In-car technology research company Quu has released its 2024 In-Vehicle Visuals Report, examining radio’s place in top-selling new U.S. vehicles. It is also the inaugural year for this study. Staunchly pro-radio Quu states “With so much listening happening in cars, we must identify our strengths and weaknesses.”
The strength is represented by 100% representation of FM radio in the top 100 best-selling American vehicles, and 98% AM presence.
Sirius XM claims 92%, while the two leading phone interfaces, Android Auto and Apple CarPlay, claim 98% each.
Six key findings highlight this report:
- AM/FMradio is ubiquitous in new vehicles. (We think ubiquitous means everywhere, not almost everywhere, but we get the point)
- AM/FM radio no longer has a dashboard monopoly
- A growing number of vehicles offer built-in streaming apps
- Two out of three new vehicles have HD Radio installed
- GM vehicles are an exception to the widespread adoption of HD Radio
- All new vehicles have in-dash text. Most can display logos and other images.
Observing that Apple/Android streaming is equally as accessible to new vehicle owners as AM/FM, the authors make this mandate: “The dash is crowded – AM/FM radio stations need to drive home their value proposition to listeners who have several other choices at the touch of a button.”
There is also special recognition of HD Radio availability, which the study observes is contrary to popular perception.
The exceptionalism of GM cars — which uniquely do not standardize HD radio (except in Cadillacs) — is notable, but represents only one in five cars.
Expert Takeaways
Quu solicited the participation of four topical experts: Fred Jacobs, Paul Jacobs, Joe D’Angel, and Mike McVay — all well recognized for many years in the car/audio field. Each one of these industry celebs contributes detailed takeaways and a highlight quote. We snag the quotes below, but the complete takeaways make a key reason to download this free report. (Do that HERE.)
- Fred Jacobs: The two knobs, six presets, and CD player era is in the rearview mirror. This pioneering report gives us the unprecedented data we need to see radio’s opportunities and challenges on dashboards.
- Paul Jacobs: Radio’s enhanced presence in the dash is a key message to advertisers about the vitality
and relevance of the medium – at pivotal moments in the buying decision, radio provides a sight and sound experience designed to capture and motivate consumers. - Joe D’Angelo: Despite sharing the dashboard with others, broadcast radio’s undeniably loyal audience will stay with them and spend more time with their programming if presented appropriately. New connected car digital dashboards are unlocking tremendous opportunities for content curation.
- Mike McVay: The In-Dash Experience (IDE) has to be at a high level for radio to be seen as an
equal to the other audio sources available. This requires improving the listening experience with both quality and content, as well as displaying text, logos, and other images to enhance the easy accessibility of the medium.