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Vehicle Owners Willing to Pay for Smartphone Functionality

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May 2, 2014—Vehicle owners are willing to pay for smartphone functionality, but not connectivity, according to the new J.D. Power 2014 U.S. Automotive Emerging Technologies Study.

The study measures vehicle owner interest and purchase intent regarding 61 emerging automotive technologies before and after the market price is known.

Before being shown price, the two technologies that garnered the most consumer interest were wireless connectivity systems and a device/application link.

Sixty percent of participants said that a wireless connectivity system should be standard equipment on the next vehicle they purchase, while only 23 percent of consumers felt the same about device/application link.

"Smartphone ownership has increased to 70 percent in 2014, and consumers want the same connectivity in their vehicle as they are used to getting from their smartphone, computer or tablet," said Mike VanNieuwkuyk, executive director of global automotive at J.D. Power. "Device/Application link enables the vehicle to replicate the display of a device on the vehicle's screen while managing the device through the vehicle's controls, which is why consumers want—and are willing to pay—to have that technology."

Nearly 25 percent of owners also expressed interest in paying to have autonomous driving mode in their next vehicle, up from 21 percent in 2013.

The report said that continued exposure to and experience with semi-autonomous features, such as fully autonomous parking systems, enhanced adaptive cruise control and traffic jam assist, are helping increase consumer awareness and trust in autonomous driving mode.

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