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Analysis of the North American Advanced Features Market and Optional/Standard Strategy of OEMs

  • July 2014
  • -
  • Frost & Sullivan
  • -
  • 83 pages

Summary

Table of Contents

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.

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