Strategy Analytics Press Releases

Natural Language Voice Assistants and Contextually Aware Systems Crucial for Improving In-vehicle Infotainment Experience, finds Strategy Analytics

by Derek Viita, Diane O'Neill | Jun 22, 2017

Apple CarPlay and Android Auto Still Provide Superior Experience Over In-bedded Features


Boston, MA – June 22, 2017 – Regularly conductinguser experience benchmarks of infotainment systems to test the usability of a variety of in-vehicle tasks, the In-vehicle UX (IVX) group at Strategy Analytics has added five new systems to their ratings table over the last year. These include: Chevrolet 2017 Volt, Baidu CarLife, Honda 2017 Civic, Mercedes Benz 2017 E-Class and Volkswagon 2016 Golf.

Click here for report “In-Vehicle Infotainment UX Benchmark Ratings Update: 2017 Chevrolet Volt is Highest Rated New System”:

Key report findings include:

  • Tesla’s Model S maintains its top position in Strategy Analytics’ rankings of in-car infotainment systems, as its wide range of usable and accessible features makes the system visually appealing and easy to use.
  • Of the new systems tested in the past year, the 2017 Chevrolet Volt ranked the highest, largely due to strong consumer impressions of Apple CarPlay and Android Auto, and the intuitive way by which these mirrored systems were implemented.
  • Even for other vehicles which include a mirrored system but did not perform as well, Apple CarPlay and Android Auto repeatedly provide a superior experience. Furthermore and more concerning for OEMs, current owners of these mirrored systems are using them for most of their in-car needs.

“OEMs still have room to innovate within in-car infotainment, particularly in relation to the HMI they are in a unique position to implement. But again, implementing novel HMI for the sake of being new and different is not a winning strategy.” commented Derek Viita, report author and senior analyst. “We have found that novel experiences such as the 2017 Mercedes-Benz E-Class steering wheel thumbpads are difficult to use and often abandoned for other HMI modalities early in tasks.”

Added Chris Schreiner, Director, Syndicated Research UXIP, “Poor voice recognition was a common pain point among all systems benchmarked over the past year, with the exception of CarPlay’s Siri and Android Auto’s Google Assistant. The successful rollout of natural language voice assistants and contextually aware systems will be crucial for improving the on-board infotainment experience going forward.”


About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise


About In-vehicle UX

Our In-vehicle User Experience (IVX) service investigates UX innovation opportunities in the connected vehicle.  By understanding the emerging behaviors, needs, motivations, use cases, pain-points and “must-have” experiences of lead adopters and future target consumers, IVX delivers a roadmap to help you design the optimal experience.  IVX forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Through both syndicated and proprietary user-centric research capabilities, UXIP delivers strategic insights and analysis on how to optimize the user experience of new and emerging technologies. Click here for more information.


Press Contacts

US Contact: Derek Viita, +1 617 614 0772,

European Contact: Diane O'Neill, +44(0) 1908 423 669,