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RDA GROUP REPORTS: Seven of the Top 10 Unmet Needs Vehicle Owners Have Relate to Safety and Performance; Significantly Improved Fuel Efficiency Ranks No. 1

Tuesday, January 22, 2008 General News J E 4
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BLOOMFIELD HILLS, Mich., Jan. 22 Results of RDA Group'srecent Auto-Ideation(TM) III study - that asked new vehicle owners to rank theimportance of over 500 unmet needs - puts "significant improvement" in fueleconomy at the top of the list. Other issues relating to violent collisionprotection, vehicle entrapment, child back-over avoidance, lane changingassistance, glare elimination and 360 degree visibility follow as the nextmost important needs today's vehicle owners want manufacturers to address whendeveloping future vehicles.

"To have optimal market impact and meet more of the most important needsvehicle consumers have, automotive manufacturers must carefully prioritizetheir research and development resources," said Jim Thomas, senior vicepresident for the RDA Group. "The Auto-Ideation III study not only identifiesthe top needs among owners in each of 12 car and truck vehicle categories, butalso by such key demographic groups as younger versus older vehicle driversand male versus female drivers."

The Auto-Ideation III study provides automotive manufacturers and theirsuppliers the insight needed to prioritize their own new product developmentresources for greater product success. Almost 8,200 new vehicle owners rankedthe importance of unmet needs in areas such as safety, performance,visibility, comfort, convenience, security, storage, telecommunications andservice/maintenance.

This Syndicated Auto-Ideation III study targeted 2006/2007 model new carand truck owners who were interviewed in an online survey conducted duringNovember and December 2007.

All three of the Auto-Ideation studies conducted from 2003 to 2007 haveidentified thousands of unmet needs in vehicles. For the first time, Auto-Ideation III is able to provide study subscribers with importance validationof hundreds of these thought-provoking needs that new vehicles owners haveidentified. To purchase a copy of the study, interested parties can call (248)332-5000.

RDA Group (established in 1969) is headquartered in Bloomfield Hills,Mich. RDA Group is a global market research and consulting firm that conductsadvanced product research, customer satisfaction and quality tracking studiesfor the automotive, financial services, health care, utilities and temporarystaffing industries. For more information about the RDA Group, visitwww.rdagroup.com.The study also found that: -- Compared to car owners, truck owners have more needs relative to their vehicle's larger size and its impact on visibility - particularly "child back-over prevention" and "360 degree visibility from the driver's seat." -- Compared to their younger counterparts, older drivers are particularly concerned about their weakening vision as they age. They want "blind spot alerts when changing lanes," "glare elimination" and "vision assistance when driving in heavy rain or low light conditions." -- Compared to their male counterparts, women drivers also place more importance on visibility needs, as well as needs related to vehicle service/maintenance including "having in-vehicle service alerts in plain English."

SOURCE RDA Group
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