RDA Group Reports: Consumers Identify Almost 1,800 Unmet Needs In Their New Vehicles Like In-vehicle Food and Beverage Management

BLOOMFIELD HILLS, Mich., Feb. 11, 2004 -- Results of an inaugural study show that automotive manufacturers are not keeping pace with their customers' needs for interior customization, vehicle control assistance, traffic awareness, vehicle monitoring, visibility enhancements, better in- vehicle food and beverage management, cabin temperature maintenance, and child protection.

"Although the automotive industry has come a long way in adding new features in vehicles, the customer is frustrated that some of these new features are not addressing their unmet needs," said Jim Thomas, Senior Vice President for the RDA Group. Some companies develop new products or features because the technology to do so exists, but later find out that there is no customer interest in those products. These companies allowed technology to push their products to market, rather than allowing the customer to pull their products to market. The result can be market and financial failure. "The most successful companies focus on developing new products and features that maintain a delicate balance between technology and the customers' unmet needs," Thomas adds.

The Auto-Ideation(TM) Study provides automotive manufacturers and their suppliers with an in-depth look at the needs and wants that car and truck owners indicate are not being met in their new vehicles. Almost 1,800 unmet consumer needs are uncovered in this unique study that explores the needs and wants of new vehicle owners in areas such as safety, security, visibility, comfort, convenience, storage, telecommunications, and performance.

This Syndicated Auto-Ideation(TM) Study was conducted among 2003/2004 model new car and truck owners who participated in a total of 48 focus group sessions during November and December 2003.

RDA Group (established in 1969) is headquartered in Bloomfield Hills, Michigan. RDA Group is a global market research and consulting firm that conducts advanced product research, customer satisfaction, and quality tracking studies for the automotive, financial services, health care, utilities, and temporary staffing industries.