Technologies that focus on safety are among the most desired features new-vehicle buyers would like to see on their next vehicles, particularly by women, according to the J.D. Power and Associates 2004 Feature Contenting Report released on November 4. Side impact and “smart” airbags, which use sensors to inflate the airbag based on the size of the occupant, generate the most demand from consumers among emerging features included in the study. The number of buyers exhibiting a strong interest in having side-impact airbags on their next vehicles has increased 9 percentage points since 2000 to 81 percent in 2004. Interest is also very high for other safety features such as stability control, electronic traction control and brake assist.