Consumers Demand Sophisticated Safety Features
22 October 1998
J.D. Power and Associates Reports: Consumers Demand Sophisticated Safety Features
AGOURA HILLS, Calif.--(AutomotiveWire)--Oct. 22, 1998--
Manufacturer Contenting Strategies and Consumer Demands
Are Out of Sync in Some Vehicle Segments
Anti-lock brakes, side-impact and "smart" passenger airbags and run-flat tires are the safety features that consumers demand the most on their next new vehicle, according to J.D. Power and Associates 1998 APEAL Feature Contenting Report.
However, many models, including the popular luxury SUV segment, fall short in meeting customer demands.
"In today's increasingly competitive light-vehicle industry, it is imperative that manufacturers and suppliers have the latest pulse of the marketplace," said Jacques daCosta, manager of product research at J.D. Power and Associates.
"Knowing what features and equipment consumers demand and the price they are willing to pay is an integral part of creating a contenting strategy that will increase customer satisfaction."
The study reveals that there is a high demand for emerging safety features. Sixty-five percent of consumers surveyed want side-impact air bags, 60 percent want "smart" passenger air bags and 58 percent want run-flat tires on their next vehicles.(a)
Such equipment usually follows a "trickle-down" pattern, in which they are introduced on luxury cars and later applied to other segments. Anti-lock brakes are a prime example. A more market-driven contenting strategy may be to apply emerging features in the highest- demand segments.
Many hot-selling luxury SUVs are not equipped with high- technology equipment that owners want the most, such as side-impact airbags, navigation systems, run-flat tires and hybrid (automatic/manual) transmissions. This void denies buyers some of the latest technology and safety features.
"Successful contenting strategies will be the ones that apply the latest features where the demand is greatest," said daCosta. "Effective targeting, coupled with owner advocacy, media attention and manufacturer education, will contribute to the widespread application of these emerging new features."
The Feature Contenting report examines the desirability of 43 traditional and emerging features in categories of vehicle safety, performance, comfort and convenience. Nearly 98,000 vehicle buyers were asked about features on their new vehicles, which features they would want on their next vehicles and how much they are willing to pay for them.
With headquarters in Agoura Hills, J.D. Power and Associates is a global marketing information services firm operating in key business sectors including market research, forecasting and customer satisfaction. The firm's quality and satisfaction measurements are based on actual customer responses from more than 1 million consumers annually.
J.D. Power and Associates can be accessed through the World Wide Web at www.jdpower.com. Media e-mail contact: john.pepitone@jdpower.com.
This press release is provided for editorial use only. No advertising or other promotional use can be made of the information in this release or J.D. Power and Associates survey results without the express prior written consent of J.D. Power and Associates.
(a) Percentages are based on combined measures -- respondents
reporting they "definitely" and "probably" desire these features
on their next vehicle.