Images, video and audio from this Web site are provided without login for the purpose of editorial use only.
You must contact media@ford.com to obtain approval for advertising, marketing or other commercial users.
Ford Media Center
PALO ALTO, Calif., June 23, 2015 – Public speaking just lost the top spot as the most feared task for younger Americans. Distracted, dangerous drivers are now the first concern for Millennial and Generation Z consumers, new research finds.
For decades, public speaking was America’s most anxiety-inducing activity. Now, dangerous drivers are more frightening than speaking in public, death, spiders and snakes – according to independent research company Penn Schoen Berland.
Top fears for Millennials and members of Generation Z:
“Younger generations are growing up with different fears than their parents or grandparents,” said Kevin Shkolnik, vice president, Penn Schoen Berland. “Younger drivers are worried about distracted drivers, but they think technology isn’t just the problem, it’s also the solution, as we are seeing growing demand for driver-assistance technologies.”
The most worrisome driving situations among survey respondents include:
Penn Schoen Berland conducted the poll on behalf of Ford Motor Company, surveying 1,000 Generation Z (ages 16-22) and Generation Y (ages 23-34) respondents in the United States. The online survey was conducted between April 29 and May 4, 2015; the margin of error is +/- 3.1 percent.
The new research validates Ford’s decision to offer technologies that will help drivers with common driving concerns. Today, Ford announced it is moving to migrate driver-assist technologies across its product lineup over the next five years.
“Research like this is important to Ford and other automotive brands because it informs us about the situations that cause consumers the most stress,” said Crystal Worthem, Ford brand marketing manager. “As driver distraction and safety conversations have broadened, we are seeing what technology will help customers tackle their greatest fears.”
The research shows 65 percent of respondents are more likely to purchase a vehicle if it has technology to help with parallel parking. Of those polled, 62 percent want technology to detect objects in blind spots.
While Ford already offers active park assist and blind spot monitoring, the company continues to develop innovative driver-assist technologies for future vehicles.
“Ford is listening to customers to better understand what they want from their vehicles,” said Worthem. “Part of understanding what consumers want is to know what concerns them, and we will continue to use data like this to inform how we research and develop our products and technologies.”
Currently, Ford offers some of the most in-demand vehicle technologies on most of its products in North America:
Technology |
Number of Ford vehicles offering feature* |
Rearview camera |
19* |
Blind spot monitoring |
10 |
Semi-automatic parallel park |
9 |
Adaptive cruise control |
7 |
Lane-keeping system |
5 |
* Standard on 12 vehicles
Ford engineers continue to work on technology for the future, including pre-collision assist, pedestrian detection and remote parking.
J.D. Power recently released findings from its inaugural U.S. Tech Choice Study, which focuses on technologies consumers want to buy regardless of price. Overwhelmingly, most of these are technologies related to safety – specifically, collision protection, according to the study. Blind spot detection and collision prevention systems rank among the most valued features.
Ford Motor Company (NYSE: F) is a global company based in Dearborn, Michigan, committed to helping build a better world, where every person is free to move and pursue their dreams. The company’s Ford+ plan for growth and value creation combines existing strengths, new capabilities and always-on relationships with customers to enrich experiences for customers and deepen their loyalty. Ford develops and delivers innovative, must-have Ford trucks, sport utility vehicles, commercial vans and cars and Lincoln luxury vehicles, along with connected services. The company does that through three customer-centered business segments: Ford Blue, engineering iconic gas-powered and hybrid vehicles; Ford Model e, inventing breakthrough electric vehicles along with embedded software that defines exceptional digital experiences for all customers; and Ford Pro, helping commercial customers transform and expand their businesses with vehicles and services tailored to their needs. Additionally, Ford provides financial services through Ford Motor Credit Company. Ford employs about 174,000 people worldwide. More information about the company and its products and services is available at corporate.ford.com.