestyle. Each time the user drives
their regular vehicle, the app runs in the
background of their smartphone and logs data
about their driving habits. After 24 hours of
using the app, drivers can log in to the Virtual
Test Drive website and view information
on cost savings they could make using an
electric car such as a Chevy Volt or Nissan
Leaf to drive the routes they have taken.
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automotive / TRENDS / info scarcity
infolust
ford
infolust
GREENCHARGE
Ford Focus Electric can be
controlled via an app
US based automotive giant Ford pooled
resources with telecoms behemoth AT&T
during March 2011 in order to connect the
Focus Electric vehicle to a wireless network
that allows drivers to control its settings
via an app, wherever they may be. AT&T
subscribers purchasing Ford’s first electric
offering will gain access to the MyFord Mobile
app available for iPhone, Blackberry and
Android smartphones; thereby allowing the
vehicle to transmit information to and from its
owner. Users will thus be able to monitor and
control things like the battery charge against
the estimated mileage of their journey, preheat the engine so that it’s ready for use when
required and plan a multiple stop journey.
App syncs with electric vehicles
to track & share savings
infolust
google automated cAR
Google tests self-driving car
As of June 2011, the self-driven car designed and
programmed by Google has covered 140,000
miles including commutes on public roads.
The automated car uses roof-mounted video
cameras, radar sensors and laser range finders to
detect other traffic. Routes are pre-programmed
and mapped by an actual car beforehand and a
trained driver is present in case of malfunction.
Launched in California during January 2012, GreenCharge
is a mobile app designed to help electric vehicle owners
track and share their driving patterns, fuel savings
and environmental contribution. Priced at USD 9.99,
the customizable app syncs seamlessly with the user’s
Nissan Leaf or Chevy Volt vehicle to display up-to-date
information. Available in both English and German,
GreenCharge connects driving data with local energy
pricing to provide personalized information about the cost
of operating an electric car, and users can keep a personal
logbook to monitor those expenses, as well as their driving
habits and carbon offset. A vehicle’s remaining battery
charge can be seen at a glance, without even opening the
app, and data on charging history, carbon savings and more
can be shared with friends via Facebook, Twitter or email.
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automotive / TRENDS / info scarcity
MAPMANIA
TOURING CLUB SCHWEIZ
Motoring app shows traffic and
parking information in real-time
Available from October 2011, an app from
Swiss motoring organization, the Touring
Club Schweiz (TCS), enables drivers to
access information in real-time on traffic,
including up-to-date news on roadworks,
traffic jams, and weather conditions around
mountain passes and tunnels. The free app
(for iOS and Android devices) also shows
information on available parking in Swiss
towns and cities, as well as a direct dial
to TCS’ helplines for roadside assistance,
travel assistance and traffic information.
MAPMANIA
PARKOPEDIA
MAPMANIA
STREETLINE
App offers comprehensive
parking information
App locates nearest parking spot
Launched in April 2010, Parkopedia is an
online platform and free app that helps users
find the cheapest and most practical parking
available wherever they are in the world - in
April 2011 there were over 15 million spaces
available. To use the service, users search
for the destination where they want to park
and Parkopedia then shows spaces available
on an interactive map which also displays
relevant information, street-view and reviews.
The service lists each space with address,
operating hours, distance and price.
In May 2011, San Francisco based Streetline
released a free app for the iPhone and Android
smartphones called Parker. By using sensors
installed at each parking spot in a city, the
app can tell users where the nearest parking
spot is located, how many there are and
where to find their car upon leaving. Users
can pay directly via the app in 84 US cities
as of May 2011, set parking expiry time
reminders and set parking filters should
the user wish to avoid certain spots, such
as those that requiring a parallel park.
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automotive / TRENDS / info scarcity
alerting
parkbud
App offers comprehensive parking assistance
Launched in May 2011, German based
mobile app Parkbud offers a suite of functions
designed to take the stress out of the parking
experience. Parkbud is “a high-end, immersive
car locator and parking app that turns the stress
of remembering where and when you parked
into a worry-free, pleasant experience,” in the
company’s own words. Toward that end, it
offers not only help finding a parking space to
begin with, but also a way to store and then
get directions back to where the car is located.
Parkbud’s meter alarm feature, meanwhile,
displays how much time is left before the meter
expires, including a reminder alarm to prevent
such details from being overlooked. Then there’s
the camera tool with photo editor, which lets
users take photos of their location and parking
fees, and an interactive journal for notes of any
kind. Along the way, high-end sound, graphics
and animations all contribute to the software’s
rich interface. Available various iOS devices,
Parkbud is sold on iTunes for USD 1.99.
alerting
cleMson university
alerting
Anti Sleep Pilot
App designed to reduce fatiguerelated car accidents
In February 2011, ASP Technology ApS
launched the Anti Sleep Pilot app; a tool to help
prevent fatigue-related driving accidents, which
make up 25% of fatal and 40% of single-vehicle
traffic accidents. The app costs USD 19.99 and
uses the cellphone’s GPS and accelerometer
to judge the driver’s reflexivity, alerting the
driver when a rest-break is advisable.
In-vehicle technology helps drivers
make better decisions
An in-vehicle system developed in May 2011 at
Clemson University in the US aims to tap open
source technologies that gather key information
about traffic and road conditions to help drivers
make better decisions. Clemson’s Integrated
Intelligent Transportation Platform (IITP)
allows enabled cars to automatically report
crashes. It also gathers data about road usage
and help drivers to avoid congested areas and
plan their route accordingly. Additionally, IITP
can warn drivers of electric vehicles when their
car doesn’t have enough charge for a particular
trip, and suggest how they can conserve energy.
alerting
signal guru
Researchers develop fuel
saving smartphone app
In July 2011, a US based team of researchers
from the Massachusetts Institute of Technology
(MIT) and Princeton won an award at the
Association for Computing Machinery’s
MobiSys conference for their fuel saving
smartphone app, Signal Guru. Once a user
has mounted their smartphone to a bracket so
that its camera points ahead, the application
uses crowd-sourced information about traffic
lights to build a picture of the local traffic
flow and advise the driver to slow down
or speed up to a speed that will help them
avoid idling at red lights. In tests the system
has saved on fuel consumption by 20%.
