• SOURCE: AutoTrader.com

Consumers Want Car Technology And Lots Of It



Audio Package, .mp3
ANCHOR LEAD: Is it the color of the exterior and interior that grabs your attention when shopping for a car? How about its engine or its miles per gallon? Brian Osuch out what really drives sales of today's vehicles. (:60) SCRIPT: Consumer Focus, I'm Brian Osuch. The LA Auto Show is underway and this year, technology is king. Autotrader's 2015 In-Vehicle Technology Shopper Influence Study finds car buyers care more about smartphone integration and infotainment features than cost and color of the vehicle. Autotrader Senior Analyst, Michelle Krebs says brand loyalty is out the window. CUT: (Krebs) Of those surveyed, sixty-five percent said they would switch vehicle brands to have all of the technology features they desired in their next vehicle. Increasingly, consumers surveyed said they want features like WiFi and streaming music services with must-haves including cruise control, diagnostic alerts and USB charging ports. SCRIPT: This puts the pressure on automakers to anticipate and deliver technologies consumers want most… CUT: (Krebs) Our survey found nine of ten consumers likely to purchase a vehicle in the next year said they already have or plan to research the latest technologies as they shop for their new vehicle. This is a great opportunity for automakers and consumers to come together and learn more about today's newest technologies. SCRIPT: For more go to Autotrader.com. That's Consumer Focus from Autotrader.
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