When it comes to tech in their cars, consumers want features that prevent accidents or make driving easier — rather than those that simply entertain them, a new study being released today finds.
Blind spot detection and accident prevention systems, night vision, and enhanced collision mitigation systems ranked highest when it came to preferred technologies in the J.D. Power 2015 U.S. Tech Choice Study.
Power says the choice of technologies pave the way toward self-driving cars. They show consumers are interested in that idea that vehicles can take over more functions of driving, including braking and steering, especially in emergency situations.
“There is a tremendous interest in collision protection technologies across all generations, which creates opportunities across the market,” said Kristin Kolodge, executive director of driver interaction & HMI research at J.D. Power, in a statement. “In contrast, there is very little interest in energy efficiency technologies such as active shutter grille vents and solar glass roofs.”
The only functions that didn’t involve protection against crashes showing up among the top 5 technologies was rear-view backup cameras and self-healing paint, that automatically covers up scratches. In total, the study looked at 59 technologies.
Smartphone-based systems coming to cars, like Apple CarPlay and Google Android Auto, didn’t receive much notice from those in the study. But the systems are just beginning to roll out.
“Lukewarm interest in these technologies that connect your phone to your vehicle coupled with consumer loyalty to their phone pose a unique challenge for automakers,” Kolodge said.
Gadget-happy Gen Y, as one might expect, is willing to spend the most for tech in the car, followed by Gen X and then cheapskate Boomers.
The U.S. Tech Choice Study was conducted online from January through March. It is based on 5,300 responses from thsoe who indicated they have either bought or leased a new vehicle in the past five years.
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