‘Experience Per Mile’ rating set to help motorists make vehicle purchase decisions based on their in-cabin requirements

posted on 14/07/2022

The Experiences Per Mile (EPM) Advisory Council has released a first-of-its-kind, experience-based metric for the automotive industry that scores a vehicle on its ability to provide users with a positive and fulfilling in-vehicle experience. Moving away from traditional measures of mechanical performance to focus on cutting-edge in-cabin experiences, the ‘Automotive EPM Index’ can be leveraged by consumers to make more informed buying decisions and help OEMs tailor their offerings to specific user requirements.


The EPM Index scores a vehicle from 0-100 based on a user’s experience goals for different journeys or ‘trip types’. It is based upon research conducted by IPSOS where users scored how well their goals were accomplished for a given journey. This net score is multiplied by the importance, or weighting, that goal has for the trip type. The sum of the weighted scores calculates the EPM Index.

The metric focuses on the in-cabin experience goals of connecting, being productive, feeling good, de-stressing/relaxing, entertaining and finding privacy. Trip types comprise commuting, running errands, giving others lifts, and excursions. The vision is that each new vehicle will receive an Automotive EPM Index rating to allow easy comparison of individual vehicles in their ability to meet the in-cabin goals associated with particular journey types.

For example, a vehicle may have a high Automotive EPM Index rating for both excursions and giving others lifts (e.g., school runs), making it particularly appealing as a family car. Alternatively, a vehicle with a high score for commuting would suit those clocking up many business miles.

The metric has been developed by the EPM Advisory Council, an independent entity fostering cross-industry innovation with members that include GM, HARMAN, HERE Technologies, Hyundai, SBD Automotive, Stellantis and TomTom. It commissioned research provider IPSOS to support this response to the movement away from traditional measures of mechanical performance, such as horsepower, to the delivery of state-of-the-art in-cabin experiences.

Tom Rivers, Vice President, Global Automotive Marketing at HARMAN, a founding member of the EPM Advisory Council, said: “We are seeing this shift as part of an evolution from the old world of RPMs and other traditional criteria to a world where experiences are the key value proposition. Where consumers once asked ‘how fast will can I go from 0 to 60?’, they now want to know ‘how can this vehicle improve my commute’, or ‘can I access the content/info/people important to me during my time in the car?’ And, as the electrification and autonomous trends advance, it makes sense that the focus on experiences in the vehicle as opposed to what powers it will grow.”

Rivers adds: “There has been no established rating to measure the in-vehicle experience, so this way of thinking about experiences as a true value-add is new territory. There are several OEMs represented on the EPM Advisory Council and they have been heavily involved in the process of shaping the EPM Index, indicating that they see value in this measurement to help build their brand with new generations of consumers. From what we are seeing, the OEMs fully realise the need to shift emphasis from individual features and functions to more holistic experiences in order to meet their customers where they are and give them what they demand from their vehicles.”

To learn more about the Automotive EPM Index, download the report here:


Experience Per Mile Advisory Council members’ comment:

Dan Mohnke, Vice President, Customer Journey & Data Innovation, Nissan NA​:

“To build a sustainable business for the long term, Nissan continuously adapts to changing customer expectations and delivers new customer experiences that meet those expectations. The EPM Index came from the Experiences Per Mile Advisory Council’s desire to measure the in-vehicle customer experience relative to the customer’s key trip-goals. This metric measures the personal experience of the consumer based on how the vehicle accomplishes these goals seamlessly and with ease. With further evolution of the EPM Index, Experiences Per Mile may become a key foundation of an industry-wide focus on delivering a seamless customer experience in all areas.”

Manish Mehrotra, Director, Digital Business Planning & Connected Operations, Hyundai (HMA):

“The consumer is looking for the latest technology in everything they buy. The automobile is certainly no exception. Therefore, Hyundai strives to be the first to place cutting-edge technology in its vehicles. The EPM Index in the new Exploratory Study created by the EPM Advisory Council shows that more technology use is associated with a higher experience rating. Customer training on how to use and benefit from the technologies is equally important.”

Jeffrey Hanna, Chief Commercial Officer, SBD Automotive:

“While the industry is going through explosive change and technology adoption, the question now becomes are these changes all for the better? Drivers and passengers are the ultimate ‘judge and jury’ of the next-generation mobility experience and are eager (and willing) to render their verdict. For most, their votes are only counted every 5-6 years when they shop for their next vehicle. If automakers and partners have the ability to enhance the consumer experience on a daily basis, then why wait? Creating an EPM metric at scale can enable a real-time experience feedback loop centred around key trip types and their underlying mobility goals and expectations. Unpacking and testing the key ingredients of an Automotive EPM Index and measuring them is a huge first step in that vision.”

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