Few observations on consumers’ preferences based on the survey conducted are that subcompact car buyers are keen on seeing additional features in the upcoming versions and willing to pay a higher price for the new capabilities, while luxury vehicle owners and younger buyers give more importance to personalization, telematics (safety and security) and infotainment features. Steering, braking, suspension, wheels & tires, and driveline are the systems that will have a significant influence on driving dynamic features of the cars. Apart from these important features of driving dynamics, reliability and safety will be the top motivators of next vehicle purchase decision among the consumers, particularly for women and senior drivers. It is also observed that regardless of engineering viability or actual reliable advantages of vehicle features, consumers’ decision to buy the next vehicle is also based on their perceived needs and their perception of the benefits of those features. To cater to the growing expectations of the consumers in the US market, it becomes unavoidable for the automotive manufacturers and suppliers to expand their portfolio to offer in-car convenience based on the buyers preferences.
Key questions this study will answer:
• What are the influential factors of the vehicle selection process and the importance of key vehicle attributes in the vehicle purchase decision?
• How is the importance of different driving dynamics systems and attributes perceived by the consumers?
• What are the preferences for driving dynamics systems: steering, braking, suspension, driveline, and integrated systems for driver assistance?
• What are the expectations, concerns, performance requirements, and technology/feature preferences for different systems: steering, braking, suspension, driveline, and integrated systems for driver assistance?
• What is the purchase likelihood and penetration of different systems and technologies in the future?