Why Automakers Can’t Deliver the Connected Car Experience Consumers Expect: Expectations vs. Reality (Part 1)

 Jay Giraud - CEO

Jay Giraud

By Jay Giraud, CEO, Mojio

This post is the first in a four-part series, check back next week for our next post!

Let’s Start by Talking About Expectations

We’ve all grown up watching car commercials boasting about everything from more horsepower to higher gas mileage, and a better sound system to deeper discounts. There was certainly a time when these things were exactly what people wanted in a car. That said, our relationships with our cars are changing and automakers are now fighting to win the hearts of a growing audience of digital natives – the Millennials.

Millennials, or those born between 1982 and 2000, are a generation accustomed to a cycle of improvement in products and technology that moves at the pace of software and costs less with every new release. What the world’s most successful steel benders are now grappling with is how to deliver the intangible experience that they’ve come to expect.

As new car buyer demographics shift, what people want in a car is changing as well – and we have Apple and Google to blame for it.

Connected CarThe Car is a Computer

The modern car is an incredibly complex machine, producing on average more than 20 gigabytes of data every hour from hundreds of sensors and millions of lines of code. Some of this data includes information about road conditions, engine performance, and even vital crash information.

Unfortunately, all this information is locked away on a network that is completely severed from the Internet at large.

But that’s all about to change.


When the first iPhone was released, it signalled the end of the flip phone and marked the beginning of the always-on digital experience. In developed countries smartphone adoption has achieved near – ubiquity, thanks to carrier-driven subsidies and the lowest device manufacturing costs in history.

A perfect storm for a new wave of smart devices has taken shape giving rise to the Internet of Things (IoT); leveraging trends in open platforms, app marketplaces, big data, gamification, social networking and geo-location based experiences. In the world of connectivity, what is still left to be connected?

Next Up

In next week’s post, I’ll discuss our rapidly changing world and how we can define a truly connected car.