Three of the top five technologies consumers most prefer in their next vehicle are related to collision protection. So finds the J.D. Power 2015 U.S. Tech Choice Study.
Technologies that reduce the overall burden of driving and enhance the safety of the vehicle and its occupants receive the most consumer attention, a survey report said. Among the technologies consumers express most interest in having in their next vehicle are blind spot detection and prevention systems, night vision and enhanced collision mitigation systems.
“These findings demonstrate growing customer acceptance towards the concept of the vehicle taking over critical functions such as braking and steering, which are the foundational building blocks leading to the possibility of fully-autonomous driving,” the reported stated.
The only non-collision protection technologies to crack the top five are: camera rearview mirror, which falls into the driving assistance category, and self-healing paint, a comfort and convenience category.
Methodology
The inaugural study used advanced statistical methodologies to measure preference for, and perceived value of, future and emerging technologies. A total of 59 advanced vehicle features are examined across six major categories: entertainment and connectivity; comfort and convenience; collision protection; driving assistance; navigation; and energy efficiency.
“There is a tremendous interest in collision protection technologies across all generations, which creates opportunities across the market,” said Kristin Kolodge, executive director of driver interaction and HMI research at J.D. Power a global market research company. “In contrast, there is very little interest in energy efficiency technologies, such as active shutter grille vents and solar glass roofs.
“Owners aren’t as enthusiastic about having these technologies in their next vehicle because of other efforts automakers are taking to improve fuel economy, as well as relatively low fuel prices at the present time.”