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Survey of consumer attitudes towards ADAS systems Published on March 2011

Report Summary Survey shows ADAS features were a significant factor in car purchase... Advanced Driver Assistance Systems (ADAS) are moving way from being expensive options in high-end luxury vehicles and into the mass market. This move to mass market is being supported by a combination of factors like the inclusion of ADAS in new car assessment programmes, insurance industry testing, government legislation and promotion and technological development leading to price reductions. This process is increasing consumer exposure to the benefits of active safety systems. SBD has responded to this trend by performing an end user survey to learn how consumers respond to owning cars with ADAS, their future purchasing intentions and how they view the different factors that are encouraging uptake of ADAS such as insurance discounts and inclusion in new car safety star ratings. Buyers of this survey will receive a analytical report along with a presentation containing detailed results of all questions as well as the raw data and original questionnaire. This survey will help you: Understand the personal experiences of consumers with their ADAS system Learn how to improve marketing and dealership activities for promoting ADAS systems Develop the right strategies based on actual consumer feedback Discover the impact of government legislation on consumers willingness to pay for ADAS systems

Table of Content TABLE OF CONTENTS 1. Executive summary 1.1 Introduction 1.2 Survey methodology and sampling 1.3 60-second summary of conclusions 2. Analysis of findings 2.1 ADAS ownership/understanding 2.1.1 Importance before buying their car 2.1.2 Understanding ADAS systems 2.1.3 Dealers 2.2 Personal experience with ADAS 2.2.1 ADAS activation 2.2.2 Problems with ADAS' 2.3 Encouraging uptake of ADAS 2.3.1 Government legislation 2.3.2 Factors supporting ADAS uptake 2.4 Buying ADAS 2.4.1 Future purchasing intentions

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>> Get this Report Now by email! 2.4.2 How will systems be bought' 3. SBD recommendations LIST OF FIGURES Fig 1. Importance of ADAS features before buying their current car Fig 2. Understanding of ADAS features before purchasing Fig 3. Dealers educating consumers Fig 4. Respondents that have never experienced their ADAS activate in an emergency Fig 5. Positive response to ADAS experience Fig 6. Support for government legislation Fig 7. Importance of factors that could support ADAS uptake Fig 8. Importance of individual ADAS systems to next vehicle purchase Fig 9. Purchasing preferences

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Survey of consumer attitudes towards ADAS systems