The Harris Interactive AUTOTECHCAST Study Finds Strong U.S. Consumer Interest in Enhanced Fuel Economy and Safety Technologies
Volvo, Audi and Jaguar Owners are Most 'TechSavvy' Automotive U.S. Consumers
DETROIT, and ROCHESTER, N.Y., Dec. 8 -- Enhanced fuel economy attracts strong consumer purchase interest, according to AUTOTECHCAST, a study of nearly 15,000 U.S. consumers recently completed by Harris Interactive Inc., a worldwide full-service market research and consulting firm.
"As these technologies move from the drawing board into vehicles, they are likely to be supported by solid consumer demand," according to Scott Upham, senior vice president of Harris Interactive's Automotive & Transportation Research Group.
The study found that 63 percent of U.S. adult consumers are likely to purchase a new vehicle with enhanced fuel economy, if they have the option, in their next vehicle purchase. Respondents also indicated they are willing to spend an additional $1,673 for hybrid vehicles.
"One of the most significant findings in AUTOTECHCAST is how gas prices are affecting consumer's vehicle purchase decisions," said Upham. "Rising gas prices have held steady at $2 (USD) per gallon over the last 18 months. This is definitely having an impact, since our study shows that consumers will consider fuel efficiency in their next vehicle purchase."
Additionally, occupant safety technologies, including rollover control and protection, occupant sensing for intelligent airbag deployment and pre-crash sensing fared among the top technologies consumers are likely to purchase on their next vehicle.
Statistical details on the likelihood and familiarity of these technologies are included below:
Advanced Automotive % Likely to Purchase on % Familiar
Technologies Next Vehicle
Fuel Systems
Fuel Cell Vehicles 52% 24%
Hybrid Electric Vehicles 40% 43%
Clean Diesel 31% 16%
Safety Technologies
Rollover Control and
Protection - Side Airbags
& Electronics 60% 42%
Occupant Sensing for
Intelligent Airbag Deployment 59% 27%
Pre-Crash Sensing 51% 16%
% Likely to Purchase on next vehicle: Includes All Respondents who were
Likely, Very Likely, or Extremely Likely to purchase.
% Familiar: Includes all respondents who were Moderately Familiar, Very
Familiar, or Extremely Familiar
Overall, consumers across a wide range of demographic groups are likely to purchase these technologies. For example, both men (64%) and women (63%) are likely to purchase vehicles with enhanced fuel economy. Similarly, 58 percent of men along with 60 percent of women indicated they are interested in rollover control and protection - side airbags and electronics.
Other key findings from AUTOTECHCAST include:
Top 10 Advanced Automotive Technologies Consumers Will Purchase for Next Vehicle
1. Enhanced Fuel Economy 2. High-Performance Halogen & Xenon Lighting 3. Advanced Automotive Air Conditioning Systems 4. Light Emitting Diode (LED) 5. Advanced Tire Pressure Monitoring 6. Rollover Control and Protection - Side Airbags & Electronics 7. Occupant Sensing for Intelligent Airbag Deployment 8. Adaptive Headlamps 9. Fuel Cell Vehicles 10. Electronic Stability Control Top 10 Highest Purchase Price Advanced Automotive Technologies (USD) 1. Hybrid Electric Vehicle $1,674 2. Fuel Cell Vehicle $1,269 3. Four Wheel Steering $694 4. Clean Diesel $667 5. Pre-Crash Sensing $626 6. Electronic Stability Control $601 7. Steer-by-Wire $565 8. Radar Enabled Collision Warning $534 9. Brake-by-Wire $519 10. Adaptive Cruise Control $504 Top 10 Vehicle Differentiating Advanced Automotive Technologies 1. Rollover Control and Protection - Side Airbags & Electronics 2. Enhanced Fuel Economy 3. Pre-Crash Sensing 4. Occupant Sensing for Intelligent Airbag Deployment 5. Fuel Cell Vehicle 6. Electronic Stability Control 7. Advanced Tire Pressure Monitoring 8. Advanced Automotive Air Conditioning System 9. Blind Spot Detection & Warning 10. Adaptive Headlamps Top 10 Most Familiar Advanced Automotive Technologies 1. Wireless Hands-Free Cell Phone 2. Satellite Radio Systems 3. Digital Surround Audio Systems 4. Climate Controlled Seats 5. Music Storage Drives (MP3) 6. Hybrid Electric Vehicles (HEV) 7. Rollover Control and Protection - Side Airbags & Electronics 8. Digital Radio 9. High Performance Halogen and Xenon Lighting 10. Rear of Vehicle Cameras
An innovative element of AUTOTECHCAST is its segmentation of American consumers along two dimensions --(1) non-automotive consumer technology adoption and (2) socialization -- degree of interaction with non-family members. This segmentation is designed to provide manufacturers and marketers with additional insight into how consumers view their brands and products and as a way to understand how new products will be accepted by consumers.
