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Connected Cars 2020

Intelligent Mobility Paves New Roads for Marketers (Part 2 of a 2-Part IoT Series)

About This Report
Connected vehicles are changing how people think about mobility. They also have important implications for marketers, who are experimenting with ways to tap the data they produce to engage consumers and drive new revenues.
Table of Contents

Executive Summary

Today’s new cars are much more than just simple modes of transportation. They are now full-fledged entertainment, communications and productivity hubs. With hundreds of sensors and systems that connect them to the internet, the cloud and their surroundings, connected cars also present new opportunities for marketers to learn about their customers and generate new revenue streams.

What types of companies are in the connected-car ecosystem?

Players from inside and outside the traditional auto industry are staking claims in this market. These include automakers (OEMs) and suppliers, big tech, hardware and software firms, mobile carriers, startups, systems integrators and service providers. In many cases, innovation is coming through intra-industry partnerships and collaborations among companies with different expertise.

When will self-driving vehicles be widely available?

Fully autonomous vehicles for the mass market are still a decade or more away. However, an increasing number of new vehicles contain partially autonomous, advanced driving assistance systems (ADAS), such as parking assistance and crash avoidance that improve safety.

Why should marketers be excited about connected cars?

Connected cars generate massive amounts of usage and user data and can provide automakers and partner companies with information about their location, how they’re being driven and what content is playing on the infotainment system. Brands with access to this data can use it to create personalized content, experiences and services.

What challenges will marketers face as they dive into this market?

The connected car market is complex and fragmented because OEMs have taken different paths toward connectivity and autonomy. Efforts are coalescing around voice assistants, cloud platforms and next-generation connectivity, though it will take time. Marketers are also figuring out how to best use connected-car data in privacy-compliant ways.

WHAT’S IN THIS REPORT? This report provides an overview of the connected vehicle landscape. It also explains five forces driving the market and what they mean for marketers.

KEY STAT: Usage data from connected vehicles will provide automakers and their partner companies worldwide with new opportunities to personalize products and services, generate new revenues and deliver incremental value to vehicle users, according to the IBM Institute for Business Value.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

16expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Connectivity and Digitalization Are Top Priority
  3. Guiding Force No. 1: Vehicle Data Drives Connected Car Value
  4. Guiding Force No. 2: Amazon and Google Are the New Voice of Connected Cars
  1. Guiding Force No. 3: Integration and Standardization Are (Finally) Happening
  2. Guiding Force No. 4: The Road to Autonomy is Bumpy
  3. Guiding Force No. 5: Mobility as a Service Gains Traction
  4. Key Takeaways
  1. eMarketer Interviews
  2. Read Next
  3. Sources
  4. Media Gallery

Charts in This Report

Interviewed for This Report

Jason Carmel
Wunderman Thompson
Chief Data Officer, North America
Interviewed November 8, 2019
Lalit Chopra
Movable Ink
Senior Director of Strategic Partnerships
Interviewed November 6, 2019
Ned Curic
Vice President of Automotive, Alexa
Interviewed November 22, 2019
Jim D’Arcangelo
Interviewed October 31, 2019
Rob Flessner
Interviewed October 29, 2019
Robert Frederick
Founder, CEO and President
Interviewed October 31, 2019
Steven Hummel
Consumer Technology Association (CTA)
Senior Research Analyst
Interviewed November 11, 2019
Rod MacKenzie
Drive Time Metrics
Founder, CEO
Interviewed October 25, 2019
Aleks Niestroj
Executive Director, Experience Strategy and Insights
Interviewed November 8, 2019
Ravi N. Raj
Passage AI
Co-Founder, CEO
Interviewed October 14, 2019
Lisa Joy Rosner
Interviewed October 30, 2019
Ky Tang
Executive Director
Interviewed November 8, 2019
Rishad Tobaccowala
Publicis Groupe
Chief Growth Officer
Interviewed November 6, 2019
Venkat Viswanathan
LatentView Analytics
Founder, Chairman
Interviewed October 31, 2019
Herve Utheza
Here Technologies
Chief Data Strategy, Americas and Head of Media, Advertising and Network Operators
Interviewed January 3, 2020
Alexander Wyglinski
IEE Senior Member and President, IEEE Vehicular Technology Society
Interviewed November 7, 2019


Victoria Petrock


Mark Dolliver
Principal Analyst
Blake Droesch
Junior Analyst
Chris Keating
Director, Research
Melissa Rosenberg
Senior Researcher
Yoram Wurmser
Principal Analyst
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