GfK’s syndicated Automobility research in the US shows that 55% of those who plan to buy a new car (“auto intenders”) say their vehicle selection will be influenced by technologies included in the car.
Almost 6 in 10 (58%) say integration with personal assistant capabilities – such as Amazon Alexa and Google Home – will specifically be a consideration.
The tech categories that hold greatest appeal for intenders are (in order):
- active safety
- digital connectivity
- electric vehicles
- autonomous driving
- augmented reality
- health & wellness
Research from MRI – a division of GfK – found that 9 in 10 Americans say they trust their own driving skills and judgment more than a computer’s. And GfK’s Automobility studies show that only 30% of auto intenders are comfortable with buying a fully autonomous vehicle (no driver control), while 40% can accept a modest level of self-driving tech (for steering and acceleration or deceleration).
Intenders from Generation Y (ages 23 to 41) are generally more comfortable with autonomous car features. More than half (55%) say they would be comfortable with a high level of autonomy (technology can take over all driving), and 61% can accept a modest level of self-driving.
More than 3 in 4 (76%) auto intenders say they are slightly or very worried about vehicle hacking – with 35% expressing the highest level of concern.