Global researcher GfK has released findings showing which vehicle features, from a given list, people see as being ‘very important’ in a vehicle, with technology including audio or video streaming increasingly important for higher income households.
Hygiene factors of safety in an accident, reliability, fuel economy and low running costs naturally top the list, GfK notes. However, significant numbers state that the latest driver technology and passenger technology is ‘very important’ to them – and the percentage of people claiming this increases notably with income.
Over a third (36%) of the online population across 17 countries see having the latest driver technology in a vehicle (e.g. steering or parking assist, adaptive cruise control, keyless entry or ignition) as ‘very important’, and over a quarter (28%) say the same for the latest passenger technology, such as audio or video streaming and social network connectivity.
When looking at these results by income there is a notable difference in the numbers that say having the latest technology in their vehicle is ‘very important’, GfK reveals. On average, 44% of people in the high income quartile (the top quarter of the total income in each country), see the latest driver tech as ‘very important’, compared to just 30% of people in the low income quartile (the bottom quarter of total income within each country). Likewise, for the latest passenger tech, 35% of those in the high income quartile say it’s very important, versus 22% on those in the low income quartlie.
GfK global head of automotive research Siegfried Hoegl commented: “The value of these findings for vehicle manufacturers lies in being able to assess precisely which features different consumer segments say appeal most to them – and adjust marketing content and product development to match those aspirations.”