2020 Study: Customer Insights – Connected Car Services in Germany

Authors: Prof. Dr. Hans-Christian Riekhof and Marc Scholz, 2020

The present study “Customer Insights: Connected Car Services in Germany” is an empirical investigation by the PFH Private University of Göttingen on the relevance of Connected Car Services from a customer perspective. It is one of the first studies to analyze the connectivity services currently available in the vehicle from the customer’s perspective.

The following four subject areas are the focus of the study conducted in spring 2020:

Statements on the relevance of currently available Connectivity Services
The use and interest in current connectivity services presupposes that one has corresponding empirically substantiated insights. The study was therefore intended to clarify which connectivity services receive the highest approval and in which the highest interest exists from a customer perspective.

Statements on the relevance of future connectivity services
In order to be able to assess the future spread of connectivity services, the perspective of (potential) customers should also be analyzed here. In this context, future connectivity services are mapped along the customer journey and evaluated with regard to potential interest.

Insights into future development and perspectives
It is also necessary to make more general statements about the future prospects of these services. The study looks at four subject areas of connectivity: relevance for the next vehicle purchase, retrofitting, data security and development potential from the customer’s perspective.

Insights into specific influencing factors such as willingness to pay, handling of data and acceptance of Connected Car Services
The aim here is to determine the influencing factors on the acceptance of Connected Car Services and to derive information about the willingness to pay, trust in different actors and general acceptance from a customer perspective.

The study results served as the basis for two supplementary expert interviews to gain exclusive insights into the topic of Connected Car from the perspective of the OEMs. We would like to thank Dr. Kersten Lange, Head of Digital Products & Services at Volkswagen Commercial Vehicles, and Robert Stolt, Senior Manager New Mobility at Porsche Consulting, for their willingness to give us insights into the Volkswagen Commercial Vehicles and Porsche AG areas.

An important finding in advance: A large majority of respondents see great potential in the connectivity of vehicles. This is confirmed by the present study. The study thus underlines the increasing importance of connectivity services for both customers and the automotive industry.

A total of 543 people participated in the study.