Boston, MA - The Strategy Analytics Automotive Buyer Dynamics service report, "US Premium Vehicle Market: Option Package Bundling for Success," has identified and segmented the opportunity to sell $6.2B of new car options involving advanced electronics for information, entertainment, communication and safety systems.

The potential for additional sales is unevenly distributed across all buyers. Strategy Analytics has identified eight distinct behavioral segments which vary in their likelihood of acquiring advanced electronics for their next vehicle.

"Half of the opportunity lies with a segment named the `Affluent Enthusiasts' by Strategy Analytics," noted Service Director Ian Riches. "This segment accounts for about 40% of US premium vehicle buyers and comprises those attracted to a superior driving experience, vehicle electronics, high quality entertainment and safety systems."

Table 1: Preference Ratings for Selected Vehicle Features

The most alluring individual features, which scored highly in terms of their appeal to premium vehicle buyers include active xenon lights, premium audio and navigation systems, with portable and integrated systems proving equally attractive overall. Not all features prove so appealing: an embedded cell phone was far less attractive than a Bluetooth interface. In addition, biggest clearly isn't best when it comes to displays. A single 10" screen for rear seat entertainment was significantly less enticing than dual 7" displays.