1 JLR Research – Features Research Draft Questionnaire US Version Prepared by Northstar Research Partners March 18 2008 – REVISED 4

1

JLR Research – Features Research

Draft Questionnaire US Version

Prepared by Northstar Research Partners

March 18 2008 – REVISED 4

2

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33

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• Thank you for agreeing to take part in this survey about cars and car features. The survey should take about 20-25

minutes and will cover a variety of different topics. Please take your time and consider each question carefully before

answering. We hope you will find the experience interesting and enjoyable.

• Please click Next to continue to the survey

A1) Do you or anyone living in your household work for any of the following occupations?

Airlines CONTINUE

Automobile manufacturer CLOSE

Automotive dealership or leasing agency CLOSE

Banking CONTINUE

Insurance CONTINUE

Newspaper or magazine CLOSE

Market or opinion research agency CLOSE

Radio or television station CLOSE

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A2. Do you currently own a vehicle that was bought new?

Yes [CONTINUE] No [THANK AND CLOSE]

A3. How many vehicles do you own that were bought new?

[PROGRAMMER NOTE: INSERT DROP DOWN MENU]

A4. What is the make of your vehicle(s)?

[PROGRAMMER NOTE: INSERT DROP DOWN MENU; DETERMINE NUMBER OF DROP DOWN MENUES BASED ON

NUMBER OF NEW VEHICLES OWNED (IF 3 OWNED, PLEASE INCLUDE 3 MENUES)]

A5. And what is the model and model year of your vehicle(s)?

[PROGRAMMER NOTE: INSERT DROP DOWN MENU FOR MODEL AND MODEL YEAR NEXT TO EACH OTHER;

DETERMINE NUMBER OF DROP DOWN MENUES BASED ON NUMBER OF NEW VEHICLES OWNED (IF 3

OWNED, PLEASE INCLUDE 3 MENUES)]

[MODEL YEAR OF QUALIFYING VEHICLE MUST BE 2003-2008; OTHERWISE CLOSE]

4

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[PROGRAMMER NOTE: IF VEHICLE MAKE AND MODEL DO NOT MATCH THE FOLLOWING QUOTAS, THANK AND

CLOSE]

United States:

Sample Cells

Jaguar MidLand Rover

MidJaguar High

Land Rover High

Competitor Mid Sedan

Competitor High Sedan

Competitor Mid SUV

Competitor High SUV

Qualifying Vehicles

Jaguar X-Type,

Jaguar S-Type

LR Freelander,

LR Discovery

Jaguar XJ, Jaguar XK

Range Rover, Range

Rover Sport

BMW 5-Series, Benz

E-Class, Lexus GS, Audi A6,

Acura RL, Infiniti GS

BMW 7-Series, Benz

S-Class, Lexus LS Audi A8, Maserrati Quattro

Honda Pilot, Acura MDX, VW

Touareg, Nissan Murano, Jeep

Grand Cherokee, BMW X3, Lexus

RX330, Nissan X-Trail, Toyota

RAV4

BMW X5, Mercedes ML, Audi Q, Infiniti QX, Cadillac

Escalade, Volvo XC90, Porsche

Cayenne, Toyota Land Cruiser,

Lexus GX, Lexus LX

Quota Size n=50 n=50 n=50 n=50 n=50 n=50 n=50 n=50

Total Sample Size: n=400

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A6. Are you the primary driver of your ________________ [INSERT QUALIFYING VEHICLE]?


A7. Thinking back to when you purchased your __________________ [INSERT QUALIFYING VEHICLE], which of the following

statements best describes your involvement in the decision to purchase that car?

I decided completely by myself CONTINUE

I decided equally with someone else CONTINUE

Someone else decided CLOSE

A8. How long will it be before you replace your ___________________ [INSERT QUALIFYING VEHICLE]?

Next 1 year CONTINUE

Next 2 years CONTINUE

Next 3 years CONTINUE

More than 3 years CONTINUE ONLY IF MODEL YEAR 2007-2008; OTHERWISE CLOSE

A9. When purchasing your next vehicle, are you likely to buy a premium/luxury brand (such as, but not limited to, Land Rover,

Jaguar, BMW, Mercedes, Audi, Lexus, Cadillac, Acura, Infinity, etc.)?


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A10. What is your age?

Under 18 CLOSE

18 – 24 CONTINUE

25 – 34 CONTINUE

35 – 44 CONTINUE

45 – 54 CONTINUE

55 – 64 CONTINUE

65+ CONTINUE

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A11. For each statement below, please indicated the extent to which you agree or disagree with each statement.

A12. I try to keep current with electronic and technological development.

