Key ADAS features that a majority of surveyed consumers say they value and place importance on in their next purchase include adaptive cruise control automated emergency braking highway hands-free driving lane following in stop-and-go traffic and automated parking. Wakefield presented the findings of AlixPartners’ survey today at the Detroit Auto Show’s Mobility Global Forum, in a presentation titled “So, Are You Really Prepared for the Mobility Revolution?” “If handled right, this can be an excellent opportunity for automakers to satisfy customers by delivering on issues they care deeply about tap a recurring revenue stream increase the viability of subscription plans and even reduce warranty costs.” “People are especially willing to pay for the safety and connectivity ADAS features offer,” said Mark Wakefield, global co-leader of the automotive and industrial practice at AlixPartners, and a partner and managing director at the firm. ![]() These consumers also assign thousands of dollars of value to even relatively unadvanced versions of ADAS technology and are increasingly willing to utilize subscription services to acquire ADAS features. A majority of respondents to the AlixPartners survey of more than 3,200 consumers in China, the U.S., and Germany said they will trust ADAS features - from basic Society of Automotive Engineers (SAE) “Level 1” collision warnings to “Level 4/5” full control of steering, braking and emergency autonomous driving – even if they have had a negative experience or no experience at all with them in the past.
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