Safety Features Are Top Priority -- Especially Among SUV Drivers
20 October 2000
J.D. Power and Associates Reports: Safety Features Are Top Priority -- Especially Among SUV Drivers
AGOURA HILLS, Calif.--Oct. 19, 2000--Safety related features continue to be the most desired among new-vehicle buyers, according to the J.D. Power and Associates 2000 Automotive Feature Contenting Report(SM) released today.Even among high-riding SUV owners, the demand for safety features is strong, yet the features they desire are largely unavailable in most SUVs.
"Keeping the family safe is a top priority among consumers," said Jacques daCosta, senior manager of product research at J.D. Power and Associates. "One of the factors contributing to strong SUV sales is the perception that a bigger vehicle with a better view of the road is safer. Many new drivers of SUVs say they like the ride height and the better view of the road it affords. However, this high-riding feel does not reduce the owner's desire for safety features."
Owners of luxury SUVs posted the strongest desire for night vision, adaptive cruise control and "smart" airbags. These owners are second only to luxury car owners in their demand for brake assist, stability control and proximity sensors -- features that focus on accident avoidance instead of accident survival.
"For drivers of all types of vehicles, today's hot features are safety related," daCosta said. "Consumers are definitely concerned with vehicle safety and are willing to pay a reasonable price to have safety related features."
The study reveals that almost three out of every four consumers report they want side-impact airbags on their next vehicle, despite the fact that only 20 percent of the vehicles sold in the U.S. are equipped with this technology. Even convenience features like adjustable pedals address safety issues.
Several new features address safety by reducing the risk of an accident under normal driving conditions and by sending emergency services on a moment's notice. These include:
-- brake assistance, which assists the driver to apply maximum
braking power in emergency situations;
-- adaptive cruise control, which ensures a safe distance is
maintained behind other drivers;
-- electronic concierge systems, such as OnStar, which are
operator-assisted navigation and personal assistance systems.
"Manufacturers implementing these features are using a holistic approach to safety and are responding better to consumer demand," daCosta said.
The report also shows an increased awareness of hybrid drivetrains(1). The percentage of owners indicating they would like a hybrid gasoline/electric drivetrain in their next vehicle has increased from 20 percent in 1999 to 29 percent in 2000.
A long-term trend shown in the Feature Contenting Report is the demand for features that allow better utilization of time spent on the road. Among buyers looking for passenger entertainment systems -- video screens with VCRs, DVDs or video games -- the strongest desire is among SUV and van owners, with 42 percent of full-size SUV owners, 33 percent of luxury SUV owners and 34 percent of compact van owners indicating they want these systems in their next vehicle.
In addition, 19 percent of all new-vehicle buyers say they would like an in-car PC in their next vehicle. This feature is especially popular with owners of premium luxury cars and high-end SUVs. A third or more of these vehicle owners report they want the feature on their next vehicle.
The report -- fielded with the 2000 Automotive Performance Execution and Layout Study -- examines the desirability of 45 traditional and emerging features in categories of vehicle safety, performance, comfort and convenience. More than 101,000 owners of 2000 and early release 2001 model-year vehicles were asked which features they currently have, which features they want on their next vehicles and how much they are willing to pay for these options.
Headquartered in Agoura Hills, Calif., J.D. Power and Associates is a global marketing information services firm operating in key business sectors including market research, forecasting, consulting, training and customer satisfaction. The firm's quality and satisfaction measurements are based on actual responses from millions of consumers annually. J.D. Power and Associates can be accessed through the Internet at www.jdpa.com. Media e-mail contact: michael.greywitt@jdpa.com.
(1) Hybrid drivetrains combine gasoline engines with an electric motor and battery for propulsion.
J.D. Power and Associates
2000 APEAL Feature Contenting Report(SM)
Safety Features and Technologies Most Desired by Consumers
Median(a)
0% 20% 40% 60% 80% 100% Price
Anti-Lock Brakes.......................................93% $400
Side Impact Airbags..............................72% $250
Brake Assist....................................70% $200
Stability Control.............................66% $300
Daytime Running Lights.......................63% $100
"Smart" Passenger Airbag(1).................61% $200
High-Intensity Headlights...................61% $100
Auto-Dimming Rearview Mirror..............59% $100
Traction Control.........................58% $300
Run-Flat Tires..........................56% $200
Rear Passenger Airbags................48% $250
Adaptive Cruise Control.............44% $250
Night Vision.......................43% $500
Proximity Sensor(2)..............39% $200
Navigation System..............35% $500
Hybrid Transmission(3)........33% $500
Hybrid Engine(4)............29% $1,000
Rain-Sensing Wipers.........29% $100
Electronic Concierge......25% $250
Voice Activation.........22% $400
In-Car Personal
Computer..............19% $500
Passenger Entertainment
System..............16% $500
Chart based on the respondent's indication they probably/definitely
desire feature on next vehicle.
(a) Median price owners who definitely/probably want feature would
be willing to pay to have it on their next vehicle.
(1) "Smart" passenger airbag will not deploy for small adults or
children.
(2) Proximity sensor warns driver of potential hazards while parking.
(3) Hybrid transmissions can be used as a traditional automatic or as
a clutchless manual transmission.
(4) Hybrid engine combines a gasoline engine with an electric motor
and battery for propulsion.
Source: J.D. Power and Associates 2000 APEAL Feature Contenting
Report(SM)
Charts and graphs extracted from this press release must be
accompanied by a statement identifying J.D. Power and Associates as
the publisher and the J.D. Power and Associates 2000 APEAL Feature
Contenting Report(SM) as the source. 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
2000 APEAL Feature Contenting Report(SM)
Most Desired Emerging Features
(By Super Segment)
Compact Car Side Impact Airbags
Daytime Running Lights
Brake Assist
"Smart" Passenger Airbag
Run-Flat Tires
Midsize Car Side Impact Airbags
Brake Assist
Daytime Running Lights
Stability Control
"Smart" Passenger Airbag
Luxury Car Side Impact Airbags
Electronic Traction Control Sys.
Stability Control
Auto-Dimming Rear-View Mirror
Brake Assist
Sporty Car Side Impact Airbags
Brake Assist
Stability Control
High Intensity Headlights
Electronic Traction Control Sys.
Pickup Truck Brake Assist
High Intensity Headlights
Daytime Running Lights
Side Impact Airbags
Stability Control
Sport Utility Side Impact Airbags
Brake Assist
Stability Control
Auto-Dimming Rear-View Mirror
"Smart" Passenger Airbag
Van Side Impact Airbags
Brake Assist
Stability Control
"Smart" Passenger Airbag
Daytime Running Lights
Table based on the respondents indicating Probably/Definitely Desire
feature on next vehicle.
Source: J.D. Power and Associates 2000 APEAL Feature Contenting
Report(SM)
Charts and graphs extracted from this press release must be
accompanied by a statement identifying J.D. Power and Associates as
the publisher and the J.D. Power and Associates 2000 APEAL Feature
Contenting Report(SM) as the source. 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.
