When technologies look good, but the price doesn't

There could be a rude awakening ahead for consumers who are anxious to get their hands on smart automotive technologies.

A new study finds that even when people see certain technologies as "must-have" equipment, their enthusiasm wanes considerably once they see the price tag.

For its newly released "AutoMobility Auto Tech Insights 2019" report, GfK, a research firm in New York, compiled data from more than 1,000 "new-car intenders," people who plan to buy a new vehicle in the next six months.

The study looked at seven key emerging auto technologies: active safety, connected cars, infotainment systems, electric vehicles, autonomous vehicles, wellness solutions and augmented reality.

For connected vehicles, for instance, 40 percent of the intenders called such systems a must-have, but just 18 percent said they would be willing to pay as much as $500 for such technology, which can support navigation systems, Apple CarPlay or electronic payments. The figure falls to 17 percent if the price is between $500 and $2,500, then plummets to 5 percent if the price exceeds $2,500.

The study found a similar pattern for the other smart technologies: Just 7 percent of intenders said they would be willing to pay more than $2,500 extra for an autonomous car.

But GfK found that the lack of acceptance about pricing may stem from a general lack of clarity about some technologies.

Forty-eight percent of intenders admitted to knowing little to nothing about autonomous cars, for example. GfK Commercial Director Tom Neri says that, specifically, people are unclear about the safety and privacy implications of AVs.

Out of the seven technologies included in the study, active safety ranked highest on the must-have list, with 49 percent of respondents expressing a desire to have it. Wellness solutions and augmented reality ranked last, at just 22 percent each.

— Leslie J. Allen

What you need to know

Maven leaves some markets Maven, the mobility brand operated by General Motors, is ceasing operations in several major U.S. markets, including New York and Chicago. It's part of a "shift in strategy," a spokeswoman said Monday. Maven car-sharing will remain in Detroit and Los Angeles, but details on how the company plans to address services in other markets were unavailable.

Automated delivery The U.S. Postal Service is partnering with autonomous truck company TuSimple on a pilot project that started Tuesday and will automate trips between distribution hubs in Dallas and Phoenix. Three of TuSimple's big rigs will make five round trips over two weeks, carrying mail and examining the potential of automated hauling mainly along Interstate 10, a linchpin of freight movement in the U.S. The trucks are on I-10 for much of the route, but they also travel portions of I-20 and I-30 in Texas.

Nissan's ProPilot 2.0 Nissan has long stressed the necessity of keeping your hands on the wheel when using its ProPilot Assist driving technology in the U.S. But it is now touting truly hands-free driving as early as this fall in Japan, its home market. That's when the second-generation ProPilot system arrives, fulfilling Nissan Motor Co.'s promise to launch a self-driving system with automatic navigation for highways by the end of the decade. ProPilot 2.0, unveiled last week, makes several advances over the current system, which has been sold in 350,000 vehicles worldwide since hitting the market in 2016.

Roundup

GM is facing some pushback on its U.S. self-driving vehicle plan.

Consumer Reports raises concerns about Tesla's Autopilot lane-changing feature.

Ford is developing a transmission system to power next-gen hybrids. Over the next few years, the automaker plans hybrid versions of its F-150 pickup, Bronco SUV and Explorer crossover, among other vehicles.

Last week, California's top environmental regulator threatened to enact tougher pollution rules that could include a ban on gasoline engines.

Hyundai says its electric sports car developed with Rimac will be a "game changer."'

Germany has voted to legalize electric scooters.

Meanwhile, former Formula One world champion Nico Rosberg has invested in Berlin e-scooter startup Tier Mobility as Europe looks to build a rival to U.S. startups Bird and Lime, Bloomberg reports.

Uber and Lyft need to show profits, says Kristin Slanina, chief transformation officer at Thirdware Solution Inc.

Polestar CEO Thomas Ingenlath doesn't just want his brand to redefine what an electric vehicle looks like. He says the Volvo subsidiary should "drive the progress of car design in general."

Lynk & CO is the "wild horse" in parent Zhejiang Geely Holding's growing stable of brands, CEO Alain Visser says, because unlike other Geely brands, such as Volvo and Lotus, the company sees itself as a "mobility brand with a car."

Geely and Daimler established a $246 million joint venture in Hangzhou, China, to offer mobility services in the country.

Toyota believes the price of fuel cell cars will match those of hybrids within 10 years, said Matt Harrison, the automaker's European head of sales and marketing.

The Michigan Mobility Institute, an organization formed this year to enhance the state's work force talent, is partnering with Wayne State University in Detroit to develop a curriculum for a master's degree in mobility.

Most GM vehicles to get over-the-air upgrade tech by 2023.

Scoop Technologies, a San Francisco carpooling service provider, launched in Detroit this week, reports Crain's Detroit Business.

Brain food

The automotive industry needs to devote more r&d to prevent drunken driving, writes Helen Witty, national president of Mothers Against Drunk Driving.

Last mile

Ford is testing package-carrying robots for driverless delivery. The automaker said it would like to deploy Digit delivery robots as early as 2021, alongside the planned introduction of its autonomous vehicle fleets to ferry people and packages around the clock.