Nearly half of consumers prioritize in-vehicle technology over brand or body style, according to the 2017 Autotrader Car Tech Impact Study. The annual tech study from Autotrader, a car-shopping website operated by Cox Enterprises, shows a growing number of consumers believe certain safety technologies—including blind-spot detection and forward collision warning—should be standard on all vehicles sold in the U.S.
Convenience and entertainment options, such as the latest connectivity systems offered by automakers, also rank high on consumers’ preferred list of technology features.
The study also shows that 56% of car shoppers have done their research and know exactly what in-vehicle technology they’re interested in before they visit a dealership. Younger car buyers, 18- to 34-year-olds in particular, are generally more tech savvy and are less willing to compromise on the features they want.
“Technology has become the deciding factor for car buyers selecting a vehicle,” said Michelle Krebs, Autotrader senior analyst. “Automakers must deliver innovative features or risk consumers looking elsewhere.”
Consumers also say they’re becoming more comfortable with advanced safety technology. 70% of respondents noted they would consider paying more for driver-assist technology such as blind-spot monitoring or adaptive cruise control in their next vehicle purchase. However, 65% still have concerns over system failures with self-driving cars, roughly the same number as in 2016. In general, nearly two-thirds of respondents believe new technology has improved the way they drive.
The study also indicated experience with advanced, self-driving technologies will likely lead to quicker adoption of these features: three out of four drivers who own a vehicle with these advanced technologies (adaptive cruise, collision warning, etc.) say it helps make them a better driver and feel safer.
Regrettably, despite the appeal of advanced driver-assist and technology features, the study found that convenience and entertainment features such as voice commands and Wi-Fi are still more desired. Connectivity systems such as General Motors’ OnStar, Ford’s Sync and Toyota’s EnTune; advanced, adaptive navigation systems; and technology that provides wireless device charging are all high on consumers’ want list. Regardless of age or comfort with technology, 53% of consumers expect vehicle technology to be every bit as robust as smartphone technology.
In taking a deeper dive into two key demographics, the report found that:
- Millennials Drive Demand: Millennial drivers (18- to 34-year-olds) are willing to pay more for the technology they want. In fact, 55% of millennial drivers expect to spend an additional $2,600 to get desired tech features.
- Parents Adopt Technology: Parents are twice as likely to purchase advanced safety features than non-parents (51% vs. 22%) and three times more likely to own a vehicle with autonomous features.
Explore the whole Autotrader study, and in the comments below let us know: Has technology improved your driving?