Automotive buyers unwilling to pay for advanced safety features

BOSTON, USA: A recent Strategy Analytics survey of vehicle owners in the USA and UK found that while drivers are interested in many advanced automotive safety features, the current price for these features dissuades them. Details may be found in the Strategy Analytics Automotive Consumer Insights (ACI) report, “Consumers Interested in Advanced Safety Features, but Not at Current Price.”

From adaptive cruise control and blindspot detection, to night vision and pre-crash safety systems, consumers in the USA and UK indicated great interest, however at a fraction of their current price.

“These findings show that night vision systems will continue to be confined to premium luxury models until costs are reduced and the user experience is improved,” commented Chris Schreiner, Senior Analyst at Strategy Analytics.

Kevin Nolan, Vice President of the Strategy Analytics User Experience Practice, added, “Blindspot detection shows more promise in the US than in the UK, as UK consumers show interest but are less willing to pay.”