Most Car Owners Don’t Want to Pay $500 for Life-Saving Technology

Saving on your own safety can be more expensive.

Therefore, when there is a question of choosing: “automatic emergency braking system or heated seats”, you should choose wisely.

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It is understandable that innovative technologies cannot be cheap for good reasons. However, despite all their benefits, most car owners are willing to take risks, saving some money when buying a car.

Today, it is no longer necessary to prove the effectiveness of airbags, ABS or ESP, although there are still drivers who neglect even basic seat belts. The study conducted by Deloitte shows that car buyers do not want to pay for of new technologies in most cases, even though they are aware of their benefits.

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The study involved 35,000 participants from 20 countries, but the graphs show results for mass markets: Germany, the United States, Japan, China, India, and South Korea. Respondents were asked if they are willing to pay more than $500 (taking into account local prices and equivalent to the local currency) for certain technologies and driver-assistance systems. A smartphone that is popular all over the world is an indicator in this case, since it costs the same almost everywhere (about $1000).

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The results vary depending on the region, but the overall situation is similar in different countries. Reasonable Germans, as it turned out, are the most risky drivers: 71% of respondents said they would not pay more than $500 for a new generation of safety equipment. And this is the highest percentage in the world.

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In addition to safety systems, the graphs show the results of a survey on the willingness to pay more than the specified amount for Internet technologies and connectivity, infotainment, semi-autonomous/autonomous control systems, as well as alternative engine solutions).

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Surprisingly, 80% of respondents from India are willing to pay more than $500 for Internet connection and connectivity functions in the car, while only 64% of German buyers consider such options worth the money.

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