Among an expanding array of features beginning to emerge in cars, vans and light trucks are Internet access, rear-seat entertainment, satellite radio, night vision and telematic services, according to the J.D. Power and Associates inaugural Automotive Technologies Study(SM) released Nov. 7. The study, based on the input from more than 10,000 consumers, investigated familiarity and interest in some of the high-profile technologies beginning to appear in new vehicles. "What we found through the study is that younger consumers are the ones who want the high-tech items such as on-board computers and satellite radio, but the reality is most younger buyers can’t afford those technologies," said Jeff Taylor, a senior market research manager for J.D. Power and Associates. "Conversely, most older consumers indicate they really don’t want computers, surround sound and Internet access in their vehicles." "Auto manufacturers must reduce the price of their ‘emerging’ technologies before consumer demand becomes substantial," Taylor added. While interest in some emerging technologies may be moderate, there are segments of consumers that have strong desires for select items such as in-vehicle passenger video and games systems and Internet access. "Not surprisingly, respondents with children show a great interest in video and game systems," Taylor said. "There are audiences out there for these emerging technologies. The manufacturers have to closely examine the appropriate fit between products and vehicles so that they’re carefully tailored to consumer needs and desires." The study finds that men are willing to pay more for new features than women. Men also show a higher interest in entertainment and convenience features, while women show greater relative interest in safety and convenience features. The study, which included consumers who have purchases or leased a new vehicle within the last five years, is designed to measure consumer familiarity, interest, perceived value and purchase intent for emerging automotive technologies. The sample consists of owners and lessees of luxury cars, sport utility vehicles, compact vans and sporty and midsize cars. About J.D. Power and Associates Headquartered in Agoura Hills, Calif., J.D. Power and Associates is a global marketing information services firm operating in key business sectors including market research, forecasting, consulting, training and customer satisfaction. The firm’s quality and satisfaction measurements are based on actual responses from millions of consumers annually. J.D. Power and Associates can be accessed through the Internet at www.jdpa.com.