Car Dealers Key to Helping Owners Understand Vehicle Technology

Car Dealers Key to Helping Owners Understand Vehicle Technology

Car dealers play a crucial role in ensuring that consumers understand and appreciate the advanced technology in modern vehicles. According to experts, dealers are well-positioned to help automakers educate customers during the new car buying process. Keith Chambers, an executive at Ipsos, a market research and consulting firm, made this point at a Society of Automotive Analysts presentation.

Chambers emphasized the importance of familiarizing car owners with their vehicles’ technological capabilities, which leads to a greater understanding and appreciation of these modern marvels. “Educating the consumer is essential,” Chambers noted. This education should cover everything from advanced driver-assist systems to maximizing the use of infotainment systems. With automakers constantly striving to include the latest and greatest technology, consumer understanding is paramount. Education also helps consumers value the technology and feel comfortable with the associated costs.

Chambers suggests a strategic approach: “Start small and work your way up.” He believes that while automakers have a role, dealers also share the responsibility. He and Ipsos colleague Kacey Muccino presented “The Ever-Changing Role of Technology in the Vehicle” at the Society of Automotive Analysts presentation, where they also shared insights from the New Vehicle Customer Satisfaction Survey and a Navigator report on consumer feelings about vehicle technology.

Muccino posed the crucial question: Does automotive technology matter? His answer: “It does, or we wouldn’t be here today.” Consumer sentiment aligns with this view, with 73% of Ipsos survey respondents citing technical innovations as a purchase motivator. The survey also reflected a measured perspective, with 21% indicating a desire for more technology and 12% believing there’s too much. Muccino and Chambers agree that automakers need to understand how consumers use technology and which features offer the most value.

Chambers advocates for knowledgeable dealership staff to explain technology features to their customers. However, he recognizes the potential for this to feel like an unwanted lecture during the initial vehicle delivery. “When I’m taking delivery of my purchased car, I don’t want to sit there for an hour listening to someone talk about its technology,” he said. “I want to drive my new vehicle.”

To address this, Chambers proposes a “second delivery” specifically focused on technical features like adaptive cruise control, emergency automatic braking, lane departure warning, adaptive headlights, and stop-start systems, as surveys indicate these are among the least popular features. (Backup cameras are a favorite.) This second session could center on questions arising from the owner’s driving experience. Mark Schienberg, president of the Greater New York Automobile Dealers Assn., supports this concept, citing the need for dealers to provide such tutorials despite the challenge of customer availability.

Matthew Phillips, CEO of Car Pros Automotive Group, emphasizes that educating customers on advanced systems is “everyone’s responsibility.” He believes every car buyer “deserves a proper delivery.” He adds that a second delivery gives customers time to “play around” with their vehicles before learning more about them. Phillips notes that automakers offer short tutorial videos explaining features.

Ipsos data highlights a shift in consumer preferences, moving from safety to convenience-oriented technologies: 42% desired ventilated seats, 39% acoustic glass, 35% head-up displays, and 28% rain-sensing wipers. Chambers emphasizes that successful technology introductions require seamless integration and follow-up education. Muccino adds, “And gather continuous customer feedback. Do that early and often. If done right, (technology) adoption will be much higher.”