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2015 US Car Consumers

2015 US Car Consumers

Rapid advancement of technologies and their declining costs provide new opportunities to meet the increasingly stringent emission and safety standards of vehicles and significantly enhance the driving experience. Several technology alternatives and pathways are available for meeting desired functional and performance goals, some of which come with cost and/or other tradeoffs. Having the right technology-feature content that helps meet regulatory standards is critically important, providing at the same time maximum value to end customers.


  • Research Objectives and Methodology
    • Study Objectives
    • Methodology-1,584 Vehicle Owner Interviews in the United States
    • Sample Structure
      • Table Sample Structure by Next Vehicle Segment: US, 2015
  • Executive Summary
    • Comparison with Real Market Trends
    • Key Takeaways for Top Technologies
    • Top Technology Interest and Demand
    • Top Advanced Vehicle Features
    • Findings on the Other Top Technology Categories
    • Analysis of Top Advanced Features by Take Rate
    • Top Technology Features and Pricing
      • Table Top Technology Features and Pricing: US, 2015
    • Brand Perception and Associations
    • OEM Recommendations
  • Relative Importance of Vehicle Attributes by Next Vehicle Segment
    • Importance of Vehicle Attributes
    • Importance of Vehicle Features by Next Vehicle Segment
      • Table Relative Importance of Vehicle Features by Next Vehicle Segment: US, 2015
  • Relative Importance of Advanced Vehicle Features by Next Vehicle Segment
    • Most and Least Important Advanced Features
    • Most Important Advanced Vehicle Features by Next Vehicle Segment
      • Table Most Important Advanced Features by Next Vehicle Segment (Top 15): US, 2015
    • Least Important Advanced Vehicle Features by Next Vehicle Segment
      • Table Least Important Advanced Features by Next Vehicle Segment (Bottom 15): US, 2015
    • Reach of Advanced Vehicle Feature Bundles
    • Advanced Feature Reach across Vehicle Segments
      • Table Advanced Feature Reach across Vehicle Segments: US, 2015
  • Advanced Features-Must Have, Nice to Have, and Not Important
    • Top Advanced Vehicle Features-Must Have
    • Top Advanced Vehicle Features-Nice to Have
    • Top Advanced Vehicle Features-Not Important
    • Top Connected Car Features-Must Have
      • Table Top Must-have Connected Car Features by Next Vehicle Segment: US, 2015
    • Top HMI Features-Must Have
      • Table Top Must-have HMI Features by Next Vehicle Segment: US, 2015
    • Top ADAS Features-Must Have
      • Table Top Must-have ADAS Features by Next Vehicle Segment: US, 2015
    • Top Health and Wellness Features-Must Have
      • Table Top Must-have Health and Wellness Features by Next Vehicle Segment: US, 2015
    • Top Powertrain and Driving Dynamics Features-Must Have
      • Table Top Must-have Powertrain and Driving Dynamics Features by Next Vehicle Segment: US, 2015
    • Top Connect Car Features-Nice to Have
      • Table Top Nice-to-have Connected Car Features by Next Vehicle Segment: US, 2015
    • Top HMI Features-Nice to Have
      • Table Top Nice-to-have HMI Features by Next Vehicle Segment: US, 2015
    • Top ADAS Features-Nice to Have
      • Table Top Nice-to-have ADAS Features by Next Vehicle Segment: US, 2015
    • Top Health and Wellness Features-Nice to Have
      • Table Top Nice-to-have Health and Wellness Features by Next Vehicle Segment: US, 2015
    • Top Powertrain and Driving Dynamics Features-Nice to Have
      • Table Top Nice-to-have Powertrain and Driving Dynamics Features by Next Vehicle Segment: US, 2015
  • Brand Perception and Performance of Vehicle Makes
    • Ratings of Vehicle Makes
    • Top Vehicles Makes for Advanced Vehicle Features
  • Customer Segments to Target for Advanced Features
    • Segmentation Solution Analysis
    • Factors Used to Derive the Segmentation Solution
    • Strength of Factor Groupings by Segment Represented with +/- Ratings
    • Four Distinct Customer Segments to Target
    • Basic-oriented Vehicle Driver Profile
    • Basic-oriented Drivers
    • Performance-oriented Driver Profile
    • Performance-oriented Drivers
    • Technology-oriented Driver Profile
    • Technology-oriented Drivers
    • Cost Efficiency-oriented Driver Profile
