US Car Consumers—Advanced Technology and Feature Preferences in Consumer Vehicles, 2015

Consumer Preferences Indicate Exciting Prospects for Advanced Driver Assisted Systems (ADAS) and Collision Avoidance

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Rapid advancement of technologies and their declining costs provide new opportunities to meet the increasingly stringent emission and safety standards of vehicles and significantly enhance the driving experience. Several technology alternatives and pathways are available for meeting desired functional and performance goals, some of which come with cost and/or other tradeoffs. Having the right technology-feature content that helps meet regulatory standards is critically important, providing at the same time maximum value to end customers.

Table of Contents

1. Research Objectives and Methodology
Methodology—1,584 Vehicle Owner Interviews in the United States
Sample Structure by Next Vehicle Segment: US, 2015
2. Executive Summary
Comparison with Real Market Trends
Key Takeaways for Top Technologies
Top Technology Interest and Demand
Top 15 Advanced Vehicle Features: US, 2015
Blind spot alerts
Emergency steer assist
Around view camera
Forward collision warning with emergency braking
Others
Findings on the Other Top Technology Categories
Analysis of Top Advanced Features by Take Rate
Top Technology Features and Pricing
Brand Perception and Associations: Advanced Features and Makes: US, 2015
OEM Recommendations
3. Relative Importance of Vehicle Attributes by Next Vehicle Segment
Relative Importance of Vehicle Attributes and Features: US, 2015
Relative Importance of Vehicle Features by Next Vehicle Segment: US, 2015
4. Relative Importance of Advanced Vehicle Features by Next Vehicle Segment
Most and Least Important Advanced Features
Most Important Advanced Vehicle Features by Next Vehicle Segment
Least Important Advanced Vehicle Features by Next Vehicle Segment
Reach of Advanced Vehicle Feature Bundles
Advanced Feature Reach across Vehicle Segments
5. Advanced Features—Must Have, Nice to Have, and Not Important
6. Brand Perception and Performance of Vehicle Makes
Rating of Vehicle Makes (Better Than All/ Better Than Most): US, 2015
Capability Rating of Vehicle Makes (Better Than All/ Better Than Most): US, 2015
Top Vehicle Makes That Provide a Good Combination of Advanced Features
7. Customer Segments to Target for Advanced Features
Segmentation Solution Analysis
Factors Used to Derive the Segmentation Solution
Attitudes towards Vehicle Selection (Q6)
Importance of Vehicle Features (Q7)
Strength of Factor Groupings by Segment Represented with +/- Ratings
Four Distinct Customer Segments to Target
Basic Vehicle Oriented Drivers and Driver Profile
Performance Oriented Drivers and Driver Profile
Cost Efficiency Oriented Drivers and Driver Profile
Technology Oriented Drivers and Driver Profile
8. Review of Advanced Vehicle Features by Category— Price Sensitivity, Take Rates and Mean Price by Next Vehicle
Connected Car Smartphone-enabled Features—Price Sensitivity
Connected Car Personalized Features—Price Sensitivity
Connected Car Safety Features—Price Sensitivity
Connected Car Smartphone-enabled Features—Take Rate at Midpoint Test Price
Connected Car Personalized and Comfort/Safety Features—Take Rate at Midpoint Test Price
Connected Car Smartphone-enabled Features—Average Interpolated Mean Price
Connected Car Personalized and Comfort/Safety Features—Average Interpolated Mean Price
9. HMI Vehicle Features—Take Rates and Mean Price by Next Vehicle
HMI Input Interaction Features—Price Sensitivity
HMI Output to Driver Features—Price Sensitivity
HMI Input Interaction Features—Take Rate at Midpoint Test Price
HMI Output to Drivers Features—Take Rate at Midpoint Test Price
HMI Input Interaction Features—Average Interpolated Mean Price
HMI Output to Drivers Features—Average Interpolated Mean Price
10. ADAS Vehicle Features—Take Rates and Mean Price by Next Vehicle
ADAS Monitoring and Alert Features—Price Sensitivity
ADAS Driver Assist Features—Price Sensitivity
ADAS Emergency and Automated Driving Features—Price Sensitivity
ADAS Features—Take Rate at Midpoint Test Price
ADAS Features—Average Interpolated Mean Price
11. Health and Wellness Vehicle Features—Take Rates and Mean Price by Next Vehicle
Health and Wellness Warning Features—Price Sensitivity
Health and Wellness Comfort Features—Price Sensitivity
Health and Wellness Features—Take Rate at Midpoint Test Price
Health and Wellness Features—Average Interpolated Mean Price
12. Powertrain and Driving Dynamics Vehicle Features—Take Rates and Mean Price by Next Vehicle
Powertrain Features—Price Sensitivity
Driving Dynamics Features—Willingness to Pay: US, 2015
Powertrain and Driving Dynamics Features—Take Rate at Midpoint Test Price
Powertrain and Driving Dynamics Features—Average Interpolated Mean Price
13. Legal Disclaimer
14. The Frost & Sullivan Story


