Prepared by Northstar Research Partners
March 18 2008 – REVISED 4
1

2

Screener
•
Thank you for agreeing to take part in this survey about cars and car features. The survey should take about 20-25 minutes and will cover a variety of different topics. Please take your time and consider each question carefully before answering. We hope you will find the experience interesting and enjoyable.
•
Please click Next to continue to the survey
A1) Do you or anyone living in your household work for any of the following occupations?
Airlines  CONTINUE
Automobile manufacturer
Automotive dealership or leasing agency
 CLOSE
 CLOSE
Banking
Insurance
Newspaper or magazine
Market or opinion research agency
Radio or television station
 CONTINUE

CONTINUE

CLOSE

CLOSE

CLOSE

Screener
A2. Do you currently own a vehicle that was bought new?

Yes [CONTINUE]

No [THANK AND CLOSE]
A3. How many vehicles do you own that were bought new?
[PROGRAMMER NOTE: INSERT DROP DOWN MENU]
A4. What is the make of your vehicle(s)?
[PROGRAMMER NOTE: INSERT DROP DOWN MENU; DETERMINE NUMBER OF DROP DOWN MENUES BASED ON
NUMBER OF NEW VEHICLES OWNED (IF 3 OWNED, PLEASE INCLUDE 3 MENUES)]
A5. And what is the model and model year of your vehicle(s)?
[PROGRAMMER NOTE: INSERT DROP DOWN MENU FOR MODEL AND MODEL YEAR NEXT TO EACH OTHER;
DETERMINE NUMBER OF DROP DOWN MENUES BASED ON NUMBER OF NEW VEHICLES OWNED (IF 3 OWNED,
PLEASE INCLUDE 3 MENUES)]
[MODEL YEAR OF QUALIFYING VEHICLE MUST BE 2003-2008; OTHERWISE CLOSE]
4

Screener
[PROGRAMMER NOTE: IF VEHICLE MAKE AND MODEL DO NOT MATCH THE FOLLOWING QUOTAS, THANK AND
CLOSE]
United States:
Sample
Cells
Jaguar Mid
Qualifying
Vehicles
Jaguar X-
Type,
Jaguar S-
Type
Land Rover
Mid
Jaguar
High
Land Rover
High
LR
Freelander,
LR
Discovery
Jaguar XJ,
Jaguar XK
Range
Rover,
Range
Rover Sport
Competitor
Mid Sedan
BMW 5-
Series, Benz
E-Class,
Lexus GS,
Audi A6,
Acura RL,
Infiniti GS
Competitor
High Sedan
BMW 7-
Series, Benz
S-Class,
Lexus LS
Audi A8,
Maserrati
Quattro
Competitor Mid
SUV
Honda Pilot, Acura
MDX, VW
Touareg, Nissan
Murano, Jeep
Grand Cherokee,
BMW X3, Lexus
RX330, Nissan X-
Trail, Toyota
RAV4
Competitor High
SUV
BMW X5,
Mercedes ML,
Audi Q, Infiniti
QX, Cadillac
Escalade, Volvo
XC90, Porsche
Cayenne, Toyota
Land Cruiser,
Lexus GX, Lexus
LX
Quota
Size n=50 n=50 n=50 n=50 n=50 n=50 n=50 n=50
Total Sample Size: n=400

Screener
A6. Are you the primary driver of your ________________ [INSERT QUALIFYING VEHICLE]?

Yes [CONTINUE]

No [THANK AND CLOSE]
A7. Thinking back to when you purchased your __________________ [INSERT QUALIFYING VEHICLE] , which of the following statements best describes your involvement in the decision to purchase that car?
I decided completely by myself
I decided equally with someone else
Someone else decided

CONTINUE

CONTINUE

CLOSE
A8. How long will it be before you replace your ___________________ [INSERT QUALIFYING VEHICLE] ?
Next 1 year

CONTINUE
Next 2 years
Next 3 years
More than 3 years

CONTINUE

CONTINUE

CONTINUE ONLY IF MODEL YEAR 2007-2008; OTHERWISE CLOSE
A9. When purchasing your next vehicle, are you likely to buy a premium/luxury brand (such as, but not limited to, Land Rover,
Jaguar, BMW, Mercedes, Audi, Lexus, Cadillac, Acura, Infinity, etc.)?

Yes [CONTINUE]

No [THANK AND CLOSE]

Screener
A10. What is your age?

Under 18 CLOSE

18
– 24
CONTINUE

25
– 34
CONTINUE

35
– 44
CONTINUE

45
– 54
CONTINUE

55
– 64
CONTINUE

65+ CONTINUE
7

Screener
A11. For each statement below, please indicated the extent to which you agree or disagree with each statement.
A12. I try to keep current with electronic and technological development.
Disagree Completely Neutral Agree Completely
O O O O O
A13. I feel uncomfortable using most technology,
Disagree Completely Neutral
O O O O
A14. I’m usually among the first to buy new technology products.
Neutral Disagree Completely
O O O O
Agree Completely
O
Agree Completely
O
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Screener
A15. Technology requires too much time/effort to learn and use.
Disagree Completely
O O
Neutral
O O
Agree Completely
O
A16. I like to have the latest technology in my vehicle.
Disagree Completely
O O
Neutral
O O
Agree Completely
O
9

Screener
We will now ask you a few questions about technology in your vehicle.
A17. Do you have a satellite navigation system in your vehicle?

Yes, I have a portable GPS Device (i.e. TomTom, Garmin)

Yes, I have an Integrated Navigation System from my vehicle manufacturer

I do not have a navigation/GPS system
A18. Do you have a voice activation system in your vehicle?

Yes
– factory fit

Yes
– after market fit

No
10

Screener
A20. Do you have an Ipod connectivity system in your vehicle?

Yes
– factory fit

Yes
– after market fit

No
A21. Do you have a telephone in your vehicle (ether integrated or bluetooth)?

Yes
– factory fit

Yes
– after market fit

No
A22. Do you have a rear seat entertainment system in your vehicle?

