Across numerous industries and sectors, personalization is known as the process in which customer journeys and experiences are individualized. To date, the automotive industry has delivered personalization across a selection of its own user experiences – including maintenance and infotainment. However, when compared to other industries, it is largely lagging behind in delivering an individualized end-to-end experience.

While this offering is limited today, the shift towards software-defined, electric, and autonomous vehicles will provide a wealth of new opportunities for personalization across several automotive user experiences. At the same time, these experiences will not only provide new features and incentives for customers, but open new revenue streams, business models, and opportunities for OEMs.

The Personalized Vehicles report maps out what vehicle personalization looks like today and analyzes the impacts it could have on the consumer experience of tomorrow. In doing so, it takes a deep dive into the ecosystem of automotive personalization features available today – identifying the different levels of maturity and profiling the latest offerings from OEMs in different regions. The role that tech giants will play in enabling in-vehicle personalization is similarly outlined, while a five-year forecast provides key insights into how it is expected to evolve over time.