On the hundredth anniversary of its circulation, Automotive News launched a series on the technological innovations driving the shift to “software-defined vehicles” (SDVs). The articles explore the fragmented U.S. roadmap to software integration, intensifying global competition, OEM progress to date, and the uncertainties shaping automakers’ strategies.
This coverage signals an evolution. As automakers race to redefine themselves as technology companies, the industry is grappling with how software will reshape value, competition, and consumer trust.
Perficient’s Connected Products Research Provides Clarity
At Perficient, our latest connected products research “Build a Powerful Connected Products Strategy” adds a critical layer of data to the SDV conversation: distinguishing not what automakers think matters most — but what consumers actually care about.
“OEMs are making strategic bets on software-defined vehicles, but consumers are weighing very different factors when making purchase decisions. The gap between those perspectives is significant — and closing it is critical,” said Justin Huckins, Director, Strategy, Automotive Industry Lead.
This difference matters. OEMs navigating still-undefined SDV pathways need data-based consumer signals to guide product architecture, user experience, data governance, and connected services. Otherwise, they risk widening the gap between industry emphasis and end-user expectations.
Four Key Insights: Where Automakers and Consumers Diverge
Our research gathered perspectives from 1,307 respondents including consumers, OEMs, and manufacturers, surfacing a series of misalignments:
- Trust is the top consumer priority, but not for manufacturers. Only 22% of manufacturers flagged “trust” as a critical factor in adoption — yet consumers consistently rank it #1.
- Consumers don’t feel informed about data collection. Despite widespread anxiety about data privacy, only 19% of consumers feel fully aware of what their vehicles are collecting.
- Experience outweighs engineering. “Consumers are more worried about the experience than the engineering. OEMs often enter the connected space for internal reasons — field data, R&D — but buyers expect tangible value in everyday use,” said Kevin Espinosa, Director, Strategy, Manufacturing Industry Lead.
- Integration matters. 38% of consumers highlighted integration with other connected devices as a key feature. This points to expectations of seamless cross-device ecosystems — from vehicles to homes to mobile apps.
Why this Research Matters in the Race to Software Defined Vehicles
- Trust as a foundation: Software-defined vehicles amplify consumer concerns around data handling, privacy, and transparency. “It’s alarming that manufacturers and their customers don’t value trust in the same way,” said Jim Hertzfeld, Area Vice President. Trust is no longer a secondary issue; it’s the foundation for adoption.
- The global race, China’s edge & collaboration: As Automotive News highlights, China’s accelerated SDV progress creates global pressure. Collaborative development models will only succeed if OEMs align around consumer trust and clarity.
- Roadmap clarity through consumer signals: With the SDV roadmap still fuzzy, consumer insights provide directional clarity on where to invest — from UX and subscriptions to data governance and operating models. “OEMs are looking to monetize, but customers are looking for better experiences. Whoever reconciles that disconnect first will lead the next wave of SDVs,” added Justin.
Shaping SDV Strategies Around What Buyers Value
As the SDV era accelerates — with new architectures, shared development models, and software updates over the air — aligning strategy with consumer expectations around transparency and privacy will be just as important as the technology itself.
Leveraging our position as the global AI-first consultancy, Perficient partners with Fortune 2000 companies across industries—healthcare, financial services, manufacturing, and more—to digitize operations, modernize with cloud and AI, and unlock insights from connected data platforms. That cross-industry vantage point matters, because there are now more connected products in the world than people, and vehicles are becoming one of the most important nodes in this ecosystem.
If you’re exploring how SDV strategies can be shaped by what buyers truly value, our research offers a tangible perspective. Download Build a Powerful Connected Products Strategy or schedule an interview with our industry leaders to discuss how consumer insights can inform your software defined vehicle strategy.
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