What drivers want when they buy a car has changed greatly in just two years. The most wanted features have gone from spiffy headlights to connected car infotainment/entertainment features found on smartphones.
JD Power first asks about features without mentioning the price, then finds out what people want after the price is mentioned.
In 2012, JD Power found that the top technology drivers wanted without knowing the price were Light emitting diode (LED) headlights (70%) and natural language voice-activation (69%). When survey takers knew the price the top features wanted were an HD radio at $100 (52%) enhanced collision mitigation system at $750 (46%) and wireless connectivity system at $300 (45%).
In the most recent report (2014), JD Power found the top features wanted are infotainment and connections, like those found on smartphones. Without revealing a price, the top two technologies that garnered the most interest were:
- Wireless connectivity systems (83 %), that create a communication link between electronic devices and the vehicle.
- Device/application link (78%), that allows viewing and controlling electronic devices and apps through the factory-installed equipment on the vehicle. Features such as CarPlay, MirrorLink, WEBLINK and others provided by carmakers fall into this category.
Most consumers, however, (60%) felt that a wireless connectivity system should be standard equipment on the next vehicle they purchase, while only 23% of consumers feel the same about device/application link.
CarPlay Plays Well But Not with High Pay
Device/application link has the highest consumer interest with 79% willing to pay $250 to have this technology. However, with a market price of $300, interest in wireless connectivity systems drops to fourteenth, with 55% of consumers willing to pay to have the technology in their next vehicle.
Rear View Systems in Front of Buyers
Other top features wanted when paid for in a vehicle are:
- Surround-view/rear-vision camera system ($550).
- Active shutter grille vents ($150).
- Wireless charging station ($75).
- Advanced accident notification system ($25/month).
- Smartphone navigation vehicle interface ($100).
Auto-Driving Worth $3k?
24% expressed interest in paying to have autonomous driving mode ($3,000) in their next vehicle, up from 21 percent in 2013 and 20 percent in 2012.
Hand Gestures Not Needed at Any Price
A hand gesture-controlled cockpit was the technology with the lowest interest both before and after the market price of $1,000 was revealed.
The JD Power 2014 U.S. Automotive Emerging Technologies Study is based on responses from 15,171 vehicle owners. The study was fielded in February and March 2014.