Report cover image

Voice of Customer: In-Car Services and Features, Passenger Vehicles, China, 2024

Publisher Frost & Sullivan
Published Nov 28, 2025
Length 144 Pages
SKU # MC20613828

Description

China’s rapidly evolving connected car market consistently adapts to shifting consumer preferences, driven by the adoption of emerging use cases that shape the "new normal" across diverse customer segments. Frost & Sullivan’s Voice of Customer: In-Car Services and Features, Passenger Vehicles, China, 2024 survey reveals how car owners and buyers in China utilize in-car connectivity solutions, on-demand features, over-the-air software updates, integrated payment options, and other connected services. Based on its findings, the analysis also examines consumer payment behaviors and their willingness to pay for different services. The study further segments respondents by vehicle type, including passenger cars, premium models, and new energy vehicles, to provide a detailed view of feature popularity, interest levels, and priority needs within each category. The findings are based on an online panel survey of 1,414 key decision-makers and influencers involved in connected car purchases and usage in China, providing actionable insights for OEMs and service providers seeking to capitalize on emerging opportunities.

Table of Contents

144 Pages
    • Project Approach
    • Key Findings
    • Software is Integral to Delivering the Future of Mobility
    • "CASE is Dead, Long Live the SDV!"
    • We are Right at the Start of the SDV Journey
    • OEM-Operated Digital Ecosystems to Support Features on Demand
    • Frost & Sullivan Observes 3 Distinct OEM Approaches to Offering Features on Demand Today
    • Research Methodology
    • China Sample
    • Respondent Profile: Demographics
    • Respondent Profile: Household Characteristics
    • Respondent Profile: Vehicle Ownership and Driving
    • Vehicle Characteristics: Engine and Vehicle Segment
    • Interest in Innovative New Technologies in Cars is High
    • Majority of Customers (56%) See a Digital and Connected Car as the Strongest Vision of the Future
    • Consumers in Shanghai have the Most Futuristic Vision of the Car of the Future Compared to Other Cities
    • Drivers of Small and Mid-size SUVs Lead in their Vision of the Future Vehicle as a "Smartphone on Wheels"
    • Large Discrepancy Between Owners of Different Vehicles and their Vision of the Future Car
    • Almost Half of Customers Want a Car with Advanced Applications
    • BMW and Ford Owners have the Highest Expectations for In-Car Technology
    • 65% of Customers are Very or Extremely Interested in In-Vehicle Connected Services
    • There is a Steep Decline in Interest in Connected Services in Chongqing
    • Interest in In-Vehicle Connected Services Varies Widely Based on Consumers' Interest in Technology
    • The Most Interested Age Demographics in Connected Car Services are Those Aged 26-40 and 41-60
    • Sharing Driving Data with Third Parties is Less of a Concern in China-Only 6% Would Definitely Not Share
    • Large SUV Owners have the Least Concerns Over Sharing Driving Data
    • The Most Popular In-Car Activity is Listening to Music and Using Maps for Navigation
    • After Music Streaming, Video Streaming and Built-In Navigation are the Next Most Popular Functions
    • Services/Functions Regularly Used Show City-Level Differences
    • Volkswagen Users Say They Use Services/Functions Within the Vehicle Significantly Less than Other Vehicle Owners
    • Close to One-Third of Drivers Use in-Car Monitoring Features Today
    • Drivers in Shanghai Use In-Car Monitoring Features the Most Today
    • Voice Assistants in the Car are Used Most to Search Routes or for Calls/Texts
    • Using a Voice Assistant to Call/Text a Person is the Most Popular Feature in Shanghai (Top City for Voice Assistant Usage)
    • 44% of Respondents Use Over-the-Air (OTA) Updates Regularly
    • Only 33% of Respondents in Chongqing Regularly Use OTA Updates
    • Basic and Subcompact Drivers Use OTA Updates the Most Frequently
    • Consumers with Kids Under 6 Most Regularly Install New In-Car Services via OTA Updates
    • Huge Differences in OTA Usage Exist Between Brands in China
    • Small and Mid-Size SUV Owners are the Biggest Segment of Consumers That Have Paid to Unlock Features on Demand
    • Shanghai has the Highest % of Consumers that Have Used Features on Demand
    • Nearly 80% of Consumers are Very Comfortable or Comfortable in Making Online Payments
    • Respondents in Shanghai and Beijing have the Highest Levels of Comfortability
    • 93% of Large SUV Drivers are in the 2 Highest Groups in Level of Comfort
    • Tesla Owners are Most Comfortable in Making Online Payments Via a Smart Device
    • Interest in Paying for Services on the Go is High
    • Drivers of Large SUVs have the Highest Interest in Paying On the Go
    • Tolls are the Most Preferred Service to be Paid for via In-Car Payment Functionality
    • Ford, BAW, and Acura Owners Show the Highest Interest in Paying via In-Car Functionality
    • There are Big City-Level Differences in Attitude Toward Making Purchases via an In-Car Marketplace
    • Interest Levels in Services to Install via In-Car App Stores Vary by City-Shanghai Respondents Exhibit the Highest Interest
    • There is a Large Difference Between Owners of Vehicle Brands for Interest in Installing Apps
    • Only 40% of Those Surveyed have Heard of SDVs
    • BEV Owners have the Highest Awareness of the SDV
    • Drivers of Large SUVs have the Strongest Awareness of SDV
    • Awareness of SDV Varies Widely by Drivers of Different OEM Brands
    • Attitudes Toward the Concept of SDV are Very Positive
    • SUV Owners Like the Idea of the SDV the Most
    • Respondents with Kids Under 6 Have the Most Positive Outlook Toward Using SDVs
    • Ford and Tesla Owners Like the Idea of Using an SDV the Most Out of All Vehicle Owners
    • Improved Safety Features are Viewed as the Most Desired SDV Benefit, But Other Features are Seen as Equally Important
    • Features on Demand Introduction in Survey
    • 26 Features on Demand Tested
    • 73% of Consumers are Willing to Pay for Additional Features
    • Willingness for Post-Purchase On-Demand Vehicle Features is Highest Among Large SUV Owners
    • Willingness for Post-Purchase On-Demand Vehicle Feature Upgrades
    • Safety and Security, as well as ADAS and Autonomous, are Categories for Which Consumers are Most Likely to Pay Additional Fees
    • Likelihood to Pay Additional Price for Services to Improve In-Vehicle Experience by Province
    • Likelihood to Pay Additional Price for Services to Improve In-Vehicle Experience
    • Driver and Interior Monitoring Systems and AR-HUD Hold the Highest Interest for Consumers
    • Likelihood to Purchase Features on Demand in the Next Car
    • Close to 9 in 10 Consumers are Seen as Prospects for Features on Demand
    • Regional Variances for Features on Demand are Sizeable
    • Drivers of Large SUVs Display the Most Interest in Features on Demand
    • Respondents with BEVs Indicate Higher Interest than ICE Owners
    • Respondents Under 61 Years Hold the Greatest Interest in Features on Demand
    • Higher Educated Customers are More Likely to Purchase Features on Demand
    • Interest in Features on Demand
    • Price Points Tested
    • Willingness to Pay and Price Elasticity of Demand
    • Features on Demand Price Elasticity of Demand
    • Interest in Purchasing: Adaptive Driving Sounds and Lighting
    • Interest in Purchasing: Cinema Sound Experience
    • Interest in Purchasing: Personalized Sound Zones
    • Interest in Purchasing: Premium Audio
    • Interest in Purchasing: User Profiles
    • Interest in Purchasing: Driver and Interior Monitoring System
    • Interest in Purchasing: AR-HUD
    • Interest in Purchasing: Car2Home and Home2Car Functionality
    • Interest in Purchasing: In-Car Karaoke
    • Interest in Purchasing: 2D, 3D, and AR Navigation
    • Interest in Purchasing: Powertrain Upgrade
    • Interest in Purchasing: Sentry Mode
    • Only 6% of Chinese Drivers Said They are Not Very Likely to Pay for Features on Demand in a Future Vehicle
    • Safety and Security Sees the Highest Historical Features on Demand Purchasing Throughout China
    • Categories of Features on Demand Purchased in the Past
    • The Most Popular Way to Find Out About Features on Demand is through OEMs
    • Satisfaction with Purchased Features on Demand is High
    • Features on Demand Meeting Consumer Expectations
    • Small and Mid-Size SUVs Represent the Largest Group of Features on Demand Users
    • The Ability to Improve the Vehicle's Safety is the Most Appreciated
    • PHEVS are Poised for the Biggest Rise Between Current and Future Vehicles
    • Almost One-Third of Respondents Would Consider a BEV for their Next Vehicle
    • Likelihood to Consider Type of Engine for Next Vehicle
    • 25% of Respondents Say They Will Most Likely Purchase C Segment Vehicles Next
    • Price Respondents Expect to Pay on Next Vehicle Purchase
    • Average Duration of Car Ownership
    • Growth Opportunities Fuel the Growth Pipeline Engine ne
    • Why is it Increasingly Difficult to Grow?
    • The Strategic Imperative 8
    • Benefits and Impacts of Growth Opportunities
    • Next Steps