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automotive / TRENDS / info scarcity
data divinity
tomtom
visualove
mercedes-benz
Mercedes-Benz debuts
prototype AR windshield
In January 2012, Mercedes-Benz showed off
its prototype of an augmented reality-enabled
windshield at the Consumer Electronics
Show in Las Vegas. The German automaker
is developing a windshield that displays icons
of nearby restaurants or landmarks which the
driver can gesture at or point toward to view
more information. The brand also launched an
update to the voice and touchscreen controlled
Mbrace system (which is now cloud-based) that
connects drivers to the internet. Via customized
apps, customers can undertake route planning
and organize roadside assistance call-outs.
visualove
pioneer
In-vehicle navigation system uses AR
At the Consumer Electronics Show during January
2012 in Las Vegas, Japanese electronics brand
Pioneer demonstrated its AR Heads Up Display.
Using Augmented Reality, the in-car navigation
system can show directions, details of upcoming
road hazards and tourist sites, all of which are
overlaid on the clear plastic screen which is
positioned in place of a vehicle’s sun visor. Images
are projected onto the 19-inch screen without
obscuring the driver’s view of the road, and the
system can connect to a smartphone via Bluetooth.
TomTom partners with TripAdvisor to
create reviews app in navigation system
In October 2011, Dutch automotive navigation
system TomTom unveiled a TripAdvisor
app as part of its Go Live 1535 GPS device.
International website TripAdvisor has over 50
million reviews of hotels, tourist attractions
and restaurants which are available to users of
TomTom, in addition to GPS-based live traffic
information. To access reviews, drivers can
select the TripAdvisor app from the device’s
services menu and then choose to search
for hotels or restaurants near their current
location or their destination. They can also
obtain navigation information about their
chosen place, and see where it is on a map.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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27
owner-less
Why access can be better than ownership
OWNER-LESS access offers the ability to try
multiple products, freedom from maintenance,
lower upfront costs – yet still delivers the same
ultimate experience at the moment of use.
28
www.trendwatching.com
automotive / TRENDS
owner-less
why is it happening?
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
– While cars today are immeasurably cleaner and
more efficient than they used to be, the industry is
still responsible for a significant proportion of global
carbon emissions.
– The traditional car ownership involves a certain level
of responsibility, cost and commitment. Increasing
numbers of consumers want none of these things,
instead prioritizing flexibility and convenience
(especially CITYSUMERS).
– Owning bulky, irregularly used items in areas where
space is at a premium is expensive and inconvenient,
so consumers increasingly prefer to rent rather than
buy. Short-term leasing business models offer the
possibility of access to vehicles without any of the
costs and hassles of ownership.
– The shift away from suburban sprawl towards highdensity metropolitan living is making it increasingly
practical for consumers to enjoy access to cars
without having to physically own them, as the
available pool of consumers that can reasonably and
regularly access each vehicle is maximized.
– The ability to monitor and track usage (see INFOLUST),
along with instant, mobile, self-service access makes
short-term leasing a viable option for both businesses
and users.
– Execution is everything for OWNER-LESS brands.
Unburdened by significant upfront investment,
consumers can quickly and easily walk away. Brands
must adopt an open and collaborative mindset that
is alien to the ‘produce-market-sell-ignore’ model of
traditional B2C companies.
– Sharing and renting is currently poised to really tip
into mainstream consumer consciousness. Some key
developments:
– More and more big brands such as Daimler and
Peugeot are getting in on the action. Car sharing,
one of the great successes of the OWNER-LESS trend,
is evolving to include programs that offer consumers
short-term access to vehicles (and not just cars!).
– Local authorities are finding that shared solutions allow
them to expand their services at a lower cost and
in a more sustainable manner. Seeing the success
of public bike programs from Minnesota to Mexico
City, some forward-thinking authorities are exploring
car-sharing schemes themselves, or partnering with
existing brands to grant public employees shared
access to vehicles.
See also:
citysumers
infolust
“Sharing is currently
poised to really
tip into mainstream
consumer
consciousness.”
www.trendwatching.com
automotive / TRENDS
29
owner-less
owner-less
peugeot
what does it mean for you?
Mu by Peugeot car sharing
service launches in the UK
– The clear avenues of opportunities are twofold:
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
– Firstly, both new and existing brands can create a pool of vehicles and enable
consumers to benefit from their OWNER-LESS use. However, with so many
car sharing schemes currently available, it becomes ever more important for
successful brands to find a unique angle (GREENEST?).
– Secondly, allow consumers to share what they already own (see P2P), creating
a pool of resources that can be owned and sustained collectively, while they
are used individually. Indeed, a second wave of car-sharing brands anticipate
that soon consumers will rent cars directly from other individual consumers,
rather than brands. This is no longer so far-fetched. Consumers are growing
accusomted to the concept of sharing and renting as they see so many highly
visible shared public transportation initiatives.
Mu by Peugeot is a car rental service from the
French car manufacturer that launched in the
UK during July 2011 following a successful
pilot scheme in 2010. The service has been
operational in Paris, Berlin, Milan and Madrid
since 2010 and offers consumers a range of
vehicles to rent including vans, sports cars
and even bicycles. To rent a Peugeot 308 costs
GBP 40 a day, while a bicycle is GBP 10. The
service can be accessed at UK dealerships in
London, Bristol, Manchester and Glasgow.
