Consumers find value in talking to their cars

In-car voice assistants have been around since 2004 – a decade before Amazon launched Alexa. From playing music to directions, the in-car voice assistant can be useful but, as more conversational interfaces become available, consumers are noticing that the automotive assistants seem trapped in the slow lane.

According to the Capgemini Research Institute’s Voice assistants in automotive report, voice is becoming the preferred medium for shopping, over direct visits to stores or ordering online, and 37% of consumers are willing to pay a premium or a monthly fee for a voice subscription in their cars. The research also shows automotive companies overestimate their voice capabilities.

Learn how to take advantage of the voice opportunity to improve the customer experience.

CRI Voice assistance
Thank you for your interest. You will receive the report link soon.

We are sorry, the form submission failed. Please try again.

Three areas of focus for automotive companies:


  • Educate users to improve recommendations
  • Address privacy concerns by being transparent
  • Earn trust by making the experience seamless


  • Test features at a granular level and for each micro-segment
  • Provide consumers customization options
  • Develop contextual relevance over time through analytics


  • Integrate in-car and at-home functionalities
  • Build partner ecosystems to offer more services
  • Focus on delivering a superior experience

Voice Assistance in Automotives


Consumers who prefer to use a single integrated voice service across their vehicle, home, and mobile


Number of consumers who would use voice assistants to access information in their cars three years from now


Number of consumers that say automotive companies need to improve the experience of using voice assistants

By continuing to navigate on this website, you accept the use of cookies.

For more information and to change the setting of cookies on your computer, please read our Privacy Policy.


Close cookie information