Dohring Study: American Drivers Love Safety Equipment ... and Incentives

    DETROIT, Jan. 29 A national survey of almost 8,000
American drivers reveals that vehicle safety features have reached a record
level of popularity.  In addition, over half of those surveyed indicated that
the presence of incentives has significant influence on timing and model
selection.
    This is according to a national survey conducted in early January by The
Dohring Company of Glendale, Calif.  The study randomly surveyed 7,955 drivers
intending to purchase a vehicle in the near future from an on-line panel and
represented all 50 states.  The poll's margin of error is +/- 1.1 percent.
    "For the last four years we've seen a marked increase in consumers
indicating that air bags, ABS brakes, traction control and crush/crumple zones
are important considerations in new vehicle purchases," said Rik Kinney,
senior vice president of The Dohring Company.

          Percentage of Respondents Indicating that Safety Features
          Were "Very Important" or "Important" Consideration in New
                          Vehicle Purchase Decisions

                                    1998   1999   2000   2001
    Driver and Passenger Air Bags    63%    71%    76%    86%
    Side Impact Air Bags             44%    52%    57%    65%
    Antilock (ABS) Brakes            78%    79%    85%    89%
    Traction Control                 77%    79%    81%    83%
    Crush/Crumple Zones              77%    78%    79%    81%

    "A large majority of automotive consumers see safety equipment as an
integral element of modern vehicles.  Considering that the technologies the
buying public is seeking now were almost non-existent 10 years ago, it would
appear that the coming generation of devices may be accepted and adopted even
more quickly," said Kinney.
    In a separate result, over one-half of the respondents to the survey said
that the presence of incentives could actually cause them to enter the new
vehicle market.  Almost six of 10 respondents said that incentives would be a
primary consideration in the selection of a specific make or model.
    Kinney said that the expectation of incentives on the part of consumers
will challenge automakers and dealers as they attempt to limit and/or end
attractive deals on new cars and trucks.
    "We know from years of research that once a prospective buyer starts to
shop the monthly payment and rebate situations become powerful elements in a
majority of purchase decisions," said Kinney.
    "Bringing these financially attractive deals to an end is not going to be
easy, especially with the economy slowing and the manufacturers and dealers
heavily competing for their share of market."
    The Dohring Company, Inc. is North America's largest provider of custom
market research to the retail automotive sector.  The company has conducted
more that 4,000 individual studies for dealers, automakers and suppliers to
the industry.  The Dohring Company, which is based in Glendale, Calif., has
been ranked by Advertising Age as one of the country's top 50 market research
firms.
    For additional information or to view full survey results visit The
Dohring Company website at http://www.dohring.com