McKinsey: Consumers Want Smart Cars - But Fear Them Alsochicksdaddy (814965) writes "The Security Ledger reports on a survey from consulting firm McKinsey & Co. (https://securityledger.com/2014/10/mckinsey-consumers-want-connected-cars-and-fear-them-too/#.VDa0dyldXWI) that has some sobering data for car makers: concerns about privacy and the possibility of car hacking are major concerns that could dampen enthusiasm for smart vehicles.
The report, “What’s Driving the Connected Car?” (http://www.mckinsey.com/insights/manufacturing/whats_driving_the_connected_car) finds that connectivity features will be a major driver of car sales in the coming years. The survey of 2,000 new car buyers in Brazil, China, Germany and the U.S. found that a quarter of respondents considered connectivity a more important feature than engine power or even fuel efficiency.
Connected (or "smart") car features will become ubiquitous and expected, McKinsey predicts, but won't demand a premium from buyers as they do today.
However, car makers also face a considerable hurdle in convincing the buying public to accept connected car technologies. According to McKinsey, 37 percent of respondents to their survey said they “would not even consider a connected car.”At the root of resistance to connected vehicle technology were ubiquitous fears about vehicles being hacked – which were evident in each country that McKinsey surveyed.
In Germany and Brazil, 59 percent of those surveyed strongly agreed with the statement “I am afraid that people can hack into my car and manipulate it (eg, the braking system) if the car is connected to the Internet.” 53 percent of respondents agreed with that statement in China and 43% in the U.S.
That leaves car makers in a tricky position: trying to satisfy customers who "demand connectivity, have security concerns regarding it, and are only marginally willing to pay for it." Hmm...where have we heard that before??"
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