A multitude of features and technologies exist, or will soon exist, to assist drivers at various levels of intervention. With new vehicle penetration levels increasing, are consumers finally embracing these advanced safety systems and which ones are most appealing?
71% of new vehicle intenders say their next new vehicle should “have technology that prevents careless mistakes,” according to AutoPacific’s latest Future Attribute Demand Study. The study includes responses from over 11,000 licensed drivers in the U.S. who plan to acquire a new vehicle within the next three years. Does this mean they’re ready for autonomy? Not quite. While nearly half of these respondents want Unresponsive Driver Stop Assist, a feature classified as autonomous in the study, other autonomous driving features aren’t quite as welcomed, with full autonomy with option to drive desired by 30%. Mistake-avoiding technology seekers are more likely to be interested in technologies they perceive to improve safety and visibility.
Advanced Safety Technology Placement
While gender doesn’t play a differentiating role in who and where to target for placement of these technologies, age and lifestage apply, with technology seekers more likely to be Gen Y (+14%pts) with 1 or 2 children in the household (+10%pts). Additionally, these consumers are more likely to intend a luxury brand vehicle and have a stronger interest in alternative powertrains, from hybrid to electric. AutoPacific notes that the trend has been, and will likely continue to be, that tech seekers also want alternative powertrain vehicles, making them ideal candidates for introducing new “mistake avoiding” technologies.
AutoPacific Insights: Using AutoPacific’s syndicated data for real-world applications
Contact: Deborah Grieb, deborah.grieb@autopacific.com