Yes
– factory fit

Yes
– after market fit

No
11

Screener
A23. Thinking about your next vehicle purchase, please rank the following attributes in terms of importance to your decision.
Please rank the most important as 1, the second most important as 2, and so on.
[PRORAMMING NOTE: PLEASE ALLOW ONLY ONE CHOIC PER COLUMN; ROTATE RESPONSE ORDER]
Exterior styling
1 st choice

2 nd choice

Interior styling
Off-road capability
Power & performance
Fun to drive
Fuel efficiency
Price












3 rd choice







4 th choice







5 th choice







6 th choice







7 th choice








Survey Introduction
•
We will now describe a number of possible features that could be included on a vehicle and ask you questions about your opinions and interest in them. Each feature will be introduced with a description and sometimes visuals to help you understand the feature in more detail. Please read the descriptions carefully as you will be asked to evaluate them.
•
Please click NEXT to continue

Terrain Response System
[PROGRAMMING NOTE: ASK ENTIRE TERRAIN RESPONSE SECTION ONLY AMONG SUV OWNERS]
This feature is the TERRAIN RESPONSE SYSTEM
Terrain Response has the ability to automatically detect the terrain, and can be set manually or can automatically set the car to handle the surface. The terrain options are:
1) Grass, gravel or snow
2) Mud or ruts
3) Sand
4) Rock crawl

Terrain Response System
B1. Do you currently have a feature similar to Terrain Response in your SUV/4x4?
Yes
No
B2. Based on the description, what is your initial reaction to the Terrain Response feature? How appealing do you find this feature?
Not at all Appealing
O O
Neutral
O O
Very Appealing
O

Terrain Response
There are several ways in which the Terrain Response technology can be utilised. This can be manually controlled by the driver by turning a dial to select the setting they wish to use. The driver selects the appropriate terrain setting depending on where they are driving.
B3. What do you think of the manual operation of Terrain Response? How logical and easy to operate does this manual system for changing terrain settings seem?
Unclear Logic &
Difficult to Operate
O O
Neutral
O O
Clear Logic &
Easy to Operate
O

Terrain Response
[PROGRAMMING NOTE: AMONG LAND ROVER/RANGE ROVER SUV OWNERS WHO INDICATED ‘YES’ AT QB1, ASK
QB4a]
B4a. Do you find the pictures/icons on the Terrain Response easy to understand and representative of the terrain you are going to use the vehicle on?
Yes
No
[ PROGRAMMING NOTE: AMONG THOSE SAYING ‘NO’]
B4b. Which terrain icons do you find difficult to interpret?
Grass, gravel or snow Sand
Mud or ruts Rock Crawl

Terrain Response
[PROGRAMMING NOTE: AMONG LAND ROVER/RANGE ROVER SUV OWNERS WHO INDICATED ‘YES’ AT QB1 ASK
QB5a]
B5a. Do you ever use the terrain response mode selection?
Yes
No
[
PROGRAMMING NOTE: AMONG THOSE SAYING ‘YES’ B5a ASK 5b & 5c
B5b. When do you make or change the Terrain Response mode selection?
When driving before changing road/terrain surface
When driving, as changing road/terrain surface
When driving, after having changed road/terrain surface
When stationary
B5c. Do you notice a change in the way the vehicle responds in different Terrain Response modes?
Yes
No

Terrain Response
[PROGRAMMING NOTE: AMONG LAND ROVER/RANGE ROVER SUV OWNERS WHO INDICATED ‘YES’ AT QB1 ASK
QB6]
B6. Is the current number of pre-programed Terrain Response mode sufficient for your driving needs?
I would like more off-road modes
I would like more on-road mode
I would like less modes to choose from
It’s the right number of modes

Terrain Response
[PROGRAMMING NOTE – USE HOT SPOT PROGRAMMING ; US VERSON ONLY ]
B7. The following image shows a possible interior layout. What is your preferred location for the Terrain Response operating control? Please use the mouse and click on the highlighted portion of the interior you would like the operating controls to be located.
5. Steering wheel
4. Head unit
(with sunroof controls)
3. Gear selector area
2. Central console
1. Touchscreen
6. Drivers Side
Door

Terrain Response
•
One possible development to Terrain Response would be the addition of a guidance and assistance system that would aid you in selecting the most appropriate Terrain Response program. For example, if driving off-road, the car would automatically detect the current driving surface and recommend the most appropriate program.
B8. How appealing to you find the idea of the vehicle automatically recognizing the terrain/environment you’re driving on and recommending the appropriate setting?
Not at all Appealing
O O
Neutral
O O
Very Appealing
O

Terrain Response
[PROGRAMMING NOTE: USE HOT SPOT PROGRAMMING; US VERSION ONLY
B9. If this system was introduced, how would you like to prompted about the appropriate terrain? Please use the mouse and click on the highlighted portion of the interior you would like the operating controls to be located.
1. Voice prompt
2. Head-up display
3. Message center
4. Information touch screen

Terrain Response
Another possible development is to automate the Terrain Response System so that it detects the driving surface and automatically chooses the most appropriate operating program.
B10. How appealing do you find the idea that the Terrain Response System automatically chooses the appropriate terrain operation program. There would be no manual control for terrain system, and the vehicle would automatically adjust to whatever terrain it detects. Is this an appealing addition to the feature?
Not at all Appealing
O O
Neutral
O O
Very Appealing
O
B11. Of the three possible methods of the Terrain Response System provided, which method do you find most appealing.

