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Safety and Then Comfort and Convenience are Preferred Features of OEMs

This research service analyzes and forecasts developing features of key North American automotive original equipment manufacturers (OEM) and their impact on growth and performance in the advanced features market. The study also provides a strategic overview of the North American automotive market and highlights the key technology trends as well as market drivers and restraints for standard, optional, and advanced technologies. The conclusion of the research service forecasts the key market areas that OEMs are considering for future products. The forecast period for the study is from 2014 to 2020, with a base year of 2013.

Executive Summary—Key Findings
Among the various advanced technologies in the automotive industry, safety technologies, followed by comfort and convenience, are the most preferred among North American OEMs.
Automotive Advanced Features Market: Key Take Away, North America, 2013

Global Level
-The ADAS features are migrating from the luxury brands into volume categories—B, C, and even A segment cars. These features are offered as options at reduced prices.
-Ford Focus in the United Kingdom offers an emergency braking system, lane departure warning (LDW) and lane-keep assist, driver alert, and blind-spot monitoring as an optional package for $(£).
Regional Level
-Typically, European OEMs have a greater consolidation of models on a single platform.
-These OEMs, therefore, have less differentiation among their vehicles, unlike Japanese OEMs that have more platforms and offer more differentiation.
-North American OEMs operate with a strategy in between Japanese and European OEMs.
OEM Level
-The Cadillac User Experience (CUE) system and the Volkswagen (VW) Golf’s advanced human machine interface (HMI) use infrared sensors to interpret hand gestures for controlling infotainment features.
-These systems are the early examples in mass-market production vehicles.
Application Level
-Connected Car and V2V/V2I will no longer be optional for automotive OEMs as these applications will become a mandate and be offered as standard features.
-Consumers are keen to have seamless vehicle connectivity, which is becoming an important aspect in product offerings by multiple manufacturers, backed by the National Highway Traffic Safety Administration (NHTSA) and the European Union.

Table Of Contents

Analysis of the North American Advanced Features Market and Optional/Standard Strategy of OEMs
1. EXECUTIVE SUMMARY

Executive Summary
Executive Summary—Key Findings
Executive Summary—Key Findings and Future Outlook
Executive Summary—Advanced Features
Executive Summary—Comparative Analysis of ADAS Features
Executive Summary—Key Features Comparative Analysis
Executive Summary—Priority Areas of Vehicle Development
Executive Summary—Penetration Analysis
Executive Summary—Future Vehicle Features
Executive Summary—Associated Multimedia

2. RESEARCH SCOPE, OBJECTIVES, BACKGROUND, AND METHODOLOGY

Research Scope, Objectives, Background, and Methodology
Research Scope
Research Aims and Objectives
Key Questions This Study Will Answer
Research Background
Research Methodology
Key OEM/participant Groups Compared in this Study

3. DEFINITIONS AND SEGMENTATION

Definitions and Segmentation
Vehicle Industry Segmentation
Feature Definitions
System Definitions
Vehicle Segmentation

4. TECHNOLOGY SELECTION PROCESS OF NORTH AMERICAN OEMS

Technology Selection Process of North American OEMs
Overview of Technology Selection Criteria
Factors Impacting Technology Pricing
Cost Benefit Analysis

5. MEGA TRENDS AND INDUSTRY CONVERGENCE IMPLICATIONS

Mega Trends and Industry Convergence Implications
Impact of Top 4 Mega Trends on the Automotive Advanced Features Market
Key PESTLE Factors of Automotive Advanced Features Market

6. OVERVIEW OF KEY NORTH AMERICAN OEMS' CORPORATE STRATEGY AND BENEFIT ANALYSIS

Overview of Key North American OEMs' Corporate Strategy and Benefit Analysis
Summary of Mass-market OEMs
Corporate Strategy—Chrysler
Corporate Strategy—Ford
Corporate Strategy—GM
Corporate Strategy—VW
Vehicle Platform Strategy—Volume OEMs
Summary of Premium OEMs
Corporate Strategy—Audi
Corporate Strategy—BMW
Corporate Strategy—Daimler
Corporate Strategy—Lincoln
Vehicle Platform Strategy—Premium OEMs
Priority Areas of Vehicle Development

7. COMPARATIVE ANALYSIS OF ADVANCED FEATURES, OPTIONS, AND STANDARD CONTENT

Comparative Analysis of Advanced Features, Options, and Standard Content
Advanced Features of OEMs in North America
Standard Features of OEMs in North America
Comparative Analysis of ADAS Options and Standard Features
OEM Comparative Analysis—Automated Driving Cost and Packaging
Key Features Comparative Analysis—HMI, Connectivity, and Convenience
Key Features Comparative Analysis—Safety and Performance
Penetration Analysis of Features in OEMs
Future Vehicle Features
Key Connectivity, Telematics, and Infotainment Trends

8. BRAND VALUES AND TECHNOLOGY STRATEGY OF OEMS

Brand Values and Technology Strategy of OEMs
Brand Differentiation of OEMs in the Future
Intersection of Brand Values and Technology Strategy—Premium OEMs
Intersection of Brand Values and Technology Strategy—Volume OEMs

9. IMPACT OF CUSTOMER PREFERENCE FOR FEATURES STRATEGY

Impact of Customer Preference for Features Strategy
Future Customer Segmentation
Target Customer: Buyer Profile and Feature Preferences

10. CASE STUDIES OF NORTH AMERICAN OEMS

Case Studies of North American OEMs
Case Study: Technology Selection and Evaluation Processes—VW
Case Study: Optional/Standard Strategy—VW
Case Study: Telematics and Connectivity Features—BMW
Case Study: Mercedes Benz CLA
Case Study: Product Line Technologies—Mercedes-Benz

11. CONCLUSIONS AND FUTURE OUTLOOK

Conclusions and Future Outlook
Key Conclusions and Recommendations
The Last Word—3 Big Predictions
Legal Disclaimer

12. APPENDIX

Appendix
Table of Acronyms Used
Learn More—Next Steps
Relevant Research
Market Engineering Methodology

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