Cars are evolving beyond simple transportation to include consumption activities and health management as part of a lifestyle platform.
Key points
•In-car payments are expanding beyond fueling and parking fees into everyday consumption channels like F&B and retail.
•The share of vehicles with ADAS and autonomous driving systems is projected to increase from 66% in 2025 to 94% by 2035.
•Cars utilize sensors and AI to detect and manage the biometric information and health status of drivers and pets.
KPR, a comprehensive communication group, revealed through analysis of mobility-related online big data that cars are transforming into platforms integrating software, AI, and sensors, encompassing functions such as consumption, rest, and health management.
This transformation is driven by the expansion of autonomous driving systems. According to global market research firm Counterpoint Research, the share of vehicles equipped with ADAS (Advanced Driver Assistance Systems) and autonomous driving systems is expected to rise from 66% in 2025 to 94% by 2035, highlighting the increasing importance of in-vehicle services due to reduced driving burdens.
In-car consumption areas are also changing. Big data analysis showed that keywords associated with in-car payments (incapayment) include 'convenience' and 'smart', while emotional terms include 'luxury' and 'comfortable'. Hyundai Motor offers the ability to order Starbucks drinks via vehicle screen or voice command, while Renault Korea operates a 'Drive Pick' service allowing customers to order CU convenience store items for pickup at the store.
The scope of personalization has expanded from individual drivers to household units. Genesis uses fingerprint authentication to automatically load driver-specific settings, and Hyundai Motor and Kia's 'Pet Mode' records consumer satisfaction rates of 93% with pet care functions. Additionally, LG Electronics analyzes a driver's gaze, expression, and heart rate through 'In-Cabin Sensing' to detect drowsiness or health issues.
Cars now manage passengers' health and mood. BMW and Mercedes-Benz have introduced features that automatically stop the vehicle and connect emergency services if they determine the driver is unable to drive safely. Genesis's 'Mood Curator' and Mercedes-Benz's 'Energizing Comfort' adjust lighting, music, scents, and seats to manage passenger fatigue and mood.
