By Quentin Colmant, CEO and Co-founder of Qover
The automotive industry is a hotbed of innovation, fueled by relentless advancements in technology. Consumers crave cutting-edge vehicles, and the entire car buying experience needs to reflect this. Insurance, a crucial but often clunky aspect, can’t be left behind in this digital revolution.
The UK’s massive £19.1 billion car insurance market highlights the need for seamless integration between cars and insurance. However, traditional distribution models are struggling to keep pace with changing consumer expectations. Today’s tech-savvy buyers demand frictionless experiences across all touchpoints, forcing car manufacturers to rethink insurance distribution.
A new era for car manufacturers
Enter embedded insurance, an innovative force that integrates seamlessly into automotive ecosystems. This Pan-European solution transcends regional boundaries, streamlining the insurance process and creating an outstanding customer experience.
The electric vehicle (EV) space perfectly illustrates how technology is reshaping both the automotive and insurance landscapes. EVs introduce new considerations for insurers and manufacturers alike. Embedded insurance, leveraging data from connected cars through telematics, allows insurers to tailor coverage and reduce ownership costs; a win for everyone.
Tesla, for example, integrates insurance directly into its ecosystem, offering bespoke coverage specifically designed for its vehicles. By analysing driving data, Tesla is able to personalise insurance rates based on individual risk profiles. This exemplifies the power of embedded insurance, creating a hassle-free experience that aligns perfectly with Tesla’s commitment to innovation and convenience.
The rise of EVs has spurred innovation in insurance distribution. EV manufacturers, increasingly focused on digital customer engagement, are exploring online and cross-regional models. This shift opens doors for embedded insurance solutions, potentially mirroring the transformation of car manufacturers into software companies.
Similarly, Mercedes-Benz uses technology to offer personalised insurance solutions via its InScore program. Equipped with telematics hardware, Mercedes-Benz vehicles enable data-driven insurance proposals developed with partners. Analysing driving behaviour, InScore provides discounts to users who subscribe, promoting safety and lowering costs.
Unlocking flexibility with Mobility-as-a-Service (MaaS)
The shift from car ownership to Mobility-as-a-Service (MaaS) models is reshaping the industry. It demands a move away from one-size-fits-all insurance towards coverage tailored to the unique needs of MaaS providers. By embracing this change and offering customisable options, manufacturers can enhance customer satisfaction and loyalty while adapting to the evolving marketplace.
Volvo is at the forefront of this change, with its subscription-based insurance packages mirroring the car ownership model. ‘Care by Volvo’ bundles insurance with vehicle subscriptions, providing customers with a hassle-free and all-inclusive experience. A single monthly payment covers everything from maintenance to insurance, creating a seamless experience that fosters brand loyalty.
The data-driven future of insurance
In current times, a digital insurance experience is no longer a luxury, it’s a necessity. Car manufacturers are continuing to leverage digital capabilities to deliver embedded insurance solutions seamlessly across omnichannel platforms. This integrated approach boosts customer engagement and retention while differentiating brands in a competitive market.
As car manufacturers evolve into software-centric entities, they can create more interconnected experiences for their clients, facilitating the seamless integration of insurance. Embedded insurance goes beyond just an offering; it becomes an integrated service accessible through apps and even in-car computer systems.
Luxury EV brand ZEEKR exemplifies this perfectly. It offers a tailored insurance program with varying coverage levels, including battery protection in all packages. This seamlessly integrated offering underscores ZEEKR’s commitment to customer peace of mind across Europe. It allows them to move away from fragmented insurance programs towards a unified digital experience.
The convergence of automotive and insurance industries presents a wealth of opportunities for car manufacturers. By embracing technology and adopting an omnichannel distribution approach, manufacturers can streamline insurance processes, enhance customer satisfaction, and drive business growth.
The future of automotive insurance lies in seamless integration, personalised experiences, and digital innovation. Those who prioritise these trends will emerge as leaders in the ever-changing market. The examples showcased above demonstrate that embedded insurance is paving the way for a future of innovation and growth in car buying.