The study shows the top ten brands whose owners are most likely to be "tech savvy," that is, be in the top fifth of all consumers in terms of their interest in, understanding of, and attention to new technologies. AUTOTECHCAST also indicates the ten brands whose owners are most likely to be "socialites," that is, be in the top fifth of all consumers in terms of their social interactions with non-relatives.
Top 10 TechSavvy OEM Brands Volvo 43% Audi 41% Jaguar 38% BMW 34% Suzuki 34% Nissan 33% Lexus 33% Subaru 32% Mitsubishi 31% Isuzu 31% Top 10 Socialite OEM Brands Volvo 39% Jaguar 33% Saab 32% Acura 30% BMW 27% Lexus 26% Cadillac 22% Lincoln 21% Isuzu 20% Mitsubishi 19% Methodology
Harris Interactive AUTOTECHCAST study was conducted from November 4-22, 2004 among 14,426 Harris Poll Online(TM) members who qualified to participate as follows:
1.) 18 years of age or older 2.) U.S. resident 3.) Own or lease a vehicle 4.) Must have a valid driver's license 5.) Have at least one household vehicle 6.) Owns a listed manufacturer 7.) Own a listed North American model 8.) Model year of primary vehicle is 2000 or newer 9.) At least 50% vehicle decision maker
Harris Interactive AUTOTECHCAST measures consumer knowledge, unaided familiarity, purchase likelihood, vehicle differentiation and purchase price characteristics. Data are weighted by demographics and propensity to ensure that respondents are representative of the total in-market vehicle buying population. In theory, with probability samples of this size, one can say with 95% certainty that the results have a sampling error of plus or minus one to two percentage points. This online sample was not a probability sample.
The largest and most comprehensive study of its kind, AUTOTECHCAST's 50 advanced automotive technologies include:
* Adaptive Cruise Control * Adaptive Headlamps * Adjustable Gas & Brake Pedals * Advanced Air Conditioning Systems * Advanced Laminated Side Window Glass * Advanced Tinted Glass * Advanced Tire Pressure Monitoring Systems * Advanced Windshield Washing System * Blind Spot Detection & Warning * Bluetooth Connectivity * Brake-by-Wire * Child Left in Vehicle Warning * Clean Diesel Technology * Climate Controlled Seats - Heated & Cooled * Concierge & Personal Assistance Services * Digital Radio Systems * Digital Surround Audio Systems * Drive-by-Wire * Driver Recognition System * Dynamic Seating * Electronic Stability Control * Enhanced Fuel Economy * Flexible Format Audio * Four Wheel Steering * Fuel Cell Vehicles * High-Performance Halogen & Xenon Lighting * Hybrid Electric Vehicles (HEVs) * Intelligent Navigation Systems * Lane Departure Warning & Aid * LED Lighting * Music Storage Drives (MP3) * Non-Invasive Bio-Sensors * Occupant Sensing for Intelligent Airbag Deployment * Park Assist & Object Detection * Park-by-Wire * Passive & Active Infrared Night Vision * Pedestrian Sensing & Protection Systems * Pre-Crash Sensing * Radar Enabled Collision Warning Systems * Rain Sensor & Automatic Wipers * Real Time Traffic Updates for Navigation * Rear of Vehicle Cameras * Rollover Control & Protection - Side Airbags & Electronics * Satellite Radio Systems * Smart Run-Flat Tires * Steer-by-Wire * Variable Valve Technology * Vehicle & Home Connectivity Systems * Voice Activated Controls & Features * Wireless, Hands-Free Cell Phone More information available at: http://www.autotechcast.com/ About Harris Interactive(R)
Harris Interactive Inc. (http://www.harrisinteractive.com/), the 15th largest and fastest-growing market research firm in the world, is a Rochester, N.Y.-based global research company that blends premier strategic consulting with innovative and efficient methods of investigation, analysis and application. Known for The Harris Poll(R) and for pioneering Internet-based research methods, Harris Interactive conducts proprietary and public research to help its clients achieve clear, material and enduring results.
Harris Interactive combines its intellectual capital, databases and technology to advance market leadership through U.S. offices and wholly owned subsidiaries: London-based HI Europe (http://www.hieurope.com/), Paris-based Novatris (http://www.novatris.com/), Tokyo-based Harris Interactive Japan, through newly acquired WirthlinWorldwide (http://www.wirthlinworldwide.com/), a Reston, Virginia-based research and consultancy firm ranked 25th largest in the world, and through an independent global network of affiliate market research companies. EOE M/F/D/V.
