In defining a marketing strategy for the automotive lighting as well as the future orientation of innovation, it is necessary to understand the consumer needs. Since Valeo Lighting Systems together with Valeo Sylvania made a first step in understanding North American consumers, a number of consumer studies have been conducted in both North America and Europe, totalling over 700 participants. This paper presents a synthetic view of different end-user studies. Consumer expectations are classified into five main categories: No glare, AFS, performance, automatic lighting control, and Human/Machine Interface. No glare is the top priority of end users. Whilst glare is often associated with Xenon lighting, headlamp cleaning systems and automatic leveling systems would both contribute to glare reduction, and help to promote Xenon lighting in the market. Bending light and AFS features are yet to be widely known, and further communication would be necessary to increase consumer awareness. Consumers are not necessarily aware of Xenon performance, but ready to purchase this technology when the benefits are clearly communicated. Automatic lighting control functions would interest over two thirds of consumers. New features should also be combined with HMI considerations to increase end-user acceptance. ZusammensetzungThere is a strong evidence that once the benefits are clearly explained, many consumers will be interested to purchase such technologies, and that once they experience the benefit, they will be satisfied with the technologies. Thus, technological innovations should be accompanied with marketing actions to communicate to the target consumers. It should also be remembered that despite their wish for automatic functions, end-users still like to stay in control and do not like to change their behaviour drastically. HMI consideration is of utmost importance in designing a vehicle environment integrating new technologies.
End user expectations for future automotive lighting - Aggregate consumer research
Erwartungen der Endverbraucher bezüglich der Fahrzeugbeleuchtung: Schlussfolgerungen aus Verbraucherstudien
2005
10 Seiten, 7 Bilder, 1 Tabelle, 7 Quellen
Aufsatz (Konferenz)
Englisch
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