Vehicle User Experience 2024: Germany vs. China
Stefan Bratzel, Prof. Dr.
+ Founder + Director CAM + Keynote Speaker + Expert for Automotive Management & Future Mobility
Dear Automotive Enthusiasts,
User Experience innovations in vehicles are evolving at a rapid pace, presenting both promising advancements and considerable challenges across the industry. In this fourth edition of the AutomotiveCOMPASS, we explore key trends shaping the sector.
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?? Innovation Strength of User Experience: The Top 5 OEMs (2023-2024 H1)???
The latest analysis from the Center of Automotive Management (CAM) examines which automakers are making progress in user experience innovations. Despite the strong performance of Chinese OEMs like Geely, we see that Mercedes, BMW, and Volkswagen are leading in the fields of entertainment and connectivity. However, when it comes to interface technology, Chinese manufacturers are significantly ahead of their German competitors.
Interface Technology Field:
Entertainment Technology Field:
Connectivity Technology Field:
In conclusion, Mercedes, BMW, and Volkswagen are leading in the fields of entertainment and connectivity, but since 2021, Geely and SAIC have made significant strides in interface technology, an area where German manufacturers had long been dominant. It will be exciting to see if this trend of Chinese manufacturers continues or if the German automakers manage to reclaim their leadership in this field as well.
For more information on the methodology and further in-depth evaluations, you can access the AutomotiveINNOVATIONS Report:
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Here you can see what to expect in the report about User experience:
In-Depth Analysis of Innovation Trends in In-Car Entertainment (pp. 114–140)
3.1 Current Status of In-Car Entertainment
3.2 Layers and Significance of In-Car Entertainment
3.3 Comparison of the Innovation Performance of Automobile Manufacturers
3.4 The Influence of New Technologies on the In-Car Media Experience
3.5 Immersion Levels in In-Car Entertainment
3.6 Market Potential from the Perspective of Automobile Manufacturers
Or explore detailed findings and stay ahead of the trends in in-car entertainment with the AutomotiveINNOVATIONS Dashboard (free trial available):
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Explore the latest trends and insights from the Mobility Services Report 2024 at the Mobility Circle in Munich on November 6, 2024. Don’t miss this opportunity to engage with industry leaders and discover how companies featured in the report, such as Uber and Didi, are driving the future of mobility.
?? Secure your spot today and be part of the conversation: https://www.mobility-circle.com/event-info/ticket-sichern/
Best regards, Stefan Bratzel Director, Center of Automotive Management
For more information about us, visit our website: CAM – Center of Automotive Management
?? Senior UX/HMI Designer für die Automobilbranche | Award-Pr?mierte Mobility Experiences für VW, BMW und Porsche | Motorsport- und Schokoladenkuchen-Enthusiast ???
4 周Interesting analysis, but I think there’s an essential perspective missing here. The very existence of features and technology does not automatically equal a great user experience. Infotainment, connectivity, apps… all these things are important, but they can’t come up for issues in usability or ergonomics. It’s not just that features need to be there, they also need to work like the user expects them to.
Addicted to professional Journalism, PR, Marketing, Storytelling - Marshall Memorial Fellow
4 周And I still believe in German engineering. But let's face it, #CEOs like #Diess and #K?llenius got a lot of things wrong. And for getting things wrong get a "golden handshake" ... It is companies like BMW and Toyota where it is reassuring to see that the family still has some weight and it is not just stocks and shares and short lives returns ... but the overall turnover and customer SERVICE has to be in the limelight. It is about trust, heritage... Seems to me, companies like #MercedesBenz have unfortunately lost touch with their proud heritage. I very much regret to have to say it.
UX/UI Team Lead Vehicle at Verne
4 周I‘d love to learn more about how the quality of the user experience has been assessed. Hedonic qualities vs pragmatic qualities and how they were measured?
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4 周Costs are of central importance. Let's take a look at the comparison of the total hourly rate of production between VW and a location in China: VW with a capacity utilization of 93%: 114,75,-€ per h? VW with a capacity utilization of 74%: 142,83,-€ per h? Companies in the automotive industry in Germany/BW: €81.79 per hour China with a capacity utilization of 93%: 34,05,-€ per h In summary, the large difference in labor costs means that the German automotive industry must either find ways to achieve higher prices through innovation and quality or rely more on cost-efficient production strategies, including relocation and automation. Global competition and cost pressures are expected to increase further, underlining the need to transform the German automotive industry. First of all, the massive increase in costs due to very low capacity utilization must be overcome! But how? Actually, all I can see is plant closures and the necessary staff cuts. f.[email protected] https://valueforce.de/
Experienced Project Manager - Beijing, China & Munich, Germany
4 周Stefan Bratzel, Prof. Dr. Interessante Findings, der chinesische Kunde m?chte nach meinen Erfahrungen hier vor Ort in China nicht auf das Entertainment ?kosystem von dt. OEMs zugreifen, sondern seamless sein eigenes, mobiles ?kosystem im das Fahrzeug integrieren, zB Video, Gaming. Zudem bewerten immer mehr junge Chinesen die chinesischen In-Car Systeme im Markt als überlegen.