LOS ANGELES – Making functional cars is important, “but it is not going to be enough,” says Thilo Koslowski, polishing his crystal ball as lead auto analyst for technology research firm Gartner.
To stay competitive, automakers must load their products with more connectivity equipment, creating technology-enabled vehicles that allow people to live digital lifestyles while on the road, he says.
That has fundamental implications for the industry as connected drivers expect more than just getting from here to there with a pleasing entertainment experience, Koslowski says at the 2014 Automotive Customer Centricity Summit here.
“Right now, all the automakers are pushing infotainment,” he says. That may currently suffice. But soon drivers will “want their vehicle to enhance all aspects of their driving, ownership and mobile Internet activities.”
Automotive telematics essentially began with General Motors’ OnStar in 1996. More recently, automakers have invested in refining on-board systems that sync with smartphones.
“This phase is kind of done,” Koslowski says. “I don’t get too excited about it anymore.”
Tech firms such as Google and Apple “are pushing harder into the auto industry,” he says. “They want to reach customers in their cars. That’s your competition.”
He foresees fully connected cars as true mobile devices that also transport occupants. Connectivity features would include:
- Car-home integration, including the ability to manage home security from a vehicle.
- Real-time traffic and parking information, the latter “for people who don’t want to drive around looking for a parking spot,” he says. “It’s a fast-growing category.”
- Scanning systems that pay for fuel at service stations. “You gas up and the car makes an automatic payment,” he says. “Why isn’t that available today? It’s fairly easy to do.”
Although a debate continues about whether drivers want onboard telematics that allow automakers, dealers and others to communicate with them in their cars, Koslowski sees the possibility as palatable, if not overdone.
“No one wants to get spammed, but people can deal with little pieces of information,” he says. “The average commute is 48 minutes a day. This is truly a captive audience.”
In 10 to 15 years, he sees cars as “the coolest connected interactive mobile-device platforms. I’m bullish we’ll get there.”
But a potential risk to automakers is they could become third-party intermediaries for tech firms, Koslowski says. “I’m worried the auto industry will serve as a device holder, with someone else adding the value. If that happens, you’re handing over the keys.”
He envisions the possibility of a service provider offering a free car in exchange for a lifetime data contract. “It’s not that far-fetched. You won’t get a Ferrari. Don’t fool yourself about that. But you may get a small car.”
