Survey shows most drivers donêt understand safety technology
A recent survey by the University of Iowa shows that many drivers donêt understand car
safety technology, even common features such as antilock braking and tire pressure monitoring
systems. When they have a question about car features they donêt understand, consumers are
more likely to go online or to their favorite technician. The results point to educational and
marketing opportunities with vehicle owners for dealers on safety features.
The survey asked drivers about nine vehicle safety features: ABS, cruise control, traction control,
tire pressure monitoring systems, backup camera and backup sensor warning system, adaptive
cruise control, blind spot warning system, forward control warning system and lane departure
warning. Although most participants had at least heard of all of them–except adaptive cruise
control–they were uncertain about all of them, especially tire pressure monitor, adaptive cruise
control and lane departure warning.
Asked where they would go to try to understand the problem if a vehicle was reacting in a way
they didnêt understand, more than half would go first to the Internet, followed by their favorite
technician, then the dealership of purchase, and substantially behind that, another dealership.
Drivers older than 45 are more likely to visit or contact their dealership or their favorite
technician or to check the ownerês manual; younger drivers go first to online videos.
As for which safety feature they were most likely to buy if they were buying a new car, the top
choice was the backup camera, followed by blind spot warning and drowsiness/attention alert.Download Bulletin PDF