Smart Keys were first introduced in 1999, but have had a slow adoption rate, especially in Europe and the USA.  One of the causes of slow customer take-up highlighted by SBD surveys and reports has been a lack of understanding and information within the sales process about the benefits of smart key.

The less customers know about the technology and the convenience benefits that it can bring then the less willing they will be to buy it, and this is holding back sales of smart key as a feature.  Approximate 2010 fitment rates are shown below:

This year, Ford have taken the innovative and bold step of basing a whole UK TV advert for the new Fiesta solely on the convenience of not having to locate car keys in order to open and start the car.  View the Ford Fiesta with Keyless Entry and Power Start advert here:

Ford was also the first vehicle manufacturer to launch split systems, whereby the smart start functionality is fitted as standard, and the optional upgrade price to gain the smart entry convenience is then substantially lowered. In Europe, Ford had a smart key fitment rate of around 13% in 2009.  SBD will be monitoring closely to see whether these option sales rates increase as a result of this advertising and the Ford approach towards split systems.

For a comprehensive overview of the technology, features and performance of smart keys, then click here for our smart key series of research reports which describe the diverse range of solutions being offered by vehicle manufacturers.  For further information on any of our smart key research reports, contact ABallatore@sbd.co.uk

To learn more about SBD analysis and opinion on the current status of the market for smart key systems on passenger cars, you can also request our free Whitepaper “Are Smart Key Systems The Way Forwards?” by emailing Kavitha at kkuppuswamy@sbd.co.uk.

To understand the potential market for smart key systems on other types of vehicles such as commercial vehicles, motorbikes, and marine craft then register your interest for our new study report due to be published later this year by emailing security@sbd.co.uk.