Vehicle Owners Expect Many Safety Features to be Standard

Mike VanNieuwkuyk

Vehicle owners expect safety features and technologies that have been in the market for a longer period of time to be included in their vehicle’s base price, according to our 2012 US Automotive Emerging Technologies Study, which measures vehicle owner interest and purchase intent for 23 emerging technologies, before and after a market price is revealed.

Among owners of both Premium and Non-Premium vehicles, more traditional emerging safety features that are expected to be standard content and included in a vehicle’s base price are: Blind Spot Detection (54% for both groups); Electronic Stability Control (45% Premium and 43% Non-Premium); and Rear-Vision Camera (51% Premium and 42% Non-Premium).

Wireless Connectivity is Among Most Considered New Features

As expected, among the new and more traditional emerging automotive technologies evaluated in the study, vehicle owner interest and purchase intent declines once a market price is introduced. Only the Wireless Connectivity System emerging technology appears in the top-five considered technologies before and after a market price is given in the study, which is based on responses from more than 17,400 vehicle owners. Continue reading ›