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The Automotive HMI Report 2013

Key Insights to Develop a Winning HMI

  • Auto HMI Market Overview: Understand the latest advancements in HMI design introduced by market leaders such as BMW, Audi, Mercedes, Ford and GM to help you assess the competitive landscape and identify opportunities for innovation
  • Exclusive Industry B2B Survey Results: Survey of 100+ experts reveal the key input and output technologies such as multi-touch HMI concepts from Visteon, QNX and Tesla, to re-define your route into the auto HMI market
  • Analysis of Consumer Lifestyle Trends: Find out how consumer lifestyle trends such as familiarity with mobile devices and increased personalization will influence HMI design to make sure your solution is aligned with consumer preferences
  • The Role of Software: Learn how software will impact HMI design, including the battle for platform commonality, the potential role of HTML 5 and the pros & cons of OEM in-house HMI layer development in order to assess the business opportunity for software developers
  • Key Factors in HMI Design: Pin point important aspects like the user experience, regional design requirements and driver distraction affecting HMI design to enhance the driving experience and remain compliant on a global scale

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Get a HMI Market Status Update

The last five years have been extremely exciting in modern automotive Human Machine Interface design resulting in immense opportunities but also intense challenges for technology providers, system integrators and OEM HMI designers.

Never before has the driver experienced more infotainment technology in the car – now in 2013 this finally holds true for all vehicle segments. The arrival of advanced telematics, the spill over from consumer electronics trends and ever more safety solutions have driven innovation and engaging interface concepts.

As demonstrated with the latest and best in market HMI designs by BMW, Audi, Mercedes as well as Ford, GM and Renault, automotive HMI design has become a focal point and battleground for brand differentiation for all automotive segments. It’s not only the arrival of the connected car; it’s perhaps more importantly the arrival of information technology and software that enables next generation multimodal, multitouch and multizone HMI design.

Having said that, safety clearly has to remain the key cornerstone in HMI design. Minimizing driver distraction whilst optimizing the driver and passenger experience and at the same time exploiting the potential of new interaction schemes is a real opportunity for intelligent design concepts, which provide the driver and passenger with a unique and compelling experience.

This Telematics Update report analyses the current automotive HMI landscape by applying a holistic research perspective. The report provides a comprehensive assessment.

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 Crucial Challenges To Designing A Winning HMI

  • Who has the best-in-market HMI concepts and what differentiates them from others?
  • Future trends: What are the most relevant input and output HMI features by vehicle segment and what are the anticipated deployment timeframes for future HMI technologies in volume models?
  • Lifestyle trends, user needs and HMIs: What are the key macro trends that will influence the customer in the next 5-20 years and how will that affect HMI design?
  • What are the main external drivers affecting HMI designs and how will that impact your HMI development approach?
  • How does the latest NHTSA regulation impact the issue of driver distraction?
  • What are OEM strategies in HMI software development?

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Essential HMI Knowledge Targeted to Your Business Needs

This report is relevant to all companies and individuals who are working in HMI design.

Company Type Job Title
  • Automotive OEMs
  • Tier 1 supplier
  • Tier 2 hardware suppliers
  • Hardware/Electronics suppliers
  • Software solutions providers
  • Product developers
  • Technical product managers
  • Commercial product managers
  • Market intelligence officers
  • Technology research analysts
  • Product marketing managers

Thorough Methodology

The Telematics Update Automotive HMI report is based on 4 months’ research involving 42 in-depth interviews with subject matter industry experts, an exclusive online survey on major issues in HMI design and detailed secondary research on latest product launches and technology advancements in the area of automotive HMI design.

The interviewed industry experts represented a wide cross section of automotive OEMs, Tier1 suppliers, research organizations, and technology firms and were selected due to their industry seniority and expertise in the field of automotive HMI design.

 

Methodology

 

 

The research process itself follows an exhaustive and rigorous assessment of the market space. Initial research has been carried out to identify the current most pressing challenges, information needs and trends within the industry.

