Budget Car Shoppers Hope Automakers Will Keep It Simple.

      Toyota

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      Are you frustrated with car manufacturers adding unnecessary gadgets and features to otherwise straightforward vehicles? Do you think that every everyday car doesn't need a digital dashboard or biometric systems to manage cabin temperature? If so, you are certainly not alone. Recent data from the research firm AutoPacific indicates that prospective buyers looking for cars priced under $35,000 prefer the option of more basic models to help reduce costs and simplify repairs.

      This information comes from AutoPacific’s Future Attribute Demand Study (which is cleverly shortened to FADS), where they surveyed over 14,000 individuals planning to purchase a vehicle within the next three years. Those interested in cars priced between $25,000 and $35,000 expressed a desire for a much simpler set of features compared to those shopping for vehicles above $35,000. Just 15% expressed a preference for heads-up displays or premium audio systems from brands like Bose or Harmon Kardon, and an even lower 11% wanted leather seating.

      “Front-wheel drive, basic sound systems, cloth upholstery with various manual adjustments, and analog gauges are favored by these budget-conscious shoppers,” commented Robby DeGraff, AutoPacific’s manager of product and consumer insights. “As consumers face economic challenges, the typical standard equipment on entry- and mid-level trims in the $25,000 to $35,000 range may need reevaluation.”

      Still, 26% of budget-minded shoppers are interested in features like wireless Apple CarPlay, heated steering wheels, and selectable drive modes.

      Most of them also prefer to stick with internal combustion engines. Only one in five is interested in hybrids at that price, while just 5% are inclined toward fully electric vehicles (so much for a minimalistic Model Y).

      AutoPacific

      Consumers looking for cars under $35,000 largely align with their more affluent counterparts regarding driver safety technologies. Overall, 60% desire features that prevent careless errors through smart technology. However, they generally do not require or wish for their cars to take complete control over steering or braking.

      Conversely, far fewer of these customers are concerned about having the latest technology in their cars. They prioritize practicality over aesthetics and affordability over making a bold impression. In essence, for them, a car is simply a car—as long as it functions well and provides the essentials.

      Many of you might be thinking, “I’ve been saying this forever!” And you are likely correct. You have. But it’s no surprise that more individuals are adopting this perspective after years of economic uncertainty, with potentially more challenges ahead. It’s a challenging time to purchase a new vehicle if you’re on a tight budget, so if automakers want to succeed or maintain their position in the more affordable market segments, they’ll need to take note.

      While manual windows may not return, the future of physical needles on speedometers and tachometers could be promising.

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