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  4. > 2013 Europe Consumers’ Attitudes and Perceptions of Vehicle Safety

Desirability and Willingness to Pay for Safety Systems and ADAS Systems

Overall, safety is the second most influential general vehicle feature for next vehicle purchase, with reliability being the first. Majority of respondents have their families and themselves in mind when purchasing safety options. The French, however, are significantly more concerned with the safety of their children than their European counterparts. Attitudes toward safety can impact adoption rates. Those segmented as skeptics are slower to adopt, but basic safety seekers and full feature seekers should be targeted to increase safety system adoption rates. Familiarity with safety systems is moderate. Generally, those safety systems with higher familiarity also have higher uptake rates.

Methodology

Web-based surveys with current car owners were conducted by Frost & Sullivan. Respondents must reside in Europe, currently drive a car no older than the 2011 model year, and intend to purchase a new car within the next years. In some instances, a certain number of randomized responses were shown to respondents to reduce questionnaire length.

Sample

A total of respondents surveyed in September 2013 are included in this research.

Table Of Contents

2013 Europe Consumers’ Attitudes and Perceptions of Vehicle Safety
1. RESEARCH BACKGROUND, OBJECTIVES AND METHODOLOGY

Research Background, Objectives and Methodology
Research Background
Study Objective
Methodology

2. EXECUTIVE SUMMARY

Executive Summary
The Safety Landscape
How Important is Safety?
Safety—One of the Top Considerations for Next Vehicle Purchase Across Countries
Who are the Intended Beneficiaries of Safety?
The Safety Landscape
Segmentation Based on Attitude Towards Safety and Driving Behavior
Concept Product Preference Estimation: Share of Preference for Safety Systems vs. Familiarity
Stress Level in Driving Scenarios and Mitigation Systems
Concept Product Preference Estimation: Current Uptake vs. Future Interest of Top Ten Safety Systems
Willingness to Let the Vehicle Take Control in an Emergency Situation
Preferred Method for Warnings by Situation
Acceptable Frequency of False Warnings
Acceptable Frequency of Genuine Warnings
The Safety Landscape
Price Gap Analysis—Tested vs. Optimal Price
Purchase Likelihood of Bundled Safety Packages by Country
Purchase Likelihood of Bundled Safety Packages by Vehicle Segment
Take Rate of Safety Systems at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): UK
Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): Germany
Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): France
Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): Italy
Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): Russia

3. SAFETY ATTITUDE SEGMENTATION

Safety Attitude Segmentation
Derived Driver Segmentation by Safety Attitude
Details of the Basic Safety Seekers Respondent Segment: Europe, 2013
Details of the Full Feature Seekers Respondent Segment: Europe, 2013
Details of the Skeptics Respondent Segment: Europe, 2013
Buyer Personas by Country
Factor Analysis of Attitudes Towards Driving

4. IMPORTANCE OF SAFETY AND SAFETY FEATURE PREFERENCES

Importance of Safety and Safety Feature Preferences
Concept Product Preference Estimation
How Important is Safety?
Share of Preference for Vehicle Selection Criteria for Basic Safety Seekers
Share of Preference for Vehicle Selection Criteria for Full Feature Seekers
Share of Preference for Vehicle Selection Criteria for Skeptics
Concept Product Preference Estimation—Overall Importance of Safety Systems, Mapped to Types of Systems
Concept Product Preference Estimation: Share of Preference for Safety Systems vs. Familiarity
Concept Product Preference Estimation: Share of Preference vs. Future Uptake Rate
Concept Product Preference Estimation: Current Uptake vs. Future Interest of Top Ten Safety Systems
Summary of Preference Towards and the Impact of Familiarity on Safety Technologies

5. IMPACT OF PREFERENCES AND PRICE

Impact of Preferences and Price
Pricing Sensitivity Meter Analysis
Acceptable Price Ranges and Optimal Price Points for Automotive Safety Systems
Why Does Preference Not Always Equal Uptake? Correct Pricing May be the Key

6. SYSTEM BUNDLE TAKE RATES

System Bundle Take Rates
Purchase Likelihood of Bundled Safety Packages by Country
Purchase Likelihood of Bundled Safety Packages by Vehicle Segment

7. INDIVIDUAL SAFETY FEATURE TAKE RATES

Individual Safety Feature Take Rates
Take Rate of Safety Systems at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): UK
Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): Germany
Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): France
Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): Italy
Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): Russia
Potential Uptake of Safety Systems by Buyer Persona (Unadjusted for Test Price Versus Optimal Price Gap)
Potential Uptake of Safety Systems by Country (Unadjusted for Test Price Versus Optimal Price Gap)

8. OVERRIDE AND WARNING PREFERENCES

Override and Warning Preferences
Willingness to Let the Vehicle Take Control in an Emergency Situation
Preferred Method for Warnings by Situation
Tolerance for False Warnings and Missed Warnings
Acceptable Frequency of False Warnings
Acceptable Frequency of Genuine Warnings

9. STRESSFUL DRIVING SCENARIOS

Stressful Driving Scenarios
Level of Stress in Driving Scenarios
Full Feature Seekers—The More Stressed Drivers
Stressful Driving Scenarios to Safety Technology Mapping
#1 Most Stressful Driving Situation—42%
#2 Most Stressful Driving Situation—40%
#3 Most Stressful Driving Situation—36%
Summary of Stressful Driving Scenarios