A13. I feel uncomfortable using most technology,

A14. I’m usually among the first to buy new technology products.

8

O O O O O

NeutralDisagree Completely Agree Completely

O O O O O


O O O O O


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A15. Technology requires too much time/effort to learn and use.

A16. I like to have the latest technology in my vehicle.

9

O O O O O


O O O O O


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We will now ask you a few questions about technology in your vehicle.

A17. Do you have a satellite navigation system in your vehicle?

Yes, I have a portable GPS Device (i.e. TomTom, Garmin)

Yes, I have an Integrated Navigation System from my vehicle manufacturer

I do not have a navigation/GPS system

A18. Do you have a voice activation system in your vehicle?

Yes – factory fit

Yes – after market fit

No

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A20. Do you have an Ipod connectivity system in your vehicle?

Yes – factory fit


No

A21. Do you have a telephone in your vehicle (ether integrated or bluetooth)?

Yes – factory fit


No

A22. Do you have a rear seat entertainment system in your vehicle?

Yes – factory fit


No

11

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A23. Thinking about your next vehicle purchase, please rank the following attributes in terms of importance to your decision.

Please rank the most important as 1, the second most important as 2, and so on.

[PRORAMMING NOTE: PLEASE ALLOW ONLY ONE CHOIC PER COLUMN; ROTATE RESPONSE ORDER]

1st

choice

2nd

choice

3rd

choice

4th

choice

5th

choice

6th

choice

7th

choice

Exterior styling

Interior styling

Off-road capability

Power & performance

Fun to drive

Fuel efficiency

Price

1313

Survey Introduction

• We will now describe a number of possible features that could be included on a vehicle and ask you questions about

your opinions and interest in them. Each feature will be introduced with a description and sometimes visuals to help you

understand the feature in more detail. Please read the descriptions carefully as you will be asked to evaluate them.

• Please click NEXT to continue

1414

Feature:

Terrain Response System

1515

[PROGRAMMING NOTE: ASK ENTIRE TERRAIN RESPONSE SECTION ONLY AMONG SUV OWNERS]

This feature is the TERRAIN RESPONSE SYSTEM

Terrain Response has the ability to automatically detect the terrain, and can be set manually or can automatically set the car

to handle the surface. The terrain options are:


1) Grass, gravel or snow

2) Mud or ruts

3) Sand

4) Rock crawl

1616

B1. Do you currently have a feature similar to Terrain Response in your SUV/4x4?

Yes

No

B2. Based on the description, what is your initial reaction to the Terrain Response feature? How appealing do you find this

feature?


O O O O O

NeutralNot at all Appealing Very Appealing

1717

There are several ways in which the Terrain Response technology can be utilised. This can be manually controlled by the

driver by turning a dial to select the setting they wish to use. The driver selects the appropriate terrain setting depending on

where they are driving.

B3. What do you think of the manual operation of Terrain Response? How logical and easy to operate does this manual

system for changing terrain settings seem?

Terrain Response

O O O O O

NeutralUnclear Logic &

Difficult to OperateClear Logic & Easy to Operate

1818

[PROGRAMMING NOTE: AMONG LAND ROVER/RANGE ROVER SUV OWNERS WHO INDICATED ‘YES’ AT QB1, ASK

QB4a]

B4a. Do you find the pictures/icons on the Terrain Response easy to understand and representative of the terrain you are going

to use the vehicle on?

Yes

No

[PROGRAMMING NOTE: AMONG THOSE SAYING ‘NO’]

B4b. Which terrain icons do you find difficult to interpret?

Grass, gravel or snow Sand

Mud or ruts Rock Crawl

Terrain Response

1919

[PROGRAMMING NOTE: AMONG LAND ROVER/RANGE ROVER SUV OWNERS WHO INDICATED ‘YES’ AT QB1 ASK

QB5a]

B5a. Do you ever use the terrain response mode selection?

Yes

No

[PROGRAMMING NOTE: AMONG THOSE SAYING ‘YES’ B5a ASK 5b & 5c

B5b. When do you make or change the Terrain Response mode selection?

When driving before changing road/terrain surface

When driving, as changing road/terrain surface

When driving, after having changed road/terrain surface

When stationary

B5c. Do you notice a change in the way the vehicle responds in different Terrain Response modes?

Yes

No

Terrain Response

2020

[PROGRAMMING NOTE: AMONG LAND ROVER/RANGE ROVER SUV OWNERS WHO INDICATED ‘YES’ AT QB1 ASK

QB6]

B6. Is the current number of pre-programed Terrain Response mode sufficient for your driving needs?

