Voice on the Go

How can auto manufacturers provide a superior in-car voice experience

Giving voice to in-car assistants

With consumers increasingly viewing the automobile as an extension of their digital lives, the use of in-car voice assistants is on the rise, from nearly 50% today to over 70% in the near future. Our seemingly insatiable appetite for voice assistants translates into a huge opportunity for automotive organizations – if they understand how to satisfy it.

Only the best will do

We wanted to find out if they do. For the new report by the Capgemini Research Institute, Voice on the go, we surveyed over 7,000 consumers who have used a voice assistance inside the car as well as 300 auto executives and conducted a number of interviews with senior auto industry executives and voice service providers. We found that:

  • Consumers are expected to use in-car conversational assistants (including voice assistants) extensively – three years from now, 95% will use them to access information in their cars.
  • Voice assistants provide a great opportunity to provide a best-in-class customer experience – 76% of customers would use voice assistant more frequently if they had a positive experience.
  • Automotive organizations have to “ACE” delivering a superior experience – in other words, Anchor – educate consumers, master basic features and address privacy; Customize – micro-test features, add contextual relevance and personalization; and Expand – integrate functionalities and build an ecosystem to offer varied services.

Don’t let me be misunderstood

We have come to expect a seamless, personalized, and interactive experience from our vehicles, and while in-car voice assistants are improving, the majority of consumers expect more. If they want to make their voice heard, automotive organizations should work to overcome existing technological limitations and assuage privacy concerns. Their efforts will be rewarded by customer trust and loyalty and willingness to pay a premium in exchange for a great experience.

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Report – Voice on the...

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Sound Bites

Eric Turkington, VP, RAIN

I think many voice experiences are still stuck in the novelty phase. What's important in developing a voice utility is not trying to do too much.

Juergen Bauer, Manager Strategy and Central Functions in Technical Project Management, Engineering & Planning Center, Volkswagen

Voice assistants could commoditize pretty quickly. So, the differentiation can only be the real user experience, how you get into car, how you start the car, how you interact with the system, how it displays back information to you, how smooth the integration is, how much it connects with outside services. It is a very complex system, and the art is the smooth integration of all the hundreds of moving parts. It all needs to match up beautifully.

Key Insights


consumers on average will increasingly use their voice assistants over other mediums of interaction, three years from now


consumers prefer using a sinlge integrated voice service in the vehicle, at home, and on mobile device


of consumers aged between 22–31 years are willing to pay a premium for voice services in their cars

About the Capgemini Research Institute

Capgemini Research Institute

Capgemini’s #1 ranked in-house think tank on all things digital