Consumers Are Not Ready for Keyless Cars, Finds Strategy Analytics

The In-vehicle UX (IVX) group at Strategy
Analytics has explored consumer appetite for truly keyless cars in
its recent report, “Keyless
Cars: Do Consumers Want Them, and Are Automakers Ready?”. While
keyless technology provides a number of benefits such as consumers
having one less item to lose or replace and automakers leveraging the
technology for fleet management, it also holds fundamental disadvantages
– the requirement of an active and charged mobile device and a reliable
mobile connection.

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Keyless Car (Photo: Business Wire)

Derek Viita, Senior Analyst and report author commented,
“Consumer demand is certainly present for keyless technology but this
demand is largely being driven by two specific demographics: younger or
middle-aged car owners and a large majority of early adopters.”

Continued Viita, “With the proliferation of OEM-branded apps and
telematics services, stakeholders are certainly under pressure to
validate the keyless concept. Narrow demand and the limitations of the
technology itself evoke questions about its readiness for a wider

Added Chris Schreiner, Director, Syndicated Research UXIP,
“Strategy Analytics advises immediate exploration of the concept for
model lines catering to younger and tech-savvy consumers, but caution
among wider portfolios for the near term.”

About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory
services, consulting and actionable market intelligence for emerging
technology, mobile and wireless, digital consumer and automotive
electronics companies. With offices in North America, Europe and Asia,
Strategy Analytics delivers insights for enterprise success.

About In-vehicle UX

Our In-vehicle User Experience (IVX) service investigates UX innovation
opportunities in the connected vehicle. By understanding the emerging
behaviors, needs, motivations, use cases, pain-points and “must-have”
experiences of lead adopters and future target consumers, IVX delivers a
roadmap to help you design the optimal experience. IVX forms part of the
User Experience Innovation Practice (UXIP) at Strategy Analytics.
Through both syndicated and proprietary user-centric research
capabilities, UXIP delivers strategic insights and analysis on how to
optimize the user experience of new and emerging technologies. Click here
for more information.

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