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Key consumer research

In-Vehicle Technology


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Smiling business colleagues using touchpad on the backs eat of the car. Focus is on businessman with glasses.

Consumers are experiencing the benefits of in-vehicle technology, and are more willing than ever before to spend extra for it.  While most consumers will consider a vehicle with semi-autonomous features like self-braking and assisted parking, they remain wary — or largely unfamiliar with  fully autonomous vehicles.  

technology improves driving

68% agree that technology features have improved the way they drive.1

would pay extra for technology

64% are willing to pay extra for technology on their next vehicle (vs. only 41% who paid extra when buying their current vehicle).1

consider semi-autonomous features

70% are likely to consider a vehicle with semi-autonomous features for their next purchase.1

lack knowledge of vehicle autonomy

60% say they know little or nothing about vehicle autonomy.2

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  1. 2017 Autotrader Emerging In-Vehicle Tech Study
  2. 2016 KBB Future Autonomous Vehicle Study