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Majority of Consumers Prioritize Collision Protection Technologies

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April 23, 2015—Three of the top five technologies consumers most prefer in their next vehicle are related to collision protection, according to the new J.D. Power 2015 U.S. Tech Choice Study.

Technologies that reduce the overall burden of driving and enhance the safety of the vehicle and its occupants receive the most consumer attention.

Among the technologies consumers express most interest in having in their next vehicle are blind spot detection and prevention systems, night vision, and enhanced collision mitigation systems.

J.D. Power said these findings demonstrate growing customer acceptance toward the concept of the vehicle taking over critical functions such as braking and steering, which are the foundational building blocks leading to the possibility of fully-autonomous driving.

The younger generations (Gen Y and Gen X) have substantially higher preference for the technology than the older generations (Boomer and Pre-Boomer). The Pre-Boomer generation, in contrast, has a greater preference for lower levels of automation, such as traffic jam assist.

The inaugural study examined a total of 59 advanced vehicle features across six major categories: entertainment and connectivity; comfort and convenience; collision protection; driving assistance; navigation; and energy efficiency.

The only non-collision protection technologies to crack the top five were camera rearview mirror, which falls into the driving assistance category, and self-healing paint, a comfort and convenience category.

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