Products only succeed when the customer is placed at the forefront of the design process. For many vehicle manufacturers, however, their development cycles start by considering which technologies or services they should implement within the car, rather than starting with a clear vision of what the end-user experience should be. The result is that although the number of new features and services in the car is growing, the end-user experience is deteriorating as drivers become confused and frustrated. This executive-level report promotes a different vision for the connected car by firstly considering what the end-user experience in the car should be, and only then considering what type of system and service architectures will be required to enable such an experience.

This report on provides SBD’s vision and explains the steps that your company would need to take in order to succeed. This is different to SBD's usual style of detailed technical and market trend reports. It is primarily targeted at senior-level executives within vehicle manufacturers and Tier-one suppliers to help them move their companies away from 'Feature Incrementalism'. This is defined as incrementally growing the number of features and technologies within the car as a competitive strategy, rather than prioritising the end-user experience.

Starting with the end-user experience

Interested in reading the entire report? To get a FREE copy of this report contact Kavitha at kkuppuswamy@sbd.co.uk