New Vehicle Features: Exploration

Objective

Discover new product features that would make Hybrid, Plug-In Hybrid, or Electric Vehicles more attractive to consumers to open up the door for further research studies and deep dives.

Challenges

  • Could only utilize online resources such as online forums, news articles, blogs, etc. to find information about desired features

Process

I first identified and took note of all automotive manufacturers in the United States who offered at least one Plug-In Hybrid vehicle to consumers including: Audi, BMW, Ford, GM, Hyundai, Kia, Porsche, Toyota, and Volvo. I searched for community-driven discussion forums, articles, and blog sites to look for any sort of customer feedback that could be translated into a new product feature.

Due to the extremely limited results that forums, articles, and blogs yielded, I sought out a different method to acquire the same information. I decided to conduct a small, self-driven research study to find the answers I was looking for. I created a Google web form that recorded a consumer’s:

  • Age Range

  • Gender

  • Country

The form then asked if they Currently owned or leased a vehicle. If the consumer answered Yes, it would ask for:

  • The Year, Make, and Model of their primary vehicle

  • To describe 2 features they like about their vehicle, and 2 features they would change

If the consumer answered No, it would ask (consumers who answered Yes to the previous question would also answer the following questions):

  • How familiar they are with Hybrid, Plug-In Hybrid, and Electric Vehicles

  • If they were to purchase a Hybrid, Plug-In Hybrid, or Electric Vehicle in the next 5 years, describe 3 quality of life improvements they would like to see in the future

After I finished writing up the survey, I spent some time looking at online communities. I looked at YouTube, Twitter, and Facebook before deciding to use Twitch (an online streaming platform where casual and pro gamers can broadcast their video game activity live to their supporters.) I partnered with MissKyliee, a 5-year Twitch-Partnered Variety Broadcaster who agreed to help me acquire a minimum of 50 survey responses in exchange for giving away 3, $50 Amazon giftcards to her viewers as a form of compensation.

Results

Age Range:

  • 72% of respondents were 18-29 years of age

  • 18% were 30-44 years of age

  • 7% were 45-59 years of age

  • 3% were under 18.

Gender:

  • 82% of respondents were Male

  • 13% were female

Location:

  • 63.3% of respondents were located in the United States

  • 16.67% from Canada

  • 4% from Finland

Owned/Leased:

  • 62% owned or leased their vehicle

  • 38% did not own or lease

Top 5 most liked features were:

  • Fuel Efficiency – 11.90%

  • Heated/Cooled Seats – 9.52%

  • Bluetooth – 5.95%

  • Apple CarPlay/Android Auto – 3.57%

  • 4 Wheel Drive – 3.57%

Top 5 most disliked features were:

  • Radio – 11.90%

  • Speakers – 7.14%

  • Color – 7.14%

  • Interior Materials (Plastic) – 4.76%

  • Auto Open Trunk/Hatch – 4.76%

Top 5 most desired features (aside from those who indicated no interest in purchasing a Hybrid, Plug-In Hybrid, or EV – 7.81%):

  • Battery Range – 26.47%

  • Eco Friendly – 19.10%

  • Low Cost – 8.59%

  • Quiet – 4.69%

  • Autonomous – 3.91%

Some of the more noteworthy responses revolved around personal and public safety including:

  • Automatic brakes when the vehicle detects an object in front

  • Autonomous/Self-Driving vehicles to lessen the number of accidents due to human error

  • Live traffic alerts

  • Non-autonomous driver-assisted safety devices

However the most interesting responses came from those under 18:

  • Dedicated stand or compartment for a phone to play music and make phone calls

  • Screen with an HDMI port to play video games in the vehicle (like a Nintendo Switch)

  • Driver assisted feature that alerts the driver if they need rest

Conclusion

I recommended that a further research study should be conducted on individuals who were younger than 18. Not only did their responses show the most out-of-the-box thinking, these individuals would become the target market for future products.