Wellness Matters to European Car Buyers

Jan. 18, 2008
Was more important than design of car

A recent consumer survey conducted by the Automotive & Transportation Group at Frost & Sullivan discovered that 2 in 3 European consumers rated health wellness and wellbeing (HWW) as important or very important when purchasing a new vehicle. These high ratings resulted in HWW ranking higher in importance than the design and styling of a vehicles interior and exterior.

Overall, HWW represents the next big differentiator for OEMs after the environment.

The key issue for the automotive industry is to understand who comprises this new fast growing and demanding customer base and how to best satisfy their car feature needs, says Frost & Sullivan. Most notably, after assessing 38 in-car features based on HWW, Frost & Sullivan found that features that improve environmental compliance, air quality and physical support were considered most important to European consumers.

"Toyota was rated in our study as the volume brand which is doing the most to support HWW and it has further solidified this position with its new concept car, the Toyota RiN," observes Frost & Sullivan Project Manager Catherine Rigby. Its features include ergonomic seats, green tinted windows, oxygen level conditioner and humidifier as well as a steering wheel that changes color based on the drivers mood. It is positioned as a vehicle that "promotes a healthier well-being."

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