    • Cost Efficiency-oriented Drivers
  • Review of Advanced Vehicle Features by Category-Connected Car Vehicle Features: Take Rates and Mean Price by Next Vehicle
    • Connected Car Smartphone-enabled Features-Price Sensitivity
      • Table Connected Car Smartphone-enabled Features-Willingness to Pay: US, 2015
    • Connected Car Personalized Features-Price Sensitivity
      • Table Connected Car Personalized Features-Willingness to Pay: US, 2015
    • Connected Car Safety Features-Price Sensitivity
      • Table Connected Car Safety Feature-Willingness to Pay: US, 2015
    • Connected Car Smartphone-enabled Features-Take Rate at Midpoint Test Price
      • Table Connected Car Smartphone-enabled Features-Take Rate at Midpoint Test Price: US, 2015
    • Connected Car Personalized and Comfort/Safety Features-Take Rate at Midpoint Test Price
      • Table Connected Car Personalized and Comfort/Safety Features-Take Rate at Midpoint Test Price: US, 2015
    • Connected Car Smartphone-enabled Features-Average Interpolated Mean Price
      • Table Connected Car Smartphone-enabled Features-Average Interpolated Mean Price: US, 2015
    • Connected Car Personalized and Comfort/Safety Features-Average Interpolated Mean Price
      • Table Connected Car Personalized and Comfort/Safety Features-Average Interpolated Mean Price: US, 2015
  • HMI Vehicle Features-Take Rates and Mean Price by Next Vehicle
    • HMI Input Interaction Features-Price Sensitivity
      • Table HMI Input Interaction Features-Willingness to Pay: US, 2015
    • HMI Output to Driver Features-Price Sensitivity
      • Table HMI Output to Driver Features-Willingness to Pay: US, 2015
    • HMI Input Interaction Features-Take Rate at Midpoint Test Price
      • Table HMI Input Interaction Features-Take Rate at Midpoint Test Price: US, 2015
    • HMI Output to Drivers Features-Take Rate at Midpoint Test Price
      • Table HMI Output to Drivers Features-Take Rate at Midpoint Test Price: US, 2015
    • HMI Input Interaction Features-Average Interpolated Mean Price
      • Table HMI Input Interaction Features-Average Interpolated Mean Price: US, 2015
    • HMI Output to Drivers Features-Average Interpolated Mean Price
      • Table HMI Output to Drivers Features-Average Interpolated Mean Price: US, 2015
  • ADAS Vehicle Features-Take Rates and Mean Price by Next Vehicle
    • ADAS Monitoring and Alert Features-Price Sensitivity
      • Table ADAS Monitoring and Alert Features-Willingness to Pay: US, 2015
    • ADAS Driver Assist Features-Price Sensitivity
      • Table ADAS Driver Assist Features-Willingness to Pay: US, 2015
    • ADAS Emergency and Automated Driving Features-Price Sensitivity
      • Table ADAS Emergency and Automated Driving Features-Willingness to Pay: US, 2015
    • ADAS Features-Take Rate at Midpoint Test Price
      • Table ADAS Features-Take Rate at Midpoint Test Price: US, 2015
    • ADAS Features-Average Interpolated Mean Price
      • Table ADAS Features-Average Interpolated Mean Price: US, 2015
  • Health and Wellness Vehicle Features-Take Rates and Mean Price by Next Vehicle
    • Health and Wellness Warning Features-Price Sensitivity
      • Table Health and Wellness Warning Features-Willingness to Pay: US, 2015
    • Health and Wellness Comfort Features-Price Sensitivity
      • Table Health and Wellness Comfort Features-Willingness to Pay: US, 2015
    • Health and Wellness Features-Take Rate at Midpoint Test Price
      • Table Health and Wellness Features-Take Rate at Midpoint Test Price: US, 2015
    • Health and Wellness Features-Average Interpolated Mean Price
      • Table Health and Wellness Features-Average Interpolated Mean Price: US, 2015
  • Powertrain and Driving Dynamics Vehicle Features-Take Rates and Mean Price by Next Vehicle
    • Powertrain Features-Price Sensitivity
      • Table Powertrain Features-Willingness to Pay: US, 2015
    • Driving Dynamics Features-Price Sensitivity
      • Table Driving Dynamics Features-Willingness to Pay: US, 2015
    • Powertrain and Driving Dynamics Features-Take Rate at Midpoint Test Price
      • Table Powertrain and Driving Dynamics Features-Take Rate at Midpoint Test Price: US, 2015
    • Powertrain and Driving Dynamics Features-Average Interpolated Mean Price
      • Table Powertrain and Driving Dynamics Features-Average Interpolated Mean Price: US, 2015

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