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Persona Research: China vs. U.S. drivers

WardsAuto Interiors Conference 2017 Susan Drescher, Advanced Product Manager and HMI Expert

Continental Automotive Systems

May 9, 2017



(24,4 x 7,6 cm)



Public

Continental Company Presentation

Our Vision Your Mobility. Your Freedom. Our Signature.

May 9, 2017

3 Susan Drescher © Continental AG

› Continue to deliver intelligent technologies for mobility solutions

› Provide the best solutions for each of our customers in all of our markets.

› To be recognized by our customers as a value-creating partner

Public

Continental Company Presentation May 9, 2017


Agenda

1 2 3

China personas: similarities and differences with the U.S.

Persona development in China, why it’s important

Cockpit Vision 2025

Persona research and the vehicle experience

Public


› The total population 1.36 billion

› Working population is larger than the

U.S. and Europe combined

› China = 770.4 million U.S. = 146 million

› China will soon have nearly as many

drivers as the U.S. has people (300+ M)

.

China Research The rise of China’s consumer class

May 9, 2017

Susan Drescher © Continental AG

Across Asia, rising incomes are creating a new class of consumers,

with much of the growth coming from China.

5

Source: www.goldmansachs.com/our-thinking/macroeconomic-insights/growth-of-china/chinese-consumer/

Public


› 29% of luxury spending worldwide.


May 9, 2017


› Chinese luxury consumers are

demanding quality, craftsmanship

and heritage (brand recognition).

6

Public


› Value minded and open to alternatives to

buying new cars.


May 9, 2017


Rapidly Evolving Automotive Consumer

› China has past America to become the world’s

biggest car market, with annual growth of 12%.

7

Public


™

› In Beijing’s lottery there were 1.42 million

applicants for licenses. Just 18,511 were

awarded tags.

› Prices paid at Shanghai’s license (tags)

auctions - 90,000 yuan ($14,530)

› Entry-level domestic brands - 37,800 yuan,

or ($6,131)

China Research The cost of car ownership

May 9, 2017

Susan Drescher © Continental AG 8

Source: https://www.bloomberg.com/news/articles/2013-04-25/in-china-the-license-plates-can-cost-more-than-the-car

Public



Agenda

1 2 3

China personas, similarities and differences with the U.S.


Cockpit Vision 2025

Persona research and the vehicle experience

Public


Persona Research The process

Purpose: To identify and define consumer personas for the

regional automotive market and development concepts.

Hybrid Focus Groups Two cities (China - Shanghai & Chengdu)

Four focus groups in each city

64 consumers

Synthesis Web Survey Nearly 1000 total sample

Consumer Personas

May 9, 2017


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiR_M-kqbPQAhWC1CYKHdHrBZwQjRwIBw&url=http://web.lib.fju.edu.tw/chi/service/nttlrc&psig=AFQjCNENC7ncAFVTwuItHnoB1YpWZAvr1w&ust=1479593041223530

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwipkerwq7PQAhUM7yYKHRBZD1IQjRwIBw&url=http://www.lookeastmagazine.com/2013/03/china-is-now-dominant-force-in-thai-tourism/&psig=AFQjCNG0pKQe0Y1IpNKL74o1tf7MXD5yhQ&ust=1479594126114568

Public


Men drive more and China has ~3x more men drivers.

Most driving is done by adults ages of 30 to 49. Teenagers and seniors

drive the fewest miles of any other age group.

In the U.S. and China senior citizens represent the smallest segment of

drivers. However, with both countries having an aging population this

number is growing.

People with higher education (college graduates) drive more and farther.

Persona Research U.S. and China similarities

May 9, 2017


Public


U.S. Persona Recap Identified and defined consumer personas

Simple Retreat

Commander-In-Chief

Safe-Guard

Chore-ographer

Auto-Pilot

Passion Play

May 9, 2017


If you let technology do everything for you, you’ll end

up lazy and less alert –

– Can’t I just have my own concierge service?

– While technology can be complex, it can’t be complicated

– I can’t be fumbling around while I’m driving, I have too much to do

– Don’t just tell me, warn me

Relaxation to me is a perfectly tuned car driving just the way I want

it to; not just me sleeping while the car drives itself –

12

Public


China Persona Clusters

May 9, 2017


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Persona Clusters

May 9, 2017


4% 13M

3% 10M

11% 35M

FRUGAL

PRAGMATIST

ESCAPIST

AUTONO-MIST

21% 67M

23% 74M

18% 58M

FUTURIST

CONFIDENT

MOTORIST

SIMPLY SAFEST

12% 38M

7% 22M

MODERN

LUXURIST

ENTHUSIAST

62% = Majority of Drivers

~15M in annual sales

19% = Passionate Drivers

~4.5M of annual sales

18% = Dis-interested Drivers

~4.3M in annual sales (% based on 317M drivers)

Cluster 2

Majority

Cluster Cluster 3

14

Public



China Personas U.S. and China differences

U.S. drivers drive for convenience, while in China they want to drive.

China is new to driving and they are excited about it.

The U.S. does not trust a car to drive itself but in China drivers trust

technology and assume it is safe.

The car is a tool in the U.S., while in China it is an extension of their life

and a reflection of their success.

In the U.S., safety and reliability are the biggest issues, while in China

quality and efficiency are top of mind.

Public



Agenda

1 2 3

China personas: similarities and differences with the U.S.


Cockpit Vision 2025

Persona Research and the Vehicle Experience

Public


Concept Development Scalable HMI system solutions for various users

› Studies show that 86% of users believe an exceptional customer experience

is worth paying extra. (Uxpassion.com)

May 9, 2017


Wards 2016/GestureHD2.mp4

Public


Cockpit Vision

May 9, 2017


Referencing Continental Cockpit Vision 2025

Public


Cockpit Vision

May 9, 2017


Center & Co-driver

display

Dig. climate control input

device

Central input devices

Dig. control panel for

door & seat adjustment

Digital outer mirrors Head-up display (HUD)

Full digital

cluster

Tablets

Interior cameras

HALO lighting

(proactive warning) Referencing Continental Cockpit Vision 2025



(24,4 x 11,0 cm)



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