I would like more off-road modes

I would like more on-road mode

I would like less modes to choose from

It’s the right number of modes

Terrain Response

2121

Terrain Response

[PROGRAMMING NOTE – USE HOT SPOT PROGRAMMING; US VERSON ONLY]

B7. The following image shows a possible interior layout. What is your preferred location for the Terrain Response operating

control? Please use the mouse and click on the highlighted portion of the interior you would like the operating controls to be

located.

3. Gearselector

area

2. Centralconsole

5. Steeringwheel

1. Touchscreen

6. Drivers Side Door

4. Head unit (with sunroof

controls)

2222

Terrain Response

•One possible development to Terrain Response would be the addition of a guidance and assistance system that would aid

you in selecting the most appropriate Terrain Response program. For example, if driving off-road, the car would

automatically detect the current driving surface and recommend the most appropriate program.

B8. How appealing to you find the idea of the vehicle automatically recognizing the terrain/environment you’re driving on

and recommending the appropriate setting?

O O O O O


2323

Terrain Response

[PROGRAMMING NOTE: USE HOT SPOT PROGRAMMING; US VERSION ONLY

B9. If this system was introduced, how would you like to prompted about the appropriate terrain? Please use the mouse and

click on the highlighted portion of the interior you would like the operating controls to be located.

1. Voice prompt2. Head-up

display 3. Messagecenter

4. Information touchscreen

2424

Terrain Response

Another possible development is to automate the Terrain Response System so that it detects the driving surface and

automatically chooses the most appropriate operating program.

B10. How appealing do you find the idea that the Terrain Response System automatically chooses the appropriate terrain

operation program. There would be no manual control for terrain system, and the vehicle would automatically adjust to

whatever terrain it detects. Is this an appealing addition to the feature?

B11. Of the three possible methods of the Terrain Response System provided, which method do you find most appealing.

Manual Terrain Response System

– Driver decides the appropriate terrain and manually selects the correct operating program

Automatic (Terrain Response and Notification)

- Guidance system alerts driver to the appropriate terrain setting, but allows driver to decide whether to

manually change the operating program

Fully Automatic Terrain Response System

– Guidance system automatically chooses the appropriate terrain operation program dependent on the

surface the vehicle is driving on. No driver involvement is required

O O O O O


2525

Terrain Response

B12. Thinking about your preferred method of terrain response (the method you have just indicated) how interested would

you be in having that Terrain Response system as an in-car feature?

O O O O O

NeutralNot at all Interested Very Interested

26

Feature:Cross Traffic Alert

2727

Cross Traffic Alert

•This feature is the CROSS TRAFFIC ALERT

•A cross-traffic alert system alerts you of any vehicles crossing your path of travel while reversing. The system can detect and

alert you of vehicles well before you could see any them over your shoulder or in your rear-view mirror. This will be especially

useful when reversing from parking spaces and will allow you to stop well in advance of approaching vehicles.

Field of Alert’s ViewField of Alert’s View

2828

Cross Traffic Alert

C1. After hearing the description of the Cross Traffic Alert feature, what is your initial reaction - how appealing to you find this

feature?

C2. How helpful would you find this feature when reversing from the parking lot?

C3. How would you expect the system to alert the driver of an approaching vehicle they could not see? Please tick as many

as you feel necessary. [PROGRAMMER NOTE: ALLOW MULTIPLE RESPONSES]

Audio Visual Icon Graphics Haptic (vibration on steering wheel) Haptic (vibration on seat)

C4. As the feature will ‘alert’ you when vehicles or pedestrians are close, please use the 5 point scale to indicate how you

may feel about your vehicle providing continuous alerts.

O O O O O


O O O O O

NeutralNot at all Helpful Very Helpful

O O O O O

NeutralNot at all Irritated Irritated

2929

Cross Traffic Alert

C5. Would you expect the system to provide assistance in scenarios other than in parking lots?

Yes No

Which scenarios? ____________________________________________ [PROGRAMMER NOTE: PLEASE

PUT ON SPEPARATE PAGE]

C6. Do you consider the Cross Traffic Alert system to be a new feature or an extension of the your vehicles existing Parking

Aid system?

New feature Extension to parking aid Not sure

3030

Cross Traffic Alert

C7. How interested would you be in Cross Traffic Alert as an in-car feature?

C8. Of the following prices, how much would you expect the Cross Traffic Alert feature to cost?

Less than $400 $400 $500 $600 $700 $800 More than $800

C9. At your expected cost, would you be willing to buy the Cross Traffic Alert feature for your vehicle?

Yes No

C10. If the Cross Traffic Alert feature was priced at $600, how likely would you be to buy it?

