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Study shows in-vehicle safety features are in high demand

Anyone who has recently shopped for or purchased a new vehicle likely heard an earful from the sales associate about a vehicle's technological advances and features. While there's often much hype about all the new built-in navigation, video and cellphone syncing features; a new survey by J.D. Power reveals that the average U.S. consumer is much more concerned about safety.

For the J.D. Power 2015 U.S. Tech Choice Study, some 5,300 survey respondents were asked to review and rank the importance of 59 different vehicle features. The 59 features were divided into six different categories among which "collision protection" and "entertainment and connectivity" were included.

Of the top five features selected, three fell under the collision protection category. Both crash-avoidance and blind-spot detection technologies were among the most-wanted features cited by survey respondents. Conversely, features that allow drivers to sync their cellphones with a vehicle received "the lowest preference scores across all generations."

In addition to currently-available safety technologies like blind-spot detection and crash-avoidance, in general features that "reduce the overall burden of driving," scored high on the survey—especially among younger drivers. Based on these findings, it's clear that U.S. drivers are much more concerned about safety than all the other extraneous technological bells and whistles in which car manufacturers have invested heavily.

The results of this study show that U.S. drivers are growing increasingly more comfortable with the idea of vehicle-controlled safety features. While even a decade ago many drivers would have likely balked at the idea of a car effectively taking over in the event of an impending collision, today features like crash avoidance systems, blind-spot detection and even self-driving automation are in high demand.

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