Consumer Preferences Revealed
A recent study conducted by Park+ Research Labs revealed a striking trend among car owners. Out of 6,000 respondents surveyed through a parking app, an impressive 78 percent identified “ventilated seats” as the most essential feature for their vehicles. In contrast, only 11 percent opted for sunroofs, 8 percent for Advanced Driver Assistance Systems (ADAS), and a mere 3 percent for large screens. This significant shift reflects consumers’ growing awareness of their needs, particularly in the context of Indian driving conditions. The marketing narrative around sunroofs as a luxury item appears to be waning.
The Value of Ventilated Seats
Ventilated seats are a brilliant concept that should have been prioritized over the trend of installing large touchscreen displays. The Saab 9-5 was the pioneer in introducing this feature back in 1997, albeit with heated seats. In India, the Hyundai Verna became the first non-luxury model to offer ventilated seating. This feature immediately showcased tangible benefits for users. Nowadays, brands like Tata, Hyundai, Kia, MG, Mahindra, VW, and Maruti provide this option, though it’s not universally available across all their models. It’s surprising that even some premium brands have yet to embrace this feature in their entire lineup.
Rethinking ADAS Adoption
A friend returning from the UAE recently mentioned his interest in acquiring a vehicle equipped with ADAS 2. When I inquired about his motivation, he stated, “It enhances the safety of the car.” However, I couldn’t help but question its practicality in the Indian context. ADAS 2 seems to be following a trend similar to that of sunroofs, garnering more attention than substantive advantages. While it is essential for elevating active safety, particularly on highways, its effectiveness will only be realized when the entire transportation ecosystem aligns. For the next several years, ADAS 1 may suffice for Indian roads.
The Large Screen Dilemma
The integration of large screens into vehicle dashboards has arguably been the most significant feature oversell in recent years. This trend has captivated consumers even more than sunroofs have. The push for a “digital dashboard” has been marketed as a revolutionary enhancement. Infusing vehicles with various apps, buttons, and interfaces has led many to feel pride in driving ‘software-on-wheels,’ often overshadowing the vehicle’s primary function: transportation. In fact, one must wonder if the investment in these screens would have been better spent on creating a home entertainment area. If in-car entertainment was the goal, more emphasis should have been placed on enhancing the rear seating experience by installing screens there.
Feature Prioritization Challenges
Defining the right features to include in a vehicle is a significant challenge for product development teams. The offerings must not only be class-leading but also immediately useful, deserving of a spotlight in promotional materials, and, most notably, applicable to the driving conditions we face.
Shifts in Consumer Awareness
Fortunately, Indian consumers are starting to see beyond these fleeting trends. They are beginning to advocate for features that are not merely impressive on the surface but also provide practical advantages tailored to the Indian driving landscape.