Definitely Buy

Probably Buy

Might or Might Not Buy

Probably Not Buy

Definitely Not Buy

O O O O O


31

Feature: Driver Monitoring

32

Driver Monitoring Feature

• This feature is the DRIVER MONITORING FEATURE.

• Fatigue and lack of attention through distraction are recognised as very large

contributors to road accidents. One possible way of reducing accidents is to

monitor the driver’s state whilst they are driving.

• With the use of a camera pointed toward the driver, this feature can detect

fatigue and inattention by measuring eyelid closure, gaze direction and head

motion. The system identifies behavior typical of a drowsy driver over a

continuous period and will alert him/her of their state.

33


D1. Based on the description you have read, what is your initial reaction to the Driver Monitoring feature - how appealing do you find this feature?

D2. How helpful do you consider this feature to be?

D3. How irritating do you think this feature would be?

D4. What type of driver state would you want this system to alert you for? Please check as many as necessary.

Drowsiness

Distraction

Intoxication

Other, please specify ______________________

None of the above

O O O O O


O O O O O

NeutralNot at all Helpful Very Helpful

O O O O O

NeutralNot at all Irritating Irritating

34


D5. After alerted to a specific driver state, would you want this system to alter the behavior of your vehicle, for example, slow

the vehicle down?

Yes

No

D6. What method of alert would you prefer? Please select only one.

Sound

Visual (Warning light or message on center console screen)

Haptic (Steering wheel vibration)

Haptic (Seat vibration)

D7. Would you like this system to be constantly active or be able to be switched on and off by the driver?

On all the time

Initiated and deactivated by the driver

D8. How interested would you be in the Driver Monitoring feature as an in-car feature?

O O O O O


35


D9. Of the following prices, how much would you expect the Driver Monitoring feature to cost?


D10. At your expected cost, would you be willing to buy this Driver Monitoring feature?

Yes

No

D11. If this Driver Monitoring feature was priced at $700, how likely would you be to buy it?

Definitely buy it

Probably buy it

Might or might not buy it

Probably not buy it

Definitely not buy it

36

Feature: Vehicle Security

37

Vehicle Security

For the next few questions, please think about the instances that your vehicle is sitting unattended, albeit with its doors and

trunk locked and nothing valuable is left out in plain view.

E1. How secure or vulnerable do you feel your vehicle is from theft or vandalism when you leave it unattended?

E2. Now, how secure do you feel your personal belongings are in your vehicle from theft, when you leave your vehicle

unattended? Please assume your belongings are ‘hidden’ in the vehicle and not left out in plain view.

E3. Suppose your vehicle was being broken into by an intruder and you weren’t around at the time. How interested would

you be in a system that informed you of this occurrence?

O O O O O

NeutralCompletely Vulnerable Completely Secure

O O O O O

NeutralCompletely Vulnerable Completely Secure

O O O O O


38

Vehicle Security

E4. Thinking about the security of your personal belongings, how interested would you be in a lockable stowage

compartment in your vehicle?

E5. What size lockable stowage compartment would you interested in?

A compartment about the size of briefcase

A compartment about the size of shoebox

A compartment about the size of a wallet

A compartment smaller than a wallet

A compartment larger than a briefcase

E6. Where, in your vehicle, would you want this lockable stowage compartment to be?

Under the front seat squab

Within the glove box

In the trunk

O O O O O


39

Vehicle Security

E7. For your personal safety, it is possible for doors to lock automatically whenever you are in the car. How interested would

you be in this automatic locking feature?

E8. Would you want the doors to lock automatically…..

As soon as vehicle ignition is started

As soon as the car begins driving

Never

O O O O O


40

Feature:Lane Departure Warning

4141

Lane Departure / Drift Warning

• This feature is the LANE DEPARTURE / LANE DRIFT WARNING

• Lane Departure / Lane Drift Warning will sense when you begin to involuntarily drift out of your lane and may warn you or re-steer

your car back into the lane.

F1. After hearing the description of the Lane Departure Warning feature, what is your initial reaction - how appealing to you find this

feature?

F2. When your car begins to drift, would you prefer the car to…?

Alert you of the drift Automatically steer the car back into the lane Both alert and steer the car back

I don’t care because I am not interested in the feature

F3. What method of alert would you prefer?

Sound Visual Haptic (Vibration on steering wheel) Haptic (Vibration on seat)

F4. When would you like to this technology to be activated?

Anytime your car begins to drift Only when there is a potential for a collision

I don’t care because I am not interested in the feature

O O O O O


4242

Lane Departure Warning

How would you feel about the amount of personal control over your vehicle that you will give up with this feature? How comfortable would

you be if your vehicle corrected your lane departure or drifting for you?

