On average, R&D accounts for four percent to five percent of an automaker's total costs, a share that is expected to grow. This effort alone, however, will not be enough to establish a clear competitive edge.
In the coming years, vehicle innovation will be characterized by four global trends. These trends put the focus on customer requirements during the R&D phase to give the user an overall experience that goes beyond the mere ride and handling of the vehicle.
Vahicle Innovation Survey