Consumers want their car technology - at a price
With the rapid advancement in technology, more and more cars are coming up with state-of-the-art features to attract customers. It’s a pretty solid strategy considering that people are becoming more and more tech savvy as the years go by. But then again, you can’t go against human nature because while drives are welcome to technological advancements in their cars, it does come with a catch – they like it so as long as they can afford it.
Research company J.D. Powers ran a recent survey of car buyers with hopes of finding out receptive they are in having new features available on their next car purchase. With over 19,000 respondents, Powers concluded that consumers are well-versed in new car technology and are appear to be enthusiastic about having some of these technological gadgets in their new cars. The thing is, while these drivers are voiced their interest with new car technology, Powers also discovered that their level of excitement correlates to the price tag of these new car features.
Continued after the jump.
Of all the respondents, 67% of them confirmed a high-level of interest in having a navigation system installed in their vehicles. But when it was revealed that a typical GPS system goes for around $1,600 a pop, the number drastically fell to 20%.
Likewise, Powers discovered that customers are highly interested in having an MP3 player installed on their cars – provided, of course, that it doesn’t exceed their budget.
Out of all the respondents, 65% said that they prefer and enjoy the ability to listen to their " favorite sounds while they’re on the road. On the other hand, 27% of the respondents prefer having a “smart phone" music connectivity over the MP3 feature.
Regardless of what customers want, they’ll only shell out the type of money they deem as necessary and they’ll likely pass on any feature that had a price tag of more than what they can afford.