Growing customer awareness and the increased availability of Smart Key systems on a wider range of models will create the opportunity for fitment rates to increase over the next 3 to 4 years, almost doubling by 2010, according to global automotive consultancy, SBD.
“Clearly this will depend to some extent on manufacturers continuing strategies of fitting systems on more new models and increasing their current level marketing for smart key systems”, states David Bell, Managing Director of SBD.
“We have conducted extensive analysis of the market and technical trends for Smart Key systems in Europe and estimate current fitment rates to be around 5% in the main European markets. There is genuine market opportunity for this to increase. However, vehicle manufacturers must be careful not to present any new areas for customer concern if they are to ensure that the car buying public perceive Smart Key systems as a value added feature. Our research shows that there are a number of issues that need to be addressed during the design stage to produce a convenient and secure system that meets customer expectations and market requirements – understanding the voice of the customer is essential if the market opportunity is to be realised.”
SBD’s recent report entitled “The market and technical trends for Smart Key systems in Europe” provides essential information on the issues that will influence the future development of Smart Keys in Europe and includes a top level summary of the results from SBD’s recent end customer survey which gives an insight into the real needs of the customer.
SBD has recently announced the launch of their suite of World Class Smart Key solutions. This includes benchmarking of individual vehicles and systems from different manufacturers against customer convenience, system performance and vehicle security; reports on technical and market issues across key markets; end customer surveys analysing the views of the motorist and bespoke consultancy for clients seeking exclusive intelligence and support.
