The Quantified Self for Cars
To help our client Volkswagen UK decide how to position their own My VW Customer App I carried out a product survey of existing apps, both from other manufacturers and third parties.
Owners’ apps currently on offer from car manufacturers are a mixed bag of functionalities, which testifies to the fact that brands are struggling for relevance without having a clear and compelling vision of what an owners’ app should do.
The solution I recommended was to combine those ownership management functions such as servicing and reference that the manufacturer is best placed to offer with the capabilities of third-party apps that interface with the car’s data port. This approach could help to maintain everyday relevance, extending the principles of the Quantified Self to car ownership and use.