BLOOMFIELD HILLS, Mich. -
When it comes to how the vehicles of tomorrow are designed, consumers are most concerned with attributes regarding unintended acceleration and fuel economy improvement, according to RDA Group’s 2010 Auto-Ideation Study.
The study, which was unveiled this week, delves into the top 500 needs consumers want automakers to handle as they build future vehicles.
In addition to this discovery, RDA Group indicated that the needs of some specific consumers might not be getting “enough attention.”
Officials noted: “More detailed findings raise the question of whether automakers are paying enough attention to the unmet needs of new-car buyers in unique demographic groups like boomers and women, as well as those driving hybrids and cars and trucks in 19 other vehicle segments.”
Looking at boomers, in particular, consumers age 60 and up have strong concerns regarding safety (for them and other drivers on the road), visibility and ease of entry and exit, officials noted.  
In essence, these older drivers are strongly urging that automakers build cars that are more attentive to their specific needs, RDA noted.
“Historically, automakers have found targeting the needs of the younger generation to be more exciting than thinking about developing new features and innovations to address the needs of an aging car buyer,” stated Jim Thomas, RDA senior vice president.
“What tends to be overlooked is that people 60 and older make up over 50 million people in the U.S. and represent almost 40 percent of all new vehicle buyers,” he continued.
RDA further noted: “Many of the most important concerns of boomers are a reflection of their forgetfulness as many needs uncovered in the study are reminders to take action if they are not paying attention.”
Among other specific needs for boomers deal with mirrors, windshield reflections and blind spots. They also cited the need to have "easier access for high- and low-ground clearance vehicles," RDA shared.
Thomas added that “meeting the needs of boomers in their ‘golden years’ represents a ‘golden opportunity’ for auto companies.”