Autos Consumer Insights

Trend - Supercar and hypercar manufacturers, for both street-legal and track-focused markets, are creating record-setting vehicles with hybrid drivetrains. These vehicles are more sustainable than their gas-powered counterparts while not coming with the compromises associated with purely electric supercars.

Insight - There is an ever-growing pressure from policy makers and the community alike for the automotive industry to make a shift toward sustainability. This manifests primarily in consumer vehicles increasingly incorporating electric power, whether in full or in part. However, even the luxury vehicle and racing vehicle markets are not exempt from this pressure. Fans of motorsports, as well as consumers of luxury vehicles, are placing pressure on supercar brands to make genuine sustainability efforts.

Trend - Brands are increasingly designing foam and inflatable mattresses to fit the interior of modern vehicles. These mattresses aim to transform the vehicle’s cargo area or backseat into a comfortable sleeping space, providing a convenient and portable alternative to tents or traditional bedding.

Insight - Frequent travelers and itinerant workers often struggle to find affordable sleeping arrangements during extended trips, particularly when seeking options that don’t incur nightly fees. These individuals often rely on integrated car accessories that provide a comfortable sleeping solution without the hassle of setup or assembly. As more people prioritize convenience in their travel experiences, relevant businesses can attract customers seeking solutions that fit their mobile lifestyles.

Trend - Designer furniture brands, sometimes in collaboration with automotive brands, are launching furniture collections inspired by popular luxury vehicles. These furniture collections are designed to blend the quality of luxury furniture with the familiarity of vehicle design notes for car fans.

Insight - When higher-income consumers consider interior design products, they consider various factors, including quality, brand recognition, status symbolism, personal connection, and aesthetics. While there are near-limitless options for interior design, there is a distinct lack of high-end branded pieces inspired by hobbies or adjacent industries. For consumers with an interest in luxury cars, furniture brands are now enabling these consumers to further express themselves with co-branded collections.

Trend - Both companies and individual researchers in the autonomous vehicle industry are launching open-source tools to enhance self-driving capabilities. On both the hardware and software side, these tools are widely applicable and can be used to simulate errors in self-driving models, improving safety.

Insight - While autonomous driving is gaining popularity at an exponential rate, it is still far and away a minority of drivers that utilize these features. Even drivers with vehicles capable of self-driving often avoid the feature for safety concerns. However, as hardware and software become more advanced, the safety of autonomous driving continues to improve, mitigating safety concerns. Companies in the space are launching open-source self-driving tools to accelerate the improvement of these features.

Trend - Brands in the micromobility space are further embracing sustainability through the incorporation of hydrogen fuel cells. When compared to lithium-ion batteries, these fuel cells charge significantly faster, use fewer resources, and are less prone to heat-induced damage.

Insight - Consumers who get into the micromobility space do so for a variety of reasons, often related to either convenience, cost, or environmental concerns. While traditional bikes offered these benefits over gas-powered vehicles as well, electric bikes boast more utility for these consumers, leading to many regarding them as vehicle replacements. Brands in the space are now pushing both the convenience and environmental friendliness even further by crafting ebikes with hydrogen fuel cells.

Trend - Automotive manufacturers are launching new vehicles inspired by retro designs. These cars blend retro aesthetics with modern features, such as electric engines, network connectivity, or motion sensors. Often limited-edition products, these vehicles capture nostalgia without compromising on comforts.

Insight - While more consumers adopt electric vehicles (EVs) each year, there are still large subsets of drivers that prefer traditional gas-powered vehicles. Whether due to aesthetics or function, these consumers are hesitant to adopt EVs, despite these vehicles often being more environmentally friendly, having lower costs of ownership, and having more modern features. In an attempt to accelerate EV adoption amongst these consumers, brands are tapping into retro designs to capitalize on nostalgia.

Trend - Modern technology has sparked a desire for vehicles that are capable of operating both on land and in water. These vehicles seamlessly transition between these two mediums to benefit consumers who require a transportation device for military aid, rugged or remote terrain transportation, or specialized tasks.

Insight - Consumers living in coastal areas or regions prone to flash flooding often require devices to help them safely navigate land and water. These consumers seek vehicles that safely address the inherent risks of operating in these environments without compromising functionality or design. Businesses that address the need for adaptable vehicles can attract customers who seek transportation tailored to varying climates and regional conditions.

Trend - Electric bike brands are launching foldable cargo bikes to blend portability with function. These bikes have high payload capacities but are not overly cumbersome. These bikes are designed as vehicle replacements for urban commuters due to the versatility of the hybrid design.

Insight - Younger consumers in cities and urban environments often find that vehicle ownership comes with an array of stressors stemming from maintenance fees, parking costs, and traffic, amongst others. The micro-mobility industry aims to address these concerns, offering scooters and bikes with features designed to avoid the root cause of the aforementioned stressors. Consumers are gravitating toward products that are designed with city environments and these stressors in mind.

Trend - Coffee makers are being created in a compact, low-power form factor fit for in-car use. By connecting to the lighter or USB slot in a car, the coffee makers brew fresh coffee in the car. The purpose of these coffee makers is to be both time and cost-effective compared to purchasing coffee.

Insight - With many consumers returning to jobs that require commuting in the post-pandemic world, time-saving has become a crucial priority. For those who drive to work, this often means selecting cars with specific features, or adding accessories to cars, in order to make the daily commute more efficient. This increase in focus on convenience and commuting has led to brands experimenting with non-traditional automotive accessories that go beyond simple one-note tasks.

Trend - Gaming hardware companies are partnering with racing brands to create racing simulators with lower pricepoints without compromising on realism. These simulators enable racing enthusiasts to replicate the experience of a real car in the home without needing a heavy financial investment.

Insight - Consumers interested in gaming often enjoy a variety of genres, such as first-person shooters, racing games, or strategy games. While some game genres can be enjoyed perfectly with any computer, some are drastically enhanced by additional hardware. Particularly, consumers interested in racing often desire products that replicate a real car, often investing in steering wheels and pedals that connect to gaming devices. To further address the needs of these consumers, brands are making full-scale racing simulators more affordable for the average gamer.