Like chromosomes in the human body, the so-called Generations X and Y will wrestle for the kind of wireless features the automotive industry should provide in next-generation vehicles.
Generation X (ages 24 to 34) comprising busy, work-oriented and pragmatic customers will opt for time savings and productivity ,while the more leisure-minded Generation Y (ages 18 to 24) customers will be partial to convenience.
According to a focus group study conducted by J.D. Power and Associates on next-generation telematics services, between convenience and productivity both generations have areas of convergence.
The study, conducted for ATX Technologies, a telematics service provider, shows both groups want providers to integrate cell phones, personal organizers, personal computers and in-vehicle telematics to facilitate the processing of all of their information needs.
To keep tabs on the health of their vehicles, users want e-mail messages about vehicle diagnostics that can alert them to maintenance issues as well as to schedule necessary appointments at the dealership and other vehicle service providers.
In a consumer-driven world, both groups would appreciate location-based shopping with devices that can inform them of a nearby store carrying items on their errand list.
Respondents also crave voice-activated reminders and e-mail messages filtered through for designated individuals.
Customized music and access to commercial-free radio also ranks high with both groups, who also disavow unsolicited advertising and retail promotions.
Safety is the most popular feature with both groups as they demand an application with emergency and routing/traffic assistance.
“This early research concludes that these younger generations of drivers not only want telematics for its primary benefits today-safety and navigation-but want the next generation of customized services for more convenience in their lives,” said Steve Millstein, president and chief executive officer of ATX Technologies.
The study shows Generation X would be happy with half of the suggested services while Generation Y will want the full suite of services, especially navigation assistance. The latter group seems more daring and without strong business and family ties compared with their X counterparts.
