The term “digital native" refers to an individual who has grown up acclimatized to the widespread adoption of digital technology, such as the internet, mobile devices and 24/7 connectivity. Millennials, who will account fornearly half of new auto sales by 2020, and Generation Z, some of which aren't even drivers yet but are nevertheless major purchase influencers, firmly fall within the digital-native category. They refuse to compromise on seamless connectivity services and are willing to pay to obtain them.
Research by Deloitte affirms that drivers want their cars to act as peripherals to their smartphones so that they can remain connected and productive while on the move. It further cautions OEMs that “cars will have to interface with other tools to keep pace with (and leverage) the fast-moving consumer electronics industry."
“It wasn't too long ago that a vehicle's value was measured by its mechanical performance and driving dynamics. With the emerging popularity of shared mobility and in-vehicle technology, however, value is now being measured by Experiences per Mile."
Dinesh Paliwal, President and CEO, HARMAN
To meet and exceed your digital-native customer expectations, it is imperative to understand their requirements. This specific customer profile demands the following of his/her vehicle:
Once you understand digital natives’ expectations, the next stage involves sourcing smart solutions based on their needs. This is carefully done by reviewing best-of-breed features available in the car and in other electronic devices today – and studying future needs through regular research studies. The market changes very quickly, so constant evaluation of changing consumer trends is necessary. Once you understand the needs, it is important to be able to update the product periodically throughout the ownership experience. Having a platform in the vehicle that allows easy updating with new software services is vitally important. HARMAN OTA is a market leader, delivered to OEM customers worldwide. It allows automakers to update vehicle software and address customer needs quickly and efficiently.