RDA Group: Fuel Efficiency Rules, But Vehicle Owners Still Seek Convenience Features

BLOOMFIELD HILLS, Mich., Aug. 4, 2008 -- Although improved fuel economy is rated as vehicle owners' number one concern, according to RDA Group's Auto-Ideation(TM) III study, 26 percent of the nearly 1,100 unmet needs identified by consumers are related to convenience.

RDA Group -- a global market research and consulting firm -- has identified and ranked the top unmet needs of today's vehicle owners. Its Auto-Ideation III study provides automotive manufacturers and their suppliers the insight needed to prioritize new product development resources for greater success.

"In the current fuel-sensitive environment, manufacturers are seeing present vehicle owners switching from trucks to cars and out of larger and into smaller vehicles," said Jim Thomas, senior vice president for RDA Group. "It's more important than ever for manufacturers and suppliers to understand what new features these prospective customers want in their next vehicle."

Additionally, Thomas said with vehicles becoming an increasingly important extension of people's home and work environments, consumers are looking for vehicles that will help make their daily routine easier.

"The message couldn't be clearer to those planning the design of future vehicles," Thomas added. "Products that are tailored to the busy consumer will help improve the sale of future vehicles."

The "Top 5" conveniences consumers ranked by importance in the study deal with the elimination of snow and ice, more intuitive controls, exterior paint and tires. During the winter months, consumers said they want their vehicles to be free from snow and ice, so they can immediately enter the vehicle and drive to their destination. They also want their side windows to have the capability to quickly defrost and defog.

Respondents also expressed the need for vehicle systems and electronic features to be easier to understand and operate, so they don't have to read through a lengthy owner's manual. In addition, consumers want their vehicles to be equipped with a full-size spare tire, should they need to drive further than the recommended 50 miles a space saver spare tire allows. In regards to the vehicles exterior, consumers want paint that does not fade and looks new throughout the life of the vehicle.

In addition to convenience, almost 8,200 new vehicle owners ranked the importance of unmet needs in areas such as safety, performance, visibility, comfort, security, storage, telecommunications and service / maintenance.

This syndicated Auto-Ideation III study targeted 2007 new car and truck owners. To purchase a copy of the study, interested parties can call (248) 836-6010.

Established in 1969 and headquartered in Bloomfield Hills, Mich., RDA Group is a global market research and consulting firm that conducts advanced product research, customer satisfaction and quality tracking studies for the automotive, financial services, health care, utilities and temporary staffing industries.