At CES 2024 in Las Vegas, automakers showcased various in-cabin technologies, emphasizing their importance in setting vehicles apart from competitors. However, a study conducted by AutoPacific's Future Attribute Demand Study (FADS), surveying 11,700 prospective car buyers, suggests lukewarm interest in the showcased technologies.
The study focused on three prominent technologies featured at CES 2024: passenger-side infotainment screens, the ability to make purchases from vehicle screens, and exterior displays. Surprisingly, fewer than a quarter of respondents expressed interest in these innovations.
Among the three, the most favored was the passenger-side infotainment screen, with only 21 percent of respondents indicating a desire for it in their next vehicle. This feature, increasingly common in premium vehicles, allows passengers to access media and navigation services conveniently.
Interest in the passenger-side infotainment screen was highest among prospective EV and plug-in hybrid buyers, with 29 percent and 25 percent expressing interest, respectively. However, 79 percent of respondents would not be willing to pay an additional $1,000 for this feature.
Following closely, 18 percent of participants expressed interest in the ability to make purchases directly from a vehicle screen, given a $15-per-month data connection fee. This marks a notable increase from 2022 when only 10 percent of shoppers favored this feature.
Of those interested in in-car purchases, specific desires included the ability to buy vehicle upgrades, stream video content, and pay for various services like fuel or parking directly from the infotainment screen.
Lastly, 17 percent of respondents expressed interest in exterior displays on their vehicles, enabling communication with pedestrians or other drivers. However, willingness to pay for this feature was limited, with only a $500 price point garnering interest.
While there's an argument for automakers to offer cutting-edge technology to stay competitive, it's clear that a significant portion of consumers still prefer simpler and more affordable vehicle options.
Source: Carscoops
