The J.D. Power and Associates 2012 U.S. Automotive Emerging Technologies Study has shown that vehicle owners have come to expect additional safety features and are now turning their attention more to infotainment technologies in their vehicle.
The study measured vehicle owner interest and purchase intent for emerging automotive technologies, with the clever rider that the interest was taken both before and after market price was revealed.
The attach anywhere cup holder.
The top-five considered technologies, based on vehicle owners who indicated that they “definitely” or “probably” would purchase in their next vehicle, both pre-price and at market price were:
I am sure multiple cup-holders would have come a close sixth, as purchase interest fell across all features when the price was introduced.
According to Mike VanNieuwkuyk, executive director of global automotive at J.D. Power and Associates, “While vehicle owners remain very interested in technologies that make their vehicle safer, they are turning their attention more and more toward features and technologies that allow them to be productive, connected and entertained while in their vehicles. Given the variety of interests from consumers, automakers will be challenged to pursue technologies that fit their consumer’s interests in order to attract them to their products.”
You have been warned, the self-deploying cup-holder is almost here!
| Pre-Price Feature | Interest |
| Light emitting diode (LED) headlights | 70% |
| Natural language voice-activation | 69% |
| Next-generation heads-up display | 69% |
| Wireless connectivity system | 68% |
| Remote vehicle diagnostics | 65% |
| However, when the price was revealed the interest changed: | |
| HD radio (at $100) | 52% |
| Collision mitigation system (at $750) | 46% |
| Wireless connectivity system (at $300) | 45% |
| Surround-view rear-vision camera (at $550) | 44% |
| Personal assistance safety services, $15pcm | 41% |
