2012-09-04-奥纬咨询-Connected_Cars_Ensure_a_Head_Start_in_Customer_Retention_3页_93kb

Summary of Oliver Wyman Analysis: Connected Cars for Customer Retention

• Vehicle Networking as After-Sales Tool: Enables direct contact with customers for personalized, low-cost services, leveraging data transmission to predict maintenance and engine stress.

• Market Opportunity: Connected cars offer OEMs a significant edge in customer retention post-warranty, with global adoption projected to grow from 45 million vehicles in 2011 to 210 million by 2016.

• Competition and Strategy: After-sales competition is intense between OEMs and independent providers; OEMs must accelerate technology integration, invest in monitoring systems and call centers to proactively offer tailored services at competitive prices.

• Customer Acceptance: High willingness among users to pay for connected features like remote diagnosis and notifications, as seen in pilot tests and surveys.

• Implementation Actions: OEMs should focus on low-cost basic functionality, leverage data transparency for business models, and identify attractive additional services to ensure long-term loyalty.

• Challenges: Independent providers are developing countermeasures, but OEMs can capitalize on connected car advancements to regain market share in both new and older vehicle segments.