Strategic Insight into Voice of European Consumers on Passenger Car Safety Systems

Desirability and Willingness to Pay for Active Safety and ADAS Features

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The European consumer base for passenger cars has traditionally embraced the latest technologies for enhancing driving dynamics, connectivity, comfort, and convenience. Although safety was placed second to technology, future trends suggest that consumers are not only willing to pay for life-saving technologies but also show interest in evaluating automated driving. This study gauges the pulse of the European consumer likely to buy a new vehicle in the next 3 to 5 years; insights will help original equipment manufacturers (OEMs) market their safety systems accordingly. The study also provides insights into consumer willingness to pay for option bundles in key European markets such as the United Kingdom, Germany, France, Italy, and Russia.

Table of Contents

Executive SummaryKey FindingsKey Findings (continued)Executive Summary—Associated MultimediaResearch Objectives, Background, and MethodologyResearch Aims and ObjectivesKey Questions This Study Will AnswerResearch BackgroundResearch MethodologyDefinitions and SegmentationProduct SegmentationDefinitionsDefinitions (continued)Definitions (continued)Definitions (continued)Vehicle Segmentation Market OverviewShare of Preference for Safety Systems vs. FamiliarityMega Trends and Industry Convergence ImplicationsImpact of Top 3 Mega Trends on Passenger Car Safety MarketEuropean Outlook for Safety Systems UptakeSegmentation Based on Attitude Toward Safety and Driving BehaviourImportance of SafetyThe Safety Landscape: PresentStress Level in Driving Scenarios and Mitigation SystemsWillingness to Let the Vehicle Take Control in an Emergency SituationPreferred Method for Warnings by SituationAcceptable Frequency of False WarningsAcceptable Frequency of Genuine WarningsThe Safety Landscape: FuturePrice Gap Analysis: Tested vs. Optimal PricePurchase Likelihood of Bundled Safety Packages by CountryPurchase Likelihood of Bundled Safety Packages by Vehicle Segment Respondent Profile: DemographicsConclusions and Future OutlookKey Conclusions and Future OutlookThe Last Word—3 Big PredictionsLegal DisclaimerAppendixRelevant ResearchMarket Engineering Methodology




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