See also:
owner-less
greenest
p2p
owner-less
ford & zipcar
Ford and Zipcar launch dedicated
university service
In Q4 2011, American automotive manufacturer
Ford and US car-sharing network Zipcar
partnered on a promotional initiative involving
250 US universities. The scheme added 1,000
Ford vehicles to Zipcar’s university network in
2011-12, while reducing the USD 35 annual
membership fee by USD 10. The initiative
focused on Ford’s Focus and Escape models,
both of which feature smartphone connectivity
and various in-vehicle music options.
owner-less
autolib
Paris develops electric car-sharing plan
December 2011, saw the launch of Autolib,
one of the first electric car-sharing programs.
The scheme involves battery recharging station
‘rental stands’ and 3,000 electric cars, which
members of the public can pick up and drop
off throughout the city of Paris. Autolib will
build on the success of the Vélib bike-sharing
scheme, and reduce both carbon emissions and
the level of traffic congestion in Paris - which
is the first capital city to adopt such a project.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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automotive / TRENDS / owner-less
30
more than half of AMERICAN,
European or Chinese
consumers are not willing
to pay any price premium
for an electric vehicle
compared to a regular car.
deloitte, april 2011
owner-less
daimler
owner-less
Mo
Daimler’s car2go offers electric
vehicles for rental in Amsterdam
November 2011 saw automotive brand Daimler
roll out a car sharing scheme in Amsterdam,
using only all-electric vehicles. The brand offers
similar services in other cities, but this is the
first one with electric cars. Named car2go, the
programme offers drivers two-seater Smart
cars, at a cost of EUR 0.29 per minute. Car2go
subscribers can find where there’s a car available
near them, using a dedicated site or smartphone
app, and can then unlock the vehicle with
their magnetic membership card. Once they’ve
completed their journey, drivers simply leave
the vehicle at their destination - there’s no
need to return the car to the pick-up point.
Car-sharing scheme rewards journeys by bike
owner-less
sncf & peugeot
SNCF launches scooter hire
scheme with Peugeot
France based railway company SNCF launched
a scooter hire scheme with French automotive
manufacturer Peugeot in September 2011.
Commuters to the Paris Montparnasse station
can rent an electric scooter (EUR 18 for half
a day, EUR 25 for a full day, and EUR 21 for
every additional day) from one of several outlets
and use it to complete their journey home or
to the office. The eco-friendly service is aimed
at business or leisure passengers of SNCF’s
trains who aren’t carrying much luggage and
want to travel door-to-door cost effectively.
A joint venture from LUNAR Europe, environmental organization
Green City e.V. and the University of Wuppertal, Munich based
Mo is a mobility system that offers car-sharing and e-bike rental,
with rewards each time consumers travel by bicycle. Launched
in October 2011, participants register with the service to access
a membership card which can be used for public transport and
for renting Mo vehicles. A tag attached to members’ bicycles
keeps track of the distance they cycle, with credit awarded for
each mile ridden – and lower rental charges for e-bikes and
cars dependent on their credit. A dedicated mobile app is also
available, enabling users to check their account balance, book
vehicles, and view schedules and maps for public transport.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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31
P2P
Why consumers prefer cutting out the middleman and exchanging and selling directly
to each other instead
Whether driven by the desire for authenticity,
longing for community, finances, preference
for access, unease over mass consumerism or
growing trust in online connections, more and more
consumers are turning to each other to directly sell
and exchange products and services.
www.trendwatching.com
automotive / TRENDS
32
p2p
p2p
olivetrips
why is it happening?
– Humans are social. They want to build authentic relationships, to share and
connect with others. As they do this, they grow mindful of their reputation and
become incentivized to invest in the personal social currency by perpetuating
the cycle of sharing.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
– New technologies such as trusted and transparent platforms are making
individual-to-individual transactions easier and cheaper than ever, allowing
for traditional distinctions between producer and consumer to be increasingly
blurred (see JOYNING).
– Consumers are mindful of the environmental pollution driving causes. And
CITYSUMERS in particular, recognize that an additional car on the road means
more traffic, hassle and delays. These factors motivate many to carpool rather
than drive.
what does it mean for you?
– P2P doesn’t mean the end for automotive brands! You still have a place, even in
P2P communities. All communities need rules and management. Why not help
faciltate smooth, reliable P2P transactions by developing a trusted platoform?
– You can also find additional revenue sreams by enabling P2P automotive
entrepreneurs and SELLSUMERS.
See also:
Joyning
citysumers
SELLSUMERS
Indian carpooling service
delivers eco savings reports
Launched in June 2011, India based OliveTrips
is a service that connects commuters for
shared trips and also delivers summaries of
resulting savings. Users register for free on the
site with an email address and mobile phone
number, and can then add details of their car,
bike or other vehicle, including information
on seating capacity, fuel type and mileage.
Then OliveTrips can be used to search for
trips that match the user’s requirements.
When commuters express interest, the site
sends an email and SMS to enable direct
communication. OliveTrips periodically sends
users a customized EcoReport depicting the
environmental benefits, financial savings, and
fuel savings they’ve made from using the service.
p2p
duckseat
Website helps users organize rideshares
Launched in Denmark in June 2011, Duckseat
is a car pooling website enabling people to
organize rideshares to and from events for free.
Users begin by creating a carpooling group
for any event, then people can offer or search
for a ride. Users can share the event via social
networks to increase the likelihood of a match
and the site is accessible worldwide. A premium
service for businesses provides an automated
solution in which Duckseat is automatically
updated about new meetings directly from the
company’s existing calendar system and notifies
the participants through the company’s email.
This service costs USD 5 per user, per year.
