Commentary

79% Of New Car Buyers Prefer In-Car Tech Over Brand

by Chuck Martin , Staff Writer, November 19, 2019

Automakers with leading-edge technology in their new cars may have a distinctive edge over those without it.

A new study finds that U.S. consumers who plan to buy or lease a new car are attracted to the smart technology that comes with the vehicle.

The majority (79%) of those who plan to buy or lease a new vehicle say they would consider abandoning a favorite automaker or vehicle to get the latest smart technology, according to the study by GfK.

Of those, 27% said they “definitely” would consider passing on a favorite brand for smart car technology, according to the survey of 3,500 intended car buyers.

Car brands without the latest technology should be more worried about younger buyers, with 89% of those 18 to 22 years old saying they would consider a brand switch for better technology, compared with 85% of those 23 to 41, 82% of those 42 to 53 and 73% of those 54 and older.

The smart technologies intended car buyers most desire in their next vehicle are active safety technology (35%), connected vehicle (24%) and infotainment systems (19%).

Those who plan to purchase luxury vehicles have much stronger interest in emerging tech capabilities, according to GfK.

The good news is that many automakers saw this coming and have cars loaded with the latest technologies on the way.

automotive, brands, iot

2 comments about "79% Of New Car Buyers Prefer In-Car Tech Over Brand".

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R MARK REASBECK from www.USAonly.US , November 19, 2019 at 8:27 p.m.
We went from "Muscle cars" to "tech-moibiles" in 50 years. With the current generations that can't function without scanning a phone day & night, it's no wonder the findings. We have no interaction with humans anymore, they must be entertained, knowing people "liked" their comment provides validation. It's a very sad way to live. So let's make sure we drag into the car, and for goodness sake let's make sure the kids don't have to have any down time between the TV Screen at home and the one in the car.
Look around in traffic. every passenger in the front seat, (usually a woman) is scanning a device. Silence..........is golden, I guess. Watch families at a restaurant, everybody's head burried.
I watched a a man with his 3 kids (age 7, 9 12?) in Craker Barrel a few months ago, have a hard time getting away from his phone to order, the waitress had to keep waiting. She delivered the food, he ate the whole time on his phone without ever speaking to his kids.
The check came, and he was still at it. I got up to leave first, and I stopped at his table and said, "Sir , you can take this any way you want, but you need to dump the phone when you're with your kids, they won't be this age vcery long. Think about."
He looked at me without a word, maybe shocked that I spoke up.
Anyway, this sucks that cars are not chosen by reputation, performance, or design,
but whether you can get facebook................
Just remember, all this imported circuit board technology has a 10 year shelf life , then the collapse of the system.
Reply

Ed Papazian from Media Dynamics Inc, November 20, 2019 at 8:31 a.m.

Chuck, when a respondent claims thaat he or she would "consider" changing their brand--or make --choice for a new car buy based on its in-car tech offerings, that doesn't mean that this would actually be the case. Saying "yep" to such a question is merely a way for the respondent to look smart and up-to-date as opposed to old hat/brand loyal.