A new study from J.D. Power and Associates called the "2007 U.S. Emerging Technology Study" has revealed that motorists in the U.S. said they would be willing to pay a premium price (up to double in some cases) for a name brand premium sound system in their next new vehicle.
This study is designed to measure consumer familiarity, interest and purchase intent for emerging automotive technologies. Responses are measured both before and after the estimated market value (price) of the equipment is revealed.
Consumers said they would be willing to pay up to $1,000 for a premium sound system with a top brand name. That's double the suggested market price. The topline? The study suggests that auto manufacturers and distributors should consider offering premium audio in all their vehicles, not just the premium vehicles.
For the aftermarket it shows a willingness of consumers to spend money on audio systems ? provided it's a brand-name system.