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automotive / TRENDS / p2p
p2p
traffic talk
p2p
gocarshare
Traffic Talk lets drivers spread the
word about road congestion
App targets summer music festivals
Launched in August 2011, UK based
goCarShare is a free iPhone app that aims to
help music festival-goers link up and share
transportation. The app maps the user’s current
location via smartphone GPS and provides
a list of other users at the same festival who
might want to share a ride. In the UK, at least
one festival has introduced a GBP 2.50 tax on
drivers arriving with unoccupied seats in their
car, and some festivals have linked goCarShare’s
app with their own mobile apps or offered
festival-goers VIP upgrades for sharing a ride.
p2p
zebigo
Car sharing service matches
drivers and passengers
Launched in May 2011, US based Zebigo is
an online car sharing service that matches
passengers and drivers that are travelling in
the same direction. Operational in the US
only, riders must pay a mileage-based fee to
drivers (ranging from USD 0.11 - 0.49 per mile
depending on trip length), and a match fee to
Zebigo of USD 0.49, with transactions taking
place through US e-commerce platform Paypal.
Zebigo also offers rideshare security options
such as background checks, same-sex drivers
and keeping personal information private.
Launched in January 2011, US based Traffic
Talk is an app that connects drivers in the
20 most congested US cities in a live, audioconference-style setting. The free app lets
users who are on the same roads share
details about traffic conditions and help each
other avoid or escape traffic jams. Group
conversations are focused on particular
roadways, allowing people to get the details
they need to make informed decisions.
p2p
avego
go520 is real-time ride-sharing app
with rewards for participants
Launched in January 2011 by US based
transportation technology firm Avego, the
go520 program is an experimental way to reduce
congestion on Seattle’s busy SR 520 highway.
Through the state-funded pilot, 250 drivers
can now offer the empty seats in their vehicles
to 750 riders along the highway in real-time, as
they travel. Passengers and drivers are matched
up through an easy-to-use system using drivers’
iPhones - equipped with the free Avego ridesharing app - and passenger’s mobile devices.
Once a match is made, Avego manages the journey
from pick-up to drop-off, providing real-time
status updates, automated security features,
and electronic micro-payments that allow riders
and drivers to share the cost of the journey.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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34
exceptionall
Exceptional B2C innovations will increasingly come from all corners of the globe
Brands and talent from emerging markets
are ready to shine.
35
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automotive / TRENDS / exceptionall
exceptionall
CHERY AUTOMOBILES
exceptionall
byd
Chery Automobiles launches
QQ model in Brazil
BYD looks to expand rapidly
into the electric car sector
Chinese BYD is the world’s largest supplier
of rechargeable batteries. Domestically,
the organization has branched out into
the electric vehicle sector, and US and
European expansion is rumored since
Warren Buffet became a equity partner.
exceptionall
keenwash
A water-free car cleaning system
Keenwash is a Jordan based water-less car
washing service that uses a non-toxic, 95%
biodegradable spray-on liquid. The blend of
surfactants and polymers known as Keenwash
Waterless softens and emulsifies surface grime
so it can be easily removed with a cloth. In
comparison to a standard car wash, which
can use up to 50 gallons of water, Keenwash
can service a car to the same standard with 15
ounces of liquid product and at a cost of USD 7.
In April 2011, Chinese car manufacturers Chery
Automobile launched the Chery QQ city car
in Brazil. It was the fourth car to be launched
in Brazil by Chery after the Tiggo, A1 and A3
models. The Chery QQ achieved unparalleled
success after selling out entirely on the day of
launch, with managers forecasting monthly
sales figures in excess of 1,000 units.
exceptionall
baic
BAIC aims to sell two million units in 2011
The Beijing Automotive Industry Holding Co.
Ltd (BAIC) was founded in China around
joint ventures with Western manufacturers
Jeep and Daimler-Benz. BAIC unveiled several
own-brand vehicles in 2010 and forecasted
doubling overall sales to two million by 2011
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made for china
(if not bric)
why global automotive brands are increasingly catering to emerging markets
Increasing numbers of ‘Western’ brands will
launch new products or even new brands
dedicated (if not paying proper respect) to
consumers in emerging markets.
www.trendwatching.com
automotive / TRENDS
made for
china (if not
bric)
why is it happening?
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
– EMERGING market consumers are wealthier, more sophisticated, more mobile,
and eager than ever to flex their consumption power.
– These consumers perceive western products as better quality, less likely to fail,
and less easy to copy/pirate, and therefore favor them over local equivalents.
They also gain a significant status boost from driving Western brands, which
have history, heritage and prestige.
made for china (if not bric)
rolls royce
Limited edition Chinese Year
of the Dragon vehicles
In August 2011, British automotive brand RollsRoyce (owned by German automaker BMW)
announced that it would produce a range of
limited-edition vehicles to celebrate the Chinese
Year of the Dragon. The cars were decorated
with hand-painted and hand-embroidered
golden dragon designs on the side panels and
headrests with “Year of the Dragon 2012”
showing on treadplates in LED lighting. The
exclusive vehicles (available for two different
phantom models) sold out within two months.
– Western brands are combining this perception with a bit of local tailoring,
love or exclusivity. Consumers are increasingly appreciating this combination
either for practical reasons (shape, size, features) or because of deeply rooted
desires for recognition (cultural pride, heritage, lifestyles).
37
By 2020, within the
course of one decade,
China’s consumption
will have doubled to
USD 4.8 trillion. This will
make China the world’s
second biggest consumer
market after the US.
mckinsey & co, october 2011
made for china (if not bric)
general motors & saic
American-Chinese automotive partnership
offers China-only car brand
what does it mean for you?
– We don’t need to tell you that doing your homework is critical if you’re thinking
of entering these economies. You should expect everything from consumers’
desires, to manufacturing, to distribution, to point-of-sale retailers, to how
your vehicle is used to be different in each country, region, and city. Tailor
accordingly.
See also:
emerging
RED CARPET
made for china (if not bric)
hyundai motors
Hyundai targets Indian market
with low-cost car
Launched in India is the Hyundai EON; a
low cost, five-door compact car aimed at
students and young professionals buying
their first vehicle. Produced by South
Korean car manufacturer Hyundai Motors
for the Indian market exclusively, the 0.8
liter petrol car competes with carmakers
Ford and Tata in targeting the cheaper
end of the small vehicle market.
