Technologies that focus on safety are the among most desired features new-vehicle buyers would like to see on their next vehicles, particularly by women, according to the J.D. Power and Associates 2004 Feature Contenting Report released Tuesday.
The study, now in its ninth year, explores the features new-vehicle buyers currently have on their vehicles, what features they would like to have on their next vehicle, and the price they are willing to pay for those features. The study examines 50 features that are divided into "traditional" and "emerging" categories.
Side impact and “smart” air bags, which use sensors to inflate the air bag based on the size of the occupant, generate the most demand from consumers among emerging features included in the study. The number of buyers exhibiting a strong interest in having side-impact air bags on their next vehicles has increased 9 percentage points since 2000 to 81 percent in 2004. Interest is also very high for other safety features such as stability control, electronic traction control and brake assist.
Among traditional features, anti-lock brakes continue to have the highest penetration and desirability of all the traditional features included in the report. Eighty-six percent of owners state that their new vehicle has anti-lock brakes, and 93 percent want it on their next vehicle.