Professional Community for Car Dealers, Automotive Marketers and Sales Managers
SURPRISING RESULTS FROM RECENT SURVEY ON CAR FEATURES
Swapalease.com Survey Shows Safety Wins In ‘Most Exciting’ Features
Among today’s most talked about car features, which ones truly resonate with drivers of different demographics? According to responses in Swapalease.com’s latest car feature survey, Blind Spot Monitoring is the overwhelming choice for most exciting feature in today’s vehicles. Ford is perceived as the second-best carmaker developing features among male drivers.
Roughly 500 drivers across the country were asked to select their top-five favorite car features they’re most excited about in today’s cars, and Blind Spot Monitoring was marked by 63% of respondents. Rounding out the top five were Collision Avoidance (53.1%); Voice Command and Fatigue-Reducing Zero Gravity Seats (both getting 38%); and Large, LCD Touch-Pad Control Displays (37%).
“It is notable that four of the top five were features that enhance the safety of the driving experience,” said Scot Hall, Executive Vice President of Swapalease.com. “For all the talk of smartphone technology and car-performance features, today’s drivers seem to prefer ways to keep them safe and secure in the vehicle.”
The five features that scored lowest were Heated Windshield Washer Fluids (19%); Rear Foot-Controlled Lift Gate (16.1%); In-Car Google, Yelp, Facebook Apps (15.4%); Center-Mounted Air Bags (12.1%); and Pushbutton Gear Selector (9.2%).
Men and women selected many of the same features among their favorites, with a few exceptions. Text-Messaging Assistance and Internal Wi-Fi Connectivity were among the favorites for women but not for men. Conversely, Large LCD Touch-Pad Control Displays were a favorite of men but not as much for women.
Drivers over the age of 50 selected many of the same features as those younger than 50, with two notable exceptions. Drivers over 50 included Lane Departure Warning as a favorite, while Internal Wi-Fi Connectivity was a favorite only for the younger drivers.
Which Carmakers Doing Best Job Developing Features?
Among car brands doing the best job developing new features, Mercedes-Benz scored highest (52.9%), followed by BMW (45.1%), Ford (43.8%), Audi (39.4%) and Lexus (33.3%). GMC, Mazda, Dodge, Fiat, and Kia scored lowest among respondents.
Only Ford, Cadillac, BMW, and Acura scored higher for men. A higher percentage of women scored higher for every other carmaker, including Chevrolet, Volkswagen, Nissan, Toyota and Chrysler. The most polarizing brands were Ford (47.5% men vs. 36.5% women) and Toyota (29.7% women vs. 14.7% men).
The same carmakers scored high marks for drivers over and younger than age 50. In fact, Nissan, Honda and Toyota all enjoyed the exact same percentages. However, Chrysler and Chevrolet scored higher among younger drivers, while Hyundai and Infiniti scored higher among drivers over age 50.