Nissan Connects With Consumers Over Connectivity

When is a car not a car? Apparently with U.K. drivers, it’s when it doesn’t work with their smartphone.

A new survey finds car buyers admit they can like everything about a new model – the styling, price, fuel economy and how it drives – but still will walk out of the showroom if it won’t connect properly with their beloved mobile phone.

Nissan commissioned the survey to understand the importance of developing state-of-the-art infotainment systems in CUVs such as the Qashqai, Juke and X-Trail.

It found 28% of new-car buyers prioritize connectivity over other features, such as fuel efficiency, and 13% would not buy a car that’s not connected to the Internet.

Also, 20% would switch to another brand offering better connectivity, a figure that rises to 41% for drivers who spend more than 20 hours a week in their car.

The connectivity issue is highlighted by Nissan rival Vauxhall in releasing the first images of its new Zafira Tourer in the U.K.

“Cutting-edge connectivity via OnStar, Apple CarPlay and Android Auto,” Vauxhall’s announcement proclaims right off the top.

Nissan is making significant investments in making sure phones integrate seamlessly.

Leading the European research team is Patrick Keenan, known within Nissan as the man with 40 phones.

“Today’s new cars have a lifecycle of five or six years before a new version is launched, but a mobile phone will only be on the market for less than two years before it’s replaced,” Keenan says in a statement. “Keeping cars and phones talking to each other is the crux of my job.”

Keenan is tasked with keeping Nissan a step ahead of the competition when it comes to consumer tech.

His team uses a network of industry contacts to predict future trends, as well as ensure the latest Nissan dashboard hardware and software works with the vast majority of existing and older handsets.

Based at Nissan’s European Technical Center in Cranfield, 50 miles (80 km) north of London, Keenan’s desk drawers are packed with dozens of phones, which he uses to develop and fine-tune connectivity.

He makes and receives hundreds of test calls a day as he works on future Nissan vehicles.

“My job is to make sure anyone who walks into a Nissan showroom anywhere in Europe doesn’t walk out again because a car they want to buy won’t pair with their phone,” he says.