As automobiles become increasingly intelligent and move toward autonomy, the car becomes less a “mode of transportation” and more of a functional space the user occupies while in transit.
In the not-too-distant future, car users (perhaps a more accurate term than “drivers”) will be able to add extra features and services to their lease agreements – options like meal service, video conference hardware, exercise equipment, massage chairs, and nap pods.
Currently, just over half of all consumers would currently consider an “all-in-one” bundled lease, reports Acxiom. A bundled lease could include “the vehicle, insurance, connectivity services and fuel for one monthly payment.”
One study found that when consumers were given the same lease option with a safe and reliable autonomous vehicle (as compared to a non-autonomous vehicle), the number of respondents who said they would consider the all-in-one lease jumped to 90%.
When autonomous vehicles are an option, consumer willingness to spend may increase.
With a computer at the wheel, the car shifts from product to service. The implications of this shift are almost incomprehensible today, though we’ll begin to see the effects in the next few years:
On a surface level, we’ll see users’ in-vehicle experience completely revolutionized. Some of these services may very well be bundled into a monthly lease agreement – especially when you consider that consumers are already primed to pay monthly subscription fees for services and content. (Approximately two-thirds of U.S. households have Amazon Prime, and more than 54% of U.S. households have Netflix.).
Ponder this future with me…
While the subscription model will open up new revenue streams for existing businesses (and fuel new companies altogether), the in-vehicle experience itself will be revolutionized by autonomous cars. Just a few thoughts…
Cars have always presented advertisers with a captive audience, whether in the form of a commuter listening to radio ads on the way into work or a passenger staring at a digital ad display behind their taxi driver’s headrest. In the near future, those captive audiences will have the ability to engage fully in a variety of activities, from shopping to exercising to working.
Successful brands will:
Change is coming, and it may be coming faster than we know. Tens of thousands of successful AV rides have already been completed, and in cities like Las Vegas, autonomous vehicles may dominate the roads within just a few years.
Competitive brands will find creative ways to engage riders as the car changes from a static to a dynamic environment. Where will your company fit in?
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