premium.trendwatching.com 2AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
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...to TrendWatching’s Automotive Industry Update, exclusively for Premium clients.
This update provides an unmissable window on Automotive insights and innovations. The Feature Trend – chosen from the 100+ trends you have access to as a client – is backed with a contextualized hero example and examples of best practice to inspire your own trend-led innovations.
Enjoy, and good luck!
STATUS SEEKERS HUMAN BRANDS
BETTERMENT BETTER BUSINESS
YOUNIVERSE UBITECH
LOCAL LOVE INFOLUST
PLAYSUMERS FUZZYNOMICS
EPHEMERAL PRICING PANDEMONIUM
HELPFULL POST-DEMOGRAPHIC
JOYNING REMAPPED
NOTE: When viewing the kickass innovations from page 8 onward, look out for the trend tags! Each example is labeled with its related mega-trends (listed below), followed by the corresponding sub-trend.
SEE ALL AUTOMOTIVE INNOVATION EXAMPLES ONLINE »
PERKONOMICS
Perks satisfy consumers’ desire for novel forms of status, privilege, exclusivity and/or convenience. But it’s a two-way street: automotive brands that offer extras will strengthen relationships with customers, attract attention and escape commoditization.
For car owners, the little extras can make a big difference
// OVERWHELMING OPTIONS
In today’s crowded automotive arena, there are almost
limitless buying options. Little extras can cut through
the noise and make decision-making easier.
// (DIS)LOYALTY
Loyalty has been replaced by a quest for the automotive
brand that offers the most. Show that you understand
your customer’s concerns and/or needs with add-ons
that bring something they can’t get elsewhere.
// STATUS STORIES
Consumers in the experience economy derive status
from the stories associated with their purchases as
much as the product itself. Perks and add-ons mean a
great STATUS STORY to tell.
// NEW VALUES
Automaker-branded luggage, watches and fountain pens
are old news. Now, consumers are looking for perks that
offer a status boost but also align with their EMBEDDED
GENEROSITY values, as Audi did by partnering with
TOMS on a limited edition range of shoes.
// BUDDY UP
Partner up with a brand to offer surprising or unexpected
perks. See how Porsche offered free test-drives to
Lufthansa’s first class and private jet passengers.
// TAILOR MADE
Elevate perks above the norm by making them as
CUSTOMYZED as possible. After all, consumers will
always appreciate automotive brands that go the
extra mile to show they really care.
WHY NEXT
HUMAN BR ANDS:
premium.trendwatching.com 4AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
SEE IN THE DATABASE
premium.trendwatching.com 5AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
AUTOMOTIVE | PERKONOMICS INNOVATION EXAMPLES
FASTNEDEV network funds expansion via investors
club
June 2015 saw the launch of the Fastned Founders Club: a
program giving investors in the electronic vehicle charging
company free access to its charging station network for life.
Designed to help the Netherlands-based company expand its
roadside EV charging network, any investor purchasing at least
2,500 shares (costing EUR 10 each) in Fastned automatically
becomes part of the club. Fastned plans to build 200 EV
charging stations by 2017.
We don’t need to tell you that crowdfunding has
revolutionized the retail landscape. Today, many consumers
are willing to fund new businesses, committing pledges that
often far exceed the apparent worth of the perks on offer
(see PRESUMERS for some great examples). But the Fastned
Founders Club goes beyond the conventional ‘lifetime access’
perk. Tapping into the desire to contribute positively and
live according to one’s values actually offers a new bonus: to
extend the appeal of EVs and make them accessible to even
more drivers. Therefore, the real perk is the status boost that
comes from enabling positive change and making the world
a better place. The chance to meet likeminded donors at an
annual Founders Dinner is yet another bonus.
EUROPE
HUMAN BR ANDS : PERKONOMICS
premium.trendwatching.com 6AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
AUTOMOTIVE | PERKONOMICS INNOVATION EXAMPLES
AUDI & AMAZON
Customers’ cars used as shopping delivery location
PORSCHE
Airline offers passengers supercar driving experience
AUDI
Automaker creates limited edition charitable shoes
April 2015 saw Amazon and Audi announce the
launch of a pilot initiative in Munich, allowing
Amazon Prime members to choose to have their
shopping delivered directly to the trunk of their
Audi car. Shoppers add the estimated location
of their car for the delivery window, and logistics
company DHL uses Audi technology to locate the
vehicle and open the trunk with Audi’s Keyless
Entry technology. Once the delivery driver closes
the trunk, the car is automatically relocked.
From June 2015, the Porsche First Class
Excitement package is available to all first class
Lufthansa, Austrian Airlines or Swiss passengers
departing from Munich. Customers traveling first
class – or via Lufthansa private jet – can enjoy a
three-hour test drive of a Porsche 911 or Panamera
for EUR 99. Via a partnership with Avis, passengers
can also opt for a 24-hour rental package priced at
EUR 304.
