‘Consumer interest in automotive technology, safety is growing’

As the list of available automotive tech features gets longer, consumer interest in such features has reflected advancements, a new survey shows.

The 2016 Nielsen AutoTECHCAST report, released on Wednesday, found that consumers are most interested in technology aimed toward safety, followed by connectivity, comfort and convenience, driver assistance and fuel efficiency.

Safety tech features drawing the most interest in the survey were rear camera mirrors, low-speed collision avoidance systems and blind-spot detection and prevention systems, respectively.

Blind-spot detection and prevention systems are viewed by consumers as being the most differentiating technology during the vehicle-buying process.

In fact, 73 percent of responders said they were “very/extremely likely” to purchase a vehicle with blind-spot detection/prevention than one without, the survey found.

“Consumers are becoming more interested in advanced automotive technologies than ever before and are increasingly factoring these technologies into their purchasing decisions.

“Manufacturers need to continue to educate auto shoppers about the technologies that appeal to their personal interests and desires in order to distinguish their products from competitive options and build stronger brand loyalty with these tech savvy consumers,”Vice President of Nielsen Automotive Mike VanNieuwkuyk said in a statement, the survey found that 53 percent of consumers strongly/somewhat agree that auto manufacturers are doing what is needed to keep vehicles safe from too many distractions.

The research also found an increase in the importance of corporate reputation.

VanNieuwkuyk said: “Consumers are becoming much more interested in the reputation of the company they purchase their vehicle from. More than half of the respondents we spoke to indicated that car manufacturers are making good choices when it comes to safety, which really bodes well for industry reputations in general.”