J.D. Power: Drivers Focus More on Infotainment Technologies image

The 2012 U.S. Automotive Emerging Technologies Study shows that drivers are focusing more and more on infotainment technologies in their vehicles.

Autonomous driving means that the vehicle takes control of acceleration, braking and steering, without any human interaction. J.D. Power and Associates found out that customers now look for features such as wireless connectivity system, personal assistance safety services, enhanced collision mitigation, and surround-view rear-vision camera. The study also showed that 20% of vehicle owners are willing to buy an autonomous driving mode in their next vehicle, at the estimated price of about $3,000. Prior to learning the price, interest for this technology was at 37%.

“While vehicle owners remain very interested in technologies that make their vehicle safer, they are turning their attention more and more toward features and technologies that allow them to be productive, connected and entertained while in their vehicles,” said Mike VanNieuwkuyk, executive director of global automotive at J.D. Power and Associates. “Given the variety of interests from consumers, automakers will be challenged to pursue technologies that fit their consumer’s interests in order to attract them to their products.”