USA: Safety features, not telematics, top list of European market wants - survey
Consumers in Europe and the United States desire similar emerging technologies on their next vehicles, according to a just-published J.D. Power study. Safety features top the list of European consumer wants, with telematics applications, such as an Internet connection and personal assistance services (eg OnStar), way down the list.
The European study examined consumer awareness and future demand for 17 automotive technologies across four markets: France, Germany, the United Kingdom and the Netherlands. A similar study has been performed annually in the United States since 2000.
"Manufacturers in the United States and Europe appear to be offering consumers exactly what they want-features that render a safer driving experience," said Patricia Hogan, partner at J.D. Power and Associates in the UK. "Features like heated windshield glass, night vision, run-flat tyres and electronic stability systems all promote safety by offering enhanced visibility or providing drivers with added peace of mind."
Heated windshield (windscreen) glass garners the highest interest among European consumers. Nearly 90 percent of consumers express strong interest in the feature, which evenly clears away ice, snow and frost from the front windshield within three minutes, improving visibility.
Run-flat tyres, which have historically been the top feature choice in the United States, tie with night vision systems to rank second in overall interest among European consumers.
"As with U.S. consumers, concern for a tyre blowout is the top reason mentioned for purchasing run-flat tyres in Germany, the UK and the Netherlands," said Jeff Taylor, senior research manager at J.D. Power and Associates in the United States. "However, French vehicle owners say they would choose run-flats primarily because a low-tyre-pressure monitor is included."
While consumer interest in features such as night vision, blind-spot warning and navigation systems is high overall, interest is substantially reduced when the anticipated price for such features is factored in.
"Interest in features such as these drops about 50 percentage points once a realistic price is attached to the technology," said Taylor. "This occurs with many of the more expensive emerging technologies. While these features pique the interest of many consumers, they must first be offered at a price that is low enough to appeal to the average new-car buyer before being considered mainstream."
In-vehicle Internet and e-mail capability and personal assistance services (e.g., OnStar, TeleAid), do not generate the degree of interest in Europe as do many of the other features examined, which is also the case in the United States. Two-thirds of consumers prefer to use a navigation system instead of a personal assistance service for directional information.
"Auto manufacturers and telematics service providers will have to demonstrate the value of many telematics products to generate consumer demand. As of right now, these features are being pushed by the industry, but consumers do not share the same level of enthusiasm," said Taylor.