Detroit Auto Show: Consumer Research Study Results - Interiors

    DETROIT, Jan. 7, 2003; Do you dream of having a flashy,
trendsetting car? Or would you prefer that your vehicle be equipped with
leading-edge technology -- or perhaps offer quality storage space? According
to the results of a Johnson Controls consumer research survey,
people are more likely to want their vehicle interiors to be well thought-out
and executed, as compared with all other key factors that may influence
purchase decisions.
    With the Consumer Benefits Rating Study, company researchers set out to
determine which in-vehicle benefits and/or features consumers consider the
most important in a vehicle's interior. The study also provided a method for
determining these preferences within key subgroups identified by gender,
generation, life stage and vehicle segment.
    Studies like these guide Johnson Controls in developing products that
surprise and delight consumers. An array of these products will be on display
in room D2-15 of Detroit's Cobo Center during the 2003 North American
International Auto Show.
    "The results of this study show us that people want products that are
aesthetically appealing and distinguished, yet are easy-to-use at the same
time," said Bill Fluharty, vice president of industrial design and market
research, North America for Johnson Controls. "This information helps Johnson
Controls work with automakers to develop interiors that are tailored to meet
unique consumer preferences."
    In this internet study, more than 7,500 people were polled and asked to
rate what was most important among 14 benefits and features including:
    *  increased focus - minimizes stress and distractions and is informative;
    *  intuitive - is simple to operate and understand;
    *  leading-edge technology - provides entertainment technology and
information;
    *  less physical stress - supplies comfort, support and allows easy
ingress and egress;
    *  located where it's supposed to be - has accessible controls, is logical
and is ergonomically appropriate;
    *  materials - provides high-quality materials, is easy to clean and is
pleasant to the touch;
    *  multipurpose - fulfills diverse needs, is useful and versatile;
    *  personal preference - allows the ability to customize and is
adjustable;
    *  quality of storage - is well organized, has specific compartments and
cargo flexibility;
    *  quantity of storage - has rear-storage capacity and spacious storage;
    *  save time/save steps - increases efficiency and offers convenient
options;
    *  smart choice - has appropriate price and content, is durable and
reliable;
    *  trendsetting - is stylish, has design accents and features extra
amenities; and
    *  well thought-out and executed - is consistent, has good fit and finish
and aesthetic appeal.

    The participants represented a cross-section of car owners, spanning a
variety of ages, incomes, lifestyles and vehicle segments.
    Across all groups, the trait "well thought-out and executed" was
overwhelmingly identified as the most important consumer benefit. Almost
everyone who participated ranked this benefit first.
    "Personal preference," "located where it's supposed to be" and "materials"
appeared in the top five for every subgroup as well, except in the minivan
subgroup, where participants replaced "materials" with "multi-purpose" and
"quantity of storage."
    "Trendsetting" was the lowest-ranked benefit across all of the subgroups,
except when it came to those in the Generation Y subgroup -- which consisted
of very young individuals -- and the "singles-living-with-parents" subgroup.
These two segments considered "trendsetting" to be an important feature.
    Using these findings and others, Johnson Controls is able to develop well
thought-out and executed products that consumers want. Such research also
helps the company tailor products for niche segments and markets like the
minivan and Generation Y groups to help ensure that their preferences are met.
    Johnson Controls is committed to providing best-in-class interior products
for automakers and consumers alike. Therefore, the company uses a
comprehensive research approach -- combining qualitative, real-world studies
with quantitative studies -- to better understand consumers' expectations,
needs and wants.
    Knowledge of consumer trends, behavior and value systems is essential in
designing world-class interiors. With its outstanding expertise in consumer
research, Johnson Controls provides high value for its customers and inspires
the creation of innovative products and concepts for vehicle interiors.