Memo To Automakers: Study Shows Consumer Interest In Car Tech Isn’t All That Strong

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Automakers believe that in-cabin technology is one of the most important areas of differentiation, as evidenced by their growing representation at CES. However, a recent study shows that consumer desire for tech displayed at the show is tepid.

AutoPacific’s Future Attribute Demand Study (FADS) took a look at three notable technologies shown prominently at CES 2024 to gauge the interest of 11,700 people intending to buy a new vehicle. It looked at passenger-side infotainment screens, the ability to purchase products from an infotainment screen, and exterior screens, and found that fewer than a quarter of customers are interested in these technologies.

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The most popular of the trio was the passenger-side infotainment screen, which 21 percent of respondents said they would like in their next vehicle. The feature, which is becoming more common on new premium vehicles, allows a passenger to watch media, look for destinations, and complete other tasks from the comfort of a screen dedicated to them.

The passenger-side infotainment screen was most popular among people who intended to buy an EV or a plug-in hybrid, appealing to 29 percent and 25 percent of those shoppers, respectively. However, 79 percent of shoppers wouldn’t be interested in the feature if it added $1,000 to the price of their vehicle.

In second place is the ability to make purchases directly from a vehicle screen. 18 percent of the participants said they wanted this capability if it required a $15-per-month data connection. That number has increased from 2022, when just 10 percent of shoppers were positive about this feature.

Among buyers who were interested in making purchases directly from a vehicle screen, 60 percent wanted the ability to purchase new or upgraded vehicle features from behind the wheel, 56 percent wanted the ability to stream video content to their screen, and 50 percent wanted the ability to pay for things like gas, a charge, parking spots, or even food from their infotainment screen.

Finally, 17 percent want displays on the exterior of their vehicle through which they could communicate with pedestrians or other drivers if it came at a cost of $500. These could help pedestrians know they have the right of way, and could also communicate information to drivers about a vehicle’s state of charge.

While there’s likely an argument to be made that automakers need to offer new tech, lest they be left behind by their competitors, it’s interesting that the majority of consumers seem to be fine with cheaper, and simpler, vehicles.