Apr 29, 2009

I Want My All-wheel Drive

Would you like all-wheel drive on your new car if it didn’t cost you anything? I think I would, and apparently I’m not alone. A new Harris Interactive AutoTECHCAST study found that one-third of adult vehicle owners would consider purchasing all-wheel drive (AWD) technology on their next new vehicle, not taking into account estimated market prices. This ranks AWD second in consideration among 67 unique technologies measured in the 2009 study, and it is a 10 percent point increase over the last time AWD was studied back in November 2006.

Luxury vehicle owners showed the most interest in AWD, with close to half indicating they would consider it. Two in five (41 percent) owners of entry SUVs and midsize/large SUVs said they would also consider the technology. Surprisingly, nearly two in five (37 percent) owners of midsize cars  also indicated they are likely to consider AWD, making a strong statement to auto manufacturers that this type of technology not only is a selling point for trucks and SUVs, but for cars as well.

While all-wheel drive is not the newest vehicle technology considered by the study, it still might have a great deal of impact in shaping buying decisions. In addition to ranking second in consideration, it is the top technology that would make respondents either more likely (28 percent) or much more likely (40 percent) to consider a vehicle with the technology over a vehicle without it. The important caveat here is the stipulation “if included at no cost.” Since AWD commands a price premium and often lowers fuel efficiency, consumers might well decide, as they have up to now, that all-wheel drive is not worth the additional costs.