Today’s new car buyers are more tech savvy than ever, forcing automakers to adapt to an ever more digital world. MP3 player connectivity – particularly for Apple’s iPod – has moved to the top of buyers’ wish lists, which is changing the way automakers equip their cars.
Gone are the days of the optional CD player, with today’s customers demanding connections for the digital age. According to iSuppli, about 39 percent of new vehicles sold in the U.S. this year will either have standard or optional iPod support straight from the factory. By 2009 that number will climb to over half for the first time in history, with an estimated 58 percent of new cars offering iPod connectivity.
In addition to iPod connectivity, Bluetooth technology continues to see strong growth in the automotive sector. Bluetooth crossed the 50 percent offering mark last year – with 55 percent of all new cars offering standard or optional wireless connections – but that tally will balloon to 82 percent in 2009.
And, as with home electronics, in-car tech shows no sign of slowing down. Once reserved for only top-tier luxury cars, more and more everyday models are seeing new technologies trickle down as prices continue to come down, which is becoming a major selling point.
“The automotive industry is at the point where in-vehicle technologies—or the lack of them—are influencing sales,” said Phil Magney, vice president of automotive research for iSuppli. And with new car sales down double digits this year – and likely worse next year – in-vehicle technologies could become the next major battle ground.
