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Car buyers rank accident prevention as most wanted vehicle technology

Car buyers rank accident prevention as most wanted vehicle technology
Tristan Honeywill

An independent survey of 1,000 new car buyers in the UK by has revealed that 96.5% of consumers believe that new accident prevention 

technologies will make driving safer, with almost 40% saying the technologies would improve safety considerably.

In the survey, the technologies that people said they would most like to have on their next new car were autonomous emergency braking and pre-crash alerts, with 49.9% of people selecting these options in the survey. The survey didn’t examine pricing, but fitting these technologies either as standard or as options makes a lot of sense for many consumers.

The survey was conducted on behalf of Car Safety Rules by Opinion Matters and asked people who had bought a brand new car in the last three years about their attitudes to technologies, brands and safety. The results indicated that despite the high number of cars available with five-star Euro NCAP ratings, buyers continue to research safety before buying, with 75% saying that they understood the safety technologies in the car before driving away.

What Makes new car buyers more safety-focused_graph

There is a lot of research showing that safety is always high on buyer’s list of priorities. We wanted the survey to understand how new driver assistance technologies may affect the way people buy. We don’t have all the answers, but there were some pretty clear signs from people.

We asked why safety ranked highly for buyers and for many the reasons seem pretty deep-rooted. 40.6% of people cited a crash, near-miss or witnessing an accident on a familiar road. A handful went further, reporting the loss of a family member as the reason. Becoming a parent was a factor for 18.6% of people. Others said recent safety campaigns (15.2%) and bad winter driving conditions (10.9%) were the reason. Only 12.5% indicated that they had no interest in safety technologies.

Most manufacturers believe that connectivity technologies are going to be big business. I don’t doubt that, but in our survey attitudes to the technology were more ambivalent. Just 27.8% indicated that they would like their next new car to offer more smart phone-related technologies and 67.2% also said that smart phones now distract drivers more.

Messages were also mixed when it came to the question of autonomous driving. Just over half, 52.3%, said that they would be happy to commute in a self-driving car, with the popularity higher in big cities. However, just 15.5% said that they would want their next car to offer this technology.


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