Baojun is a low-cost car brand which is the
result of a joint venture between the American
automobile manufacturer General Motors and
the Shanghai Automotive Industry Corporation.
Created as an alternative to GM’s Chevrolet and
Buick models which are sold in China, the first
vehicle (the Baojun 630) was released in August
2011. Three variants of the sedan are available
from 120 retailers across China that opened
during the brand’s launch tour. The car is priced
between RMB 62,800 and RMB 73,800.
38
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automotive / TRENDS / made for china (if not bric)
made for china (if not bric)
qoros
Qoros Automotive brand launches in China
A partnership between Chinese automotive
brand Chery Automobile Co. and Israeli
investment firm Israel Corp, Qoros
Automotive is a China-based brand which
will manufacture cars in Changshu, for sale
in China and Europe. The brand launched in
November 2011 and announced that it was
developed three compact cars which will be
available by the end of 2013. Vehicles are
designed to appeal to ‘young, internationalminded, urban consumers’ in China.
made for china (if not bric)
dongfeng-nissan
made for china (if not bric)
bharatbenz
Dongfeng-Nissan launches
China-only vehicle brand
Daimler’s BharatBenz range of trucks
caters to the Indian market
In September 2010, multinational automotive
company Dongfeng-Nissan announced
that it was to co-create a brand available
for the Chinese market only: Venucia
(Qichen in Chinese). Vehicle models from
the joint venture were launched in April
2012 and were designed and developed in
China specifically for the local market.
Founded in February 2011, German automotive
firm Daimler’s BharatBenz is an India-only
trucks brand, offering medium- and heavyduty vehicles (between 6 and 49 tons). The
commercial vehicles are produced in Oragadam,
near Chennai. The entire truck line up was
unveiled in March 2012 and the project has
had a total investment of more than INR
4,400 crore (almost USD 880 million).
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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convenience
Why helping drivers save time is key
Brands can’t go wrong focusing on innovations
that save consumers’ time and make their dayto-day lives simpler and easier.
www.trendwatching.com
automotive / TRENDS
convenience
why is it happening?
what does it mean for you?
– Consumers lead busy, busy lives. Naturally they are
happy to spend on anything that makes things a bit
faster, more hassle-free, and easier, whether it’s new
formats, bundled products or innovative models.
– Brands that give people their most valuable
commodity – time – will be showered with sales.
– In fact, for many consumers, convenience is a
prerequisite, a hygiene factor if you will. The ‘trend’
may feel tired, but the innovations are not.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
40
– So how about making driving easier with innovative
‘cruise-control’ options? Or how about offering them
intuitive navigation tools? (see INTUITIVE INTERFACES
and VISUALOVE).
– Or how about making driving related transactions
CASH-LESS? While we know there’s still quite a way to
go before cashless transactions become the norm,
but for those who can deploy it, think about how you
can use CASH-LESS technologies to offer consumers
insights into their driving habits, rewards for loyalty, and/
or even tailored offers and recommendations.
See also:
INTUITIVE INTERFACES
VISUALOVE
CASH-LESS
7 out of 10 consumers say they want
voice controls to make phone calls,
and navigation tools and audio
components that are easier to use.
harman, november 2011
80% of consumers said they would
pay a premium to manage navigation,
music and other features by voice in
their car.
harman, november 2011
automotive / TRENDS / convenience
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TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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64% of consumers
want to access Internet
music-streaming sites
while in their car.
harman, november 2011
convenience
Sartre
convenience
pandora & toyota
SARTRE road train releases
demonstrational video
The Safe Road Trains for the Environment
(SARTRE) project, which commenced in
September 2009 is a collaborative EU-financed
project between participating companies:
Idiada and Robotiker-Tecnalia of Spain,
Institut for Kraftfahrwesen Aachen (IKA) of
Germany, SP Technical Research Institute of
Sweden, Volvo Car Corporation and Volvo
Technology of Sweden. The project aims to
develop a system whereby cars may follow
each other in a platoon led by a professionally
driven lead vehicle. Each car is connected via
navigation systems that control acceleration
and steering, however cars may exit at any
time. The system allows drivers to concentrate
on other activities while in the road train,
with the first successful test taking place at
the Volvo Proving Ground in Gothenburg,
Sweden in January 2011. A full roll-out of
the technology is expected nearer 2020.
Pandora provides automated digital
music recommendations
convenience
volkswagen
Volkswagen’s Temporary Auto Pilot
allows semi-automatic driving
In June 2011, German automaker Volkswagen
presented its ‘Temporary Auto Pilot’ (TAP)
technology, a facility which allows a car to
be driven semi-automatically at speeds up
to 80mph. Intended for usage on highways,
the system ensures that the car remains at a
safe distance from vehicles ahead, drives at a
speed selected by the driver and maintains lane
positioning. TAP also reacts to corners and
observes speed limits and overtaking rules. The
technology combines lane-keeping assistance
and adaptive cruise control, and drivers can
override the system at any time. Volksvagen
advises users to continue to focus on the road,
in case unexpected situations should arise.
Since 2000, US based Pandora has been
providing internet radio and an automated
music recommendations service to US residents.
Listeners can search by song or by artist and
Pandora then plays a selection of similar music,
with users providing feedback on whether the
chosen tracks meet their approval; the platform
takes these ratings into account to continually
improve the service. In February 2011, Japanese
automobile company Toyota announced that
it was adding Pandora’s music service to its
in-car Entune multimedia system, and in May
2011, Pandora expanded its selection of audio
to include more than 10,000 comedy clips.
cash-less
Motionid
Viatag is a cashless car parking system
In August 2011, German technology company
motionID installed its RFID-based cashless
parking system, Viatag, in carparks in three
cities in the country. To use the technology,
consumers stick a small foil RFID chip
transponder onto the inside of their windscreen.
