Innovative Features Lure Consumers Into Showrooms, Study Says | Edmunds

Innovative Features Lure Consumers Into Showrooms, Study Says


Just the Facts:
  • A majority of U.S. car buyers say that innovative features are an important consideration factor, a new study says.
  • Consumers see features related to connectivity, safety and fuel economy as the most innovative in today's vehicles.
  • "A key characteristic of an innovative automaker is being the first to introduce new technologies," said The Boston Consulting Group study released on Monday at the 2014 Detroit Auto Show.

DETROIT A majority of U.S. car buyers say that innovative features are an important consideration factor, a new study says.

Consumers see features related to connectivity, safety and fuel economy as the most innovative in today's vehicles.

"A key characteristic of an innovative automaker is being the first to introduce new technologies," said The Boston Consulting Group study released on Monday at the 2014 Detroit Auto Show.

The study says that most car buyers want to purchase a car from a company seen as innovative. Almost 60 percent of those surveyed said this is a "very or somewhat important consideration."

Most U.S. consumers rank connectivity and safety features in the top five of some 20 new features in vehicles today. Active safety and assisted driving features are considered the most innovative features.

Consumers also want user-friendly interfaces, location-based services and "alternatives to gasoline."

Farther down the list are lightweight materials, remote services and diesel-engine enhancements.

"Innovation in the automotive industry is retaking center stage," said Xavier Mosquet, a BCG senior partner and coauthor of the study. "Consumers want to buy cars from companies that bring new technologies to market, and connectivity, safety and fuel efficiency are three of their top priorities."

Edmunds says: Consumers are craving the latest when it comes to innovative features.

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