F5. How interested would you be in Lane Departure Warning as an in-car feature?

F6. Of the following prices, how much would you expect the Lane Departure Warning feature to cost?


F7. At your expected cost, would you be willing to buy the Lane Departure Warning feature for your vehicle?

Yes No

F8. If the Lane Departure Warning feature was priced at $500, how likely would you be to buy it? Definitely not Purchase It

Definitely Buy

Probably Buy


Probably Not Buy

Definitely Not Buy

O O O O O

NeutralNot Comfortable At all Very Comfortable

O O O O O

NeutralNot Interested At all Very Interested

43

Feature: E-call and B-call

44

E-call and B-call Features

• This feature is the E-CALL & B-CALL.

• E-call is an emergency call, generated manually by vehicle occupants pressing a button or

automatically by sensors when an accident occurs. When activated, the system automatically makes a

telephone call to the nearest emergency service and transmits data such as vehicle details and

location.

• B-call is a call generated manually by a vehicle’s occupants by pressing a button after a breakdown

occurs. When activated, it automatically makes a telephone call to the nearest assistance/recovery

service and transmits data such as vehicle details and location.

• Both E-Call and B-Calls are made automatically through a dedicated phone that is embedded in the

car that will transmit through any available phone provider. This feature would allow you to activate

either call without having your personal mobile phone on you at the time.

45


[PROGRAMMER NOTE: PLEASE ROTATE ORDER OF G1 AND G2]

G1. Based on the description you have read, what is your initial reaction to the E-call feature - how appealing do you find this feature?

G2. And what about the B-call feature, how appealing do you find it?

[PROGRAMMER NOTE: PLEASE ROTATE WHETHER E OR B-CALL ASKED FIRST BASED ON ORDER OF QG1/G2]

G3a. Which feature would you value most?

E-call

B-call

Both equally

G3b. [PROGRAMMER NOTE: IF BOTH EAQUALY AT QG3a] If you had to choose between the two, which feature would you value

most?

E-call

B-call

O O O O O


O O O O O


46


G4a. Consider the fact that you need to have the E-Call and B-Call option and then a yearly subscription to the service.

Would this put you off?

Yes No

G4b. Of the following prices, how much would you expect the E-Call/B-Call feature to cost?


G5. At your expected cost, would you be willing to buy the E-Call/B-Call feature for your vehicle?

Yes No

G6. If this Driver Monitoring feature was priced at $700, how likely would you be to buy it?

Definitely buy

Probably buy

Might or might not buy

Probably not buy

Definitely not buy

47


G7. In addition to installing the feature, there would be an annual subscription cost. How much would you expect to pay for

annually for this feature?


G8. If the E and B-call feature cost $100 annually, how likely would you be to subscribe to it?

Definitely subscribe to it

Probably subscribe to it

Might or might not subscribe to it

Probably not subscribe to it

Definitely not subscribe to it

48

Feature:Semi Automatic Parking

4949

Semi-Automatic Parking

•This is the SEMI-AUTOMATIC PARKING FEATURE

•With Semi-Automatic Parking, when you find a parking space, you tell the car you want to park it and it gives you instructions

to press the accelerator or brake but otherwise steers the car into the space. To be clear, you would still retain control of

braking and acceleration, but not steering.

H1. After hearing the description of the Semi-Automatic Parking feature, what is your initial reaction - how appealing do you

find this feature?

H2. How would you feel about the amount of personal control over your vehicle that you will give up with this feature?

H3. How would you feel if the vehicle steered AND operated the throttle and brake while maneuvring into the parking slot?

O O O O O


O O O O O

NeutralNot at all Comfortable Very Comfortable

O O O O O

NeutralNot at all Comfortable Very Comfortable

5050


H4. Do you sometimes have concerns about parking your vehicle in a car park (UK)/ parking lot (US)? Please select any of

the following statements that apply to you. [PROGRAMMING NOTE: ALLOW MULTIPLE RESPONSES]

I can’t always tell if my vehicle will fit into a spot

I find negotiating my vehicle into parking spots is sometimes difficult

I have no issues parking my vehicle

H5. Which specific parking situations do you think this feature would be most helpful? [PROGRAMMING NOTE: ALLOW

MULTIPLE RESPONSES]

Curb-side Parking /Parallel Parking

Parking Lot Parking

Backing into a Parking Lot spot

None of the Above

5151


H6. How interested would you be in Semi-Automatic Parking as an in-car feature?

