As the economy works to return to a semblance of normalcy, strategic planners will be expected to better target vehicle content to meet specific consumer demands more efficiently. This will be critical to addressing consumer affordability and industry profitability in the new normal.
To maintain sales volumes, the industry has traditionally created hundreds of combinations of features and functions to connect with potential buyers. There can be 1,500 configurations associated with any given make and model on the lots of dealerships across the country. But even with this variety, the chances of consumers finding their unicorn — a vehicle that has the specific combination of content desired — are going to be pretty small.
The current approach is somewhat at odds with what J.D. Power has learned about consumer preferences. While it is true that buyers across the spectrum of mass-market and luxury vehicles demand a robust array of advanced standard features, the laws of diminishing…
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