In Q3 2015, Audi partnered with TOMS on an
exclusive shoe available only to people buying or
hiring a vehicle from the automaker for a limited
period – during the Summer of Audi event. Via
the US promotion, 55,000 pairs of TOMS shoes
were made, with the company giving away the
same amount of charity pairs for kids. The gray
limited edition shoes were emblazoned with the
Toms logo in red and featured a motif with Audi’s
signature rings in white.
EUROPE EUROPE NORTH AMERICA
HUMAN BR ANDS : PERKONOMICS
premium.trendwatching.com 8AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
AUTOMOTIVE | KICKASS INNOVATIONS
CHRYSLER
Automaker pays for employees’ college degrees
MINI SINGAPORE
Automaker offers stranded drivers test drives to their destination
SAMSUNG
Screen-integrated truck boosts road safety
In May 2015, Chrysler announced that its US
dealers would offer employees no-cost, no-
debt college education through the company’s
Degrees@Work program. The bachelor’s and
master’s degrees are offered via a partnership with
Strayer University, with each course available online
as well as at Strayer’s campus locations throughout
the US. Employees at all US-based Chrysler, Jeep,
Dodge, Ram and FIAT dealerships are eligible to
participate in the offer.
April 2015 saw MINI Singapore launch We Tow You
Drive: a campaign offering test drives to stranded
drivers. During the campaign, the automotive
brand partnered with a local breakdown recovery
service, responding to stranded drivers in real-
time. Drivers could take a test drive in a MINI to
their next destination, before giving the car back to
a representative at the completion of their journey.
Unveiled in June 2015, Samsung‘s Safety Truck
is designed to improve road safety via a wireless
camera system. The reverse of the truck has a
video wall with four screens which transmit video
captured by a wireless camera mounted to the
front of the vehicle, meaning that drivers can see
when it’s safe to overtake. The truck also features a
night vision mode, and the prototype system was
successfully trialed in Argentina.
BETTER BUSINESS / BRAND MOVEMENTS HELPFULL / TRYVERTISING HELPFULL / SAFETY NET
premium.trendwatching.com 9AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
AUTOMOTIVE | KICKASS INNOVATIONS
DEPARTMENT OF TRANSIT
Ice buckets made from car parts highlight dangers of drink driving
GOMORE
Music festival-goers offered free parking for sharing rides
WAZE
Children’s voices help reduce reckless driving
In April 2015, the Department of Transit (DETRAN)
in Paraná, Brazil launched a campaign warning
about the dangers of drink driving. According
to the institution’s statistics, in 2014, more than
48,000 deaths in Brazil were caused by drink
driving, with more than 5,000 occurring in the
state of Paraná. To highlight the dangers, DETRAN
created the Crash Bucket: an ice bucket made
from parts of crashed cars. Placed in bars in across
the state, the buckets also included the message:
“Take care. The next one may be made with the
rest of your car”.
In June 2015, the Roskilde music festival partnered
with Danish ride-sharing platform GoMore. 100
parking spaces were reserved for people who
offered transport to other festival-goers via
GoMore, plus a range of prizes available for drivers
and passengers alike. To access free parking,
drivers needed to print out a special voucher or
save this to their cellphone. Participants also had
the chance to win festival tickets for Roskilde 2016
by taking a photo of their ride-sharing experience
and posting this to social media
In response to statistics showing road traffic injuries
as the eighth leading cause of death globally,
Waze and telecommunications company Maxis
created a road safety reminder. The voice of
children was introduced as a pack option on the
navigation app after a study determining that nine
out of ten parents drive more safely when their kids
are in the car. Initially launched in Malaysia, the
option was available globally from June 2015.
HUMAN BRANDS / MATURIALISM INFOLUST / SAFETY NETFUZZYNOMICS / P2P
premium.trendwatching.com 10AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
AUTOMOTIVE | KICKASS INNOVATIONS
PEUGEOT
Automaker pays those choosing not to buy post-test-drive
ECALL
Emergency alert system improves road accident response
FERRARI
Luxury automaker’s app allows consumers to custom-create vehicles
June 2015 saw Peugeot dealerships in Brazil unveil
a promotion offering people BRL 500 (around USD
150) for test-driving a 208 vehicle. Anyone who
test-drives the car and then decides not to buy one
can claim the cash. Customers needed to purchase
a competing vehicle (from a selection including
similar cars from Honda, Volkswagen and Ford)
within seven days of trying out a Peugeot 208.
In April 2015, the European Parliament voted for all
new cars and light vans to include an emergency
eCall system as standard from March 2018. The
eCall device alerts rescue services automatically
when an accident occurs, using the existing 112
emergency number, and provides basic data such
as the type of vehicle involved and fuel type,
as well as the accident’s time and location. The
measure, which adds around EUR 100 to the price
of a new car, also circumvents problems created by
language barriers.
