Drivers polled don’t want to lose control for safety

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Beep, beep, beep. That’s how some cars tell their driver that he or she is veering from one lane to another. It can be irritating, it can also be turned off. However, it could save a whole lot of grief and expense. But would drivers like their car to intervene and steer it back on course? Or how about take evasive action if there is a car in their blind spot?

A new online poll from Harris Interactive has found that half of respondents are interested in paying for blind spot technology in their next new vehicle, while about a third are interested in lane departure warning technology, after a prior evaluation. A substantial majority, though (almost 75%), are not prepared to relinquish control of their cars, preferring to be warned by a noise or vibration (even a flashing light in the side mirrors) and then performing any collision avoidance maneuvers themselves. On the other hand, 15% are willing to allow the system to assist them with the corrective action, while only 6% would prefer the system to take complete control.

Blind spot detection can identify vehicles or objects within a vehicle’s blind spots and provide an audible warning, a visual warning and/or vibrate the vehicle’s steering wheel or seat if a lane change is attempted. A good thing, one would think. But when informed that the cost would be around $600, that interested half drops to about a third.

While initial consideration for lane departure warning is much lower than for blind spot detection and warning (29% versus 50% respectively), drivers who evaluated lane departure warning have similar opinions regarding these new technologies and their level of control. Comparable to blind spot detection and warning, consideration for lane departure tech decreases to 21%, once respondents are made aware of the estimated market price of $400.

“Our research also demonstrates strong preference on consumers’ behalf to stay safe yet in control at the same time. This is an important insight that marketers and brand managers need to understand to position this technology effectively,” says Harris. “Consumers are clearly saying that they want to know if there’s a problem, yet at the same time they want to take the lead in getting themselves out of it. When we start to look at technologies that can steer the vehicle, we could be infringing on drivers’ comfort zones, which is the exact opposite of the technology’s intent.”

Considering how many smashes there are on L.A.’s freeways, can we really trust drivers to do the right thing? Those who took part in this poll were probably the conscientious types who are basically good drivers and realize that even the most attentive can zone out from time to time. The ones simultaneously talking on cell phones, smoking and eating a burger might well have been too busy.

-- Colin Ryan