AutoPacific Releases 2023 Future Attribute Demand Study; Safety and Convenience Features Top Most-Wanted List

Results of AutoPacific’s recently released Future Attribute Demand Study (FADS) show comfort and convenience features at the top of new vehicle shoppers’ wish lists. The annual study contains responses from over 11,700 licensed drivers in the U.S. who intend to acquire a new vehicle within the next three years. Respondents were asked a range of questions from what brands they will consider for their next new vehicle to what type of vehicle and powertrain type they intend to acquire, but most importantly, what features they want to have in that vehicle. AutoPacific’s 2023 FADS measures demand for 145 features ranging from autonomous driving to infotainment technologies to seating, including features specific to certain segments and powertrains.

The most wanted feature for 2023? LED fog lights. New to the survey this year, LED fog lights are desired by nearly half of all respondents (48%). In recent years, not only have fog lamps become common even on mid-grade versions of mainstream vehicles, but they have also largely made the transition to LED as they last much longer and emit brighter white light for improved visibility in adverse conditions.

Consumers Want the Convenience of In-Vehicle Wireless Charging

Wireless charging pads for portable electronic devices take two of the top 10 spots this year, 2nd and 5th, as 48% of new vehicle intenders want a wireless charging pad for front passengers and 40% would like one for rear passengers. “Cutting the cord has been a common theme in households for years and vehicles are following suit” says AutoPacific Market Research Manager Deborah Grieb. “From wireless Apple CarPlay to wireless device charging, providing consumers with a clean and convenient vehicle interior by ditching the cords has mass appeal.”

Source: AutoPacific 2023 Future Attribute Demand Study

An Autonomous Driving Feature Finally Finds A Big Audience

Also new to the survey this year is “unresponsive driver stop assist,” an autonomous driving feature that can automatically move the vehicle to the side of the road and come to a complete stop if the vehicle senses that the driver has become incapacitated. This feature is crucially important should a driver have a medical emergency, like a stroke, seizure, or lose consciousness. AutoPacific expects this feature to become more common in the coming years, especially as hands-free semi-autonomous drive features become more widely available.

“While autonomous driving features typically appeal more to males than females and younger consumers over older consumers, this new safety-focused autonomous feature does the opposite with slightly higher demand from females and greatest interest from those over age 60 (47%) and may help provide greater consumer acceptance and comfort with autonomous vehicle technology,” says Grieb.

About AutoPacific

AutoPacific is a future-oriented automotive marketing research and product consulting firm providing clients with industry intelligence, sales forecasting. The firm, founded in 1986, also conducts extensive proprietary and syndicated research and consulting for auto manufacturers, distributors, marketers, and suppliers worldwide, including its highly recognized Future Attribute Demand Study (FADS). The company is headquartered in Long Beach, California with affiliate offices in Michigan, Wisconsin, and the Carolinas. Additional information can be found at http://www.autopacific.com. 

Ed Kim
AutoPacific
+1 714-838-4234
ed.kim@autopacific.com

EV Intention is on the Rise, but What’s Driving It?

9% of current vehicle owners intend to buy an ev

According to data from AutoPacific’s latest Fuel Price Impact Survey (FPIS), 9% of current vehicle owners intend to purchase an EV for their next vehicle, up from 4% just two years ago. The trend survey, issued bi-monthly to AutoPacific’s proprietary VehicleVoice member panel, captures responses from approximately 600 current vehicle owners each survey period.

After hovering around 4-5% for years, the jump in EV intention can likely be attributed to several factors, including more nameplates in the market, financial and driving incentives, environmental concerns, and desire for technology. When asked why they would choose an EV, 85% of respondents agreed with the statement an EV “is better for the environment,” while 80% agreed that EVs are “the way of the future.” “It’s exciting to see consumers embrace the future potential for EVs and their place in the world of transportation,” says Deborah Grieb, AutoPacific market research manager. “With over 120 EV nameplates expected to be on sale in the U.S. in the next 5 years, growing consumer interest is essential.” Can consumer demand grow enough to support 120 EVs?  

Source: AutoPacific Fuel Price Impact Survey April 2021

Fuel Prices Have Little to No Impact on EV Intention

AutoPacific data debunks one past theory surrounding interest - fuel prices. “When fuel prices were at their highest, EVs were relatively unknown in the market and not a solution for escaping those high prices,” says Grieb. Now that fuel prices have been stable for several years and manufacturers have made significant improvements in fuel economy, consumer choice of an EV can be based on reasons other than desire to save money on gasoline.  According to FPIS data, increases in EV intention are seemingly unrelated to fuel prices, even with recent fuel price increases and future price expectations. 

Source: AutoPacific Fuel Price Impact Survey Sept 2010-April 2021

Remote Connectivity is Here to Stay and Younger Car Shoppers Want It

Do You Want to Remotely Activate Your Vehicle?

According to AutoPacific’s latest Feature Attribute Demand Study, 64% of new vehicle buyers under the age of 40 want remote connectivity in their next vehicle.

From Hyundai to Lamborghini, vehicle owners have the ability to easily perform basic functions like locking and unlocking, starting an engine, or activating heated seats on a cold winter morning. Some apps take it a step further in offering convenient remote dealership maintenance scheduling, paying a monthly new vehicle loan, and even establishing geofencing or curfew alerts for adolescent drivers.

Results show that the younger the new vehicle buyer, the stronger the demand for remote connectivity, with 65% of new vehicle buyers under age 30 showing a desire and 64% between 31 and 39 years old. As expected, the demand drops in steps as the age brackets for new vehicle buyers climb. Only 35% of buyers 60 to 69 years old, and a mere 28% over the age of 70 desire this level of connectivity with their new vehicle.

Source: AutoPacific Future Attribute Demand Study

Alexa, Start My Car at 7:00 AM

From the comfort of one’s living room or conference room to being on a hike at a national park’s trailhead, the methods by which consumers tap into remote connectivity continue to expand. 97% of surveyed new vehicle buyers that voiced demand for wanting remote connectivity to their vehicle would prefer to use a smartphone for doing so; 40% would opt to use a smartwatch. At-home “smart speakers,” specifically Amazon’s Echo (Alexa), get 30% preference. 

Source: AutoPacific Future Attribute Demand Study

Real-World Impact 

To gauge effectiveness of various manufactures’ mobile apps, AutoPacific polled a group of current vehicle owners that fall under the Generation Y and Generation Z umbrellas on how having access to remote connectivity contributes to everyday life:

“I use it (MySubaru app) daily in the winter and on hot days in the summer to star my car. The lock and unlock comes in handy when needed, but I don’t use it every day” -Adam, 37

“I turn on the climate control on colder mornings in my 2014 Nissan Leaf.”-Colton, 28

“I use it (FordPass app) to lock and unlock my Ford Escape when I can’t remember if I did it or not” -Emily, 37

“I only check the charging status if I'm on the road at a public charger. At home I never look at it (Tesla app) because it fills up overnight and is good to go.  I also use it in the morning to warm up the car.” -Chris, 38

These responses reflect much of what AutoPacific’s Feature Attribute Demand Study revealed about specific remote functionality. For example, 79% of respondents who want remote connectivity with their vehicle would utilize it for a remote start function. 75% would use remote connectivity to lock or unlock their vehicle’s doors, while 72% would choose to pull out their smartphone or glance at their smartwatch to locate their vehicle in say, an overcrowded parking lot. 

Remote Connectivity is Here to Stay

As more young buyers enter the marketplace for a new vehicle, AutoPacific expects remote connectivity is here to stay. Manufacturers should continue to pursue offering some type of remote connectivity, whether through mobile apps or “smart speaker” compatibility.