List of Figures & Charts

1. Sample Structure by Next Vehicle Segment: US, 2015
2. Analysis of Top Advanced Features by Take Rate (Midpoint Test Price): US, 2015
3. Top Technology Features and Pricing: US, 2015
4. Relative Importance of Vehicle Features by Next Vehicle Segment: US, 2015
5. Most Important Advanced Features by Next Vehicle Segment (Top 15): US, 2015
6. Least Important Advanced Features by Next Vehicle Segment (Bottom 15): US, 2015
7. Advanced Feature Reach across Vehicle Segments: US, 2015
8. Advanced Vehicle Features—Must Have (Top 10): US, 2015
9. Advanced Vehicle Features—Nice to Have (Top 10): US, 2015
10. Advanced Vehicle Features—Not Important (Top 10): US, 2015
11. Top Must-have Connected Car Features by Next Vehicle Segment: US, 2015
12. Top Must-have HMI Features by Next Vehicle Segment: US, 2015
13. Top Must-have ADAS Features by Next Vehicle Segment: US, 2015
14. Top Must-have Health and Wellness Features by Next Vehicle Segment: US, 2015
15. Top Must-have Powertrain and Driving Dynamics Features by Next Vehicle Segment: US, 2015
16. Top Nice-to-have Connected Car Features by Next Vehicle Segment: US, 2015
17. Top Nice-to-have HMI Features by Next Vehicle Segment: US, 2015
18. Top Nice-to-have ADAS Features by Next Vehicle Segment: US, 2015
19. Top Nice-to-have Health and Wellness Features by Next Vehicle Segment: US, 2015
20. Top Nice-to-have Powertrain and Driving Dynamics Features by Next Vehicle Segment: US, 2015
21. Performance-oriented Driver Profile
22. Technology-oriented Driver Profile
23. Cost Efficiency-oriented Driver Profile
24. Connected Car Smartphone-enabled Features—Willingness to Pay: US, 2015
25. HMI Output to Driver Features—Willingness to Pay: US, 2015
26. HMI Input Interaction Features—Take Rate at Midpoint Test Price: US, 2015
27. HMI Output to Drivers Features—Take Rate at Midpoint Test Price: US, 2015
28. HMI Input Interaction Features—Average Interpolated Mean Price: US, 2015
29. HMI Output to Drivers Features—Average Interpolated Mean Price: US, 2015
30. ADAS Monitoring and Alert Features—Willingness to Pay: US, 2015
31. ADAS Driver Assist Features—Willingness to Pay: US, 2015
32. ADAS Emergency and Automated Driving Features—Willingness to Pay: US, 2015
33. ADAS Features—Take Rate at Midpoint Test Price: US, 2015
34. ADAS Features—Average Interpolated Mean Price: US, 2015
35. Health and Wellness Warning Features—Willingness to Pay: US, 2015
36. Health and Wellness Comfort Features—Willingness to Pay: US, 2015
37. Health and Wellness Features—Take Rate at Midpoint Test Price: US, 2015
38. Health and Wellness Features—Average Interpolated Mean Price: US, 2015
39. Powertrain Features—Willingness to Pay: US, 2015
40. Driving Dynamics Features—Willingness to Pay: US, 2015
41. Powertrain and Driving Dynamics Features—Take Rate at Midpoint Test Price: US, 2015
42. Powertrain and Driving Dynamics Features—Average Interpolated Mean Price: US, 2015


1. Comparison with Real Market Trends
2. Key Takeaways for Top Technologies
3. Top 15 Advanced Vehicle Features: US, 2015
4. Brand Perception Map– Advanced Features and Makes: US, 2015
5. OEM Recommendations: US, 2015
6. Relative Importance of Vehicle Attributes and Features: US, 2015
7. Most Important Advanced Vehicle Features (Top 10): US, 2015
8. Least Important Advanced Vehicle Features (Bottom 10): US, 2015
9. Rating of Vehicle Makes (Better Than All/ Better Than Most): US, 2015
10. Capability Rating of Vehicle Makes (Better Than All/ Better Than Most): US, 2015
11. Top Vehicle Makes That Provide a Good Combination of Advanced Features:
12. Attitudes towards Vehicle Selection (Q6)
13. Importance of Vehicle Features (Q7)
14. Strength of Factor Groupings by Segment: US, 2015
15. Four Distinct Customer Segments to Target
16. Most Likely Vehicle to be Purchased Next: US, 2015
17. Demographic and Vehicle Categories: US, 2015
18. Most Important Advanced Vehicle Features: US, 2015



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