JD Power & Associates released a study stating 45 percent of smartphone owners are interested in technology that would let them remote start the car from a phone, and also unlock/open the doors or trunk at a price of $300.
J.D. Power also found that 86 percent of smartphone owners use their device while in their car, mainly for receiving calls and getting directions. That’s even more significant because almost half of the U.S. adult population has a smartphone.
Consumers clearly want many car audio and related electronics items, when they are given certain pricing, said the study.
52% want a non-branded premium audio system and 55% want remote vehicle diagnostics.
Other popular features:
Wireless connectivity (such as phone to radio) 50%
Rear-vision camera system 46%
Blind spot detection 45%
The study also found that at $200, an iPod/MP3 connection kit to the radio was sought by 60% of consumers who own a player. And for those who own a portable navi system, 44 percent are interested in having it integrate into the screen in the dash, if the interface costs $200.
For those car owners currently in a free trial period for satellite radio, 54 percent say they are interested in using the technology in their car (at a price of $12.95/mo.).
The study was based on responses from 18,000 vehicle owners in May.
Source: J.D. Power & Associates
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Interesting stats for sure it just reassures us that margins are continually getting slimmer. Along with that there is no value for what it takes to install these items PROPERLY into the vehicles. Sure you can price anything right to sell it, but what about the big picture.. There is just a continued devaluation of what we do. There is a demand for it but at what cost are the consumers willing to spend for it? the ipad2 seem to be getting their price for them. There is a created value for that item, along with a controlled release and distribution of them, not a totally flooded market with like what we typically deal with.
This does fail to note that it’s a lean $300 installed for the Smartphone module itself, and that the customer STILL needs to first have a remote start installed that has an expansion port for the Smartphone module.
With the remote start installed that has such an expansion feature, and the needed bypass modules to make the remote start work, customers are still looking at an additional $300-$400 dollars for just the remote start alone, before they can then spend the $300 for the Smartphone inerface and installation.
Another GREAT job of mass media investigation into the background of what is actually needed to make this happen for consumers. Now, we’ll be dealing with customers coming into stores demanding the $300 remote start for their phones, only to have us tell them it would be closer to $700, if they don’t have an existing remote start system that has the appropriate interface…
We need to stop bowing down to media pundits that have NO BUSINESS commenting on our industry, or how it works behinds the scenes. While I can appreciate Amy forwarding this “business” information, the misinformation contained from JD Power and associates does not really help the situation.
I would love to have all of this and more, but cannot afford it. Why? Because gas prices are still so dang HIGH!!!! Once you bring down the price of oil in the NYC Stock Exchange and at the pump, then and only then will WE, the consumers, have enough extra spending money to buy these luxuries again.
Yes, society has created a desire for this technology, is still a reach for those who must choose between having enough fuel for the week or buy new toys as a necessity.
Lobby your state representatives about fuel prices before you start a study about smartphone accessories/luxuries.
I would be interested in a cell-phone based alarm that does remote start and everything else for $300 too. I am also interested in a 60″ LCD for my house that does 1080p and costs $300.
It sounds like we have created the desire in the eyes of our customers, but have not created enough value to justify what we have to charge to get the job done.