What Drivers Want: High-Tech Safety and Connection Features

Blind spots be damned. Drivers want automated driver-assistance and traffic-avoidance technologies, according to the findings of a new global study by Accenture.

Accenture surveyed 7,000 drivers in seven countries and found that among the safety technologies currently offered, nearly all of the drivers—91 percent—said they would most like a lane-changing/blind-spot warning system in their vehicles.

When Accenture asked about future technologies, 83 percent said they would like to have in-vehicle technologies that can automatically contact a vehicle recovery organization when their car breaks down, and 75 percent want a system that automatically calls the nearest emergency center if a crash were to occur.

Quote Along the same lines, 73 percent would like technology that could stop their car and send out an emergency call when a driver has a heart attack or other serious illness. And, 83 percent would be interested in technology that can identify traffic signals, congestion, accidents and delays and warn the driver in advance.

The Accenture study reinforces the fact that consumers are currently focused on safety-driven technologies. It also shows that in the future, they would like their cars to be equipped with more communication capabilities,” according to Marcello Tamietti, managing director of Accenture’s Connected Vehicle group.

Accenture estimates that the growing popularity of “in-vehicle infotainment” (IVI) technologies could add up to $200 in revenues per vehicle, per year in mature markets.

“In-vehicle infotainment systems are quickly becoming part of mass-market car-buying as the latest IVI technologies inside today’s connected vehicles are increasingly as much a determinant of sales as design, fuel efficiency and performance,” Tamietti says. “As consumer desire for IVI capabilities grows, it will be important for automotive manufacturers to seek partnerships that can offer a sustained, seamless IVI experience.”

The study clearly shows that consumer interest in IVI technologies is spreading around the globe. The survey was conducted with drivers in the United States, France, Italy, China, Malaysia, South Korea and Brazil.

“IVI technologies are capturing the imagination of consumers around the world, whether in developed or emerging markets,” says Tamietti. “The key challenge for automakers will be keeping pace with the ever-changing technologies car-buyers want and capitalizing on the tremendous growth potential that the IVI market represents.”