Survey reveals consumers expect more innovation on car safety from Apple and Google than from vehicle brands
A survey commissioned by CarSafetyRules.com has indicated that consumer confidence is higher in Apple and Google than in vehicle brands when it comes to innovation in car safety. The survey confirmed that although people perceive smart phone use as a hazard for drivers and pedestrians, they expect the Silicon Valley companies to contribute the most to improving road safety in the future.
The survey asked 1,000 people who had bought a brand new car in the UK in the last three years about their attitudes to safety, technology and brands. Just over 21% of respondents ranked Apple the brand most likely to develop the technologies that will improve safety the most, with 19.8% choosing Google. Volvo, long considered the most progressive in terms of safety technologies, came in a close third with 19.7%. As the graph below shows, Apple proved most popular with women, while men generally favoured Google and Volvo.
Consumers expect future cars to be more intelligent and to offer more electronic support to improve safety, but they mainly see brands like Google and Apple delivering these kinds of advances. Google is developing an autonomous car that drives itself, but attitudes to this technology were divided in the survey. Just over half of people wouldn’t mind being driven by an Auto Pilot, but the technology ranked low on wish-lists. For now at least, it seems that most people just want assistance with safety, not with driving.
Everybody who took part in the survey had bought a new car quite recently, so it seems that many are coming away from dealerships not understanding how much technology is really available.
That seems to have been borne out in the survey: around 25% of people in the survey said that the technologies available were not explained during the purchase. Fewer than 50% said that the technologies had been explained and shown how they work.
Consumers expect future cars to be more intelligent and to offer more electronic support to improve safety
It also seems that dealers focus on the technologies that customers already know: people listed the standard safety technologies – ABS, airbags and seatbelts – that are a legal requirement. Relatively few were aware that technologies were already available on affordable new cars that would prevent accidents: pre-crash alerts, automatic braking, blind spot monitors, lane-keeping cameras.
These were the types of technologies that most people put on their wish-list for their next car, however. Pre-crash alerts (42%) and autonomous emergency braking systems (50%) were the technologies most desired by new car buyers.