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2015 US Car Consumers

  • January 2016
  • -
  • Frost & Sullivan
  • -
  • 99 pages

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.

Study Objectives
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
Respondent
- 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.

Table Of Contents

2015 US Car Consumers
1. RESEARCH OBJECTIVES AND METHODOLOGY

Research Objectives and Methodology
Study Objectives
Methodology—1,584 Vehicle Owner Interviews in the United States
Sample Structure

2. EXECUTIVE SUMMARY

Executive Summary
Comparison with Real Market Trends
Key Takeaways for Top Technologies
Top Technology Interest and Demand
Top Advanced Vehicle Features
Findings on the Other Top Technology Categories
Analysis of Top Advanced Features by Take Rate
Top Technology Features and Pricing
Brand Perception and Associations
OEM Recommendations

3. RELATIVE IMPORTANCE OF VEHICLE ATTRIBUTES BY NEXT VEHICLE SEGMENT

Relative Importance of Vehicle Attributes by Next Vehicle Segment
Importance of Vehicle Attributes
Importance of Vehicle Features by Next Vehicle Segment

4. RELATIVE IMPORTANCE OF ADVANCED VEHICLE FEATURES BY NEXT VEHICLE SEGMENT

Relative Importance of Advanced Vehicle Features by Next Vehicle Segment
Most and Least Important Advanced Features
Most Important Advanced Vehicle Features by Next Vehicle Segment
Least Important Advanced Vehicle Features by Next Vehicle Segment
Reach of Advanced Vehicle Feature Bundles
Advanced Feature Reach across Vehicle Segments

5. ADVANCED FEATURES—MUST HAVE, NICE TO HAVE, AND NOT IMPORTANT

Advanced Features—Must Have, Nice to Have, and Not Important
Top Advanced Vehicle Features—Must Have
Top Advanced Vehicle Features—Nice to Have
Top Advanced Vehicle Features—Not Important
Top Connected Car Features—Must Have
Top HMI Features—Must Have
Top ADAS Features—Must Have
Top Health and Wellness Features—Must Have
Top Powertrain and Driving Dynamics Features—Must Have
Top Connect Car Features—Nice to Have
Top HMI Features—Nice to Have
Top ADAS Features—Nice to Have
Top Health and Wellness Features—Nice to Have
Top Powertrain and Driving Dynamics Features—Nice to Have

6. BRAND PERCEPTION AND PERFORMANCE OF VEHICLE MAKES

Brand Perception and Performance of Vehicle Makes
Ratings of Vehicle Makes
Top Vehicles Makes for Advanced Vehicle Features

7. CUSTOMER SEGMENTS TO TARGET FOR ADVANCED FEATURES

Customer Segments to Target for Advanced Features
Segmentation Solution Analysis
Factors Used to Derive the Segmentation Solution
Strength of Factor Groupings by Segment Represented with +/- Ratings
Four Distinct Customer Segments to Target
Basic-oriented Vehicle Driver Profile
Basic-oriented Drivers
Performance-oriented Driver Profile
Performance-oriented Drivers
Technology-oriented Driver Profile
Technology-oriented Drivers
Cost Efficiency-oriented Driver Profile
Cost Efficiency-oriented Drivers

8. REVIEW OF ADVANCED VEHICLE FEATURES BY CATEGORY—CONNECTED CAR VEHICLE FEATURES: TAKE RATES AND MEAN PRICE BY NEXT VEHICLE

Review of Advanced Vehicle Features by Category—Connected Car Vehicle Features: Take Rates and Mean Price by Next Vehicle
Connected Car Smartphone-enabled Features—Price Sensitivity
Connected Car Personalized Features—Price Sensitivity
Connected Car Safety Features—Price Sensitivity
Connected Car Smartphone-enabled Features—Take Rate at Midpoint Test Price
Connected Car Personalized and Comfort/Safety Features—Take Rate at Midpoint Test Price
Connected Car Smartphone-enabled Features—Average Interpolated Mean Price
Connected Car Personalized and Comfort/Safety Features—Average Interpolated Mean Price

9. HMI VEHICLE FEATURES—TAKE RATES AND MEAN PRICE BY NEXT VEHICLE

HMI Vehicle Features—Take Rates and Mean Price by Next Vehicle
HMI Input Interaction Features—Price Sensitivity
HMI Output to Driver Features—Price Sensitivity
HMI Input Interaction Features—Take Rate at Midpoint Test Price
HMI Output to Drivers Features—Take Rate at Midpoint Test Price
HMI Input Interaction Features—Average Interpolated Mean Price
HMI Output to Drivers Features—Average Interpolated Mean Price

10. ADAS VEHICLE FEATURES—TAKE RATES AND MEAN PRICE BY NEXT VEHICLE

ADAS Vehicle Features—Take Rates and Mean Price by Next Vehicle
ADAS Monitoring and Alert Features—Price Sensitivity
ADAS Driver Assist Features—Price Sensitivity
ADAS Emergency and Automated Driving Features—Price Sensitivity
ADAS Features—Take Rate at Midpoint Test Price
ADAS Features—Average Interpolated Mean Price

11. HEALTH AND WELLNESS VEHICLE FEATURES—TAKE RATES AND MEAN PRICE BY NEXT VEHICLE

Health and Wellness Vehicle Features—Take Rates and Mean Price by Next Vehicle
Health and Wellness Warning Features—Price Sensitivity
Health and Wellness Comfort Features—Price Sensitivity
Health and Wellness Features—Take Rate at Midpoint Test Price
Health and Wellness Features—Average Interpolated Mean Price

12. POWERTRAIN AND DRIVING DYNAMICS VEHICLE FEATURES—TAKE RATES AND MEAN PRICE BY NEXT VEHICLE

Powertrain and Driving Dynamics Vehicle Features—Take Rates and Mean Price by Next Vehicle
Powertrain Features—Price Sensitivity
Driving Dynamics Features—Price Sensitivity
Powertrain and Driving Dynamics Features—Take Rate at Midpoint Test Price
Powertrain and Driving Dynamics Features—Average Interpolated Mean Price
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The Frost and Sullivan Story
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Global Perspective
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