Hybrid Car Review

New buyers are most concerned with improved fuel efficiency according to a study by the RDA Group.

The RDA Group surveyed almost 8,200 new vehicle owners and asked them to rank 500 features they felt were unmet needs in different areas including safety, performance, visibility, comfort, convenience, security, storage, telecommunications and service/maintenance.

"To have optimal market impact and meet more of the most important needs vehicle consumers have, automotive manufacturers must carefully prioritize their research and development resources," said Jim Thomas, senior vice president for the RDA Group. "The Auto-Ideation III study not only identifies the top needs among owners in each of 12 car and truck vehicle categories, but also by such key demographic groups as younger versus older vehicle drivers and male versus female drivers."

Other needs of top concern to new drivers include safety and performance issues:

• Violent-collision protection
• Vehicle entrapment
• Increased range on a tank of gasoline
• Vehicle seats that provide optimal comfort
• Working brakes in deep-water situations
• Easy window defrost
• Hydroplane control
• Preventing unauthorized entry
• Traction in icy conditions

I have to admit, after reading the press release, that aside from fuel economy issues (no surprise there), I would really like to see service alerts in plain english.

Press Release Follows:

BLOOMFIELD HILLS, Mich., Jan. 22 /PRNewswire/ -- Results of RDA Group's recent Auto-Ideation(TM) III study - that asked new vehicle owners to rank the importance of over 500 unmet needs - puts "significant improvement" in fuel economy at the top of the list. Other issues relating to violent collision protection, vehicle entrapment, child back-over avoidance, lane changing assistance, glare elimination and 360 degree visibility follow as the next most important needs today's vehicle owners want manufacturers to address when developing future vehicles.

"To have optimal market impact and meet more of the most important needs vehicle consumers have, automotive manufacturers must carefully prioritize their research and development resources," said Jim Thomas, senior vice president for the RDA Group. "The Auto-Ideation III study not only identifies the top needs among owners in each of 12 car and truck vehicle categories, but also by such key demographic groups as younger versus older vehicle drivers and male versus female drivers."

The study also found that:

-- Compared to car owners, truck owners have more needs relative to their vehicle's larger size and its impact on visibility - particularly "child back-over prevention" and "360 degree visibility from the driver's seat."

-- Compared to their younger counterparts, older drivers are particularly concerned about their weakening vision as they age. They want "blind spot alerts when changing lanes," "glare elimination" and "vision assistance when driving in heavy rain or low light conditions."

-- Compared to their male counterparts, women drivers also place more importance on visibility needs, as well as needs related to vehicle service/maintenance including "having in-vehicle service alerts in plain English."

The Auto-Ideation III study provides automotive manufacturers and their suppliers the insight needed to prioritize their own new product development resources for greater product success. Almost 8,200 new vehicle owners ranked the importance of unmet needs in areas such as safety, performance, visibility, comfort, convenience, security, storage, telecommunications and service/maintenance.

This Syndicated Auto-Ideation III study targeted 2006/2007 model new car and truck owners who were interviewed in an online survey conducted during November and December 2007.

All three of the Auto-Ideation studies conducted from 2003 to 2007 have identified thousands of unmet needs in vehicles. For the first time, Auto-Ideation III is able to provide study subscribers with importance validation of hundreds of these thought-provoking needs that new vehicles owners have identified. To purchase a copy of the study, interested parties can call (248) 332-5000.