The Features Higher-End Car Buyers Want The Most
Yesterday, we showed you what features value buyers are looking for.
Today we'll show you what those who are shopping $35K and up want -- and how much of a difference, if any, that is compared to the same feature from value buyers.
Once again, we thank analyst firm AutoPacific and Robby DeGraff, who discussed this on our podcast, for the data.
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Drive Modes
Well-heeled buyers want drive modes at a rate of 33 percent, which is 7 percent more than the hoi polloi.
Apple CarPlay
Well-off buyers want this at a level of 31 percent, 5 points more than value shoppers.
Heated Steering Wheel
Heated steering wheels are also desired at 31 percent, also 5 percent above the value buyer.
Power Front Passenger Seat
Once again, the premium buyer wants this at 31 percent. Once again, that's 5 points above the value customer.
All-Wheel Drive/4x4
The premium customer wants this at 29 percent -- five more than the shopper looking to save dough.
Interior/Exterior Welcome Lighting
Richer folks want this -- or, at least, 28 percent of them do. That's 6 percent more than the lower bracket.
Reconfigurable Gauge Cluster
Twenty-seven percent of well-heeled shoppers want this. That's 6 percent more than the value group.
Panoramic Sunroof
This one also stands at 27 percent, seven above the peer group.
Driver's Seat Memory
This one is also at 27 percent, four above the value group.
Head-up Display
Twenty-three percent of upscale shoppers want a head-up display. That's 8 percent more than the value-conscious buyer.
Branded Premium Audio
This one stands at 21 percent, which is 6 percent over the comparison set.
Leather Upholstery
Leather is last, at 18 percent, which is 7 percent more than the value buyer's desire.