H7. Of the following prices, how much would you expect the Semi-Automatic Parking feature to cost?


H8. At your expected cost, would you be willing to buy the Semi-Automatic Parking feature for your vehicle?

Yes No

H9. If the Semi-Automatic Parking feature was priced at $500, how likely would you be to buy it?

Definitely Buy

Probably Buy


Probably Not Buy

Definitely Not Buy

O O O O O


52

Feature:Variable Transmission Glass

5353

Variable Transmission Glass

•When activated, the glass will transition from clear to opaque, offering increased shade, reduced glare and

privacy.

• This is the VARIABLE TRANSMISSION GLASS feature

• Variable Transmission Glass allows you to vary the tinting of glass within a car to increase shading, reduce glare and

provide UV protection.

5454


I1. Based on this description and images, what is your initial reaction to the Variable Transmission (VT) Glass feature? How

appealing do you find this feature?

I2. The following are a list of the possible surfaces where VT glass could be used. Please rank these surfaces from 1 to 5, with 1

being the most useful surface for VT glass and 5 being the least useful

[PROGRAMMER NOTE: ROTATE CHOICES; ALLOW ONLY 1 RESPONSE PER COLUMN]

O O O O O


1st Choice 2nd Choice 3rd Choice 4th Choice 5th Choice

Front windscreen

Sun / moon roof

Rear windscreen

Driver side window

Passenger windows

5555


I3. How would you expect this technology to work?

Vary the tint of the glass Vary the translucency of the glass Vary both the tint and translucency

I4. What did you think of the interior color of the opaque tinting that was shown in the introductory pictures? Please use a 5

point scale and indicate how much you like the opaque tinting?

I5. How interested would you be in controlling the degree of tinting, allowing for different degrees of shade in between just

clear and opaque.

O O O O O

NeutralDo Not Like It Like It Very Much

O O O O O


5656


[PROGRAMMING NOTE – USE HOT SPOT PROGRAMMING; US VERSON ONLY]

I6. The following image shows a possible interior layout. What is your preferred location for the Variable Transmission Glass

operating control? Please use the mouse and click on the highlighted portion of the interior you would like the operating

controls to be located.

3. Gearselector

area

2. Centralconsole

5. Steeringwheel

1. Touchscreen

6. Drivers Side Door

4. Head unit (with sunroof

controls)

5757


I7. Do you think that Variable Transmission Glass could replace the need for blinds on a sunroof/moonroof and windows?

Yes

No

I8. Do you think that Variable Transmission Glass could replace sun visors if a controllable tint/strip area was available on

the front windshield?

Yes

No

I9. How interested would you be in Variable Transmission Glass as an in-car feature?

I10. How interested would you be in Variable Transmission Glass if the color of the tint was black rather than opaque?

O O O O O


O O O O O


5858


I10. Of the following prices, how much would you expect the Variable Transmission Glass to cost?


I11. At your expected cost, would you be willing to buy the Variable Transmission Glass feature for your vehicle?

Yes No

I12. If Variable Transmission Glass was priced at $1500, how likely would you be to buy it?

Definitely Buy

Probably Buy


Probably Not Buy

Definitely Not Buy

59

Feature: In Car Entertainment

60

In Car Entertainment

• This feature relates to IN CAR ENTERTAINMENT.

• This technology affords you the ability to import external entertainment (music, video, games) into your vehicle.

• Using this feature, you can easily integrate any personal device you have (mp3 player, smart phone, PDA, camera) into

the entertainment system of your vehicle.

• When integrated with your In-Car Entertainment System, your portable devices would work through the touch-screen of

your vehicle allowing you use the devices (volume, skip song, download, find contact number etc) through the controls of

your vehicle.

J1. Based on the description, what is your initial reaction to this technology - how appealing do you find it?

O O O O O


61


J2a. If your vehicle did not come with a CD player, but you could incorporate other media devices into the vehicle and play them

through WiFi, how acceptable would this be to you?

J2b. Do you feel you understand how this use of WiFi to incorporate devices into your vehicle would work?

Yes

No

J3. If via an embedded WiFi system different types of data/information services could be available to you in your vehicle,

what type of information services would you be interested in? Please select all that apply. [ROTATE ORDER; ALLOW MULTIPE

RESPONSES]

Weather Fuel prices

Stock/share prices Calendar

Music downloads On board hard disk drive

Video downloads Other, please specify ___________________

Satellite Radio

Internet radio

Email

O O O O O

NeutralNot at all Acceptable Highly Acceptable

62


J4. Which of the following personal devices would you want to be paired with your vehicle? Please check all that apply.

