2013 Europe Consumers’ Attitudes and Perceptions of Vehicle Safety

2013 Europe Consumers’ Attitudes and Perceptions of Vehicle Safety

Desirability and Willingness to Pay for Safety Systems and ADAS Systems

RELEASE DATE
26-May-2014
REGION
Europe
Research Code: M924-01-00-00-00
SKU: AU01184-EU-MR_17453
$20,000.00
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$20,000.00
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Description

Overall, safety is the second most influential general vehicle feature for next vehicle purchase, with reliability being the first. Majority of respondents have their families and themselves in mind when purchasing safety options. The French, however, are significantly more concerned with the safety of their children than their European counterparts. Attitudes toward safety can impact adoption rates. Those segmented as skeptics are slower to adopt, but basic safety seekers and full feature seekers should be targeted to increase safety system adoption rates. Familiarity with safety systems is moderate. Generally, those safety systems with higher familiarity also have higher uptake rates.

Table of Contents

Research Background

Study Objective

Methodology

The Safety Landscape

The Safety Landscape (continued)

How Important is Safety?

Safety—One of the Top Considerations for Next Vehicle Purchase Across Countries

Who are the Intended Beneficiaries of Safety?

The Safety Landscape

Segmentation Based on Attitude Towards Safety and Driving Behavior

Concept Product Preference Estimation: Share of Preference for Safety Systems vs. Familiarity

Stress Level in Driving Scenarios and Mitigation Systems

Concept Product Preference Estimation: Current Uptake vs. Future Interest of Top Ten Safety Systems

Willingness to Let the Vehicle Take Control in an Emergency Situation

Preferred Method for Warnings by Situation

Acceptable Frequency of False Warnings

Acceptable Frequency of Genuine Warnings

The Safety Landscape

Price Gap Analysis—Tested vs. Optimal Price

Purchase Likelihood of Bundled Safety Packages by Country

Purchase Likelihood of Bundled Safety Packages by Vehicle Segment

Take Rate of Safety Systems at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): UK

Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): Germany

Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): France

Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): Italy

Safety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): Russia

Derived Driver Segmentation by Safety Attitude

Details of the Basic Safety Seekers Respondent Segment: Europe, 2013

Details of the Full Feature Seekers Respondent Segment: Europe, 2013

Details of the Skeptics Respondent Segment: Europe, 2013

Buyer Personas by Country

Factor Analysis of Attitudes Towards Driving

Concept Product Preference Estimation

How Important is Safety?

Share of Preference for Vehicle Selection Criteria for Basic Safety Seekers

Share of Preference for Vehicle Selection Criteria for Full Feature Seekers

Share of Preference for Vehicle Selection Criteria for Skeptics

Concept Product Preference Estimation—Overall Importance of Safety Systems, Mapped to Types of Systems

Concept Product Preference Estimation: Share of Preference for Safety Systems vs. Familiarity

Concept Product Preference Estimation: Share of Preference vs. Future Uptake Rate

Concept Product Preference Estimation: Current Uptake vs. Future Interest of Top Ten Safety Systems

Summary of Preference Towards and the Impact of Familiarity on Safety Technologies

Pricing Sensitivity Meter Analysis

Acceptable Price Ranges and Optimal Price Points for Automotive Safety Systems

Acceptable Price Ranges and Optimal Price Points for Automotive Safety Systems (continued)

Why Does Preference Not Always Equal Uptake? Correct Pricing May be the Key

Purchase Likelihood of Bundled Safety Packages by Country

Purchase Likelihood of Bundled Safety Packages by Vehicle Segment

Take Rate of Safety Systems at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): UK

Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): Germany

Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): France

Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): Italy

Safety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): Russia

Potential Uptake of Safety Systems by Buyer Persona (Unadjusted for Test Price Versus Optimal Price Gap)

Potential Uptake of Safety Systems by Country (Unadjusted for Test Price Versus Optimal Price Gap)

Willingness to Let the Vehicle Take Control in an Emergency Situation

Preferred Method for Warnings by Situation

Tolerance for False Warnings and Missed Warnings

Tolerance for False Warnings and Missed Warnings (continued)

Acceptable Frequency of False Warnings

Acceptable Frequency of Genuine Warnings

Level of Stress in Driving Scenarios

Full Feature Seekers—The More Stressed Drivers

Stressful Driving Scenarios to Safety Technology Mapping

#1 Most Stressful Driving Situation—42%

#2 Most Stressful Driving Situation—40%

#2 Most Stressful Driving Situation—40% (continued)

#3 Most Stressful Driving Situation—36%

Summary of Stressful Driving Scenarios

Intended Beneficiaries of Safety Systems

Intended Beneficiaries of Safety Systems (continued)

Date of Accident

Date of Accident (continued)

Type of Accident

Type of Accident (continued)

Impact of Euro NCAP on Vehicle Choice

Impact of Euro NCAP on Vehicle Choice (continued)

Respondent Profile: Demographics

Respondent Profile: Demographics (continued)

Respondent Profile: Vehicle Demographics

Respondent Profile: Vehicle Demographics (continued)

