Too Much Tech in Cars say Consumers, Dacia Study Shows

While new high-end automotive technologies are developed almost daily, most UK drivers say they don’t want it.

A study by automaker Dacia, budget sub brand of Renault, suggests that consumers see the latest technologies as means for carmakers to push up prices and many never even use the tech their cars possess. In fact, data from the survey of 2,000 motorists shows drivers only use around 40% of the technological features fitted to their vehicles. Yet, even then it’s less than half of the overall technology actually fitted, meaning a large amount of more advanced equipment, such as automatic parking and in-car WiFi often goes, unused by the majority of drivers in the UK.

The results confirmed that the features drivers want their cars to be fitted with over anything else are parking sensors, sat-nav and DAB radio, those features that are actually most commonly used.

Dacia’s study found 78% simply want in-car technology that they deem as being useful in making life easier and more comfortable on the road.

The research has further revealed that 76% of car users think that too much technology in a vehicle can be distracting, while 61% would rather have a more affordable car with just the technology they actually use, instead of paying for pricier extras found on more expensive models that are hardly called on.

For drivers that have a long list of technological features on their own car, around a third think that there are too many fitted in the first place, while 69% think that in-car technology has become too complicated. Luke Broad, Brand Director for Dacia UK and Ireland, said: “Features and technology on our cars should be in line with our customers’ demands so they pay for only what they need. At Dacia, we get the balance right, offering the most advanced features and technology that are essential for the driver’s comfort and pleasure but maintaining the best value. This survey shows that our vehicles are perfectly aligned with our customers’ expectations, and we still offer a unique proposition that resonates with the times.”

— Paul Myles is a seasoned automotive journalist based in Europe. Follow him on Twitter @Paulmyles_

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