2013 Europe Consumers’ Attitudes and Perceptions of Vehicle Safety

Desirability and Willingness to Pay for Safety Systems and ADAS Systems

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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, Objectives and MethodologyResearch BackgroundStudy ObjectiveMethodologyExecutive SummaryThe Safety LandscapeThe Safety Landscape (continued)How Important is Safety?Safety—One of the Top Considerations for Next Vehicle Purchase Across CountriesWho are the Intended Beneficiaries of Safety?The Safety LandscapeSegmentation Based on Attitude Towards Safety and Driving BehaviorConcept Product Preference Estimation: Share of Preference for Safety Systems vs. FamiliarityStress Level in Driving Scenarios and Mitigation Systems Concept Product Preference Estimation: Current Uptake vs. Future Interest of Top Ten Safety SystemsWillingness to Let the Vehicle Take Control in an Emergency Situation Preferred Method for Warnings by Situation Acceptable Frequency of False WarningsAcceptable Frequency of Genuine WarningsThe Safety LandscapePrice Gap Analysis—Tested vs. Optimal PricePurchase 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): UKSafety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): GermanySafety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): FranceSafety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): ItalySafety Feature Take Rate at Tested Price (Adjusted for Test Price vs. Optimal Price Gap): RussiaSafety Attitude SegmentationDerived Driver Segmentation by Safety AttitudeDetails of the Basic Safety Seekers Respondent Segment: Europe, 2013Details of the Full Feature Seekers Respondent Segment: Europe, 2013Details of the Skeptics Respondent Segment: Europe, 2013Buyer Personas by Country Factor Analysis of Attitudes Towards DrivingImportance of Safety and Safety Feature PreferencesConcept Product Preference EstimationHow Important is Safety?Share of Preference for Vehicle Selection Criteria for Basic Safety SeekersShare of Preference for Vehicle Selection Criteria for Full Feature SeekersShare of Preference for Vehicle Selection Criteria for SkepticsConcept Product Preference Estimation—Overall Importance of Safety Systems, Mapped to Types of SystemsConcept Product Preference Estimation: Share of Preference for Safety Systems vs. FamiliarityConcept Product Preference Estimation: Share of Preference vs. Future Uptake Rate Concept Product Preference Estimation: Current Uptake vs. Future Interest of Top Ten Safety SystemsSummary of Preference Towards and the Impact of Familiarity on Safety TechnologiesImpact of Preferences and PricePricing Sensitivity Meter AnalysisAcceptable Price Ranges and Optimal Price Points for Automotive Safety SystemsAcceptable Price Ranges and Optimal Price Points for Automotive Safety Systems (continued)Why Does Preference Not Always Equal Uptake? Correct Pricing May be the KeySystem Bundle Take RatesPurchase Likelihood of Bundled Safety Packages by Country Purchase Likelihood of Bundled Safety Packages by Vehicle Segment Individual Safety Feature Take RatesTake Rate of Safety Systems at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): UKSafety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): GermanySafety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): FranceSafety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): ItalySafety Feature Take Rate at Tested Price (Adjusted for Test Price Versus Optimal Price Gap): RussiaPotential 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) Override and Warning PreferencesWillingness to Let the Vehicle Take Control in an Emergency Situation Preferred Method for Warnings by Situation Tolerance for False Warnings and Missed WarningsTolerance for False Warnings and Missed Warnings (continued)Acceptable Frequency of False WarningsAcceptable Frequency of Genuine WarningsStressful Driving ScenariosLevel of Stress in Driving ScenariosFull 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 Accident OccurrenceIntended Beneficiaries of Safety SystemsIntended Beneficiaries of Safety Systems (continued)Date of AccidentDate of Accident (continued)Type of AccidentType of Accident (continued)Impact of Euro NCAP on Vehicle ChoiceImpact of Euro NCAP on Vehicle Choice (continued)Respondent DemographicsRespondent Profile: DemographicsRespondent Profile: Demographics (continued)Respondent Profile: Vehicle DemographicsRespondent Profile: Vehicle Demographics (continued)Respondent Profile: Driving HabitsFuture Purchase SegmentFuture Purchase Segment (continued)Respondent Driving HabitsRespondent Driving Habits (continued)Respondent Driving Habits (continued)Legal DisclaimerAppendicesSafety Technology Mapping: Safety Systems Surveyed and Their Intended Impact General Attitudes Towards SafetyGeneral Attitudes Towards SafetyGeneral Attitudes Towards Safety (continued)General Attitudes Towards Safety (continued)Familiarity with Safety Systems and FeaturesFamiliarity with Safety Systems and FeaturesFamiliarity with Safety Systems and Features (continued)Safety Technologies Purchase LikelihoodPurchase Likelihood of Safety TechnologiesPurchase Likelihood of Safety Technologies (continued)Safety Feature Importance by CountrySafety Feature Importance by Country (continued)Safety Feature Importance by Country (continued)Safety Feature Importance by Country (continued)Safety Feature Importance by Vehicle SegmentSafety Feature Importance by Vehicle Segment (continued)Safety Feature Importance by Vehicle Segment (continued)Safety Feature Importance by Vehicle Segment (continued)Stressful Driving Scenarios: Definitions, Levels of Stress, and Safety Technology MappingFull Definitions of Stressful Driving ScenariosLevel of Stress in Driving Scenarios by CountryLevel of Stress in Driving Scenarios by Country (continued)Level of Stress in Driving Scenarios by Vehicle SegmentLevel of Stress in Driving Scenarios by Vehicle Segment (continued)Mapping Stressful Driving Scenarios to Safety TechnologyStressful 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 ThemesVehicle Types by Buyer PersonaVehicle Types by Segments in FranceVehicle Types by Segments in GermanyVehicle Types by Segments in ItalyVehicle Types by Segments in RussiaVehicle Types by Segments in the United KingdomMaxDiff Analysis:Vehicle Selection Criteria, Sources of Driving-Related Stress, Attitudes Towards Safety and DrivingVehicle Selection Criteria and Sources of Driving-related StressAttitudes Towards SafetyAttitudes Towards Safety (continued)Factor Analysis of Attitudes Towards DrivingMaxDiff Analysis:Share of Preference for Vehicle Selection Criteria by CountryShare of Preference for Vehicle Selection Criteria in FranceShare of Preference for Vehicle Selection Criteria in GermanyShare of Preference for Vehicle Selection Criteria in ItalyShare of Preference for Vehicle Selection Criteria in RussiaShare of Preference for Vehicle Selection Criteria in the United KingdomMaxDiff Analysis:Share of Preference for Safety Systemsby CountryShare of Preference for Safety Systems in France Share of Preference for Safety Systems in GermanyShare 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 Pricing Sensitivity Meter AnalysisVan Westendorp Pricing Analysis—Forward Collision WarningVan Westendorp Pricing Analysis—Blind Spot Warning SystemVan Westendorp Pricing Analysis—Lane Departure Warning SystemVan Westendorp Pricing Analysis—Driver Drowsiness Warning SystemVan Westendorp Pricing Analysis—Rearview Camera SystemVan Westendorp Pricing Analysis—Night Vision SystemVan Westendorp Pricing Analysis—Traffic Sign Recognition SystemVan Westendorp Pricing Analysis—Lane Changing AssistanceVan Westendorp Pricing Analysis—Alcohol Interlock AssistanceVan Westendorp Pricing Analysis—Adaptive Cruise Control for Low SpeedsVan Westendorp Pricing Analysis—Adaptive Cruise Control for Full Speed RangeVan Westendorp Pricing Analysis—Lane-keeping AssistanceVan Westendorp Pricing Analysis—Traffic Jam AssistVan Westendorp Pricing Analysis—Automatic Emergency Braking–F/R DirectionVan Westendorp Pricing Analysis—Cross Traffic Alert–F/R DirectionVan Westendorp Pricing Analysis—Cross Traffic AssistanceVan Westendorp Pricing Analysis—Intersection AssistanceVan Westendorp Pricing Analysis—Vehicle-to-vehicle Driver Assistance SystemVan Westendorp Pricing Analysis—Intelligent Parking AssistVan Westendorp Pricing Analysis—Autonomous Parking SystemVan Westendorp Pricing Analysis—Post-crash BrakingVan Westendorp Pricing Analysis—Around-view MonitorThe Frost & Sullivan StoryThe Frost & Sullivan StoryValue Proposition: Future of Your Company & CareerGlobal PerspectiveIndustry Convergence360º Research PerspectiveImplementation ExcellenceOur Blue Ocean Strategy




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