In-car connectivity is a must these days
Like most drivers, one of the first things you do after purchasing a vehicle (or renting one) is sync your phone so you can use CarPlay or Android Auto. In-car navigation and messaging are essential, and automakers' services are not very good, at least compared to what Apple and Google are already doing. Why big auto hasn’t taken notes from CarPlay and Android Auto, we’ll never know.
A new study shows that the ability to use CarPlay or Android Auto in our vehicles is actually crucial for most of us. Over half of CarPlay users say the platform is critical, and almost one-third say they’d switch auto brands if their current one lost access to Apple’s in-car infotainment platform. We could view this as smartphone platform brand loyalty, but the data underscores it’s more about how poorly automakers’ in-car systems are.
James Riswick
Drivers really love CarPlay and Android Auto
A full 55% of drivers say a “lack” of CarPlay is a “deal-breaker.” 36% of Android Auto users feel the same. Out of context, you could say 55% of iOS users and 36% of Android users are just fanboys - but that would be misguided.
When asked if they trusted whether an automaker could build an in-car system as good as Apple or Google, 31% of respondents to American Trucks' survey said “no.” 33% think automakers could build an equally good in-car infotainment system. In comparison, the majority - 36% - said they’re not sure. If we were advising big auto, we’d suggest that’s 67% of people who have little to no faith in software and firmware development coming from automakers’ offices.
49% of respondents would be willing to see how the proprietary in-car system performs, but 20% say they’d simply sell their car and buy one from another brand if CarPlay or Android Auto access is revoked. 30% say they’d just stick with the brand of car they have. 28% of CarPlay users would switch brands, while only 19% of Android Auto users say they’d jump ship.
By the numbers: Who cares?
If you thought Tesla’s recent adoption of CarPlay was critical, it might be - but not to existing Tesla drivers. Only 15% of Tesla owners say they need access to CarPlay or Android Auto. The only automaker that fares better is Dodge, with 11% of its drivers saying a lack of Android Auto or CarPlay is a deal-breaker. GMC (23%), Mercedes-Benz (33%), and Jeep (34%) round out the bottom five.
On the opposite end of the spectrum, Audi owners care deeply about CarPlay and Android Auto. 71% of Audi owners say they’d leave the brand without those ancillary platforms, which is eight percentage points higher than second-place BMW (63%). Mazda (58%), Lexus (53%), and Buick (50%) round out the top five. Interestingly, sibling brands like Toyota and Lexus, or Kia and Hyundai, which essentially share platforms, rank differently in this survey. Lexus and Toyota, for example, have a 17% delta between them.
Final thoughts
Tesla owners might not care much about CarPlay and Android Auto, but GM drivers do. As the automaker plans to drop support for CarPlay and Android Auto, 35% of owners say they want to switch brands, while another 25% are unsure. 37% of non-GM owners say they’re less likely to buy a GM as a result. People may not have strong feelings about CarPlay Ultra, which has failed to catch on, but supporting Android Auto and CarPlay is clearly vital.
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