I Want My MP3

By now, everyone knows the dilemma.  Whether you're Toyota, Chrysler, or Hummer, there are simply too many cars on dealer lots.  At a time when consumers have pulled way back on spending, and loans are tough to acquire, the auto industry finds itself in the quagmire of all quagmires.

But what about consumers who actually want to buy or lease a new car or truck this year?  Our Tech Poll indicates that among our rock sample (more than 21,000 responses overall), 12% indicate they're planning to purchase/lease a new vehicle this year.  

That's no small number.  So what are they looking for, and how can the automakers best market to this critical group? 

That's the question we asked, related to features and options in the dashboard entertainment department.  So, side airbags and rear-wheel drive aside, here are the key features that consumers find to be most important:

Once you get past the obvious - AM/FM radio and a CD player - the big winner is an iPod connector.  Nearly half of our prospective car buyers point to iPod connectivity as a major desire in their next vehicle.  And check out what's well down the list - a DVD player, satellite radio, and even HD radio.  Yet, how many expensive car ads do you see touting Sirius XM?

The new Kia Soul commercials have the right idea - hamsters driving around, jamming out with their iPods plugged into the dash.  For the other car makers, all it takes is being on the ground, researching your consumers, to see what they value in their next car and what moves the needle.  

It sure would be nice to see more new cars on the road, especially a few more Malibus, Fusions, and Chargers.  And maybe it's as simple as figuring out what consumers want, and giving it to them.  

It works in radio.

Comments

[Greg]

Didn't you claim that 2% of those that want HD Radio actually own HD radios? Extrapolating, if there are 150,000,000 adults in the US, then that would imply 3,000,000 HD radios in the hands of consumers. iBiquity claims around 1,000,000, but we all know, in reality, that number is probably 1/3 of that, with all of the returns of these "deaf" radios. Very surprised you didn't claim that 25% want HD Radio. Did iBiquity/HD Alliance give you the boot for that original HD Radio Questionnaire?

[Fred]

Greg,these are only rockers - not everyone in America. You cannot extrapolate how the entire country acts from our survey. And unlike you, our polls don't have agendas, nor do they attempt to favor or hurt any company, medium, or gadget. If you read the blog and the study on our website carefully, you can clearly see that. Thanks for taking the time to comment, but understand that the point of the blog is that automakers aren't pushing iPod connectors, in spite of their obvious demand among our sample.