Factory installed vehicle features tend to have fewer quality problems than dealer and aftermarket-installed features, according to the JD Power and Associates 2003 Feature Contenting Report.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Among automotive features available for installation by dealers or aftermarket providers, three were included in the 2003 study -sound systems, remote keyless entry systems and security systems. For all three, new-vehicle owners reported the fewest number of problems with systems installed by the factory.
“The number of consumers who choose to have certain features installed by the dealership or an aftermarket provider has slowly increased over the past few years,” said JD Power spokesman Brian Walters. “Since 2000, the share of sound systems that are installed by the factory has fallen about 3% from 93% of all sound systems to 90% in 2003.
Similarly, factory-installed remote keyless entry systems have fallen from 91% in 2000 to 88% in 2003. While consumers have more options when having systems such as these installed after purchasing their new vehicle, they don’t always benefit from the quality control measures in place at the factory.”
Anti-lock brakes have the highest penetration (85%) and desirability (92%) among consumers among the 50 features covered in the report.
Among the traditional features included in the report, new vehicle buyers are willing to pay the most (a median price of $US1,000) for four/all-wheel drive and superchargers/turbochargers, followed by automatic transmission ($US600).
Traditional features with the greatest growth potential include multi-CD changers and reverse tilting passenger mirrors, both of which have the potential to grow as much as 30%.
Among emerging features, safety-related features figure prominently. Side impact airbags, “smart” passenger airbags, stability control and traction control have the highest penetration and desirability. The greatest growth potential is in brake assist, stability control, run-flat tyres, “smart” passenger airbags and tyre pressure monitors.
Although it may not be widely available until 2010, the fuel cell engine has the highest desirability (44%) among consumers of the three alternative propulsion technologies included in the report.
Next is the combination fuel/electric or hybrid engine (29% desirability), followed by the clean diesel engine (13%). However, the prices consumers are willing to pay for this technology do not approach the retail prices manufacturers are charging. Consumers are only willing to pay between $600 and $1,000 for these new alternative propulsion features, whereas the Honda Civic hybrid sedan is approximately $4,500 more than a similarly equipped petrol-powered LX sedan.
The demand for several features has increased dramatically since 1999: steering wheel controls (up 32% over 1999), heated front seats (up 16%), multi-CD changer (up 13%), power passenger seat (up 12%) and navigation system (up 11%).
The 2003 study is based on the responses from 102,975 owners of new 2003 and early-release 2004 model-year vehicles.
