2011 European Consumers' Desirability and Willingness to Pay for Advanced Driver Assistance and Driving Dynamics Technologies

2011 European Consumers' Desirability and Willingness to Pay for Advanced Driver Assistance and Driving Dynamics Technologies

Consumers' Willingness to Pay for Driver Warning, Assistance, and Information Systems

RELEASE DATE
21-Jan-2014
REGION
Europe
Research Code: M92E-01-00-00-00
SKU: AU00028-EU-CR_08582

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$7,500.00 save 25 %

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Description

The primary aim of this study is to evaluate European consumer perceptions, understanding, expectations, motivation, and willingness to pay for driver assistance systems and active safety features. Overall, European vehicle owners continue to rank reliability and safety as the most important features when choosing a new car. More than half of vehicle owners are interested in safety features that automatically act in emergency situation. Although only 2 out of 10 drivers have experienced an accident in the last 3 years, the type of accident experienced has a significant effect on the types of safety systems desired in their cars.

Table of Contents

Study Objectives

Feature Coverage

Research Methodology

Sample Size and Respondent Qualification

MaxDiff Trade-Off Analysis

Executive Summary

Executive Summary (continued)

Accident Prevention Most Desired Safety Technologies

ADAS Feature Opportunities for OEMs in A&B Segment Vehicles

ADAS Feature Opportunities for OEMs in C Segment Vehicles

ADAS Feature Opportunities for OEMs in D&E Segment Vehicles

ADAS Feature Opportunities for OEMs in MPV Segment Vehicles

ADAS Feature Opportunities for OEMs in SUV Segment Vehicles

Driver Warning and Collision Avoidance Systems—Automatic Emergency Braking System is the Preferred System

Parking Assistance—Parking Assistance with Audio and with Rear View Camera were the Most Important Systems

Reliability and Safety Continue to Lead Purchase Importance

Level of Importance When Making a Decision to Purchase a New Vehicle

Level of Importance When Making a Decision to Purchase a New Vehicle (continued)

Generally, EU Vehicle Owners are Most Interested in Safety Systems that Automatically Act in an Emergency

Agreement with Various General Statements

Agreement with Various General Statements Regarding Safety, by Segment

Agreement with Various General Statements Regarding Safety, by Segment (continued)

EU Vehicle Owners Feel the Most Stress When There is a Major Malfunction in the Vehicle

Stress Levels in Various Driving Situations

Stress Levels in Various Driving Situations, by Segment

Stress Levels in Various Driving Situations, by Segment (continued)

Stress Levels in Various Driving Situations, by Country

Stress Levels in Various Driving Situations, by Country (continued)

Stress Levels in Various Driving Situations, by Gender and Age: Mean Scores

Previous Accidents Play an Important Role in Preferences for Safety Systems

Accident Experience and Influence on Preference for Safety Features, by Segment

Italy and Spain have had the Most Accidents, but Italy Places the Most Influence on Accident Experience

Accident Experience, by Country

Type of Accident Experienced, by Segment

Road Grip and Road-holding Ability is the Most Important Factor in the Driving Experience

Importance of Various Factors in the Driving Experience, by Segment

Importance of Various Factors in the Driving Experience, by Segment (continued)

EU Vehicle Owners are Most Willing to Yield Control Automatically, but Only if They can Override it

When Potential Risks Arise, Most Prefer Audio and Visual Warnings

Among the Most Desired Safety Features, Those That Protect Occupants in a Collision are at the Top

Most-Desired Types of Safety Features, by Segment

SUV Owners Plan to Spend Significantly More

German Vehicle Owners Have Spent and Will Continue to Spend the Most on Optional Accessories or Features

Using Steering Systems to Improve Safety is Popular

Vehicle Owners’ Preferences for Steering Wheel Features has Increased

Vehicle Owners’ Attitudes Towards Steering are Increasing (continued)

Vehicle Owners’ Attitudes Towards Steering: A and B

Vehicle Owners’ Attitudes Towards Steering: C

Vehicle Owners’ Attitudes Towards Steering: D and E

Vehicle Owners’ Attitudes Towards Steering: SUV

Vehicle Owners’ Attitudes Towards Steering: MPV

Value of Steering System Features, by Country

Steering System Preferences

Familiarity with Suspension System Technologies is Mixed and can Vary Significantly by Country

Familiarity with Suspension System Technologies is Mixed and can Vary Significantly by Segment

Familiarity with Suspension System Technologies by Segment: A&B and C

Familiarity with Suspension System Technologies by Segment: D&E and MPV

Familiarity with Suspension System Technologies by Segment: SUV

Anti-roll Technology is Desired, Despite Additional Cost

Agreement with General Suspension Statements

EU Consumers Place the Most Value on Suspension System Features That are Linked to Braking and Steering

Value of Suspension System Features

General Awareness of Safety Systems is Low

Awareness of Many Safety Systems is Quite Low

General Awareness of Safety Systems, by Segment

EU Vehicle Owners are Significantly More Aware of Parking-Assist Systems with Audio Warnings

Awareness of Safety Systems, by Country

Awareness of Safety Systems, by Country (continued)

Awareness of Safety Systems, by Country (continued)

MaxDiff Analysis: Total Sample

MaxDiff Analysis by Country: France

MaxDiff Analysis by Country: Germany

MaxDiff Analysis by Country: Italy

MaxDiff Analysis by Country: Spain

MaxDiff Analysis by Country: United Kingdom

MaxDiff Analysis by Vehicle Segment: A & B

MaxDiff Analysis by Vehicle Segment: C

MaxDiff Analysis by Vehicle Segment: D & E

MaxDiff Analysis by Vehicle Segment: MPV

MaxDiff Analysis by Vehicle Segment: SUV

Cluster Analysis Revealed 4 Key Customer Groups Based on Feature Scores From Trade-off (Maximum Difference)

