Consumers show considerably more interest in new
safety-related features than in entertainment, comfort or convenience
features, according to the J.D. Power and Associates 2002 U.S. Automotive
Emerging Technologies Study.
On an annual basis, J.D. Power and Associates solicits consumer feedback on
a select list of new and emerging automotive features to assist
manufacturers in better understanding which features are most desired and
how much value consumers place on each feature.
According to the study, among the 25 features measured in the 2002 study, nine of the top 10 most
desired features are designed to enhance vehicle or occupant safety. The
low-tire-pressure monitor, an electronic sensing system that monitors the
vehicle's tire pressure and alerts the driver when tire pressure is low and
potentially unsafe, is the most popular feature measured.
"Given the high level of interest U.S. consumers also had with run-flat
tires, it is clear that they have concerns about the safety of their tires
and are looking for technological advancements to alleviate some of the fear
generated by high-profile tire recalls," said Jeremy Bowler, senior research
manager at J.D. Power and Associates.
Other safety-related features at the top of consumers' lists include
anti-whiplash seats, which are designed to reduce injuries associated with
whiplash by automatically repositioning the seat during a collision to
provide support to the occupant's head. Also popular among consumers is a
night vision system that uses infrared technology to help drivers see
objects at night or in poor visibility conditions.
External surround sensing, vehicle stability control, adaptive cruise
control and headlight systems that adapt to current driving conditions are
also safety-related features in which consumers showed strong interest.
"Unlike airbags and seat belts that help protect vehicle occupants after an
accident has taken place, the majority of safety-related features that
consumers most desire actively assist the driver in avoiding an accident in
the first place," said Bowler. "However, consumers will only pay so much for
such features. Interest levels drop on nearly all of the features measured
once consumers are shown the likely price of that feature on their next
vehicle. For example, while night vision is one of the most desired features
in the study before price is introduced, it plummets to near the bottom of
the list when consumers are shown the current market price of $1,800."
Among the non-safety-related features measured, consumers are most
interested in digital premium surround sound in their vehicles, made popular
in home theater systems. Consumers also express a strong interest in
driver-recognition systems and advanced temperature-management systems that
maintain a constant preset temperature in the vehicle much like a home's
"Imagine heading out in a 90 degree day and leaving your vehicle parked for
two hours on an asphalt parking lot while you go shopping, then returning to
your vehicle without the need to roll down the windows, open the doors and
wait for the air conditioning to kick in," said Bowler.
The 2002 U.S. Automotive Emerging Technologies Study includes responses from
22,362 owners who have purchased or leased a new car or light truck in the
past three years. The study is designed to measure consumer familiarity,
interest and purchase intent for emerging automotive technologies.
Headquartered in Westlake Village, Calif., J.D. Power and Associates is an
ISO 9001-registered global marketing information services firm operating in
key business sectors including market research, forecasting, consulting,
training and customer satisfaction. The firm's quality and satisfaction
measurements are based on responses from millions of consumers annually.