In a second step these research findings have been translated into a compelling research questionnaire, which builds the foundation of detailed and exhaustive expert interviews as well as an unique and comprehensive industry survey. Both, expert interviews and the online survey, were used to create primary data and build the basis of the report. Data collection has also been accompanied by exhaustive secondary research to complement primary research findings.

In a third step, the collected data has been structured, analyzed and transformed by researchers with a proven track record in user experience and automotive HMI design. Well recognized and highly regarded HMI industry experts supported the research process, provided critical insights and rigorously peer-reviewed all research findings to ensure that only the most relevant and business critical information will be compiled.

 

Methodology

 

The industry survey has been designed to address the main objectives during the HMI design process, reflect major macro trends affecting next generation HMI development, assess potential time to market for the most important HMI input and output technologies, shed light into the relevance of HMI features by three main vehicle segments and to understand the potential use-cases for HTML 5.

Figure 1 shows that, of the people who have been selected to take part in our survey, the most common occupations were product marketing managers (33%), consultants (27%), and application developers (14%).

The primary business of the organizations that respondents worked for includes all the key specialties relevant to HMI design (Figure 2). The most common business areas were software solution providers (28%), followed by integrated hardware and software suppliers (21%) and automotive vehicle manufacturer (19%) answering.

Around 60% of survey respondents were working on products destined for European (30%) and North American markets (29%) (Figure 3). Therefore, the selected sample reflects the importance of these markets in terms of design innovation and new product roll out. Besides, the combined proportion of respondents working in the Chinese and other Asian markets totaled 20%, which also reflects their importance within our sample.

 

Methodology

 

Take a look at this research for yourself and download a complimentary extract from the report here

 

Table of Contents with Expert Case Studies

Welcome
Industry Reviews
Thought Leadership
About Telematics Update
Acknowledgments
List of Figures andTables
List of Acronyms
Executive Summary

  • 1. Introduction
    • 1.1 Research methodology
    • 1.2 HMI definition and its role within the automotive landscape
    • 1.3 Why HMI design is important
    • 1.4 Customer perception of quality
  • 2 Market review of automotive companies
    • 2.1 Best in class HMI developments from OEMs
      • 2.1.1 BMW
      • 2.1.2 Audi
      • 2.1.3 Mercedes-Benz
      • 2.1.4 Ford
      • 2.1.5 GM
      • 2.1.6 Other OEMs
  • 3 Future HMI technology trends
    • 3.1 Input HMIs
      • 3.1.1 The coming of natural language and multimodal control
      • 3.1.2 Multi-touch: Innovation in touchscreens
    • 3.2 Output HMIs
    • 3.3 Important technology features by segment
  • 4 Lifestyle trends, user needs and HMIs
    • 4.1 Expectations arising from familiarity with consumer electronics
      • 4.1.1 Following in the smartphone’s lead
      • 4.1.2 Myths of designing for the digital native
    • 4.2 Ubiquitous connectivity and cloud-based services
    • 4.3 Personalization and individualization
    • 4.4 The changing role of the car and driver
    • 4.5 Eco-friendly thinking
  • 5 How to design the next generation HMI
    • 5.1 The importance of the user experience
    • 5.2 Managing regional differences in HMI requirements
    • 5.3 Driver distraction and global legislation: a new era
      • 5.3.1 US leads on introducing driver distraction guidelines
      • 5.3.2 What impact will driver distraction guidelines have on HMI design?
    • 5.4 Balancing priorities during HMI design
    • 5.5 HMI zones and the prioritization of information
    • 5.6 Advanced Driver Assistance Systems (ADAS) and HMI design
    • 5.7 V2X and the move towards autonomous vehicles
    • 5.8 Integration of external devices into automotive HMIs
  • 6 Software platforms and HMI development
    • 6.1 The battle for software commonality
    • 6.2 The future for HTML5
    • 6.3 In-house or out-sourcing of HMI development?
    • 6.4 Cloud computing
  • 7 Appendix
  • 8 References

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List of Figures – See Exactly What’s in the Report

