Dive Brief:
- Automotive research and consulting firm AutoPacific found that heated seats are the number one must-have feature in a new vehicle for car shoppers, according to its recently released 2026 Future Vehicle Planner.
- The study, in its fifth year, surveyed over 19,000 licensed drivers who intend to purchase a new vehicle within the next three years about the features and technologies they want most. A total of 160 vehicle features were surveyed for the study and sorted by the top 15, which range from all-wheel drive to auto park, wireless charging and adaptive cruise control.
- “Our study is structured to enable deep dives into who specifically wants each feature and where it is most applicable by using extensive demographics, psychographics, vehicle use, and purchase intention data to uncover the whys, “ AutoPacific Director of Marketing and Consumer Insights Deborah Grieb said in a statement.
Dive Insight:
AutoPacific was founded in 1986. It conducts extensive proprietary and syndicated research and consulting for OEMs, distributors, marketers and suppliers worldwide, according to the company. The Future Vehicle Planner survey collects vehicle considerations and intentions, as well as thoughts from car shoppers on new vehicles and available technology, such as autonomous driving systems.
This year’s survey included 25 vehicle features new to the survey, as well as some restructured questions to gain more detailed insight into consumer preferences, according to AutoPacific.
AutoPacific noted that automatic parking, which ranked number 10 on the list, was included in the top-15 vehicle features for the first time this year, as more OEMs are offering the parking-assist technology as an option. Following heated seats as the most-wanted feature, front and rear parking sensors were second, followed by rear automatic emergency braking in the number three spot.
AutoPacific’s data also showed that demand for advanced driver assistance systems and other safety features is on the rise, with upward-trending demand for emerging features such as lane change assist, unresponsive driver stop assist, safe vehicle exit alert and adaptive smart headlights that reduce glare. Other notable increases outside of these categories included remote summon, which is offered by Tesla, as well as four-wheel steering.
“AutoPacific is focused on the future of automotive, and some of that includes our survey evolving in ways that best help our clients make smart decisions,” AutoPacific President and Chief Analyst Ed Kim said in a statement. “Collecting data on the importance of having a feature enables clients to make strategic decisions about standard features, optional packages and model and trim line enhancements.”
Drivers want heated seats, parking sensors most
The survey also found that drivers are getting more comfortable using autonomous driving features in vehicles, with Gen Y car shoppers leading the way. These new-vehicle intenders, ages 32-49, are more likely to trust car safety systems that prevent accidents automatically. In 2024, the percentage of people surveyed who trust these advanced driver assist systems was 56%; in 2026, it climbed to 62%.
For those Gen Y responders who don’t fully trust automated driving systems, 68% feel more comfortable with less-robust features that enable their vehicle to handle certain automated driving tasks, like maintaining lane position or parallel parking, according to AutoPacific.
AutoPacific also found that consumers who currently have autonomous driving technology in their vehicles are more likely to want it on their next new vehicle than those who don't have such features, regardless of whether they have used the driver assist technology before.
AutoPacific also noted that satisfaction with self-driving systems is highest among those who have used the technology before, with 91% of respondents saying they are satisfied with the ease of use, 89% satisfied with reliability and 87% satisfied with the value of such systems, which can add thousands of dollars to a vehicle’s price, according to Kelley Blue Book.
The survey also included the top-10 features that are specific to certain segments or intentions, including EVs and pickups. The top must-have features for EV shoppers are an extended-range battery pack, followed by DC ultra-fast charging capability, AutoPacific found. For truck shoppers, 41% of respondents selected all-wheel drive as a must-have feature, while 39% listed it as highly desired.
