J.D. Power and Associates Reports: Safety Features Are Becoming a Top Consumer Priority
13 October 1997
J.D. Power and Associates Reports: Safety Features Are Becoming a Top Consumer Priority
AGOURA HILLS, Calif., Oct. 13 -- According to consumers, new
features such as side-impact airbags, electronic traction control, and "smart"
airbags -- designed to deactivate with a child passenger or child car seat --
are becoming a high priority in the second annual J.D. Power and Associates
1997 APEAL Feature Contenting Report(SM). The report examines the
desirability of 39 features that fall into the categories of vehicle safety,
performance, comfort, and convenience. Vehicle buyers were asked what
features they had on their current vehicle, if they wanted the same or
additional features on their next vehicle, and how much they are willing to
pay for them.
"The consumers call for safety-related features will push manufacturers to
offer them beyond the luxury segment," commented Jacques daCosta, manager of
the APEAL study at J.D. Power and Associates. "Manufacturers are now
including side airbags on a growing number of new luxury vehicles. Some
manufacturers are even taking the initiative of offering rear-passenger
airbags. The J.D. Power and Associates 1997 APEAL Feature Contenting
Report(SM) makes the case that consumer demand for safety features on other
popular vehicle segments, such as sport utilities, will continue to rise," Mr.
daCosta said.
The report reveals that 32 percent of consumers surveyed said they
definitely want "smart" airbags on their next vehicle. Consumers indicate a
willingness to pay a median price of $176 to add these special airbags. For
other safety-related features such as anti-lock brakes and traction control,
consumers are willing to pay $386 and $205 respectively.
Another interesting aspect of the study looks at features that have a low
desirability overall. Some of these features include: Power seat memory, wood
interior trim, and heated front seats.
J.D. Power and Associates is an international firm best known for its
marketing information services in key business sectors including market
research, forecasting, and customer satisfaction. The firm's quality and
satisfaction measurements are based on actual customer responses from over a
million consumers annually. With its headquarters in Agoura Hills,
California, the firm also has U.S. offices in Torrance, California; Michigan;
and Connecticut. Its international locations include Japan, Korea, England,
Canada and Brazil.
J.D. Power and Associates can be accessed through the World Wide Web at
http://www.jdpower.com. Email: info@jdpower.com.
No advertising or other promotional use can be made of the information in
this release or J.D. Power and Associates survey results without the express
prior written consent of J.D. Power and Associates.
J.D. Power and Associates 1997
APEAL Feature Contenting Report(SM)
Desirability of Safety Features
Median Price
Percent "Definitely Want" Willing to Pay
Anti-lock Brake Sys. 59% $386
"Smart" Pass. Airbag 32% $176
Day Running Lights 23% $24
Electronic Traction Control 18% $205
Side Impact Airbags 18% $188
Rear Pass. Airbags 10% $57
Run-Flat Tires 10% $84
Navigation System 9% $76
Auto 911 Dialing 7% $50
SOURCE J.D. Power and Associates
