NUREMBERG, Germany, February 24,
2017 /PRNewswire/ --
Independent global researcher, GfK, has
released findings showing which vehicle
features, from a given list, people see as being
'very important' in a vehicle.
Hygiene factors of safety in an accident,
reliability, fuel economy and low running costs
naturally top of the list. However, significant
numbers state that the latest driver
technology and passenger technology are
'very important' to them -
and the percentage of people claiming this
increases notably with income.
Over a third (36 percent) of the online population across 17
countries see having the latest driver technology in a vehicle
(e.g., steering or parking assist, adaptive cruise control, keyless
entry or ignition) as 'very important', and over a quarter (28
percent) say the same for the latest passenger technology (audio or
video streaming, social network connectivity, etc.).
Importance of vehicle technology increases with
income
Looking at these results by income - i.e. breaking each
countries' earners down into quartiles - there is notable
difference in the numbers that say having the latest technology in
their vehicle is 'very important'. On average, 44 percent of people
in the high income quartile (the top quarter of the total income in
each country), see the latest driver tech as 'very important',
compared to just 30 percent of people in the low income quartile
(the bottom quarter of total income within each country). Likewise,
for the latest passenger tech, 35 percent of those in the high
income quartile say it's very important, versus 22 percent on those
in the low income quartlie.
The effect of income on what people see as important in their
vehicle is seen across a range of features, not just the vehicle
technology - in particular the quality of workmanship, a
comfortable interior, a spacious interior, a powerful engine, the
reputation of the manufacturer. In other areas such as the fuel
economy or environmentally friendly, the results are much more even
across all income bands.
Driver technology is most important in Brazil, China
and Korea
Brazil (48 percent),
China (43 percent) and Korea (42
percent) have the highest overall percentages saying that the
latest driver technology is 'very important'. And for the latest
passenger technology, China (37
percent), Brazil (36 percent) and
Mexico (30 percent) have the
highest percentages saying it is 'very important'.
Siegfried Hoegl, GfK's Global
Head of Automotive Research, comments, "The value of these findings
for vehicle manufacturers lies in being able to assess precisely
which features different consumer segments say appeal most to them
- and adjust marketing content and product development to match
those aspirations. By combining this attitudinal data with analysis
of actual sales across different markets and consumer segments, or
insights from running in-depth car clinics, we help our clients to
fine-tune their customer insights to the maximum extent - both
globally and at country-specific level."
Download full findings for each of the 17 countries, visit
http://www.gfk.com/global-studies/global-study-overview/
SOURCE GfK