I never put much stock in J.D. Power’s rankings, but their studies always have a few interesting info-nuggets. The Automotive Emerging Technologies Study is among them, despite the title contradicting the stats.
They’re not “emerging,” they’ve emerged.
Pre-Price Feature Interest
- Light emitting diode (LED) headlights 70%
- Natural language voice-activation 69%
- Next-generation head-up display 69%
- Wireless connectivity system 68%
- Remote vehicle diagnostics 65%
At Market Price Feature Interest
- HD radio (at $100) 52%
- Enhanced collision mitigation system (at $750) 46%
- Wireless connectivity system (at $300) 45%
- Surround-view rear-vision camera (at $550) 44%
- Personal assistance safety services (at $15/month) 41%
The numbers speak for themselves.
People aren’t just “interested” or “curious” about in-car tech, they’re officially the majority. They’re expecting it, just like they began expecting safety equipment in the last decade.