When they enter and exit the car park, an RFID
reader emits a signal which transmits a unique
12-digit code corresponding to the vehicle, and
a centralized database tracks parking times and
prices. At the end of each month, the total cost
is automatically debited from users’ accounts.
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pricing
pandemonium
Why drivers love discounts
Consumers have always looked out for
special offers and discounts. But with new
technologies and services, discount shopping
has increasingly become a source of savviness
rather than shame.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
www.trendwatching.com
automotive / TRENDS
43
pRicing pandemonium
why is it happening?
what does it mean for you?
– Consumers’ attitudes to pricing are complex and fluid.
Consumers’ notions of value are fragmented. Even
in an individual, attitudes vary depending on time,
place, activity, mood and product.
– The key is to offer the right price at the right time to the
right consumers in the right way. Just because your
giving a discount doesn’t mean you can skimp on
user experience and customer service.
– Always-on connectivity, new technologies (e.g.
location-based services, real-time technology, and
more) and new business models are changing
consumer habits and attitudes:
– For automotive brands, discounts and deals are no
longer negotiated individually, but can form part of
an integrated marketing campaign. Brands should
continue to respond with a host of innovative new
business models and pricing strategies in the next 12
months, building on the following sub-trends:
–With real-time information constantly available,
consumers can compare prices of the same product
in various stores. So they expect consistent and
transparent pricing.
– Consumers who sign up to group deals, flash sales,
HYPER LOCAL discounts, and other pricing platforms
are increasingly using them to discover new products.
– Their widespread popularity has shaped consumers’
expectations: they assume that the price of almost
anything is negotiable if not flexible.
– In fact, consumers are willing to delay purchases and
wait for special offers, especially when it comes to bigticket items such as cars.
•
DYNAMIC DEALS: The increasing popularity of
dynamic pricing: not however as stock market-like
fluctuations, but as highly targeted, broadcasted
locally, time-sensitive deals.
•
RECOMMERCE: Why unlocking the value of their
past purchases and ‘trading in to trade up’ has
never been easier.
See also:
hyper local
dynamic deals
recommerce
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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automotive / TRENDS / pricing pandemonium
44
In September 2010,
Chinese group buying
site Taobao sold 200
Smart cars in 3 ½ hours.
People’s Daily Online,
September 2010
RECOMMERCE
AVG
AVG offers discount for helmet trade-ins
In May 2011, Italian motorcycle helmet
manufacturer AGV launched a program
in the US which enabled riders to trade
in an old helmet for a 20% discount. The
program was an opportunity to emphasize
the importance of safety, and riders could
bring in old or damaged helmets from any
brand to a participating retailer, or through
the AGV site. Consumers taking part in
the promotion online needed to submit a
photograph of their helmet in order to obtain
the discount. The program ran for a six-week
period and was available to US shoppers only.
dynamic deals
parking auction
Auction app connects drivers
with parking spaces
dynamic deals
daitan
Daitan asks consumers to name
their price for Honda cars
From August 2011, Daitan (a dealership
selling used vehicles from Japanese
automotive brand Honda) gave Brazilians
the opportunity to propose prices for cars
on its website. Via the “Faça sua oferta”
(“Make your offer”) page, consumers could
put forward the figure they wished to pay,
and if the offer was accepted, Daitan’s sales
team contacted them to arrange the sale.
Released in May 2011, Parking Auction’s
mobile web application uses a real-time
auction to connect drivers leaving a spot with
those looking for one in Manhattan, New
York. Drivers with a parking space to share
begin by indicating where it’s located along
with specifications including any limitations
on the space, what they’d like to be paid and
what kind of car they drive. Also required is
a mobile phone number, so that users can be
sent receipts. Potential buyers can indicate
corresponding details of their own, including
how soon they need to find a spot and what kind
of car they drive. When buyer and seller agree
on a bid, the parking space can change hands.
RECOMMERCE
HYUNDAI
Hyundai guarantees future tradein values on new cars
In May 2011, South Korean automobile brand
Hyundai launched its ‘Assurance Trade-in
Value Guarantee’ for US customers. New
car buyers are given an assessment (based on
independent sources) of what the car will be
worth two to four years down the line. The deal
is only valid if the owner trades in their vehicle
for a new Hyundai at an authorized dealer
between 24 and 48 months from purchase.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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bRANd butlerS
why brands need to urgently hone their butlering skills
With pragmatic, convenience-loving consumers
enjoying instant access to an ever-growing
number of offline and online supporting services
and tools, brands urgently need to hone their
‘butlering skills,’ that is, assist consumers to
make the most of their daily lives.
46
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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automotive / TRENDS
brand butlers
why is it happening?
what does it mean for you?
– For consumers, time, convenience, control and
independence are the new currencies: this need
requires B2C brands to turn many of their ‘campaigns’
if not all interactions with their customers into broader
services. In short: a shift from ‘broadcasting’ to
assisting.
– For brands, all of this means that there are now endless
creative and cost-effective ways to deliver on this
need for assistance, for ‘butlers’.
– GENERATION G also long for institutions that truly ‘care’,
which is more about showing empathy and providing
customers with a status fix than being purely practical.
This too requires brands to master more serviceoriented personae.
– Cars are a big purchase for consumers. So they
expect that the brands, who are taking so much, to
give something back.
– On top of all of the above, the current mobile online
revolution (hey, it took more than a decade of
breathless predictions, but mobile internet usage is
now finally exploding around the globe – see ON) is
shifting these consumer expectations even further into
the always-on, instant gratification, NOWISM arena.
See also:
generation g
on
nowism
– What are you about as a brand? What themes?
What benefits? Is it ‘connectivity’? Inside information?
Convenience? Hope? Health? Speed? Reliability? Finetune your theme(s) and let them be at the center of
any brainstorming session.