Manual Terrain Response System
– Driver decides the appropriate terrain and manually selects the correct operating program
Automatic (Terrain Response and Notification)
 - Guidance system alerts driver to the appropriate terrain setting, but allows driver to decide whether to manually change the operating program
Fully Automatic Terrain Response System
 – Guidance system automatically chooses the appropriate terrain operation program dependent on the surface the vehicle is driving on. No driver involvement is required

Terrain Response
B12. Thinking about your preferred method of terrain response (the method you have just indicated) how interested would you be in having that Terrain Response system as an in-car feature?
Not at all Interested
O O
Neutral
O O
Very Interested
O

26

Cross Traffic Alert
•
This feature is the CROSS TRAFFIC ALERT
•
A cross-traffic alert system alerts you of any vehicles crossing your path of travel while reversing. The system can detect and alert you of vehicles well before you could see any them over your shoulder or in your rear-view mirror. This will be especially useful when reversing from parking spaces and will allow you to stop well in advance of approaching vehicles.
Field of Alert’s View
Field of Alert’s View

Cross Traffic Alert
C1. After hearing the description of the Cross Traffic Alert feature, what is your initial reaction - how appealing to you find this feature?
Not at all Appealing Neutral Very Appealing
O O O O O
C2. How helpful would you find this feature when reversing from the parking lot?
Not at all Helpful Neutral Very Helpful
O O O O O
C3. How would you expect the system to alert the driver of an approaching vehicle they could not see? Please tick as many as you feel necessary. [PROGRAMMER NOTE: ALLOW MULTIPLE RESPONSES]

Audio

Visual Icon

Graphics

Haptic (vibration on steering wheel)

Haptic (vibration on seat)
C4. As the feature will ‘alert’ you when vehicles or pedestrians are close, please use the 5 point scale to indicate how you may feel about your vehicle providing continuous alerts.
Not at all Irritated
O O
Neutral
O O
Irritated
O

Cross Traffic Alert
C5. Would you expect the system to provide assistance in scenarios other than in parking lots?

Yes

No
Which scenarios? ____________________________________________ [PROGRAMMER NOTE: PLEASE
PUT ON SPEPARATE PAGE]
C6. Do you consider the Cross Traffic Alert system to be a new feature or an extension of the your vehicles existing Parking
Aid system?

New feature

Extension to parking aid

Not sure

Cross Traffic Alert
C7. How interested would you be in Cross Traffic Alert as an in-car feature?
Not at all Interested
O O
Neutral
O O
Very Interested
O
C8. Of the following prices, how much would you expect the Cross Traffic Alert feature to cost?

Less than $400

$400

$500

$600

$700

$800

More than $800
C9. At your expected cost, would you be willing to buy the Cross Traffic Alert feature for your vehicle?

Yes

No
C10. If the Cross Traffic Alert feature was priced at $600, how likely would you be to buy it?

Definitely Buy

Probably Buy

Might or Might Not Buy

Probably Not Buy

Definitely Not Buy

31

Driver Monitoring Feature
•
This feature is the DRIVER MONITORING FEATURE.
•
Fatigue and lack of attention through distraction are recognised as very large contributors to road accidents. One possible way of reducing accidents is to monitor the driver’s state whilst they are driving.
•
With the use of a camera pointed toward the driver, this feature can detect fatigue and inattention by measuring eyelid closure, gaze direction and head motion. The system identifies behavior typical of a drowsy driver over a continuous period and will alert him/her of their state.
32

Driver Monitoring Feature
D1. Based on the description you have read, what is your initial reaction to the Driver Monitoring feature - how appealing do you find this feature?
Not at all Appealing
O O
Neutral
O O
Very Appealing
O
D2. How helpful do you consider this feature to be?
Not at all Helpful
O O
Neutral
O
D3. How irritating do you think this feature would be?
Not at all Irritating
O O
Neutral
O
O
O
Very Helpful
O
Irritating
O
D4. What type of driver state would you want this system to alert you for? Please check as many as necessary.

Drowsiness

Distraction

Intoxication

Other, please specify ______________________

None of the above
33

Driver Monitoring Feature
D5. After alerted to a specific driver state, would you want this system to alter the behavior of your vehicle, for example, slow the vehicle down?
 Yes
 No
D6. What method of alert would you prefer? Please select only one.
 Sound
 Visual (Warning light or message on center console screen)
 Haptic (Steering wheel vibration)
 Haptic (Seat vibration)
D7. Would you like this system to be constantly active or be able to be switched on and off by the driver?
 On all the time
 Initiated and deactivated by the driver
D8. How interested would you be in the Driver Monitoring feature as an in-car feature?
Not at all Interested
O O
Neutral
O O
Very Interested
O 34

Driver Monitoring Feature
D9. Of the following prices, how much would you expect the Driver Monitoring feature to cost?
 Less than $500  $500  $600  $700  $800  $900  More than $900
D10. At your expected cost, would you be willing to buy this Driver Monitoring feature?

Yes

No
D11. If this Driver Monitoring feature was priced at $700, how likely would you be to buy it?

Definitely buy it

Probably buy it

Might or might not buy it

Probably not buy it

Definitely not buy it
35

36

Vehicle Security
For the next few questions, please think about the instances that your vehicle is sitting unattended, albeit with its doors and trunk locked and nothing valuable is left out in plain view.
E1. How secure or vulnerable do you feel your vehicle is from theft or vandalism when you leave it unattended?
Completely Vulnerable Neutral Completely Secure
O O O O O
E2. Now, how secure do you feel your personal belongings are in your vehicle from theft, when you leave your vehicle unattended? Please assume your belongings are ‘hidden’ in the vehicle and not left out in plain view.
Completely Vulnerable
O O
Neutral
O O
Completely Secure
O
E3. Suppose your vehicle was being broken into by an intruder and you weren’t around at the time. How interested would you be in a system that informed you of this occurrence?
Not at all Interested
O O
Neutral
O O
Very Interested
O
37

Vehicle Security
E4. Thinking about the security of your personal belongings, how interested would you be in a lockable stowage compartment in your vehicle?
Not at all Interested
O O
Neutral
O O
Very Interested
E5. What size lockable stowage compartment would you interested in?
 A compartment about the size of briefcase
 A compartment about the size of shoebox
 A compartment about the size of a wallet
 A compartment smaller than a wallet
 A compartment larger than a briefcase
O
E6. Where, in your vehicle, would you want this lockable stowage compartment to be?
 Under the front seat squab
 Within the glove box
 In the trunk
38

Vehicle Security
E7. For your personal safety, it is possible for doors to lock automatically whenever you are in the car. How interested would you be in this automatic locking feature?
Not at all Interested
O O
Neutral
O O
Very Interested
O
E8. Would you want the doors to lock automatically…..
 As soon as vehicle ignition is started
 As soon as the car begins driving
 Never
39

40

Lane Departure / Drift Warning
•
This feature is the LANE DEPARTURE / LANE DRIFT WARNING
•
Lane Departure / Lane Drift Warning will sense when you begin to involuntarily drift out of your lane and may warn you or re-steer your car back into the lane.
F1. After hearing the description of the Lane Departure Warning feature, what is your initial reaction - how appealing to you find this feature?
Neutral Very Appealing Not at all Appealing
O O O O O
F2. When your car begins to drift, would you prefer the car to…?

