Table of Contents
Consumers place high importance on safety, second only to reliability; French consumers, however, rank safety as their third highest priority, considering fuel economy a more important feature.
Full feature seekers ( %) are most often women with slightly higher than average income; they have a high need for alerts and assistance features and are willing to pay a premium for safety.
Nearly % of consumers are willing to adopt a semi- or highly-automated system that controls the vehicle in times of emergency yet allows for a driver-override.
Diminished importance of EuroNCAP from a consumer standpoint is partially attributed to the vast majority of cars receiving a 5-star rating while the rest of the tested cars receive 4-stars.
Close to % of consumers expect OEMs to fit the vehicles with systems that provide audio, visual, and haptic warnings of impending danger.
Nearly % of consumers are willing to pay for the top driver assistance systems; of which (rear view camera, blind spot warning, and forward collision warning) are likely to get mandated before 2020.
The aim of this study is to evaluate European consumer perceptions, understanding, expectations, motivation, and willingness to pay for safety systems.
•Map consumer attitudes towards safety and their desirability and willingness to pay for an active safety system and advanced driving assistance system (ADAS).
•Provide a list of factors that influence the purchase decision of the next vehicle.
•Understand consumer perception and awareness about safety technologies and systems.
•Define an optimal service package and acceptable business model.
Key Questions This Study Will Answer
How important is safety to consumers from the perspective of their next vehicle purchase?
Which safety functions are consumers willing to pay for in the United Kingdom, Germany, France, Italy, and Russia?
How much is the consumer willing to pay for various safety features?
What should OEMs’ pricing strategy for safety options be by vehicle segment and by technology bundle?
Are consumers ready to embrace automated driving?
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