– The mobile online revolution makes it possible to
offer uber-relevant services to consumers anywhere,
anytime. Apps offer a quick route to deliver BRAND
BUTLER services: offering useful, (semi-) branded
content, residing on consumers’ online devices is a
marriage made in heaven.
– Or how about providing ‘offline’ butlering services?
Just make sure that they are utterly relevant and/or
(pleasantly) surprising for customers.
– There’s a huge win in services that are open to noncustomers, too!
“The mobile online revolution
makes it possible to offer
uber-relevant services to
consumers anywhere, anytime.”
47
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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automotive / TRENDS / brand butlers
brand butlers
bmw
brand butlers
national Motor compAny
BMW sells auto parts on eBay
Customers can exercise while they
wait at auto service center
Opened by Bahrain’s National Motor Company
in February 2012, the company’s Sehla-based
service center offers free wifi and shuttles to
local destinations, and also houses a state-ofthe-art gymnasium. The BHD 4 million, 9,000
square-meter facility in Sehla is complete with
clear-glass viewing areas so that customers can
watch their cars being worked upon, and array
of games are available to help customers pass the
time, in addition to the four-floor facility’s gym.
brand butlers
Docomo
DoCoMo installs free wifi for
passengers in Tokyo taxis
In March 2011, Japan based
telecommunications firm DoCoMo installed
free Wi-Fi in 820 Tokyo-based black sedan
taxis, with extra Sony PSP consoles in 100 of
them. The technology isn’t just for the benefit
of visitors to Japan, but also for residents
preferring to go online rather than converse
with the driver. The Wi-Fi enabled cabs can be
clearly identified by red stickers on the doors.
May 2011 saw German vehicle manufacturer
BMW launch an eBay shop in the UK, selling
car parts and accessories direct to trade and
to consumers. Customers can now purchase
genuine BMW parts (covered by a two-year
warranty) without having to order them
from the automaker’s dealerships, and are
also offered free postage and packaging.
brand butlerS
vodafone
Vodafone offers customers the
opportunity to pay for cabs by text
In May 2011, Vodafone announced a scheme
rolling out branded taxis across London.
The UK based communications giant is set to
advertise on over 500 of the capital’s iconic
taxis, which will be bedecked with Union
Jack flags made up of notable London street
names. The company also offers passengers
mobile phone charging facilities as well as
the option to pay for their journey by text
message. To take advantage of the service,
Londoners text the word “taxi”, the vehicle
number and the figure that they wish to
pay - this is then charged to their phone
account, with no additional fee incurred.
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Reward InC.
Why rewards will forever appeal
Brands are increasingly attracting and
engaging new and existing customers
with rewards for participating and
interacting with them.
www.trendwatching.com
automotive / TRENDS
REward inc.
why is it happening?
what does it mean for you?
– Consumers face an overwhelming number of
competing demands for their attention. But they still
enjoy interacting with brands, they just need a bit of an
incentive to pay attention to you.
– REWARD INC. is about giving little sweeteners to show
that you understand and empathize with drivers’
lifestyles. If done right, you will win their loyalty.
– Rewards are an easy and fun way to differentiate
yourself from the crowd. Consumer feel savvy and
smart when they redeem rewards, especially if there’s a
hint of exclusivity around it.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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– With the rise of always-on mobile connections and a
spread of tools that allow people to share their
location, consumers can now receive more relevant,
more interesting and more useful rewards in real-time.
– With the popularity of flash sales and group-buying
sites, redeeming rewards has now become a source of
status rather than shame.
– With better analytics and real-time monitoring, you
can now monitor your campaign as it takes place,
especially if it requires drivers to broadcast your rewards
to their networks (see SOCIAL-LITE).
– Why not tap into some CLOUT? How about creating a
group reward program that requires a certain number
of participants to unlock? Or add some GAME ON
dynamics by giving away enticing discounts as prizes
to play fun and engaging games?
See also:
social-lite
clout
game on
50
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automotive / TRENDS / reward inc.
Reward inc.
tomtom
Satellite navigation brand’s insurance
products are based on driver behavior
February 2012 saw Belgian satellite navigation
brand TomTom announce that it had partnered
with UK insurance firm Motaquote to offer
automotive insurance. The Fair Play insurance
package offers safer motorists lower premiums,
rather than prices based on postcode, gender
or age – as with most insurance products.
Fair Play’s driver assessment is carried out
via a tracking kit which users purchase and
then fit in their vehicle. The kit monitors
and assesses driver behavior, resulting
in feedback on how to improve driving.
Users following TomTom’s suggestions are
then offered lower prices as a reward.
Reward inc.
porsche
Reward inc.
mazDa
Mazda offers customers a discount on MX-5
models by checking-in on Facebook Deals
Japanese automotive manufacturer Mazda
Motor Corporation launched a social media
e-commerce opportunity in the UK via
Facebook Deals between January and March
2011. The deal gave buyers 20% off any
purchased & registered Mazda MX-5; to take
part, customers had to check-in on Facebook
Places and access the Facebook deal at one of
five participating Mazda dealerships across
the UK. Once completed, users could present
their deal voucher, via their mobile phone, to
the salesperson. Customers taking advantage
of the deal were also given the chance to win
a Mazda MX-5 Miyako special edition.
Porsche creates special edition
car to honor Facebook fans
In February 2011, luxury car company
Porsche launched a special edition 911 GT3 R
Hybrid model to celebrate reaching 1,000,000
fans on the brand’s Facebook page. The
car’s surface is filled with more than 27,000
signatures from Porsche fans. The car is on
display in the Porsche museum in Germany.