[ROTATE ORDER; ALLOW MULTIPL RESPONSES]

Smart Phones (i.e iPhone, Nokia N95)

MP3 Players (i.e. iPod, Walkman)

Portable Media Player (i.e Archos, Sony PSP)

PDA (i.e Blackberry, Treo)

GPS / Navigation System (i.e. Tom-Tom, Blackberry)

Memory stick

Mobile phone


I don’t want any device paired with my vehicle

63


J5. When integrated with your In-Car Entertainment system, would you prefer your devices to be displayed on the center

console, or in a compartment with a connectivity port located in the armrest?

Displayed on the center console

In the armrest compartment

I have no preference

J6. Would you like the flexibility to store music, video and/or photos on your vehicle’s hard-drive or do you prefer to leave

them stored on your portable device?

I’d like to the flexibility to store them in the vehicle

I would never store them in the vehicle

I have no preference

64


J7. If your vehicle had WiFi Internet Access, when would you want to be able to access and use the Internet?

Only when I’m parked/stopped

Only when I’m driving

Either when I’m parked/stopped or driving

I never want to access the Internet

J8. Of the following prices, how much would you expect the In Car Entertainment System to cost?


J9. At your expected cost, would you be willing to buy the In Car Entertainment System?

Yes

No

J13. If this In Car Entertainment System was priced at $400, how likely would you be to buy it?

Definitely buy

Probably buy


Probably not buy

Definitely not buy

65


J9. Which of the following statements best applies to you?

I prefer to buy an integrated navigation system from the manufacturer

I prefer to bring my own navigation system to the vehicle

I don’t want a navigation system in my vehicle

[PROGRAMMER NOTE: AMONG THOSE SAYING PREFERS OWN NAVIGATION SYSTEM]

J10. Which of the following would persuade you to buy an Integrated Navigation System from the manufacturer?

[ROTATE ORDER; ALLOW MULTIPLE RESPONSES]

Accuracy and completeness of data 3D images

Traffic information with option to re-route your journey Photo realistic views

Point of Interest information Overall Convenience of

Use

A feature that notifies you of how green your driving is A bigger screen

A feature to plan your entire journey, not simply your vehicle’s route Upgradeable

Google street view

Best trailer route

66

Feature: Rear Seat Entertainment

67

Rear Passenger Remote Control with Touchscreen

Shown above ‘docked’ in

Rear Center Armrest

This feature is the REAR PASSENGER REMOTE CONTROL WITH TOUCHSCREEN.

This technology affords you the ability to remotely operate the front and rear audio systems (radio, CD, MP3) and DVD/TV system

as fitted on the vehicle. This Rear Remote Control would allow passengers in the rear a similar interactive control experience to

the Touchscreen available in the front console.

This remote would be located in the Rear Center Armrest , as can be seen below:

Touchscreen Easily removed from

armrest ‘docking

station’ to allow for

remote control

68


K1. Based on the description and images, what is your initial reaction to the Rear Passenger Remote Control with

Touchscreen feature - how appealing do you find this feature?

K2a. Do you currently have a rear seat entertainment system (e.g., rear DVD screens) fitted to you vehicle?

Yes – it was an option fitted to my vehicle by the manufacturer when I bought it

Yes – it was an option fitted to my vehicle by the dealership after I bought it

Yes – I bought the system and fitted it myself

No – I don’t have a rear entertainment system fitted to my vehicle but plan on having one fitted in the future

No – I don’t have a rear entertainment system fitted to my vehicle and do not plan on getting one

O O O O O


69


K2b. [PROGRAMMER NOTE: AMONG THOSE ANSWERING ‘YES’ AT QK2a] How do you currently control your rear seat

entertainment system?

I use fixed switches

I use a remote control

I use both fixed switches and a remote control

I use the touchscreen controls on the rear unit

K2C. [PRGRAMMER NOTE: AMONG THOSE ‘BOUGHT SYSTEM AND FITTED SELF’ AT QK2a] What was the primary

reason for not buying the rear seat entertainment system from your vehicle’s manufacturer? Please select only one.

Price – it was too expensive

The quality wasn’t to my standard

It would have been fitted to my vehicle in a location I didn’t like

It was not available on the vehicle I bought

The specification was not what I wanted

Already own a portable entertainment system that I can use in my vehicle

Other, please specify __________________________

70


K3. Beyond entertainment (e.g., DVD), which of the following features/functions would you like to have accessed and/or

controlled from the rear of your vehicle? Please select all that apply.

Heated/cooled seats

Rear cabin heating/air conditioning

Light control

Telephone

Internet

Email

Blackberry/PDA

Other

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K4. To what extent would a Rear Passenger Remote Control with Touchscreen influence your decision to buy a rear seat

entertainment system fitted by the manufacturer?