Alert you of the drift

Automatically steer the car back into the lane

Both alert and steer the car back
 I don’t care because I am not interested in the feature
F3. What method of alert would you prefer?

Sound

Visual

Haptic (Vibration on steering wheel)

Haptic (Vibration on seat)
F4. When would you like to this technology to be activated?

Anytime your car begins to drift

Only when there is a potential for a collision
 I don’t care because I am not interested in the feature

Lane Departure Warning
How would you feel about the amount of personal control over your vehicle that you will give up with this feature? How comfortable would you be if your vehicle corrected your lane departure or drifting for you?
Not Comfortable At all Neutral Very Comfortable
O O O O O
F5. How interested would you be in Lane Departure Warning as an in-car feature?
Not Interested At all
O O
Neutral
O O
Very Interested
O
F6. Of the following prices, how much would you expect the Lane Departure Warning feature to cost?

Less than $350

$350

$425

$500

$575

$650

More than $650
F7. At your expected cost, would you be willing to buy the Lane Departure Warning feature for your vehicle?

Yes

No
F8. If the Lane Departure Warning feature was priced at $500, how likely would you be to buy it? Definitely not Purchase It

Definitely Buy

Probably Buy

Might or Might Not Buy

Probably Not Buy

Definitely Not Buy

43

E-call and B-call Features
•
This feature is the E-CALL & B-CALL.
•
E-call is an emergency call, generated manually by vehicle occupants pressing a button or automatically by sensors when an accident occurs. When activated, the system automatically makes a telephone call to the nearest emergency service and transmits data such as vehicle details and location.
•
Bcall is a call generated manually by a vehicle’s occupants by pressing a button after a breakdown occurs. When activated, it automatically makes a telephone call to the nearest assistance/recovery service and transmits data such as vehicle details and location.
•
Both E-Call and B-Calls are made automatically through a
in the car that will transmit through any available phone provider. This feature would allow you to activate either call without having your personal mobile phone on you at the time.
44

E-call and B-call Features
[PROGRAMMER NOTE: PLEASE ROTATE ORDER OF G1 AND G2]
G1. Based on the description you have read, what is your initial reaction to the E-call feature - how appealing do you find this feature?
Not at all Appealing
O O
Neutral
O O
Very Appealing
O
G2. And what about the B-call feature, how appealing do you find it?
Not at all Appealing Neutral Very Appealing
O O O O O
[PROGRAMMER NOTE: PLEASE ROTATE WHETHER E OR B-CALL ASKED FIRST BASED ON ORDER OF QG1/G2]
G3a. Which feature would you value most?

E-call

B-call

Both equally
G3b. [PROGRAMMER NOTE: IF BOTH EAQUALY AT QG3a] If you had to choose between the two, which feature would you value most?

E-call

B-call
45

E-call and B-call Features
G4a. Consider the fact that you need to have the E-Call and B-Call option and then a yearly subscription to the service.
Would this put you off?

Yes

No
G4b. Of the following prices, how much would you expect the E-Call/B-Call feature to cost?

Less than $500

$500

$600

$700

$800

$900

More than $900
G5. At your expected cost, would you be willing to buy the E-Call/B-Call feature for your vehicle?

Yes

No
G6. If this Driver Monitoring feature was priced at $700, how likely would you be to buy it?

Definitely buy

Probably buy

Might or might not buy

Probably not buy

Definitely not buy
46

E-call and B-call Features
G7. In addition to installing the feature, there would be an annual subscription cost. How much would you expect to pay for annually for this feature?

Less than $70

$70

$85

$100

$115

$130

More than $130
G8. If the E and B-call feature cost $100 annually, how likely would you be to subscribe to it?

Definitely subscribe to it

Probably subscribe to it

Might or might not subscribe to it

Probably not subscribe to it

Definitely not subscribe to it
47

48

Semi-Automatic Parking
•
This is the SEMI-AUTOMATIC PARKING FEATURE
•
With Semi-Automatic Parking, when you find a parking space, you tell the car you want to park it and it gives you instructions to press the accelerator or brake but otherwise steers the car into the space. To be clear, you would still retain control of braking and acceleration, but not steering.
H1. After hearing the description of the Semi-Automatic Parking feature, what is your initial reaction - how appealing do you find this feature?
Not at all Appealing Neutral Very Appealing
O O O O O
H2. How would you feel about the amount of personal control over your vehicle that you will give up with this feature?
Not at all Comfortable
O O
Neutral
O O
Very Comfortable
O
H3. How would you feel if the vehicle steered AND operated the throttle and brake while maneuvring into the parking slot?
Not at all Comfortable
O O
Neutral
O O
Very Comfortable
O

Semi-Automatic Parking
H4. Do you sometimes have concerns about parking your vehicle in a car park (UK)/ parking lot (US)? Please select any of the following statements that apply to you. [PROGRAMMING NOTE: ALLOW MULTIPLE RESPONSES]
 I can’t always tell if my vehicle will fit into a spot

I find negotiating my vehicle into parking spots is sometimes difficult

I have no issues parking my vehicle
H5. Which specific parking situations do you think this feature would be most helpful? [PROGRAMMING NOTE: ALLOW
MULTIPLE RESPONSES]
 Curb-side Parking /Parallel Parking
 Parking Lot Parking

Backing into a Parking Lot spot

None of the Above

Semi-Automatic Parking
H6. How interested would you be in Semi-Automatic Parking as an in-car feature?
Not at all Interested
O O
Neutral
O O
Very Interested
O
H7. Of the following prices, how much would you expect the Semi-Automatic Parking feature to cost?
 Less than $350  $350  $425  $500  $575  $650  More than $650
H8. At your expected cost, would you be willing to buy the Semi-Automatic Parking feature for your vehicle?
 Yes  No
H9. If the Semi-Automatic Parking feature was priced at $500, how likely would you be to buy it?