10. ACCIDENT OCCURRENCE

Accident Occurrence
Intended Beneficiaries of Safety Systems
Date of Accident
Type of Accident
Impact of Euro NCAP on Vehicle Choice

11. RESPONDENT DEMOGRAPHICS

Respondent Demographics
Respondent Profile: Demographics
Respondent Profile: Vehicle Demographics
Respondent Profile: Driving Habits
Future Purchase Segment
Respondent Driving Habits
Legal Disclaimer

12. APPENDICES

Appendices
Safety Technology Mapping: Safety Systems Surveyed and Their Intended Impact

13. GENERAL ATTITUDES TOWARDS SAFETY

General Attitudes Towards Safety
General Attitudes Towards Safety

14. FAMILIARITY WITH SAFETY SYSTEMS AND FEATURES

Familiarity with Safety Systems and Features
Familiarity with Safety Systems and Features

15. SAFETY TECHNOLOGIES PURCHASE LIKELIHOOD

Safety Technologies Purchase Likelihood
Purchase Likelihood of Safety Technologies
Safety Feature Importance by Country
Safety Feature Importance by Vehicle Segment

16. STRESSFUL DRIVING SCENARIOS: DEFINITIONS, LEVELS OF STRESS, AND SAFETY TECHNOLOGY MAPPING

Stressful Driving Scenarios: Definitions, Levels of Stress, and Safety Technology Mapping
Full Definitions of Stressful Driving Scenarios
Level of Stress in Driving Scenarios by Country
Level of Stress in Driving Scenarios by Vehicle Segment
Mapping Stressful Driving Scenarios to Safety Technology
Selection Criteria and Stress-Related Driving Themes

17. VEHICLE TYPES BY BUYER PERSONA

Vehicle Types by Buyer Persona
Vehicle Types by Segments in France
Vehicle Types by Segments in Germany
Vehicle Types by Segments in Italy
Vehicle Types by Segments in Russia
Vehicle Types by Segments in the United Kingdom

18. MAXDIFF ANALYSIS:VEHICLE SELECTION CRITERIA, SOURCES OF DRIVING-RELATED STRESS, ATTITUDES TOWARDS SAFETY AND DRIVING

MaxDiff Analysis:Vehicle Selection Criteria, Sources of Driving-Related Stress, Attitudes Towards Safety and Driving
Vehicle Selection Criteria and Sources of Driving-related Stress
Attitudes Towards Safety
Factor Analysis of Attitudes Towards Driving

19. MAXDIFF ANALYSIS:SHARE OF PREFERENCE FOR VEHICLE SELECTION CRITERIA BY COUNTRY

MaxDiff Analysis:Share of Preference for Vehicle Selection Criteria by Country
Share of Preference for Vehicle Selection Criteria in France
Share of Preference for Vehicle Selection Criteria in Germany
Share of Preference for Vehicle Selection Criteria in Italy
Share of Preference for Vehicle Selection Criteria in Russia
Share of Preference for Vehicle Selection Criteria in the United Kingdom

20. MAXDIFF ANALYSIS:SHARE OF PREFERENCE FOR SAFETY SYSTEMSBY COUNTRY

MaxDiff Analysis:Share of Preference for Safety Systemsby Country
Share of Preference for Safety Systems in France
Share of Preference for Safety Systems in Germany
Share of Preference for Safety Systems in Italy
Share of Preference for Safety Systems in Russia
Share of Preference for Safety Systems in the United Kingdom

21. PRICING SENSITIVITY METER ANALYSIS

Pricing Sensitivity Meter Analysis
Van Westendorp Pricing Analysis—Forward Collision Warning
Van Westendorp Pricing Analysis—Blind Spot Warning System
Van Westendorp Pricing Analysis—Lane Departure Warning System
Van Westendorp Pricing Analysis—Driver Drowsiness Warning System
Van Westendorp Pricing Analysis—Rearview Camera System
Van Westendorp Pricing Analysis—Night Vision System
Van Westendorp Pricing Analysis—Traffic Sign Recognition System
Van Westendorp Pricing Analysis—Lane Changing Assistance
Van Westendorp Pricing Analysis—Alcohol Interlock Assistance
Van Westendorp Pricing Analysis—Adaptive Cruise Control for Low Speeds
Van Westendorp Pricing Analysis—Adaptive Cruise Control for Full Speed Range
Van Westendorp Pricing Analysis—Lane-keeping Assistance
Van Westendorp Pricing Analysis—Traffic Jam Assist
Van Westendorp Pricing Analysis—Automatic Emergency Braking-F/R Direction
Van Westendorp Pricing Analysis—Cross Traffic Alert-F/R Direction
Van Westendorp Pricing Analysis—Cross Traffic Assistance
Van Westendorp Pricing Analysis—Intersection Assistance
Van Westendorp Pricing Analysis—Vehicle-to-vehicle Driver Assistance System
Van Westendorp Pricing Analysis—Intelligent Parking Assist
Van Westendorp Pricing Analysis—Autonomous Parking System
Van Westendorp Pricing Analysis—Post-crash Braking
Van Westendorp Pricing Analysis—Around-view Monitor

22. THE FROST and SULLIVAN STORY

The Frost and Sullivan Story
Value Proposition: Future of Your Company and Career
Global Perspective
Industry Convergence
360º Research Perspective
Implementation Excellence
Our Blue Ocean Strategy

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