As for those ever-popular safety features, says Wu, "the study finds consumers' four most desired features relate to enhancing the safety and/or security of vehicle occupants."
Run-flat tires were the most desired item among technologies included in the study before consumers were shown the fair market value, followed by night vision, stability control and blind spot warning.
Hang a pricetag on those features, however, and things change. Stability control jumps to first place after consumers are made aware of its $300 price tag, while run-flat tires drop to fourth after its $600 price is revealed. Consumer interest in night vision decreases significantly once consumers are presented with the realistic market price of $1,500.
In the chart below, the features are listed in order of popularity, along with the percentage of the survey respondents who like them. In brackets you'll find the feature's ranking when a likely price (in US dollars) is given.
Run-flat tires were the most desired item among technologies included in the study before consumers were shown the fair market value, followed by night vision, stability control and blind spot warning.
Hang a pricetag on those features, however, and things change. Stability control jumps to first place after consumers are made aware of its $300 price tag, while run-flat tires drop to fourth after its $600 price is revealed. Consumer interest in night vision decreases significantly once consumers are presented with the realistic market price of $1,500.
In the chart below, the features are listed in order of popularity, along with the percentage of the survey respondents who like them. In brackets you'll find the feature's ranking when a likely price (in US dollars) is given.
- Run-flat tires, 81 percent (4, at $600)
- Night vision, 72 percent (17, at $1,500)
- Stability control, 72 percent (1, at $300)
- Blindspot detection, 66 percent (10, at $500)
- Advanced keyless entry, 65 percent (12, at $500)
- Premium sound, 64 percent (2, at $400)
- Active cornering headlight, 64 percent (11, at $500)
- Navigation, 61 percent (18, at $1,500)
- Adaptive cruise control, 59 percent (14, at $600)
- Rear-park assist, 59 percent (6, at $300)
- Advanced windshield cleaning, 59 percent (7, at $200)
- Heated/cooled seats, 58 percent (16, at $700)
- Personal assistance safety device, 54 percent (5, at $10/month)
- Satellite radio, 52 percent (13, at $12.95/month)
- Remote vehicle diagnostics, 51 percent (8, at $200)
- HD Radio, 49 percent (3, at $150)
- Rear-seat entertainment, 44 percent (20, at $1,500)
- Re-configurable cabin, 41 percent (19, at $700)
- Wireless connectivity, 40 percent (9, at $200)
- Lane-departure warning, 39 percent (21, at $500)
- Smart sensing windows, 34 percent (15, at $150)
- Smart sensing power swing front doors, 31 percent (22, at $300)