Definitely Buy

Probably Buy

Might or Might Not Buy

Probably Not Buy

Definitely Not Buy

52

Variable Transmission Glass
•
This is the VARIABLE TRANSMISSION GLASS feature
•
Variable Transmission Glass allows you to vary the tinting of glass within a car to increase shading, reduce glare and provide UV protection.
•
When activated, the glass will transition from clear to opaque, offering increased shade, reduced glare and privacy.

Variable Transmission Glass
I1. Based on this description and images, what is your initial reaction to the Variable Transmission (VT) Glass feature? How appealing do you find this feature?
Not at all Appealing Neutral Very Appealing
O O O O O
I2. The following are a list of the possible surfaces where VT glass could be used. Please rank these surfaces from 1 to 5, with 1 being the most useful surface for VT glass and 5 being the least useful
Front windscreen
1 st Choice


2 nd Choice


3 rd Choice


4 th Choice


Sun / moon roof
Rear windscreen
Driver side window








Passenger windows
   
[PROGRAMMER NOTE: ROTATE CHOICES; ALLOW ONLY 1 RESPONSE PER COLUMN]
5 th Choice






Variable Transmission Glass
I3. How would you expect this technology to work?

Vary the tint of the glass

Vary the translucency of the glass

Vary both the tint and translucency
I4. What did you think of the interior color of the opaque tinting that was shown in the introductory pictures? Please use a 5 point scale and indicate how much you like the opaque tinting?
Do Not Like It
O O
Neutral
O O
Like It Very Much
O
I5. How interested would you be in controlling the degree of tinting, allowing for different degrees of shade in between just clear and opaque.
Not at all Interested
O O
Neutral
O O
Very Interested
O

Variable Transmission Glass
[PROGRAMMING NOTE – USE HOT SPOT PROGRAMMING ; US VERSON ONLY ]
I6. The following image shows a possible interior layout. What is your preferred location for the Variable Transmission Glass operating control? Please use the mouse and click on the highlighted portion of the interior you would like the operating controls to be located.
5. Steering wheel
4. Head unit
(with sunroof controls)
3. Gear selector area
2. Central console
1. Touchscreen
6. Drivers Side
Door

Variable Transmission Glass
I7. Do you think that Variable Transmission Glass could replace the need for blinds on a sunroof/moonroof and windows?

Yes

No
I8. Do you think that Variable Transmission Glass could replace sun visors if a controllable tint/strip area was available on the front windshield?

Yes

No
I9. How interested would you be in Variable Transmission Glass as an in-car feature?
Not at all Interested
O O
Neutral
O O
Very Interested
O
I10. How interested would you be in Variable Transmission Glass if the color of the tint was black rather than opaque?
Not at all Interested
O O
Neutral
O O
Very Interested
O

Variable Transmission Glass
I10. Of the following prices, how much would you expect the Variable Transmission Glass to cost?

Less than $1100

$1100

$1300

$1500

$1700

$1900

More than $2000
I11. At your expected cost, would you be willing to buy the Variable Transmission Glass feature for your vehicle?

Yes

No
I12. If Variable Transmission Glass was priced at $1500, how likely would you be to buy it?

Definitely Buy

Probably Buy

Might or Might Not Buy

Probably Not Buy

Definitely Not Buy

59

In Car Entertainment
•
This feature relates to IN CAR ENTERTAINMENT.
•
This technology affords you the ability to import external entertainment (music, video, games) into your vehicle.
•
Using this feature, you can easily integrate any personal device you have (mp3 player, smart phone, PDA, camera) into the entertainment system of your vehicle.
•
When integrated with your In-Car Entertainment System, your portable devices would work through the touch-screen of your vehicle allowing you use the devices (volume, skip song, download, find contact number etc) through the controls of your vehicle.
J1. Based on the description, what is your initial reaction to this technology - how appealing do you find it?
Not at all Appealing
O O
Neutral
O O
Very Appealing
O
60

In Car Entertainment
J2a. If your vehicle did not come with a CD player, but you could incorporate other media devices into the vehicle and play them through WiFi, how acceptable would this be to you?
Not at all Acceptable Neutral Highly Acceptable
O O O O O
J2b. Do you feel you understand how this use of WiFi to incorporate devices into your vehicle would work?

Yes

No
J3. If via an embedded WiFi system different types of data/information services could be available to you in your vehicle, what type of information services would you be interested in? Please select all that apply. [ROTATE ORDER; ALLOW
MULTIPE RESPONSES]

Weather

Stock/share prices


Fuel prices
Calendar


Music downloads
Video downloads

Satellite Radio

Internet radio

Email

On board hard disk drive

Other, please specify ___________________
61

In Car Entertainment
J4. Which of the following personal devices would you want to be paired with your vehicle? Please check all that apply.
[ROTATE ORDER; ALLOW MULTIPL RESPONSES]

Smart Phones (i.e iPhone, Nokia N95)

MP3 Players (i.e. iPod, Walkman)

Portable Media Player (i.e Archos, Sony PSP)

PDA (i.e Blackberry, Treo)

GPS / Navigation System (i.e. Tom-Tom, Blackberry)

Memory stick

Mobile phone

Other, please specify ______________________
 I don’t want any device paired with my vehicle
62

In Car Entertainment
J5. When integrated with your In-Car Entertainment system, would you prefer your devices to be displayed on the center console, or in a compartment with a connectivity port located in the armrest?

