Survey: Customer Perception of Smart Key Systems in China

Survey: Customer perception of smart key systems in China

Did you know that more than 60% of car owners do not fully understand how to use their smart key systems? As an OEM or Tier 1 supplier can you afford not to know what customers really think? Insight

Knowledge gap on smart key functionality 84% 88% 78%

47% 40% 33%

Do you expect smart key to be standard on your next vehicle? 96%   2% 2% were undecided

This research reveals telling statistics on how Expectations are unanimous for how a smart key OEMs are performing in the eyes of their customers system should function. and details what steps could be made to improve smart key in the future. By comparing the customer expectations for their next vehicle with what OEMs are currently offering, The results show just how little owners know about there are clear areas for improvement. the systems they own. Only half of those surveyed were able to accurately describe how to unlock and lock their When customers were asked how smart key should car using the smart key functionality. be offered by the OEM, 96% expected smart key as standard on their next vehicle.. Emphasising the current consumer awareness of the technology, this research looks at the perception of Another finding is whether the day-to-day usability of smart key in China amongst smart key owners. This the key fob needs improvement to make it more survey asks consumers about their expectations for convenient. Interestingly, the results showed a future systems and reviews their satisfaction of the variation between owners of different vehicles. This system they currently own. valuable insight could help OEMs and tier 1 suppliers focus on what to retain or even improve to satisfy the Reducing the knowledge gap end-user.

Customer education before, during and after the The overall picture is that all OEMs need to review purchase of a vehicle could ensure that they are their smart entry and start technologies, as well as familiar with how the technology works, and also how they offer the system, to align with customer makes them aware of the proper functionality of expectation. smart key.

The results of the survey provide a comprehensive outlook of smart key in China and a clear vision of future expectation. In addition to this, the report also presents findings relating to customer opinions on smartphone-based key technologies. A survey of existing smart key customers in China Ref: SEC/555

SBD’s latest research, surveying existing smart key customers in China, identifies the customer perceived benefits and drawbacks of smart key technology. From this survey of 600 consumers and 6 OEMs, key trends can provide manufacturers insight on the most successful strategy, when offering smart key systems to customers. In addition, the survey identifies the future development direction that customers are looking for in smart key systems and related technology.

Research contents:

Summary of the findings including Introduction methodology, objectives, sampling, coverage and an overview of smart key in China.

Survey summary of Chinese smart key owners Executive Summary to analyse which OEMs are performing well and determine where improvements need to be made going forward

Analysing the results, there are a number of Analysis clear preferences expressed by respondents regarding Technology, Functionality, Availability and Accessibility

Full Results Detailed results showing the full results to each question and the comparison between each OEM

Glossary A detailed glossary containing a full list of terms and a definition of them.

Call us: +44 (0) 1908 305 101 Email us: [email protected] A survey of existing smart key customers in China Ref: SEC/555

Call us: +44 (0) 1908 305 101 Email us: [email protected]

About the Authors

Paul Burnley, Senior Specialist – Secure Car Division Paul graduated from the University of Surrey with a Masters degree in Electrical and Electronic Engineering. Paul leads SBD’s Secure Car research on electronic theft methods, including the development of relay attack equipment, analysis of electronic locksmith tools, and cutting-edge research into emerging theft trends and future attack methods. He has spoken at several international conferences on both vehicle security and telematics subjects.

Callum Tulloch, Analyst - Secure Car Division Callum joined SBD in 2012, having graduated from the University of Warwick with an honours degree in Automotive Engineering. As an Analyst in the Secure Car division, Callum primarily specialises in smart key technology and associated device trends, whilst also coordinating the UK Insurance Group Rating process for one of SBD's established clients.

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