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

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

RELEASE DATE
12-Jan-2016
REGION
North America
Research Code: NEFA-01-00-00-00
SKU: AU1295-NA-CR_18344
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Description

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

Methodology—1,584 Vehicle Owner Interviews in the United States

Sample Structure by Next Vehicle Segment: US, 2015

Comparison with Real Market Trends

Key Takeaways for Top Technologies

Top Technology Interest and Demand

Top 15 Advanced Vehicle Features: US, 2015

Findings on the Other Top Technology Categories

  • Blind spot alerts
  • Emergency steer assist
  • Around view camera
  • Forward collision warning with emergency braking
  • Others

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

Relative Importance of Vehicle Attributes and Features: US, 2015

Relative Importance of Vehicle Features by Next Vehicle Segment: US, 2015

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

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

Segmentation Solution Analysis

Factors Used to Derive the Segmentation Solution

Strength of Factor Groupings by Segment Represented with +/- Ratings

Four Distinct Customer Segments to Target

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

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

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

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

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

List of Figures
  • 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
List of Charts
  • 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
Related Research
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.
More Information
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Table of Contents | Research Objectives and Methodology~ || Methodology—1,584 Vehicle Owner Interviews in the United States~ || Sample Structure by Next Vehicle Segment: US, 2015~ | 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~ | 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~ | 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~ | Advanced Features—Must Have, Nice to Have, and Not Important~ | 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~ | 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~ | 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~ | 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~ | 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~ | 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~ | 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~ | Legal Disclaimer~ | The Frost & Sullivan Story~
List of Charts and Figures 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~
Author Linda Merkel
Industries Automotive
WIP Number NEFA-01-00-00-00
Is Prebook No