In the automotive sector, digital forces are blurring traditional industry boundaries, spurring the formation of new ecosystems and placing large profit pools up for grabs. Vehicle data will be critical for generating revenue, reducing costs, and increasing safety and could represent a value pool of up to $750 billion by 2030. A common understanding and shared language will help players across the ecosystem communicate current and emerging opportunities. No such standard exists today for user experience in a connected car – one of the key foundations for data-driven value creation in mobility. As connectivity systems become progressively more complex, understanding the changes underway will become increasingly problematic in the absence of a universal framework.
The McKinsey Connected Car Customer Experience (C³X) framework describes five levels of user experience in connected cars, ranging from the most basic to the highly complex. Whereas autonomy and its levels define the extent to which drivers control how automobiles move, connectivity, in large part, will be the key to using car data to generate revenue, optimize costs, and improve safety. In the future, artificial intelligence (AI) will anticipate and respond to vehicle occupants’ needs and commands, using in-vehicle sensors and data on consumer preferences from multiple digital domains, including social media, the connected home, and the connected office. The more seamless a rider’s experience becomes, the more opportunities there will be to affect revenue, cost, and safety.