The global automotive industry will offer a greater personalized driving experience by 2025, while autonomous vehicles or automated driving will not be common, said Automotive 2025 Global Study by IBM.
The IBM Automotive 2025 Global Study — based on interviews with 175 executives from automotive OEMs, suppliers, and other thought leaders in 21 countries — indicates that consumers want to drive cars and innovate and co-create them along with related services, such as infotainment.
IBM said changes in consumer expectations were the most dramatic shift between the Auto 2020 and Auto 2025 studies. Addressing consumer expectations now ranks behind only technology in order of importance to the automotive industry.
63 percent executives saw mobility services or car/ride sharing as an area for greater collaboration with consumers. 59 percent felt product design, marketing campaigns (54 percent) and service / after-sales (52 percent) were all areas in which the industry would benefit from working directly with consumers.
By 2025, the vehicle will be sophisticated enough to configure itself to a driver and other occupants. It will be able to learn, heal, drive and socialize with other vehicles and its surrounding environment.
Nearly 80 percent of the executives felt in-vehicle cognitive technologies will be a key component of how vehicles learn and reason to provide a better experience for the occupants and optimize its own performance.
Fifty-seven percent believe vehicle social networks will be in place where vehicles will communicate with each other, allowing vehicles to share traffic, weather conditions and information specific to a given automaker. For instance, if a vehicle was experiencing some type of problem not recognized before, it could communicate with other vehicles of the same brand to seek help on what the issue might be.
19 percent believe that a fully automated environment—meaning the driving system handles all situations without monitoring, and the driver is allowed to perform non-driving tasks—will be routine by 2025.
Eighty-seven percent felt partially automated driving, such as an expansion of today’s self-parking or lane change assist technologies would be commonplace. 55 percent said highly automated driving, where the system recognizes its limitations and calls driver to take control, if needed, allowing the driver to perform some non-driving tasks in the meantime, would also be adapted by 2025.
Industry growth will come from delivering additional value rather than selling more vehicles. Even though one third of those surveyed feel they will be able to adapt to the challenges this presents, only one in five feel they are prepared now, said IBM Automotive 2025 study.