Automakers should invest in safety technology over entertainment and convenience to satisfy customers, according to a J.D. Power study released last week.
The inaugural 2015 U.S. Tech Choice Study found that three of the top five vehicle technologies consumers prefer are related to safety, specifically collision protection.
As consumers become increasingly comfortable with autonomous-driving features, automakers will have to focus on safety technologies to meet consumers' expectations, according to the study.
Blind-spot detection and prevention systems, night vision and enhanced collision mitigation systems were among the five most valued features.
The other two preferred technologies were rearview cameras and self-healing paint.
Consumers' preference for collision protection makes up the "building blocks for autonomous driving," Kristin Kolodge, executive director of driver interaction and human machine interface research at J.D. Power, said in an interview. "Small instances will begin to culminate [and lead to] to self-driving vehicles."
The results were based on responses from more than 5,300 consumers who have purchased or leased a new vehicle in the past five years. The online survey was conducted from January to March.
The study, which is in its first year, examined 59 vehicle features in entertainment and connectivity, comfort and convenience, collision protection, driving assistance, navigation and energy efficiency.
The study also showed little consumer interest in additional energy-efficient technologies, Kolodge said.
"There is very little interest in energy-efficiency technologies such as active shutter grille vents and solar glass roofs," she said. "Owners aren't as enthusiastic about having these technologies in their next vehicle because of other efforts automakers are taking to improve fuel economy, as well as relatively low fuel prices at the present time."