Cluster Groups Clearly Show Greater Interest in Select Features

Overall Differences Slight, But Smaller Car Segments Clearly More Concerned About Parking

Younger Vehicle Owners are More Likely to Drive at Night and Own Gadgets

The Avoidance Segment Feels Particularly Strongly Towards Reliability and Safety

An Automatic Emergency Braking System is the Most Important Driver Warning and Information System

Autonomous Parking and Night Vision are the Most Expensive Driver Warning and Information Systems

Driver Warning and Information Systems, by Country

Driver Warning and Information Systems, by Country (continued)

Driver Warning and Information Systems, by Country (continued)

Driver Warning and Information Systems, by Country (continued)

Driver Warning and Information Systems, by Country (continued)

Driver Warning and Information Systems, by Country (continued)

Driver Warning and Information Systems, by Country (continued)

Driver Warning and Information Systems, by Country (continued)

Driver Warning and Information Systems, by Country (continued)

Driver Warning and Information Systems, by Country (continued)

Driver Warning and Information Systems, by Segment

Driver Warning and Information Systems, by Segment (continued)

Driver Warning and Information Systems, by Segment (continued)

Driver Warning and Information Systems, by Segment (continued)

Driver Warning and Information Systems, by Segment (continued)

Driver Warning and Information Systems, by Segment (continued)

Driver Warning and Information Systems, by Segment (continued)

Driver Warning and Information Systems, by Segment (continued)

Driver Warning and Information Systems, by Gender

Driver Warning and Information Systems, by Age

Driver Assistance and Collision-avoidance Systems

ESC and Emergency-braking Assistance are the Most Important DACA Systems

ESC and Emergency-braking Assistance are the Most Important DACA Systems (continued)

ESC and Emergency-braking Assistance are the Most Important DACA Systems (continued)

ESC and Emergency-braking Assistance are the Most Important DACA Systems (continued)

ESC and Emergency-braking Assistance are the Most Important DACA Systems (continued)

ESC and Emergency-braking Assistance are the Most Important DACA Systems (continued)

Driver Assistance and Collision-avoidance Systems, by Segment

Driver Assistance and Collision-avoidance Systems, by Segment (continued)

Driver Assistance and Collision-avoidance Systems, by Segment (continued)

Driver Assistance and Collision-avoidance Systems, by Segment (continued)

Driver Assistance and Collision-avoidance Systems, by Segment (continued)

Driver Assistance and Collision-avoidance Systems, by Segment (continued)

Driver Assistance and Collision-avoidance Systems, by Gender

Driver Assistance and Collision-avoidance Systems, by Age

Predictive and Map-based Information Assistance

Predictive and Map-based Information Assistance,by Country

Predictive and Map-based Information Assistance,by Country (continued)

Predictive and Map-based Information Assistance,by Country (continued)

Predictive and Map-based Information Assistance,by Country (continued)

Predictive and Map-based Information Assistance, by Segment

Predictive and Map-based Information Assistance, by Segment (continued)

Predictive and Map-based Information Assistance, by Gender

Predictive and Map-based Information Assistance, by Age

European Vehicle Owners Perceive Their Own Vehicles to be Very Safe

VW Products Are Ranked the Highest for Safest Cars

Michelin is Ranked Highest for Most Energy Saving or Best Low-rolling Resistance Tires and for Safest Tires

Demographics: Top 10 Vehicle Brands Owned, by Country

Demographics: Model Year of Main Car, by Country

Hatchbacks are Most Popular Among Vehicle Types

Demographics: Age, Gender, andTimeframe for Purchase of Next New Vehicle

Demographics: People per Household and Gross Household Income

Demographics: Marital Status, Home Ownership, and Children in Household

Driving Behaviors, by Country

Driving Behaviors, by Country (continued)

EU Vehicle Owners Most Often Use a Cell Phone Through a Bluetooth Hands-free System while Driving

Vehicles are Most Often Used for Driving in Town/City or Commuting to and from Work

Legal Disclaimer

As Would be Expected, Reliability and Safety are the Most Important Vehicle-purchasing Factors

Importance Ratings, Top 10 by Segment

Stress Levels, by Country

Stress Levels, by Country (continued)

Importance Ratings, by Country

Preferred Method of Warning: France

Preferred Method of Warning: Germany

Preferred Method of Warning: United Kingdom

Preferred Method of Warning: Italy

Preferred Method of Warning: Spain

Most Desired Safety Features: France

Most Desired Safety Features: Germany

Most Desired Safety Features: United Kingdom

Most Desired Safety Features: Italy

Most Desired Safety Features: Spain

Steering System Preferences: France

Steering System Preferences: Germany

Steering System Preferences: United Kingdom

Steering System Preferences: Italy

Steering System Preferences: Spain

Advanced Steering System Functionalities

Advanced Steering System Functionalities (continued)

Suspension Systems

Suspension System Features

Suspension System Features (continued)

MaxDiff Methodology

MaxDiff Methodology (continued)

The Frost & Sullivan Story

What Makes Us Unique

TEAM Methodology

Our Global Footprint 40+ Offices

Related Research
The primary aim of this study is to evaluate European consumer perceptions, understanding, expectations, motivation, and willingness to pay for driver assistance systems and active safety features. Overall, European vehicle owners continue to rank reliability and safety as the most important features when choosing a new car. More than half of vehicle owners are interested in safety features that automatically act in emergency situation. Although only 2 out of 10 drivers have experienced an accident in the last 3 years, the type of accident experienced has a significant effect on the types of safety systems desired in their cars.
More Information
No Index No
Podcast No
Industries Automotive
WIP Number M92E-01-00-00-00
Is Prebook No