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Consumer Research indicates that Apple Fans buying their Next Vehicle would be willing to Pay Extra for CarPlay



A new report by Strategy Analytics states that access to smartphone apps through in-car HMI (Human Machine Interface) is increasingly important to consumers' purchase decisions. Mobile apps are preferred for many navigation tasks, especially more advanced ones.


A new report from the In-vehicle UX (IVX) group at Strategy Analytics "Consumer Interest for In-Car Smartphone Mirroring is Almost Universal," surveying consumers in the US, Western Europe and China, has found that an increasing number of consumers feel that smartphone mirroring systems such as Apple CarPlay, Android Auto, and Baidu CarLife will be a 'must-have' when purchasing their next vehicle and moreover, are willing to pay for them at almost any reasonable price point.


Derek Viita, report author and Senior Analyst commented, "All of our research suggests that consumers will soon be ready to adopt CarPlay and Android Auto for their infotainment needs, which is another round of bad news for embedded navigation suppliers and OEMs that want to sell upgraded navigation systems. It also shows a missed opportunity: OEMs have been including these systems 'as standard' equipment when our research suggests that consumers would actually be willing to pay for them, even to the price of traditional navigation options."


Would you be willing to pay extra for the convenience of having CarPlay in your next new vehicle?


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