In-car tech will influence half of US car purchases

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With sophisticated technology becoming commonplace in more and more cars, the options consumers want – or don’t want – on their vehicles will influence their buying decision more and more as time goes on.

According to research by German organisation Growth from Knowledge (GfK), 55 per cent of US ‘intenders’ (those who plan to buy a new car) say their vehicle choice will be influenced by the technologies included in the car.

The categories that hold the most appeal are active safety aids, such as lane-keeping assist, digital connectivity such as Apple CarPlay or Android Auto and infotainment – the system by which the car’s various tech functions are controlled.

Also of importance to buyers is the availability of electric vehicles, autonomous driving, augmented reality and new health and wellness tech.

This data comes from GfK’s syndicated Automobility research – made up of over 500,000 interviews conducted with Americans over the past year. It announced its findings at the 2019 Consumer Electronics Show in Las Vegas.


The research perhaps shows manufacturers that autonomous driving – the focus for many – isn’t as important to consumers as other factors. In fact, 9 in every 10 people questioned said they trusted their own skills and judgement more than that of a computer’s – and only 30 per cent would be comfortable with buying an autonomous car.

Buyers said they were concerned about vehicle hacking, too – 76 per cent said they were slightly or very worried about people gaining access to their car’s systems.