STRATEGY ANALYTICS Identifies $6.2 Billion Car Option Package Opportunity
BOSTON--
The Strategy Analytics Automotive Buyer Dynamics service report, “US Premium Vehicle Market: Option Package Bundling for Success,” has identified and segmented the opportunity to sell $6.2B of new car options involving advanced electronics for information, entertainment, communication and safety systems.
The potential for additional sales is unevenly distributed across all buyers. Strategy Analytics has identified eight distinct behavioral segments which vary in their likelihood of acquiring advanced electronics for their next vehicle.
“Half of the opportunity lies with a segment named the ‘Affluent Enthusiasts’ by Strategy Analytics,” noted Service Director Ian Riches. “This segment accounts for about 40% of US premium vehicle buyers and comprises those attracted to a superior driving experience, vehicle electronics, high quality entertainment and safety systems.”
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Preference Ratings for Selected Vehicle Features |
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| Feature |
Preference Rating(a) |
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| Active Xenon Lights | 2.8 | |
| Premium Surround Sound | 2.3 | |
| 7" Dual Rear Screens | 2.3 | |
| Bluetooth System | 1.9 | |
| Portable Navigation | 1.6 | |
| Integrated Navigation with Map & Traffic Info | 1.6 | |
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| Embedded Car Cell Phone | 0.6 | |
| Voice Recognition | 0.5 | |
| Economy Audio | 0.5 | |
| 10" Rear Screen | 0.3 | |
| Source: Strategy Analytics | ||
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(a) Preference rating calculated by dividing willingness to pay for a particular feature by the overall average willingness to pay for features. |
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The most alluring individual features, which scored highly in terms of their appeal to premium vehicle buyers include active xenon lights, premium audio and navigation systems, with portable and integrated systems proving equally attractive overall. Not all features prove so appealing: an embedded cell phone was far less attractive than a Bluetooth interface. In addition, biggest clearly isn’t best when it comes to displays. A single 10” screen for rear seat entertainment was significantly less enticing than dual 7” displays.
About Strategy Analytics
Strategy Analytics, Inc. - a global research and consulting firm - provides timely insights and strategic business solutions to companies operating at the convergence of information, communications and entertainment technologies. With worldwide headquarters in Boston, MA, and principal offices in England, France and Germany, Strategy Analytics focuses on market opportunities and challenges in the areas of Automotive Electronics & Multimedia, Digital Consumer, Wireless Strategies and Enabling Technologies. For more information, see www.strategyanalytics.com