A global survey reveals a sharp contrast in attitudes towards the adoption of in-vehicle AI between Eastern and Western markets, with European drivers being particularly reluctant.
The study, conducted by MHP, surveyed 4,700 car drivers in China, the US, Germany, the UK, Italy, Sweden and Poland and found significant geographic disparities in the acceptance and understanding of AI. It has become.
The study found that although AI is becoming an integral part of modern vehicles, European consumers remain hesitant about its implementation and value proposition.
regional disparity
The survey found that 48 percent of Chinese respondents see in-vehicle AI primarily as an opportunity, while only 23 percent of European respondents share this optimistic outlook. got it. In Europe, 39% think the opportunities and risks of AI are broadly balanced, while 24% take a negative position, suggesting the risks outweigh the potential benefits. .
Understanding of AI technology also varies widely by region. While more than 80% of Chinese respondents claim to understand the use of AI in cars, this number drops to just 54% for European drivers, highlighting a significant knowledge gap. .
Marcus Wieland, partner at MHP and one of the study authors, said: However, respondents, especially in Europe, are often hesitant and price-sensitive. ”
There are similarly clear differences in willingness to pay for AI capabilities. Only 23 percent of European drivers expressed a willingness to pay for AI features, compared to 39 percent of Chinese drivers. According to this research, most users now expect AI capabilities to be a standard feature rather than an optional add-on.
Dr. Nils Schapensteiner, Associate Partner at MHP and co-author of the study, said: “Automotive companies need to create innovations with clear added value and develop direct and indirect monetization of their AI products, for example through database business models and improved services.”
In-vehicle AI opportunities
Despite these challenges, traditional automakers maintain a trust advantage over tech giants. The study found that 64% of customers trust established automakers with AI implementation, compared to 50% for technology companies such as Apple, Google, and Microsoft. .
The study shows how AI can bring significant value across the automotive industry value chain, including pattern recognition for quality control, enhanced data management capabilities, AI-driven decision-making systems, and improved customer service through AI-powered communication tools. We have identified several key areas where we can deliver.
“OEMs and suppliers deserve to consider the opportunities presented by new technologies along the entire value chain,” explains Augustin Friedel, senior manager and study co-author. “However, the possible uses are wide-ranging and the implementation is very complex.”
The survey found that while up to 79% of respondents expressed interest in AI-powered features such as driver assistance systems, intelligent route planning, and predictive maintenance, manufacturers are still struggling to implement these features, especially in European markets. It has become clear that we are facing significant challenges in monetizing.
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