Europeans willing to pay for safety

There is a general consensus in the industry that no matter how connected consumers want their cars to be, they are often unwilling to pay extra for that connectivity, or its benefits.

The European consumer base for passenger cars has traditionally embraced the latest technologies to enhance driving dynamics, connectivity, comfort and convenience. Although consumers in the region rate safety second to reliability, recent analysis has found that they are not only willing to pay for life-saving technologies, but also show interest in automated driving.