Picturing how advanced technologies are reshaping mobility
When it comes to transportation and mobility, technological advances and shifting consumer expectations are paving the way for a future of mobility that could look very different from today.
Advancements in technology are affecting nearly every aspect of our lives. From health care to education to retail, technology is expanding choice, lowering cost, transforming customer experiences, upending business models, and changing how we engage with and value brands. And when it comes to transportation and mobility, advancements in powertrain and battery, safety, and connected and autonomous technologies—coupled with shifting consumer preferences—are paving the way for a future of mobility that will more than likely include shared fleets of autonomous vehicles and flying cars. Perhaps more than anything, these advanced technologies will profoundly alter the customer experience.
We believe that the journey to the future of mobility is already well underway. Examples abound of electrification, autonomous drive, smart and connected infrastructure, and disruptive business models. The emergence of 5G holds the promise of delivering fast, reliable, omnipresent connectivity. And innovations in other industries such as gaming are ushering in the possibilities of entirely new, immersive customer experiences delivered through augmented, virtual, and mixed reality.
To explore how advanced technologies already are and will continue to reshape the transportation ecosystem—and redefine and reshape people’s experiences as they move from one place to another—this article delivers a vision of the future enabled through augmented reality (AR). The trends that follow are ordered chronologically, beginning with how advanced technologies are today already changing how people buy cars. Each of the trends discussed is accompanied by an illustration that, when viewed through the Deloitte Digital DxR app, enables an AR experience that allows you to picture how advanced technologies will reshape mobility over the next 20 to 50 years.
Shopping for a car isn’t something many consumers look forward to. It’s frustrating to invest time in researching vehicle and payment options only to find, upon arriving at a dealer’s lot, that the vehicle you want is not available and the payment options aren’t what you expected. And it’s even more frustrating when you compare the experience you enjoy with other brands to what happens on the showroom floor. Yet, according to Deloitte’s Global Automotive Consumer Study, consumers view the customer experience and their relationship with salespeople as integral to their final purchase decision. In fact, consumers around the world rank family, friends, and salespeople as the top sources for information when shopping for a vehicle.
So what do consumers dislike most about the process? Too much paperwork and an overall purchasing experience that just takes too much of their time. In addition, our research shows consumers are increasingly interested in buying a vehicle online without ever having to set foot inside of a dealership.
Advancements in VR technologies are poised to help both automakers and automotive dealers alleviate many of the pain points commonly associated with buying a vehicle. It also promises to create opportunities to engage consumers in entirely new ways while improving operations and the bottom line. Within the next three years, we anticipate significant growth in the use of VR technologies that allow consumers to compare models, build a vehicle and choose its features, “test drive” it, and then finance their purchase wherever and whenever they choose. That could include at shopping centers, airports, concerts, sporting events, and other attractions, as automakers and dealers create “pop-up” dealerships—VR-enabled kiosks that go where consumers are rather than requiring them to come to showrooms.
