Electric vehicles and telematics grow together

Posted on April 14, 2011 by Haven Thompson

This is the second in a series of articles by Neal Gorevic and Haven Thompson that looks at electric vehicles and how automakers, as well as other players in the space, are planning/will need to plan on leveraging digital marketing and product development to help drive adoption for electric vehicle purchase and to help manage and support EV ownership.

The cars of the future require similarly cutting-edge telematics, judging from the digital accessories automakers are rolling out to accompany their first plug-in electric vehicles. Systems include in-vehicle, online and smartphone-based tools that provide support and information for drivers, many intended to alleviate common concerns like “range anxiety” and the lack of a robust charging infrastructure.

2001 Toyota PriusTelematics have been integral to electric vehicles since the first-generation Toyota Prius (pictured above), with its in-dash touchscreen, revealed how one’s driving style affected mpg. This gaming element (get the best mpg possible!) delighted consumers while educating them about how to get the most from their hybrid gasoline-electric powertrains. Roughly a decade after the Prius’s U.S. launch, most 2011-2012 plug-in electric vehicles include in-cabin touchscreen systems.

And, telematics will be more important than ever as plug-in electric vehicles hit the roads in a nation ill-prepared to support them. With a mere 722 public charging stations in the U.S. today, according to the Department of Energy , and a grid that has never before coped with significant numbers of electric vehicles,  the consumers who buy electric will face an uncertain landscape. In this environment, technology will provide a sense of security to drivers and serve as a vital portal between owners and their new car’s powertrain.

Owners can get even closer to their battery-powered cars via websites and smartphone apps that connect to their in-vehicle touchscreens. The mid-priced contenders— the 2011 Chevrolet Volt , the 2011 Nissan Leaf and the 2012 Ford Focus Electric —all promote apps as part of the ownership experience. Key partnerships supporting this include the Volt with GM-owned OnStar, the Leaf  with Carwings and the Focus with Airbiquity.

These apps provide oddly similar, highly tactical services, like checking your vehicle’s charge or telling it to begin charging from afar. You can also turn on your car’s heat or air-conditioning remotely. The features are, for the most part, rooted firmly in the practical aspects of connecting owners with their vehicle and electric powertrain.

Nissan Leaf being appMore interesting features include the Leaf app’s gaming component, which compares its driver’s efficiency to that of other Leaf drivers in the region.  The app also has a “contact” section that connects you to customer support or roadside assistance at the touch of a button—a nice way to mitigate range anxiety. The Focus’s MyFord Mobile app will help owners find nearby charging stations.

These OEM apps seem built to extend to web browsing experiences, in which consumers can log-in to owner pages, such as MyNissan. This allows owners who don’t have smartphones to take advantage of the technology and keep tabs on their vehicles. A more creative app example, which is not tied to a specific vehicle, is Toyota’s “A Glass of Water” app. It challenges drivers to try not to spill water from its virtual glass of water: the resulting smoother ride lowers fuel consumption. (Toyota also recently announced it will team up with Microsoft to create telematics for the RAV4 EV; the system is slated to address energy-efficiency issues.)

Although vehicle-specific smartphone apps may seem like a luxurious addition to an ownership experience, high-end manufacturers have been slow to jump onboard. Tesla has not put its dollars into creating apps for its vehicles. The same thing holds true for Fisker and its 2012 Karma. This may in part be because manufacturers at higher price points—the Tesla Roadster retails at $109,000, the Tesla Model S at $59,000 and the Karma at $96,850 —aim to create a more personal and tailored customer service experience. Tesla’s Mobile Service Team, for instance, makes “house calls” to Roadster owners, for a $1-per-roundtrip mile fee from the closest Tesla service center (with a minimum charge of $100). With such assurance, it may be that owners aren’t as anxious about checking on their vehicle with their smartphone or being able to access its information at all times. The Tesla Roadster is even available with or without a telematics screen—the only electric vehicle that appears to offer this option.

Tesla Model S touchscreenBut even though Tesla isn’t funding smartphone app building, it does plan to facilitate it. CEO Elon Musk recently announced that the Model S’s ample 17-inch, 3G-capable touchscreen (shown at left) will support third-party apps. Additionally, BMW, which plans to launch electric vehicles in 2013, is proactively investing in technology by founding BMW i Ventures, a venture capital fund that will invest in startups developing wireless services for drivers and smartphones.

For owners hesitant to take the plunge into electric vehicle ownership, practical telematics will instill confidence and a sense of control over their vehicles. As consumers grow more comfortable with the technology or move to more luxurious vehicles, more exciting, innovative experiences will replace the pragmatic telematics of the first generation of mass-market electric vehicles.

Full disclosure: Ford Motor Company is a Razorfish client.

Related links:

Image credits:
2001 Toyota Prius Energy Monitor image via automobile.com; Nissan Leaf app screenshot via iTunes; Tesla Model S interior image via PlugInCars.com.

Posted in Telematics on April 14, 2011
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2 Responses to “Electric vehicles and telematics grow together”

  1. April 17th, 2011

    [...] the space, are planning/will need to plan on leveraging digital marketing … … Link: Electric vehicles and telematics grow together : Headlight: The … ← DOE Releases Newest Analysis Showing Significant Advances in [...]

  2. April 21st, 2011

    Hi,

    I hope you are well. I am Cathy Conneff, working on the marketing coordination for Telematics Update. I wanted to get in touch with you regarding the upcoming Telematics Update Detroit 2011, June 8 – 9 – our flagship American show.

    I have been looking through Headlight Blog and think you may be an interesting fit to work with Telematics Update in a content exchange partnership. We have worked with many companies in this space in the past as marketing partners for the show.

    Anyhow I was keen to get in contact with you next week and discuss the possibilities of working with you in a marketing capacity for our 2011 show.

    As you may be aware last year’s show was an unprecedented success with over 1,200 people on site, and this year is looking to be on the same scale. If you need to familiarise yourself with the show, you can look through the website to see past attendees, topics discussed and highlight from last year’s show here: http://www.telematicsupdate.com/detroit/

    I will be grateful if you could get back to me with a date & time for a brief phone conversation or simply reply to this email if you think this is something worth discussing further.

    I look forward to hearing from you,

    Best regards,

    Cathy Conneff

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