Reward inc.
toyota
Toyota values tweets at USD 500 each
The US branch of Toyota launched
Shareathon, a Twitter based campaign that
awarded USD 500 to buyers of qualifying
Toyota cars who sent a tweet to about
their purchase. Toyota’s PR team valued
each tweet as equal to USD 500 worth of
promotional material. Users had to sign up,
tweet, and buy their car by 3 January 2011.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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game on
It’s time for automotive brands to come out and play
As consumers increasingly seek out novel and
exciting goods, products and experiences,
brands can use games to inject a sense of
fun into their products, better engage with
audiences and to attract and reward loyal
customers.
www.trendwatching.com
automotive / TRENDS
Game on
why is it happening?
what does it mean for you?
– Consumers have always enjoyed playing games.
After all, play is a fundamental human trait throughout
history, spanning all cultures and countries.
– Driving as an activity is inherently engaging, exciting
and interactive so creating games which require
players to interact with content are infinitely more
effective than simple marketing.
– Fun and entertaining, games allow players to visualize
progress, while satisfying fundamental needs and
desires - for reward, status, achievement, selfexpression, competition, and altruism.
TRENDWATCHING.COM PREMIUM AUTOMOTIVE INDUSTRY REPORT
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– Recent digital technologies are unlocking new forms
and approaches to gaming:
•
Data is now constantly being collected, both
passively or actively (e.g. through check-ins), to feed
game dynamics (see INFOLUST).
•
Consumers can also now store, review and publish
their personal data, giving them greater incentive to
push themselves and try new things.
•
Technologies connecting consumers are also
enabling massively collaborative and social games
with multiple players from around the world.
– Immersive games encourage participants to connect,
collaborate and build communities around your
brand and with one another. This goes a long way to
enhancing a brand’s humanity (see HUMAN BRANDS)
– Cater to status-hungry consumers’ desire to display their
achievements. Badges and virtual rewards or prizes
enable consumers to broadcast their STATUS SKILLS
across their social networks (see BRAND ME). In this way,
brands to become visible to new audiences.
See also:
infolust
human brands
status skills
brand me
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automotive / TRENDS / game on
game on
peugeot
Peugeot hosts Pinterest-based competition
In March 2012, French automotive brand
Peugeot promoted its vehicles in Panama
via a competition based on social sharing
site Pinterest. The brand created various
boards on Pinterest showing images of cars
with pieces missing; users could then search
the site and try to find these before pinning
them on their own boards and sharing
them with Peugeot. The first five individuals
to complete the puzzles won prizes.
game on
toyota
game on
dodge
Toyota’s AR game lets users virtually
drive the 86 sports car
Automaker creates a realworld scavenger hunt
To promote its 86 sports car, Toyota released a
smartphone app in February 2012 that simulates
the experience of being behind the wheel in the
vehicle. Using augmented reality I am 86 layers
a car dashboard (complete with a speedometer,
headlights and a horn) on the smartphone display
over whatever the device’s camera is pointed at. After
downloading the free game, players can run while
holding their cellphone to ‘accelerate’ the sports car
and turn their device to ‘drift’ the vehicle. Users can
record each journey and share ‘laps’ with friends.
June 2011 saw Dodge launch its “Search
engine for the real world” campaign which
promoted the US automaker’s Journey model.
Dodge hid three Journey vehicles across the
US, encouraging individuals to try and track
them down, giving clues to their whereabouts
via national television and digital advertising.
The first person to find each vehicle won the
car, and live feeds on the brand’s YouTube
channel in addition to teaser clips on television
helped participants in the scavenger hunt.
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automotive / TRENDS / game on
game on
ford
Ford turns test drives into online video games
In September 2011, US automobile
manufacturer Ford created an alternative
way to test drive the 2012 Ford Focus model;
unlike the conventional test drive which
involves road driving, Ford set up an obstacle
course to demonstrate to drivers the handling
ability of the 2012 Focus. The test cars were
equipped with telemetry technology which
measures and reports information, turning
the data from the test drive in to a reallife computer game. Drivers scored points
according to how they navigated the course,
which was accompanied by video game-style
sound effects. The experience was captured
in personalized drive videos which could be
shared online via email and social networks.
game on
audi
Audi launches gaming app
with a free car prize
In March 2011, German premium car
brand Audi launched a free gaming app
for the iPhone, iPod touch and iPad. Users
can speed through racing tracks in Tokyo
and the Bahamas; the player with the
fastest three-lap time on the Bahamas track
became eligible to win a real Audi car.
game on
mercedes-benz
Mercedes-Benz interactive online
game offers the chance to win a car
German car manufacturer Mercedes-Benz
launched an interactive game called ‘Escape
the map’ in November 2011. Visitors to the
game’s website are faced with a cinematic
first person point of view, where they drive a
new Mercedes coupé and follow instructions
to help a young woman ‘escape’ from a
world that looks very similar to Google
Street View. After completing several tasks
and entering their phone number, users are
entered into the prize draw for a chance to
win a Mercedes C-Class C 350 Coupé.
game on
skoda
Skoda creates online car
competition challenge
In May 2011, Czech automotive brand Skoda
launched a digital campaign that gave viewers
of UK television channel Channel 5 the chance
to win one of its Fabia vRS models. Idents
(promotional visuals before and after programs)
for crime shows on the channel led consumers
to an online trail which offered challenges and
clues that were essential to the competition, as
well as a space for fans to discuss these. Each
week new clues were revealed giving further
details of how to win the ‘hidden virtual car’.
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56
and don’t forget we have 7000+ innovations in our trend database. Here
are some other recently added automotive industry examples:
nissan
ford
autotrader
dunhill & jaguar
Nissan crowdsources vehicle
design via Facebook »
Automatic lane-keeping system is
available in Ford vehicles »
Auto Trader enables users to share
cars via Facebook Timeline »
Dunhill creates promotional video for
Jaguar C-X75 hybrid supercar »
chevrolet
bmw
body shop bids
urbee
Chevrolet donates funds to
battle breast cancer »
BMW builds floating showroom for
the London Olympic Games »
Car repairs estimated by photo
and sent directly to drivers »
Urbee is the first ever car made
with 3D printing »
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