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What Makes A Good Smart Key System? Part 1 - Customer Needs
SBD, Dec 2009, Pages: 32
Smart Key systems sales are still low despite high levels of user appreciation...
Smart Key systems have now been available for over ten years, yet the industry is still struggling to generate strong customer interest. Drivers who have smart key systems are generally positive towards them and show strong likelihood of choosing a system on their next new car but overall fitment rates remain low. SBD’s three part series, “What makes a good smart key system?” aims to identify best practice features and solutions from the range of systems available in Europe.
“Part 1 - Customer needs” is the first report in this set which specifically focuses on the customer needs and expectations of Smart Key systems. It investigates the features that drivers like and dislike, and looks at reasons why many drivers are not buying smart key systems. Opinions are sourced from SBD’s multi-national end-user surveys and our extensive benchmark testing and Smart Key market research.
This first report in the series will help you:
- Understand what smart key functions are important to European customers
- Avoid common mistakes in system specification
- Find out why customers may not be buying smart key equipped models, or paying for the optional upgrade
- Identify opportunities to increase sales of smart key systems in Europe
- Identify potential causes of customer confusion at the point of sale and during the use of the vehicle
Customer comments regarding smart key systems
Perceived Benefits
“It’s so convenient if I’m carrying shopping”
“I don’t have to find the keys when it’s raining”
“It’s just so much quicker”
“Having owned one I don’t know how I would live without it”
“It’s a cool feature, it looks hitech and not everyone has one”
ALL CONVENIENCE RELATED
Concerns
“How do I know the car is locked?”
“What if the system goes wrong, will I still be able to lock the vehicle?”
“I don’t find a remote control keyfob inconvenient to use, so I don’t need a smart key”
“But doesn’t that mean a thief can start the vehicle without me being inside?”
“Won’t it be really complicated to learn?”
Either SECURITY RELATED, or THEY CAN’T IDENTIFY THE BENEFITS
IMPORTANT CONFIDENTIALITY NOTICE: ** Due to the confidential nature of the report content, your request to purchase this security report will be vetted by the security team, prior to any sale agreement. **
Product samples
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Also available
What Makes a Good Smart Key System? Part 3 - Technology
What Makes a Good Smart Key System? Part 3 - Technology
What Makes A Good Smart Key System? Part 2 - European Database
What Makes A Good Smart Key System? Part 2 - European Database
What Makes A Good Smart Key System?
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