Table of Contents
Top Advanced Technology and Feature Priorities and Preferences in Passenger Vehicles
Rapid advancement of technologies and their declining costs provide new opportunities to meet the increasingly stringent emission and safety standards of vehicles and significantly enhance the driving experience. Several technology alternatives and pathways are available for meeting desired functional and performance goals, some of which come with cost and/or other tradeoffs. Having the right technology-feature content that helps meet regulatory standards is critically important, providing at the same time maximum value to end customers.
The objective is to map consumer priorities across vehicle systems in the vehicle purchase process and determine optimal advanced technology-feature content by vehicle and psychographic segments.
Identify influential factors of the vehicle selection process and the importance of key vehicle attributes in the vehicle purchase decision
Determine the purchase likelihood and optimal advanced technology-feature content by vehicle and psychographic segments
Measure the awareness of advanced technologies and features across vehicle system domains and their importance in the next vehicle purchase
Determine the priority and tradeoff between vehicle systems (key functional areas)
Map the consumer psychographic segments based on attitudes and behavior towards vehicles and technologies
Methodology—1,584 Vehicle Owner Interviews in the United States
Methodology Panel-based online survey in the United States
Field time January to February 2015
Sample N=1,584 in total
The detailed sample structure is provided on the following slide.
Overall Quota Vehicle segment, age group, gender, and living areas
- Car owners
- Current car had to be purchased new
- Current car model not older than 5 years (2010 model or younger) or planning to buy a new car within 3 years
- Primary decision maker or joint decision maker with 50% or more involvement in vehicle purchase
Reporting notes Due to rounding, percentages in charts and tables may not sum to 100.
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