European auto market offers extra opportunity

Report predicts that premium car buyers will purchase more than Eur 1 billion in option packages within the next few years.

The Strategy Analytics Automotive Buyer Dynamics (ABD) service release "European premium vehicle market: option package bundling for success", estimates that premium car buyers will purchase more than Eur 1 billion in option packages within the next few years.

Results reported are from a Strategy Analytics study of 3000 recent automotive purchasers from the USA, France, Germany and the UK.

Questions focused on safety, convenience and entertainment.

Depending on the options selected, European premium car buyers are willing to pay from Eur 1718 (US $2300) for an economy bundle up to Eur 4151 ($5600) for a premium package.

Premium car buyers are most likely to buy an enhanced surround sound audio system or a 7in rear dual seat mounted video display before considering safety features such as a tire pressure monitor or active Xenon headlights.

In contrast, these premium car buyers are least likely to opt for a larger, ten inch rear video display, a super-sized 7 or 10in front in-dash video display or a digital radio option.

Premium car features usually include at least an electronic stability control system, quality interior, power sunroof, high performance engine, passive entry system, rollover protection, air conditioning and power windows.

"Atmosphere and personal comfort takes precedence over safety and convenience features, like navigation systems or digital radios", states Service Director, Ian Riches.

"The premium car buyer seeks a premium driving experience".

"Less than 30% of premium car buyers look for navigation aids as a standard feature".

"Premium vehicle makers need to heed the popularity of premium audio systems, and to leverage that platform, rather than focusing on navigation as a 'killer app' in its own right", adds Chris Webber, Vice President Global Automotive Practice.

Back to top