  • Figure 1: Occupation/ job role within HMI development of survey respondents
  • Figure 2: Breakdown of primary business focus for survey respondents’ organizations
  • Figure 3: Main target market for survey respondents’ products
  • Figure 4: End market region for participants’ work
  • Figure 5: 1938 MG TA interior showing basic functional HMI
  • Figure 6: 2013 Range Rover with advanced HMI such as reconfigurable instrument cluster, touchscreen, rotary gear shifter, multifunction steering wheel controls and ADAS systems
  • Figure 7: The four dimensions of automotive HMI development
  • Figure 8: The Kano model of product quality
  • Figure 9: The effect of product features count on customer response and resulting sales revenue
  • Figure 10: Global smartphone, mobile PC, mobile router and tablet subscriptions with cellular connection
  • Figure 11: IVI/Telematics Systems Revenue Growth in the US and EU
  • Figure 12: Best in Class UI as chosen by survey participants
  • Figure 13: BMW’s iDrive Touch controller with touch control on upper surface
  • Figure 14: Extended navigation toolbar to access extra functionality in BMW’s iDrive HMI
  • Figure 15: New contextual ‘PIE’ menu in BMW’s iDrive HMI
  • Figure 16: Reconfigurable full LCD screens in BMW 7 Series instrument cluster
  • Figure 17: BMW’s iDrive Touch controller built into the rear central arm rest
  • Figure 18: Audi 2013MY A3 touchpad integrated into top surface of rotary MMI dial
  • Figure 19: Combination analogue/digital LCD instrument cluster from 2013 TCNG A3
  • Figure 20: Audi A8 L W12 exclusive concept showing rear seat entertainment options
  • Figure 21: Digital rear-view mirror forthcoming in the Audi R8 e-tron
  • Figure 22: Mercedes-Benz mbrace2 telematics system
  • Figure 23: Mercedes-Benz multi-function rotary controller for COMAND system in 2013 G-Series
  • Figure 24: Mercedes-Benz mbrace2 remote access smartphone app
  • Figure 25: Ford’s ‘Blueprint for Mobility’
  • Figure 26: Redesigned home screen for MyFord Touch system
  • Figure 27: Redesigned climate control screen for MyFord Touch system
  • Figure 28: Redesigned entertainment screen for MyFord Touch system
  • Figure 29: Redesigned navigation screen for MyFord Touch system
  • Figure 30: Redesigned phone screen for MyFord Touch system
  • Figure 31: Ford 2013 F-Series with hard dials to control MyFord Touch
  • Figure 32: Ford SYNC AppLink smartphone interface
  • Figure 33: Ford’s suite of ‘eco-psychology’ features and HMI
  • Figure 34: GM’s MyLink steering wheel controls including voice control button
  • Figure 35: GM’s four MyLink UI ‘personalities’
  • Figure 36: GM’s modern smartphone-inspired visual language on one of four Chevrolet MyLink visual themes
  • Figure 37: GM’s OnStar RemoteLink mobile app
  • Figure 38: Jaguar F Type has novel rotary dials for adjusting climate settings with integrated OLED display
  • Figure 39: Main menu of Renault’s Android OS-based R-Link system
  • Figure 40: R-Link navigation screen
  • Figure 41: Lexus 2013 GS with large 12.3”LCD screen in dash
  • Figure 42: Distributions of opinions for when HMI input technologies will be deployed in volume sector vehicles
  • Figure 43: A representation of the multimodal man-machine interaction loop
  • Figure 44: Audi multimodal HUD concept shown at CES 2012
  • Figure 45: Visteon ‘Ideal Occupant’ touch interface
  • Figure 46: Three-screen driver interface in Visteon’s e-Bee concept vehicle
  • Figure 47: Multimodal door controller for all vehicle occupants in Visteon’s e-Bee concept
  • Figure 48: Tesla Model S extending the paradigm of touchscreen as input HMIs with a huge 17” unit
  • Figure 49: QNX concept car (Bentley Continental GT) with multimodal touchscreen-integrated rotary controller
  • Figure 50: Bentley’s QNX multimodal touchscreen-integrated rotary controller in temperature adjustment mode
  • Figure 51: Lexus LF-CC concept splits driver cockpit into upper display zone and lower operation zone
  • Figure 52: Plots showing distribution of opinions for when HMI output technologies will be deployed in volume sector vehicles
