Some 56% of Americans said they were unwilling to pay more than an additional $500 USD for a vehicle equipped with advanced safety technologies, according to Deloitte’s 2022 Global Automotive Consumer Study.
German and Japanese consumers were even tougher sticklers on paying for safety systems with 70% and 66%, respectively, saying they’d be unwilling to fork over more than the equivalent of $500 USD.
Chinese and Indian populations appear to be more open to paying for safety technologies, with just 31% and 48% respectively acknowledging they’d be unwilling to pay more than the equivalent of $500 USD.
From September through October 2021, Deloitte surveyed more than 26,000 consumers in 25 countries to explore opinions regarding a variety of critical issues impacting the automotive sector, including the development of advanced technologies.
As it concerns safety, consumers were also asked how interested they were in specific benefits of a connected vehicle if it meant sharing their own personal data and vehicle/operational data with the manufacturer or a third party.
The top four concerns for U.S. consumers included maintenance updates and vehicle health reporting, with 59% saying they were interested in this benefit and would share their data to get it.
Ranking second and third, with both cases coming in at 58%, respondents said they’d like to get updates regarding traffic congestion and suggested alternate routes as well as suggestions regarding safer routes, for example, ways to avoid unpaved roads.
A fourth key concern was updates to improve road safety and prevent potential collisions — with 56% of U.S. survey respondents saying they’d be wiling to share their own personal data and vehicle/operational data with the manufacturer or a third party if the connected vehicle offered this feature.
Noteworthy, however, is that a far greater percentage of consumers from numerous other countries were willing to share their data if their connected vehicle provided updates to improve road safety and prevent potential collisions.
For example, 83% of Indian consumers said they’d be willing to share data, as well as 81% of both Chinese and Southeast Asians, and 72% of Japanese consumers surveyed as long as they get updates to improve safety and prevent possible crashes.