In April 2015, Ferrari launched an augmented
reality app allowing consumers in the US to custom-
create cars in-store. Holding an iPad in front of their
chosen vehicle, customers can select their model’s
paint color, wheel types, optional components
and brake caliper colors, observing the detailed
effects on screen. The customization process is
complimentary, and can also be recorded as a
15-second video and shared via email.
YOUNIVERSE / CUSTOMYZEDINFOLUST / SAFETY NETPRICING PANDEMONIUM / DEALER-CHIC
premium.trendwatching.com 11AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
AUTOMOTIVE | KICKASS INNOVATIONS
JAGUAR
Luxury car brand shares the mood of Wimbledon
VOLKSWAGEN
Car brand teaches Chinese children to build air purifiers
FIAT
Interactive billboard helps motorists to parallel-park
As part of its partnership with Wimbledon,
Jaguar launched a campaign during the tennis
championship in July 2015. Using sensory
technology, ‘Feel Wimbledon’ captured the
emotion spectators felt at the tournament and then
shared the results with people across the UK via
outdoor screens and a dedicated website. Selected
fans at the tournament were given biometric
wristbands to measure their heart rate, motion and
location whilst ground sensors monitored crowd
movement and audio levels.
In June 2015, Volkswagen launched a pilot
program to teach school children in China about
air quality and pollution. The ‘Clean Air In A Box’
initiative provided children with DIY kits to show
how they could build affordable air purifiers for the
classroom using a small electric fan, a carton box
and a Volkswagen cabin air filter. The brand plans
to continue the program in schools across China.
In June 2015, Fiat created an interactive billboard
which helped drivers assess the distance behind
their car, as they reversed into a space on a street
in Frankfurt. Designed to promote Fiat’s Parking
Assist technology, the billboard was fitted with
ultrasonic parking-assist sensors which responded
to sensors fitted to a car already parked on the
spot. The billboard featured pre-recorded videos
showing a variety of individuals, including a
young man, a little girl, an old man, and a woman
in a revealing bunny outfit, demonstrating the
diminishing distance by drawing their hands
together as the car reversed.
HUMAN BRANDS / BRAND MOVEMENTSEPHEMERAL / LIVING THE LIVE HELPFULL / BRAND BUTLERS
premium.trendwatching.com 12AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
AUTOMOTIVE | KICKASS INNOVATIONS
FORD
Automaker’s system simplifies reversing with a truck
FIAT
In-taxi wifi activated only when seat belts are used
TOYOTA
Automaker’s radio ad automatically switches cellphones off
In May 2015, Ford announced that its 2016 F-150
truck would come with Pro Trailer Backup Assist
to help drivers reverse with a trailer attached. The
system takes around ten minutes to set up for any
trailer, with the dimensions entered via the on-
board computer and a sticker added to the hitch
to aid the camera in monitoring its movement.
Once the trailer is configured, when a driver wants
to reverse, they simply turn a knob on the truck’s
dashboard and leave the vehicle to control the
steering, gas, and brakes.
April 2015 saw Fiat Brazil partner with Use Taxi on
Wi-Fi Salva Vidas (The Wifi Lifeguard) to educate
passengers about the importance of using seat
belts. In-taxi wifi devices detected when the belt
was buckled and then enabled free wifi, which was
available for the duration of the journey.
Q2 2015 saw Toyota Sweden create a radio ad
which used Siri or Google Voice to switch off
cellphones. The radio ad ran during rush hour, and
explained the dangers of using a cellphone while
driving, before activating voice command. The
ad then switched the device into airplane mode,
making it impossible to receive calls or send SMS.
BETTERMENT / CURRENCIES OF CHANGE INFOLUST / SAFETY NETEPHEMERAL / TIME SAVIORS
DON’T FORGETINNOVATIONS THAT INSPIRE NEW PRODUCTS, SERVICES
AND CAMPAIGNS CAN COME FROM ANY INDUSTRY.CHECK OUT THESE 8 EXAMPLES AND GET INSPIRED!
premium.trendwatching.com 14AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
AUTOMOTIVE | DON’T FORGET!
CONSUMER ELECTRONICS FINANCIAL SERVICES FOOD & BEVERAGE
MOBILE & TELECOMSMEDIA & ENTERTAINMENT
TRAVEL
RETAIL
GIVESURANCECompany allows customers to donate a cut of their insurance
payments to charity »
SURESLIMChocolate flyer encourages
weight-loss »
TURING ROBOTIC INDUltra-secure cellphone is
indestructible »
KEYS N KRATESLocation-based mobile music video features user-generated images »
RÉMY MARTINSmart bottle caps provide authenticity guarantee »
TOPSHOPFashion retailer hosts blogger-led
photography school »
GOOGLE / LEVI STRAUSSFabric project integrates wearable
technology control into jeans »
LUXURY
TAM AIRLINESAirline produces personalized on-
board magazines »
premium.trendwatching.com 15AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
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