Pricing

Currency Rates
How Do Licenses Work?

How Do Licenses Work?

The primary function of a report license is to define how many people within a company are authorized to use the purchased report. This is separate to how a report might be delivered. Unless specifically identified otherwise, the purchase option is Single User. Below is a helpful description of that license, along with a sampling of others most commonly offered.

  • This license allows only one user to have access to and to use/read the report. It is not one user at a time or one user group; it is an individual who will be reading and utilizing the report.

  • This license allows for the entire purchasing company to read and use the report. This is the license level that would allow for a report to be placed on an internal company shared drive for access by all employees of that direct company. This license does not extend to parent or sister company use.

  • This license is designed to allow an entire department within a company full access to a report. The departmental license is a great option for companies that have more than one location and the department is spread out all over the country/world

  • This license is for companies that have one location where they want the report to be accessible by all employees within that physical location.

  • This is the most flexible of the licensing options. Some publishers will allow you to get a license for a preset number of people (typically 5). These licenses are ideal for small work groups.

License options are at the discretion of each publisher. As such, not all licenses indicated above are available for every product. If you are uncertain of the best license for your needs or would like a license that is not proactively available, please contact us and we will be happy to assist.

Request A Sample
Head shot

Questions or Comments?

Our team has the ability to search within reports to verify it suits your needs. We can also help maximize your budget by finding sections of reports you can purchase.
Chat Now
Contact Us