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

Consumers Aren't Comfortable with Fully Autonomous Vehicle Technology; Want Proven Track Record

Fully autonomous vehicles are coming, but are drivers ready and willing to hand over the controls? In a recent study of over 600 licensed drivers aged 18-80 in the United States, AutoPacific gauged comfort with autonomous vehicles and investigated such topics as insurance responsibility, accident liability, price willing to pay and trusted automotive brands.

Rating their current comfort level, only 29% of respondents said they would be comfortable being automatically driven in their own fully autonomous vehicle in the future. A slightly lower 26% of respondents would be comfortable as passengers riding in someone else’s fully autonomous vehicle. “This is technology that most consumers are going to need to see and experience for several years before becoming comfortable,” says Ed Kim, President and Chief Analyst of AutoPacific. “It’s different than any other automotive technology that’s currently out there in that you’d be truly putting your vehicle in control of the drive one hundred percent.” Study results show that the large majority of respondents will wait until there’s a proven track record of reliability before embracing the technology.

Rating their current comfort level, only 29% of respondents said they would be comfortable being automatically driven in their own fully autonomous vehicle in the future. A slightly lower 26% of respondents would be comfortable as passengers riding in someone else’s fully-autonomous vehicle in the future.

Younger Drivers Are Most Comfortable with Autonomy

Age will play a major role in the future acceptance and adoption of autonomous vehicles as younger consumers are currently more comfortable with the technology. When asked about their comfort level being driven in their own fully autonomous vehicle, 40% of respondents aged 18-29 say they would be comfortable, while only 18% of drivers 60 and older say the same. Furthermore, 47% of respondents aged 18-29 say they would be comfortable with a fully autonomous vehicle taking its own evasive actions in emergency situations, compared to only 29% of slightly older respondents (age 30-39) and 20% of the oldest age group (age 60+). When asked if they believe there will be more or fewer accidents when fully autonomous vehicles are on the road, only 24% of respondents overall believe there will be fewer, compared to 41% of respondents aged 18-29.

When asked about their comfort level being driven in their own fully autonomous vehicle, 40% of respondents aged 18-29 say they would be comfortable, while only 18% of drivers 60 and older say the same.

Tesla, BMW and Toyota Most Trusted Brands for Autonomous Vehicle Development

Nearly a third of all respondents (32%) say they trust Tesla to develop a safe and reliable fully autonomous vehicle, followed by Toyota (19%) and BMW (18%). “Tesla’s reputation as a technology leader and the fact that its vehicles currently offer some degree of autonomous technologies, whether they reliably work or not, gives them the competitive edge with consumers when it comes to future full autonomy,” says Kim. Toyota’s strong brand reputation with older consumers and its reputation for robustness and reliability likely help it place in the top 3 overall, though respondents aged 18-29 are less likely to name the brand as a contender in autonomous development and more likely to choose Apple (20%), even though the technology giant doesn’t currently sell vehicles.