Displayed on the center console

In the armrest compartment

I have no preference
J6. Would you like the flexibility to store music, video and/or photos on your vehicle’s hard-drive or do you prefer to leave them stored on your portable device?
 I’d like to the flexibility to store them in the vehicle

I would never store them in the vehicle

I have no preference
63

In Car Entertainment
J7. If your vehicle had WiFi Internet Access, when would you want to be able to access and use the Internet?
 Only when I’m parked/stopped
 Only when I’m driving
 Either when I’m parked/stopped or driving

I never want to access the Internet
J8. Of the following prices, how much would you expect the In Car Entertainment System to cost?

Less than $300

$300

$350

$400

$450

$500

More than $500
J9. At your expected cost, would you be willing to buy the In Car Entertainment System?

Yes

No
J13. If this In Car Entertainment System was priced at $400, how likely would you be to buy it?

Definitely buy

Probably buy

Might or might not buy

Probably not buy

Definitely not buy 64

In Car Entertainment
J9. Which of the following statements best applies to you?

I prefer to buy an integrated navigation system from the manufacturer

I prefer to bring my own navigation system to the vehicle
 I don’t want a navigation system in my vehicle
[PROGRAMMER NOTE: AMONG THOSE SAYING PREFERS OWN NAVIGATION SYSTEM]
J10. Which of the following would persuade you to buy an Integrated Navigation System from the manufacturer?
[ROTATE ORDER; ALLOW MULTIPLE RESPONSES]

Accuracy and completeness of data

Traffic information with option to re-route your journey

Point of Interest information

A feature that notifies you of how green your driving is

A feature to plan your entire journey
, not simply your vehicle’s route

Google street view

Best trailer route





3D images
Photo realistic views
Overall Convenience of Use
A bigger screen
Upgradeable
65

66

Rear Passenger Remote Control with
Touchscreen
This feature is the REAR PASSENGER REMOTE CONTROL WITH TOUCHSCREEN.
This technology affords you the ability to remotely operate the front and rear audio systems (radio, CD, MP3) and DVD/TV system as fitted on the vehicle. This Rear Remote Control would allow passengers in the rear a similar interactive control experience to the Touchscreen available in the front console.
This remote would be located in the Rear Center Armrest , as can be seen below:
Shown above ‘docked’ in
Rear Center Armrest
Touchscreen Easily removed from armrest ‘docking station’ to allow for remote control
67

Rear Passenger Remote Control with
Touchscreen
K1. Based on the description and images, what is your initial reaction to the Rear Passenger Remote Control with
Touchscreen feature - how appealing do you find this feature?
Not at all Appealing
O O
Neutral
O O
Very Appealing
O
K2a. Do you currently have a rear seat entertainment system (e.g., rear DVD screens) fitted to you vehicle?

Yes
– it was an option fitted to my vehicle by the manufacturer when I bought it

Yes
– it was an option fitted to my vehicle by the dealership after I bought it

Yes
– I bought the system and fitted it myself

No
– I don’t have a rear entertainment system fitted to my vehicle but plan on having one fitted in the future

No
– I don’t have a rear entertainment system fitted to my vehicle and do not plan on getting one
68

Rear Passenger Remote Control with
Touchscreen
K2b.
[PROGRAMMER NOTE: AMONG THOSE ANSWERING ‘YES’ AT QK2a]
How do you currently control your rear seat entertainment system?

I use fixed switches

I use a remote control

I use both fixed switches and a remote control

I use the touchscreen controls on the rear unit
K2C.
[PRGRAMMER NOTE: AMONG THOSE ‘BOUGHT SYSTEM AND FITTED SELF’ AT QK2a]
What was the primary reason for not buying the rear seat entertainment system from your vehicle’s manufacturer? Please select only one.

Price
– it was too expensive
 The quality wasn’t to my standard
 It would have been fitted to my vehicle in a location I didn’t like

It was not available on the vehicle I bought

The specification was not what I wanted

Already own a portable entertainment system that I can use in my vehicle

Other, please specify __________________________
69

Rear Passenger Remote Control with
Touchscreen
K3. Beyond entertainment (e.g., DVD), which of the following features/functions would you like to have accessed and/or controlled from the rear of your vehicle? Please select all that apply.

Heated/cooled seats

Rear cabin heating/air conditioning

Light control

Telephone

Internet

Email

Blackberry/PDA

Other
70

Rear Passenger Remote Control with
Touchscreen
K4. To what extent would a Rear Passenger Remote Control with Touchscreen influence your decision to buy a rear seat entertainment system fitted by the manufacturer?
Not Influence at all
O O
Neutral
O O
Strongly Influence
O
K5. When not in its docking station, the Remote Control would have a battery life of 3 hours (similar to a cordless phone).
How acceptable is a 3 hour battery life for this feature? Please keep in mind that the Remote Control can still be used while it is docked.
Not Acceptable at all
O O
Neutral
O O
Very Acceptable
O
71

Rear Passenger Remote Control with
Touchscreen
K6. When it comes to in car entertainment systems, would you prefer to purchase a system that is

Premium Automotive Branded and Factory Fit (i.e. Jaguar, BMW, etc.)

Manufacturer Branded and After Market Add on (i.e. B&O, Bose, etc.)
K7. Of the following after-market entertainment system manufacturers, which brands would you most consider buying?
Please select your three most preferred. [ROTATE ORDER; ALLOW ONLY 3 RESPONSES]

Alpine

Blaupunkt


Bose
B&O

JVC

Kenwood

Becker

Panasonic

Philips

Sony




Harmon Kardon
Bower and Wilkins
Lexicon
Marc Levinson
72

Rear Passenger Remote Control with
Touchscreen
K8. How interested would you be in the Rear Passenger Remote Control with Touchscreen as an in-car feature?
Not at all Interested
O O
Neutral
O O
Very Interested
O
K9. Of the following prices, how much would you expect the Rear Passenger Remote Control to cost?

Less than $200

$200

$250

$300

$350

$400

More than $400
K10. At your expected cost, would you be willing to buy the Rear Passenger Remote Control with Touchscreen feature for your vehicle?

