“High Tech” Has a Different Meaning for Young Drivers

Not surprisingly, younger car shoppers favor more technology in their cars than older buyers do. But "technology" has a very different meaning for the under-35 crowd, according to a study by Nuremberg, Germany-based research firm GfK and the Consumer Electronics Assn. in Arlington, Va.

The survey says young drivers are no longer impressed by in-car infotainment systems. But they are keen to have so-called "well-being" innovations such as massaging seats, cabin air filters, power seats with memory and systems that alert them when emergency vehicles are near.

Seven in 10 Generation Y (25-34 years old) and six in 10 Generation Z (18-24 years old) respondents tell the pollsters they are "especially interested" in automotive technology, well above the study's overall average.

They're also more willing to pay for technology than older consumers, although about half think high-tech features are too expensive.

The researchers note that advanced technologies traditionally debut in luxury vehicles for older buyers. But they say carmakers might be wise to target younger buyers who are already comfortable with technology by offering high-tech features in the small and midsize cars favored by that group.