GfK analysis suggests automakers should offer cutting-edge devices, services in non-luxury vehicles
According to a study by GfK and the
These two groups also indexed well above-average in their willingness to pay extra for a variety of advanced car technologies, including visual warning of nearby emergency vehicle activity, seats that automatically go to driver's preferred position, and spill-proof car devices. In contrast, Generation X (ages 35 to 44) showed average willingness to pay for new technologies, while Boomers (45 to 64) were below average.
But these younger groups often see today’s auto technologies as over-priced; more than half (52%) of Gen Z, and 46% of Gen Y, agreed with the statement, “I’d love new auto technology, but it seems too expensive.”
“We generally associate advanced technology with luxury vehicles for older buyers,” said
Among Gen Z, 44% say Small Cars or Midsize Sedans are their first choice for an intended vehicle purchase; the figure for Gen Y is 38%.
GfK is one of the world’s largest research companies, with around 13,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.
To find out more, visit www.gfk.com/us or follow GfK on Twitter: https://twitter.com/GfK_en.
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