Yes

No
K11. If the Rear Passenger Remote Control with Touchscreen was priced at $300, how likely would you be to buy it?

Definitely Buy

Probably Buy

Might or Might Not Buy

Probably Not Buy

Definitely Not Buy
73

Automatic Tire Pressure Control
•
This feature is the Automatic Tire Pressure Control (ATPC)
•
ATPC maintains tire pressure at the correct level. It also automatically adjusts tire pressure during use, adapting to suit current vehicle loading, speed, surface conditions and driver preference for driving dynamics (Comfort / Sport / Economy).
What the system gives you:
•
No need to worry about or adjust tire pressures: system ensures that they are correct, and adjusts them automatically when required. (Safer and more convenient than existing tire pressure monitoring systems).
•
Allows you to adapt the character of the vehicle to suit your mood: more sporty, more comfortable or minimum emissions / max economy. (Enhances existing adaptive systems, where fitted)
•
Enhanced off-road performance: ability to run at lower pressures can give large increase in off-road traction and comfort, while also reducing environmental impact.
• “Run punctured” function: ATPC can detect punctures before the tire loses pressure. In most cases it would be able to compensate for the leak for a defined time & distance, providing a “get you home” function while maintaining correct pressure. This could avoid having to change the wheel, drive on a flat tire, use a temporary spare or use a ‘tire-goo‘ to seal repair. If pressure is maintained, then the tire may also be repairable, whereas the use of Run-
Flats or ‘tire-goo’ necessitates replacement of punctured tire.

Automatic tire Pressure Control
L1. After reading the description of the Automatic Tire Pressure Control feature, what is your initial reaction - how appealing to you find this feature?
Not at all Appealing Neutral Very Appealing
O O O O O
L2. Based on the description given, how well do you understand the benefits this Tire Pressure Control feature offers?
Do Not Understand
Benefits
O O
Neutral
O O
Totally Understand
Benefits
O
L3. Please check the two items you feel are most appealing about this feature?
[PROGRAMMER NOTE: ALLOW ONLY 2 RESPONSES; ROTATE RESPONSES]

Ability to adjust vehicle driving dynamics

Enhanced Off-Road Performance

Improvements in Fuel Economy / C02 Emissions

Removes the need to manually check or adjust tire pressure
 Run punctured or ‘Get Home’ Function

Having something new and unique on your vehicle

Automatic tire Pressure Control
L4. How interested would you be in Central Tire Inflation as an in-car feature?
Not at all Interested Neutral Very Interested
O O O O O
L5. Of the following prices, how much would you expect the Automatic Tire Pressure Control feature to cost?

Less than $1400

$1400

$1700

$2000

$2300

$2600

More than $2600
L6. At your expected cost, would you be willing to buy the Automatic Tire Pressure Control feature for your vehicle?

Yes

No
L8. If Automatic Tire Pressure Control was priced at $2000, how likely would you be to buy it?

Definitely Buy

Probably Buy

Might or Might Not Buy

Probably Not Buy

Definitely Not Buy

Automatic tire Pressure Control
L9. Would you expect this technology to be…?

Manual (controlled by the driver)

Automatic (not controlled by the driver)
L10. If the technology was automatic, how important do you feel it would be for a driver to be notified when the technology is activated?
Not at all Important
O O
Neutral
O O
Very Important
O
L11a. Regarding the checking of your tires’ pressures, which of the following statements best applies to you?

I check my tire pressures often enough and the right amount

I check my tire pressures but probably not as often as I should

I rarely check my tire pressures, I know I should but I never find the time

I never check my tire pressures because I can see when the tyres need more air

Automatic tire Pressure Control
L11b. [PROGRAMMER NOTE: AMONG THOSE WHO ‘CHECK THEIR tire PRESSURE’ AT QL11a]
How often do you check your vehicle’s tire pressures (or have them checked)?

Once a week or more

About every two weeks

About once a month

About once every three months

About once every six months

Longer than once every six months
L12. There are limits on the speed and distance you can travel with any ‘run flat’ tire system. Typically it is 50 miles at
50mph. If we could improve the system would you prefer to increase the distance or the speed that can be travelled on a ‘run flat’ tire?

Improve the distance to more than 50 miles

Improve the speed to faster than 50mph

80

Smart Key Card Feature
•
This feature is the SMART KEY CARD
• The ‘Smart Key Card’ would enable you to leave your keys safely locked in your vehicle and instead take the ‘Smart Key
Card’ with you while you are away taking part in sporting activities, shopping, dining out or when on holiday.
– Your keys become ‘de-activated’ when the Smart Key Card is away from your vehicle – increasing your vehicles security.
• The ‘Smart Key Card’ is smaller and less bulky than traditional keys making it an easier portable item to take with you.
• The vehicle would open when the ‘Smart Key Card’ is brought within 30mm of the driver’s door and your keys again activated.
• The ‘Smart Key Card’ technology could be incorporated into different items, such as a credit card, a mobile phone, a waterproof wristband or a watch.
• Additional features of the ‘Smart Key Card’ could include;
–
Stored Vehicle Preference – Different ‘Smart Key Cards’ could store vehicle pre-sets (radio, navigation routes, seat position). When the vehicle ‘recognizes’ the specific ‘Smart Key Card’ it would automatically adjust these controls to your preferences
–
Valet Parking Option – A specific ‘Valet Smart Key Card’ is given to the valet. This vehicle recognizes the ‘Valet
Smart Key Card’ and allows the car driven but not exceed 30mph and restricts usage of other vehicle features (e.g in-car entertainment, WiFi)
81

Smart Key Card Feature
M1. Based on the description, what is your initial reaction to the Smart Key Card feature - how appealing do you find this feature?
Not at all Appealing
O O
Neutral
O O
Very Appealing
O
M2. Can you think of instances/situations where having the Smart Key Card would be a useful? Please select the statement that most closely matches your opinions. [PROGRAMMER NOTE: ACCEPT ONLY ONE RESPONSE]
 I can see myself always using the Smart Key Card
 I can see myself often using the Smart Key Card

I can think some instances/situation when the Smart Key Card would be useful

I can see the Smart Key Card would be useful but only for very limited occasions
 No, I don’t think the Smart Key Card is useful
82

Smart Key Card Feature
M3. Which of the following items would you prefer this technology to be integrated into? Please select only one.