Respondent Profile: Driving Habits

Future Purchase Segment

Future Purchase Segment (continued)

Respondent Driving Habits

Respondent Driving Habits (continued)

Respondent Driving Habits (continued)

Legal Disclaimer

Safety Technology Mapping: Safety Systems Surveyed and Their Intended Impact

General Attitudes Towards Safety

General Attitudes Towards Safety (continued)

General Attitudes Towards Safety (continued)

Familiarity with Safety Systems and Features

Familiarity with Safety Systems and Features (continued)

Purchase Likelihood of Safety Technologies

Purchase Likelihood of Safety Technologies (continued)

Safety Feature Importance by Country

Safety Feature Importance by Country (continued)

Safety Feature Importance by Country (continued)

Safety Feature Importance by Country (continued)

Safety Feature Importance by Vehicle Segment

Safety Feature Importance by Vehicle Segment (continued)

Safety Feature Importance by Vehicle Segment (continued)

Safety Feature Importance by Vehicle Segment (continued)

Full Definitions of Stressful Driving Scenarios

Level of Stress in Driving Scenarios by Country

Level of Stress in Driving Scenarios by Country (continued)

Level of Stress in Driving Scenarios by Vehicle Segment

Level of Stress in Driving Scenarios by Vehicle Segment (continued)

Mapping Stressful Driving Scenarios to Safety Technology

Stressful Driving Scenarios to Safety Technology Mapping (continued)

Stressful Driving Scenarios to Safety Technology Mapping (continued)

Stressful Driving Scenarios to Safety Technology Mapping (continued)

Selection Criteria and Stress-Related Driving Themes

Vehicle Types by Segments in France

Vehicle Types by Segments in Germany

Vehicle Types by Segments in Italy

Vehicle Types by Segments in Russia

Vehicle Types by Segments in the United Kingdom

Vehicle Selection Criteria and Sources of Driving-related Stress

Attitudes Towards Safety

Attitudes Towards Safety (continued)

Factor Analysis of Attitudes Towards Driving

Share of Preference for Vehicle Selection Criteria in France

Share of Preference for Vehicle Selection Criteria in Germany

Share of Preference for Vehicle Selection Criteria in Italy

Share of Preference for Vehicle Selection Criteria in Russia

Share of Preference for Vehicle Selection Criteria in the United Kingdom

Share of Preference for Safety Systems in France

Share of Preference for Safety Systems in Germany

Share of Preference for Safety Systems in Italy

Share of Preference for Safety Systems in Russia

Share of Preference for Safety Systems in the United Kingdom

Van Westendorp Pricing Analysis—Forward Collision Warning

Van Westendorp Pricing Analysis—Blind Spot Warning System

Van Westendorp Pricing Analysis—Lane Departure Warning System

Van Westendorp Pricing Analysis—Driver Drowsiness Warning System

Van Westendorp Pricing Analysis—Rearview Camera System

Van Westendorp Pricing Analysis—Night Vision System

Van Westendorp Pricing Analysis—Traffic Sign Recognition System

Van Westendorp Pricing Analysis—Lane Changing Assistance

Van Westendorp Pricing Analysis—Alcohol Interlock Assistance

Van Westendorp Pricing Analysis—Adaptive Cruise Control for Low Speeds

Van Westendorp Pricing Analysis—Adaptive Cruise Control for Full Speed Range

Van Westendorp Pricing Analysis—Lane-keeping Assistance

Van Westendorp Pricing Analysis—Traffic Jam Assist

Van Westendorp Pricing Analysis—Automatic Emergency Braking–F/R Direction

Van Westendorp Pricing Analysis—Cross Traffic Alert–F/R Direction

Van Westendorp Pricing Analysis—Cross Traffic Assistance

Van Westendorp Pricing Analysis—Intersection Assistance

Van Westendorp Pricing Analysis—Vehicle-to-vehicle Driver Assistance System

Van Westendorp Pricing Analysis—Intelligent Parking Assist

Van Westendorp Pricing Analysis—Autonomous Parking System

Van Westendorp Pricing Analysis—Post-crash Braking

Van Westendorp Pricing Analysis—Around-view Monitor

The Frost & Sullivan Story

Value Proposition: Future of Your Company & Career

Global Perspective

Industry Convergence

360º Research Perspective

Implementation Excellence

Our Blue Ocean Strategy

Related Research
Overall, safety is the second most influential general vehicle feature for next vehicle purchase, with reliability being the first. Majority of respondents have their families and themselves in mind when purchasing safety options. The French, however, are significantly more concerned with the safety of their children than their European counterparts. Attitudes toward safety can impact adoption rates. Those segmented as skeptics are slower to adopt, but basic safety seekers and full feature seekers should be targeted to increase safety system adoption rates. Familiarity with safety systems is moderate. Generally, those safety systems with higher familiarity also have higher uptake rates.
More Information
No Index Yes
Podcast No
Author Karolina Olszewska
Industries Automotive
WIP Number M924-01-00-00-00
Is Prebook No