Conclusion
The growing interest in AFVs reflects a wider trend of an increased consumer appetite for more advanced automotive technologies. Today, 31% of consumers say they have at least one semi-autonomous feature in their car, and 78% said they used it regularly.
It hints at an exciting opportunity for retailers and brands; of those with semi-autonomous features in their car, more than half 51% said they would make them more likely to buy from the same brand again and 80% would be willing to pay extra for them in their next car.
Despite this huge opportunity to upsell and build brand loyalty, complicated marketing jargon, unclear pricing and a lack of frontline education means the industry is missing out on the full potential. Rather than talking about features in technical terms, customers are twice as likely to pay for features that are explained in ways that will help them to understand its tangible personal benefit.
However, new opportunity is not without cost. New technologies need huge investment to support mass adoption from manufacturers, retailers and government. At a time of political and economic uncertainty, rapidly evolving automotive technology offers a genuine opportunity to drive car sales and build long-lasting relationships with car buyers.