(PRWEB) June 20, 2012
Automakers and tier 1 companies have the opportunity to differentiate their products and attract customers from across the globe. Standardization of components gives OEMs economies of scale that, at least theoretically, can trickle down to consumers, making telematics and infotainment offerings more attractive. But a global supply chain must be flexible to let OEMs tune these offerings to the needs, regulations, and affinities of consumers in different regions.
Some tier 1 companies and OEMs are already leading the way; such as Continental and Shanghai General Motors. Brian Droessler, Vice President of Strategy and Portfolio, Infotainment and Connectivity for Continental Automotive Systems, says that acting as a tier 1 in this case, relying on existing partners while forging new partnerships, allowed the company to create a product tailored to the Chinese consumer.
Key to the kind of personalization Continental wanted to provide was the creation of a portal that lets drivers set up what features and data they want to receive in the car. This approach reduces the complexity of the car's HMI. "Web portal personalization eliminates the need for a lot of menus in the car and tailors information to what you want.” Droessler says. "You just do it once. A simple user interface is a key point for us, bringing data to the car in a meaningful and safe way."
Nissan is taking a similar approach for the Leaf electric vehicle, according to Leo McCloskey, Vice President of Marketing for Airbiquity, which, with Hitachi Automotive Systems, provides the connected services platform for the Leaf. In the case of the Leaf, an iPhone app will be available in local languages. As necessary, regions or countries will have local-language Web portals and deliver unique map data and regional news feeds.
"The Leaf has localization rather than personalization," McCloskey notes. "It has distinctions in both content and language for Japan, the United States and the European market. Also, the service stack is a bit different in each of the regions. We normalize all of that for Nissan and enable the Leaf to be a global vehicle customized to each market."
In light of this move towards new markets and the growth in HMI, Telematics Update has released a Human Machine Interface Report to help OEMs and tier 1s enhance user experience, personalize their products offerings and differentiate their brand. OEM and Tier 1 companies need to plan their strategies now in order to capitalize on the connected vehicle boom. Topics include:
The Human Machine Interface Report has the necessary market insights to develop a winning HMI for the connected car to enhance user experience and create product differentiation.
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