More than half of consumers surveyed in the US wanted the ability to play non-standard audio files in their next new vehicle, according to JD Power and Associates’ latest automotive emerging technologies study.
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The study measures consumer familiarity, interest and purchase intent for emerging automotive technologies both before and after an estimated market value is revealed.
The study found that, at a cost of $100, 54% of consumers showed interest in using a USB memory key to listen to their own formats of music in their next new vehicle. For the same money, 58% would like to have an in-vehicle computer hard drive, which would allow them to burn and store their music files in their vehicle’s audio system.
With the increased use of MP3 players such as iPods, MP3-playing capabilities also attracted high interest. Among iPod owners, 60% said they would be willing to pay $150 to be able to connect their iPod into their next vehicle’s audio system.
“Manufacturers should anticipate a heightened interest and desirability for technologies such as MP3 and USB connectivity options, since portable digital music players have become so popular,” JD Power research chief Larry Wu. “Employing these technologies in new vehicles could help auto manufacturers in their efforts to attract and maintain younger buyers.”
The study found that consumers continue to have high interest in safety/sensing technologies, even after the price point is revealed. At an average market price of $600, 72% of consumers said they “probably” or “definitely” would like to have side impact air bags – these were the most desired feature before and after the average market price was revealed. Nearly 40% of owners said they currently had the technology in their vehicles. Run-flat tyres, stability control, night vision systems, blind spot detection and backup assist, respectively, followed side impact airbags as features that most interested consumers prior to knowing the estimated market price.
The study also found that premium surround sound continued as the most desired entertainment feature after the market price ($400) was revealed. Prior to the introduction of price, 61% of consumers showed high interest. More than 75% of those interested in a premium surround sound system at $400 said they would pay double ($800) for a branded premium surround sound system.
