The fitment of smart key in the USA has been lower than in other major markets such as Europe, Japan and the Pacific regions, and a new report from SBD, "The market for Smart Key and Keyless Entry in the USA", looks at the reasons why.

Although car buyers in the USA are generally reluctant to adopt technology widely until it has been proven, there are some specific reasons behind the slow adoption of smart key with regards to how vehicles are used in the USA, how they are purchased, and the general attitude of USA drivers towards new technology and Smart Key systems in particular.

This report looks at the use of remote controls and other door unlocking technologies such as Ford digital keypads to understand why USA drivers may not feel the benefits of Smart Key convenience. It also picks out some recent reliability concerns and reports of confusion amongst drivers about how to use Smart Key systems. Actions by certain groups within the USA in objection to replacement key costs also contribute to negative feelings towards smart key technology.

However, the report also reveals the link between recent trends and manufacturer strategies to show that the negative perceptions are likely to be overcome by indirect incentives towards smart key. These are the high levels of interest towards push button start and enhanced key fob features like status display and memory functions.

Recent launches in 2009 show that the likely direction for Smart Key fitment is upwards and almost every major brand is expected to have a Smart Key system available within the next 12 months.

Even considering their recent troubles, the increasing strength of the Toyota brand and the high fitment rates in the Japanese domestic market, it is likely that the Japanese brands (already led by Nissan in the USA) will drive the fitment of smart key up to 30% standard fit by 2014.

Key questions this report will answer…

• Why has the USA market been lower than Europe and Japan for Smart Key?
• What unique consumer attitudes are there? What is the current market status?
• What are the factors that will influence the market over the coming years?
• How will those factors relate to actual fitment rate prediction?

Request more information about this research by downloading our information bulletin or contacting Juanita Appleby on jappleby@sbd.co.uk