AUTO BILD market barometer connectivity: The connected automobile is gaining momentum

Thomas Schindlbeck
Happy Thinking People
Nicolas Loose and Clarissa Moughrabi
Axel Springer, Germany

Introduction

The AUTO BILD market barometer is the representative, annual study of Europe's biggest car magazine. In 2012 we focused on 'connectivity' – the topic that is one of the biggest opportunities as well as one of the greatest challenges for the automobile industry. From an online survey among 1,400 car drivers and from two additional online communities backed up by face-to-face explorations we derive a status-quo of the market as well as surprising insights that are key to unlocking the market potential of connectivity.

Connectivity – the big talking point in the automotive industry

Connectivity is the big talking point in the automotive industry for 2013, and all major car brands are jumping on the band wagon. Independent experts also consider connectivity to be an important factor in the future of the automobile: "The technology found in traditional cars has reached its limits. The only way brands can set themselves apart is by offering smart services in cars," says Klaus Goldhammer, Managing Director of Goldmedia, the media trend consulting firm (Goldhammer, 2011).