Based on new data from the inaugural J.D. Power 2015 U.S. Tech Choice StudySM and J.D. Power 2015 Driver Interactive Vehicle Experience Study (DrIVE)SM, J.D. Power is beginning to see a paradigm shift:
From a preference, importance, and interest perspective, collision protection technologies are starting to leap frog over entertainment and connectivity technologies.
Connectivity is still important to the customer. However, it’s key to understand whether connectivity has value from a built-in perspective that the consumer (and not just the industry) perceives.
With collision protection technologies, consumers are experiencing the benefits of these systems at both an occupant and vehicle perspective. As a result of this, it is providing additional confidence to all consumers, across all demographics. On the contrary, with entertainment and connectivity technologies, consumers are beginning to question “what is the value added benefit” of these technologies. In an extremely connected world outside of the vehicle space, consumers are operating where many things are free (e.g. mobile phone, apps, WiFi, etc.). And so now, within the vehicle, asking consumers to pay for technology that they see as redundant begs to ask the question “is it really worth it?”
Questions? Please contact your J.D. Power representative or Kristin Kolodge.