  • Figure 53: Plots showing distribution of opinions for when instrument cluster technologies will be deployed in volume sector vehicles
  • Figure 54: Importance of technology features for premium segment cars
  • Figure 55: Importance of technology features for mid-size volume segment cars
  • Figure 56: Importance of technology features for low-end segment cars
  • Figure 57: Important vs. unimportant technology features for premium segment vehicles (ranked by importance)
  • Figure 58: Important vs. unimportant technology features for mid-size volume segment vehicles (ranked by importance)
  • Figure 59: Important vs. unimportant technology features for low-end segment vehicles (ranked by importance)
  • Figure 60: Influence of macro lifestyle trends on HMI design
  • Figure 61: Map showing global LTE commitments and network deployments
  • Figure 62: Timeline showing mobile network specifications and expected data transfer rates
  • Figure 63: Visteon e-Bee concept with physical accessories to personalize the interior
  • Figure 64: A personalization totem concept for a Renault electric vehicle
  • Figure 65: Desired attributes of future cars for Europeans
  • Figure 66: Decreasing trends in vehicle-kilometers travelled
  • Figure 67: Increasing trend in age of driving license holders
  • Figure 68: Scenarios for future car usage amongst Europeans
  • Figure 69: Ford’s Smartgauge eco-feedback cluster HMI
  • Figure 70: Chevrolet Volt eco-feedback cluster display
  • Figure 71: Chevrolet OnStar RemoteLink smartphone app
  • Figure 72: Users’ experience using MyFord Touch led to negative press
  • Figure 73: Schematic of the people-centered design process
  • Figure 74: Microsoft’s people-centered design approach
  • Figure 75: Basic demographic profiles from regional consumer insights research
  • Figure 76: Nomadic devices being used while driving introduce serious distraction problems
  • Figure 77: Getting the balance right between safety/driver distraction and feature count is a tricky challenge
  • Figure 78: Importance of HMI design objectives ordered by mean rating
  • Figure 79: In-car zones for primary, secondary, and tertiary interaction tasks
  • Figure 80: The need for driver assistance systems is greatest when a driver is either under- or over-aroused
  • Figure 81: Core HMI development issues being addressed by the automotive HMI project in Germany
  • Figure 82: Graphic showing how e-solutions will develop a modular infotainment system for application across all VW Group brands
  • Figure 83: Future uses for HTML 5
  • Figure 84: Advantages of using HTML5 for automotive applications
  • Figure 85: Example of how HTML5 might be integrated in a connected infotainment system
  • Figure 86: Schematic showing the stack components in an Intel in-vehicle infotainment platform

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List of Tables

  • Table 1: Categorization of principle archetypes of automotive HMI
  • Table 2: Survey data for the question “When will these HMI input technologies be deployed in volume sector vehicles?”
  • Table 3: Survey data for the question “When will these HMI output technologies be deployed in volume sector vehicles?”
  • Table 4: Definition of market segments for survey question
  • Table 5: Odds ratio for secondary tasks in the 100-Car Study
  • Table 6: Major telematics solutions and key markets worldwide, 2012
  • Table 7: Pros and cons of outsourcing vs. in-house HMI/system development
  • Table 8: Top 10 automotive suppliers by 2011 sales
  • Table 9: Schedule of interview questions used in preparing this report
  • Table 10: Current and forthcoming convenience features in BMW ConnectedDrive
  • Table 11: Current and forthcoming infotainment features in BMW ConnectedDrive
  • Table 12: Current and forthcoming safety features in BMW ConnectedDrive

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Charlotte

 

Charlotte Wright
Charlotte Wright
Marketing Manager
Telematics Update

+ 44 (0) 207 375 7517 / 1 800 814 3459 ext. 7517
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