Click and drive. Consumer attitude to product development: Towards future transformations of the driving experience

Purpose – The purpose of this paper is to supply indications that may be useful in the process of development of new products that fully exploit the value potential of Internet of Things (IoT) technologies in the automotive industry. To this aim, the authors investigate how applications of the IoT to smart vehicles are perceived by consumers and describe different ways to increase their satisfaction. Design/methodology/approach – After a literature review focused on IoT and consumer behaviour in the automotive industry, the authors apply the Kano model to find the drivers for achieving customer satisfaction with new product developments in smartcars. Findings – Automotive companies need to consider what is attractive to drivers and what consumers consider to be “driver-friendly”. Using an empirical analysis, the authors highlight the motivations for developing a smartcar to fits the expectation of Italian drivers. Research limitations/implications – While the global framework given by this paper can be useful in all contexts, the empirical part is based on the Italian consumer. Further research may extend the application of the model to other countries to improve the generalizability of the results. Practical implications – This study supplies an analysis of qualitative data that may prove useful to researchers and managers in planning their strategic and operative activities with the aim of improving the development of IoT-related products in the automotive industry. Originality/value – This paper fulfils the need for an original research framework that sheds light on relevant insights and gives useful hints on the development of IoT technologies in the automotive sector.