ADAS under-promoted in used cars

Dealers must do more to educate buyers on the safety features within used cars, according to cap hpi consulting.

It says many drivers are not aware of the complex safety systems within vehicles and as such the dealers are not always maximising the value of the car.

While visual features such as sunroofs and leather seats help elevate the price of a vehicle, the hidden technologies and systems that improve driver and passenger safety are not being widely promoted.

According to the IMI, 10% of vehicles had level 2 autonomy by the end of last year, and that will rise to 50% by 2030.

Matt Freeman, managing consultant, at cap hpi consulting, said: “The cutting-edge safety systems in cars increase everyone’s safety on the roads. They are becoming ever-more expensive to install in new vehicles, and this value could be better recognised in the used market. There’s a lot of potential for training used car salespeople to better communicate the benefits of these technologies to buyers and help them understand the premium they should demand.”

Cap hpi consulting works with the industry to help it realise a car’ full potential though greater specification awareness and remarketing strategies.

Freeman concluded:

“The used market is constantly evolving, and the pace of that change is accelerating. Sales teams need to keep abreast of the latest technology and find ways to make this information engaging for buyers of all ages. Over time, we believe that safety technology will become an important part of any car purchase.”