Car Buyers Want Brand Name Audio Equipment
A recent study by J.D. Power & Associates suggests that automakers shouldn’t ignore the trademark on the audio entertainment they put in new cars and trucks, especially if that equipment is premium.
The firm’s new “U.S. Automotive Emerging Technologies Study,” based on responses from more than 17,000 consumers in July, says branding gives a boost to the amount of money consumers are willing to pay for audio systems. But it also says certain in-vehicle technologies drop off the charts when consumers hear how much they cost.