OnStar-like Communications, In-Car Entertainment, Big Wheels Lead Attribute List in '03 - CNW

BANDON, Ore., Feb. 3, 2004 -- Consumers are "buying up" and placing more emphasis on in-car features such as OnStar or similar communications links and entertainment centers, according to CNW Marketing Research's annual "Vehicle Attributes" study.

In-car communications surged nearly 16 percent in the past year as an "Extremely" or "Very" important new-car feature. While the overall percentage of shoppers wanting such communications links is small, the rebound comes after years of steady decline for built-in "car phones" as more consumers carried their own smaller cell phones.

The birth of in-car DVD players and other high-tech electronics also sparked an increase in interest among new-car shoppers, the study shows. In- car entertainment centers were listed by about 13 percent of new-car shoppers as extremely or very important, an increase of 13.5 percent vs. 2002.

Tonka-style big tires and wheels was the third fastest-growing attribute with nearly one-third of all new-car shoppers saying they wanted cast alloy or special rims on their new vehicle. This was a growth rate of more than six percent vs. 2002.

In an age of higher gas prices, where did fuel economy fall? Fourth on the list of important attributes, according to the study, with a 4.4 percent growth rate. Overall, however, less than a quarter of all new-vehicle shoppers said gas mileage was extremely or very important.

The national study is conducted yearly in December. More than 22,000 new- vehicle intenders are surveyed.