GMADA Supplement - S10

A COMPLEX
EQUATION

As the adoption of technology
quickens, affordability
questions emerge

SLOWER TAKE RATES FOR TRUCKS

At a faster pace than what is usual for their industry,
automakers are adopting relatively new technologies-
At the same time, these semiautonomous
think adaptive cruise control, lane-departure warning
technologies aren't being adopted nearly as quickly in
and automatic emergency braking-as standard
pickups.
equipment on SUVs and crossovers.
Take the adoption rate for automatic emergency
The reason? Consumers are placing more
braking as standard equipment on all pickup models,
importance on safety and convenience features.
which rose to just below 32 percent in 2019 from zero
"This is indicative of customers that want to use
in 2010. Furthermore, the penetration rate for lanethese vehicles for personal use moreso than just for
departure warning was substantially lower during the
business applications," Matt Weiss, president of JATO
same time period, creeping up to slightly more than 18
Dynamics North America, told Automotive News.
percent from zero. And the adoption rate for adaptive
Moreover, they're willing to pay more for those
cruise control in 2019 was just 13 percent, compared
features. Crossover and SUV customers, he said, "show
with zero in 2010.
little demand for base offerings."
Why? Compared to SUV and CUV customers,
Weiss was one of six auto industry thought leaders
pickup customers in general are more
who made presentations at the first
interested in base models with no frills,
National Truck Summit recently hosted by
Weiss said.
the Twin Cities Auto Show in Minneapolis.
However,
that
dynamic
was
The Greater Metropolitan Automobile
completely different for some of the topDealers Association of Minnesota and
selling pickups in 2019: The Ford F-150
Automotive News sponsored the event.
(897,000 units sold), Dodge Ram 1500
The numbers Weiss presented vividly
(634,000), Chevrolet Silverado 1500
tell the story. In 2010, for example, a
(573,000) and Toyota Tundra (112,000),
scant 0.4 percent of SUV and crossover
according to JATO figures.
models included automatic emergency
Between seven trim levels and
braking as standard equipment. By 2019,
numerous options, the F-150 offers
- Matt Weiss
that adoption rate had risen to nearly 60
consumers a staggering number of build
percent, according to figures from JATO,
configurations-more than 1 billion-yes,
which helps automakers price and spec vehicles.
that's "billion" with a "b"-including dealer-installed
A similar dynamic occurred in the take rate for laneoptions.
departure warning technology, which jumped to 53
Next is the Ram 1500, with hundreds of millions of
percent in 2019 from zero in 2010. And during the same
configurations. Rounding out the list is the Silverado
period, the penetration rate for adaptive cruise control
with millions and the Tundra with thousands, JATO
jumped to 36.5 percent from a mere 0.3 percent.
data show.

"Customers want to
use these vehicles
for personal use
moreso than
just for business
applications."

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GMADA Supplement

Table of Contents for the Digital Edition of GMADA Supplement

GMADA Supplement - S1
GMADA Supplement - S2
GMADA Supplement - S3
GMADA Supplement - S4
GMADA Supplement - S5
GMADA Supplement - S6
GMADA Supplement - S7
GMADA Supplement - S8
GMADA Supplement - S9
GMADA Supplement - S10
GMADA Supplement - S11
GMADA Supplement - S12
GMADA Supplement - S13
GMADA Supplement - S14
GMADA Supplement - S15
GMADA Supplement - S16
GMADA Supplement - S17
GMADA Supplement - S18
GMADA Supplement - S19
GMADA Supplement - S20
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