Consumers care more about what’s in the dash -- not under the hood

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To many consumers, cars are becoming the equivalent of motorized iPods and BlackBerrys.

A new study by J.D. Power and Associates, the Westlake Village-based market research firm, found that entertainment and connectivity features were among the most highly desired technology options among car buyers.

In fact, features such as premium surround sound, satellite radio and in-vehicle Internet connectivity scored higher with potential buyers than some safety features.

Safety remains a big concern — features such as blind-spot detection systems and rear-vision cameras were high on consumers’ lists — but infotainment increasingly is seen as a “must have” automotive function, especially among younger car buyers.

Part of the reason is the simple proliferation of hand-held music and communication devices. Then there’s the fact that such devices give buyers a more tangible bang for their bucks.

“Oftentimes, safety features are passive and offer no direct utility until the unfortunate instance when they’re needed,” said Mike Marshall, Power’s director of automotive emerging technologies. “Whereas the entertainment and connectivity features can offer utility every time you use the car.”

The growing demand for sophisticated infotainment features is also a sign of a trend that must baffle old folks who grew up popping the hoods on muscle cars and caring little about what they could plug into the dash — as long as the cigarette lighter worked.

“It’s not that that engine performance is becoming less important to car buyers,” Marshall said. “But relative to engine performance, fuel economy and technology are becoming more important.”

-- Martin Zimmerman

Mercedes-Benz CLK-Class with integrated Sirius Satellite Radio. Credit: Mercedes-Benz.