J.D. Power recently published the results of their US Automotive Emerging Technologies Study
, which showed that customers are now more interested than ever in the toys they are offered - LED headlights, head-up displays and personal assistance devices.
"While vehicle owners remain very interested in technologies that make their vehicle safer, they are turning their attention more and more toward features and technologies that allow them to be productive, connected and entertained while in their vehicles," said Mike VanNieuwkuyk, executive director of global automotive at J.D. Power and Associates. "Given the variety of interests from consumers, automakers will be challenged to pursue technologies that fit their consumer's interests in order to attract them to their products."
But one particular chapter of the study captured our attention because it targets a controversial subject: autonomous or driverless cars, which seem to polarize the view of the people polled. The study found that 20% of car owners definitely would’ or ‘probably would’ purchase autonomous driving if it cost somewhere around $3,000. Before they were told the price, a massive 37% of people wanted the device.
"Consumers are still learning about how autonomous driving technology could be used in their vehicles," said VanNieuwkuyk. "Many owners are skeptical about releasing control of their vehicle and would like to see the technology proved out before they adopt it."