A credit card

A watch

A waterproof wristband

A mobile phone
M4. How important is it for you that the Smart Key Card be ‘waterproof’?
Not at all Important
O O
Neutral
O O
Very Important
O
83

Smart Key Card Feature
M5. How do you feel about the 30mm distance in order to unlock your vehicle’s door? Please select only one.

It is about the right distance from the vehicle

I would like this distance to be increased

I would like this distance to be decreased
M6. Which of the following features of this technology appeal to you? Please select all that apply.

The ability to lend your vehicle to family/friends with restricted use

A valet card that restricts used by the valet when your vehicle is parked

A key card/item that will hold user preferences
M7. And which of the following user preferences would interest you as part of this Smart Key Card feature? Please select all that apply. [PROGRAMMING NOTE: ROTATE ORDER; ACCEPT MULTIPLE RESPONSES]

Radio presets

Seat position

Multimedia presents

Navigational routes

Active safety presets (seat position, mirrors etc.)

None of the above
84

Smart Key Card Feature
M8a. Would you be interested in the capability to store multiple vehicle’s on the Smart Key Card?

Yes

No
M8b. [PROGRAMMER NOTE: AMONG THOSE SAYING YES]
How many vehicles would you want to be stored on the same Smart Key Card?

1

2

3

4

5 or more
M9. How interested would you be in the Smart Key Card feature?
Not at all Interested
O O
Neutral
O O
Very Interested
O
85

Smart Key Card Feature
M10. Of the following prices, how much would you expect the Smart Key Card feature to cost?
 Less than $140  $140  $170  $200  $230  $260  More than $260
M11. At your expected cost, would you be willing to buy this Smart Key Card feature?

Yes

No
M12. If this Smart Key Card feature was priced at $200, how likely would you be to buy it?

Definitely buy

Probably buy

Might or might not buy

Probably not buy

Definitely not buy
86

Smart Key Card Feature
M13. Would you be interested in having multiple Smart Key Cards for your vehicle?
 Yes

No
M14. How much would you be willing to pay for an additional Smart Key Card?

Less than $100

$100

$125

$150

$175

$200

More than $200
87

88

Driving Behaviors
N1. Which of the following best describes how often you drive your ____________ [PROGRAMMER NOTE: INSERT
QUALIFYING VEHICLE] ?

Daily

A few times a week

Once a week

Once every 2 weeks

Once a month

Less than once a month
N2. Thinking about how you use this car, which of the following would you say is your primary reason for driving?

To and from work

Shopping / running errands

School runs / driving children around

Pleasure

Holidays

For work

Other, please specify ______________________
[PROGRAMMER NOTE: ROTATE RESPONSES EXCEPT ‘OTHER’ AND ALLOW ONLY ONE RESPONSE]

Driving Behaviors
N3. And for what additional reasons do you drive your _______ [INSERT QUALIFYING VEHICLE] ?

To and from work

Shopping / running errands

School runs / driving children around

Pleasure

Holidays

For work

Other, please specify ______________________
[PROGRAMMER NOTE: REMOVE ANSWER FROM S5 Q2 AND ALLOW MULTIPLE RESPONSES; ROTATE RESPONSES
EXCEPT ‘OTHER’]

Driving Behaviors
N4. [PROGRAMMER NOTE: AMONG SUV DRIVERS ONLY ASK] How often do you use your _______ [INSERT QUALIFYING
VEHICLE for off-road or rough terrain driving?

More than once week

Once week

Several times per month

Once a month

Once every 2-3 months

Less than once every 3 months

Never
N5. [PROGRAMMER NOTE: AMONG SUV DRIVERS ONLY ASK] Overall, how important is your _______ [INSERT
QUALIFYING VEHICLE off-road performance as compared to other driving performance?

Not Important
 Nice to Have, But Don’t Need It

In the Top 5 of Important Considerations

Most Important Consideration

Brand Consideration
N6. Please indicate how likely you would be to purchase each of the following brand manufacturers for your next car purchase.
Not at all Likely Neutral Very Likely
Land Rover
Jaguar
BMW
Mercedes
Audi
Lexus
Cadillac
Acura
Infinity 












































[PROGRAMMER NOTE: ROTATE BRANDS]

Gadgetry
N7. Which of the following products do you have already installed in your ________ [PROGRAMMER NOTE: INSERT
QUALIFYING VEHICLE

Satellite Navigation System

Multi CD Player

DVD System

Bluetooth

USB Connection for PDA/i-pod

Satellite Radio (ex. Sirius/ XM)
[PROGRAMMES NOTE: ROTATE RESPONSES; ALLOW MULTIPLE RESPONSES]
N8. Which of the following non-auto related products do you currently own?

Personal music / video player such as an iPod, a Microsoft Zune, etc

Blackberry / Treo / Similar handheld device

Garmin / TomTom

Mobile phone

Digital television

LCD/Plasma screen television
[PROGRAMMERS NOTE: ROTATE RESPONSES; ALLOW MULTIPLE RESPONSES]

Demographics
N9. Which of the following categories best describes your annual household income?

Under $30,000

$30,001
– $40,000

$40,001
– $50,000

$50,001
– $60,000

$60,001
– $70,000

$70,001
– $80,000

$80,001
– $90,000

$90,001
– $100,000

$100,001
– $120,000

$120,001
– $150,000

$150,001
– $200,000

$200,001
– $250,000

More than $250,000

Prefer not to answer

Demographics
N10. Are you…?

Male

Female
N11. What state are you from? (US) _____________
[INSERT DROP DOWN MENU WITH US STATES]
[PROGRAMMER NOTE: INSERT THANK AND CLOSE]