K5. When not in its docking station, the Remote Control would have a battery life of 3 hours (similar to a cordless phone).

How acceptable is a 3 hour battery life for this feature? Please keep in mind that the Remote Control can still be used while it

is docked.

O O O O O

NeutralNot Acceptable at all Very Acceptable

O O O O O

NeutralNot Influence at all Strongly Influence

72


K6. When it comes to in car entertainment systems, would you prefer to purchase a system that is

Premium Automotive Branded and Factory Fit (i.e. Jaguar, BMW, etc.)

Manufacturer Branded and After Market Add on (i.e. B&O, Bose, etc.)

K7. Of the following after-market entertainment system manufacturers, which brands would you most consider buying?

Please select your three most preferred. [ROTATE ORDER; ALLOW ONLY 3 RESPONSES]

Alpine Bose

Blaupunkt B&O

JVC Harmon Kardon

Kenwood Bower and Wilkins

Becker Lexicon

Panasonic Marc Levinson

Philips

Sony

73


K8. How interested would you be in the Rear Passenger Remote Control with Touchscreen as an in-car feature?

K9. Of the following prices, how much would you expect the Rear Passenger Remote Control to cost?


K10. At your expected cost, would you be willing to buy the Rear Passenger Remote Control with Touchscreen feature for

your vehicle?

Yes No

K11. If the Rear Passenger Remote Control with Touchscreen was priced at $300, how likely would you be to buy it?

Definitely Buy

Probably Buy


Probably Not Buy

Definitely Not Buy

O O O O O


7474

Feature:

Automatic Tire Pressure Control

7575

Automatic Tire Pressure Control

• This feature is the Automatic Tire Pressure Control (ATPC)

• ATPC maintains tire pressure at the correct level. It also automatically adjusts tire pressure during use, adapting to suit

current vehicle loading, speed, surface conditions and driver preference for driving dynamics (Comfort / Sport /

Economy).

What the system gives you:

• No need to worry about or adjust tire pressures: system ensures that they are correct, and adjusts them automatically

when required. (Safer and more convenient than existing tire pressure monitoring systems).

• Allows you to adapt the character of the vehicle to suit your mood: more sporty, more comfortable or minimum

emissions / max economy. (Enhances existing adaptive systems, where fitted)

• Enhanced off-road performance: ability to run at lower pressures can give large increase in off-road traction and comfort,

while also reducing environmental impact.

• “Run punctured” function: ATPC can detect punctures before the tire loses pressure. In most cases it would be able to

compensate for the leak for a defined time & distance, providing a “get you home” function while maintaining correct

pressure. This could avoid having to change the wheel, drive on a flat tire, use a temporary spare or use a ‘tire-goo‘ to

seal repair. If pressure is maintained, then the tire may also be repairable, whereas the use of Run-Flats or ‘tire-goo’

necessitates replacement of punctured tire.

7676

Automatic tire Pressure Control

L1. After reading the description of the Automatic Tire Pressure Control feature, what is your initial reaction - how appealing to you

find this feature?

L2. Based on the description given, how well do you understand the benefits this Tire Pressure Control feature offers?

L3. Please check the two items you feel are most appealing about this feature?

[PROGRAMMER NOTE: ALLOW ONLY 2 RESPONSES; ROTATE RESPONSES]

Ability to adjust vehicle driving dynamics

Enhanced Off-Road Performance

Improvements in Fuel Economy / C02 Emissions

Removes the need to manually check or adjust tire pressure

Run punctured or ‘Get Home’ Function

Having something new and unique on your vehicle

O O O O O


O O O O O

NeutralDo Not Understand

BenefitsTotally Understand

Benefits

7777


L4. How interested would you be in Central Tire Inflation as an in-car feature?

L5. Of the following prices, how much would you expect the Automatic Tire Pressure Control feature to cost?


L6. At your expected cost, would you be willing to buy the Automatic Tire Pressure Control feature for your vehicle?

Yes No

L8. If Automatic Tire Pressure Control was priced at $2000, how likely would you be to buy it?

Definitely Buy

Probably Buy


Probably Not Buy

Definitely Not Buy

O O O O O


7878


L9. Would you expect this technology to be…?

Manual (controlled by the driver) Automatic (not controlled by the driver)

L10. If the technology was automatic, how important do you feel it would be for a driver to be notified when the technology is

activated?

L11a. Regarding the checking of your tires’ pressures, which of the following statements best applies to you?

I check my tire pressures often enough and the right amount

I check my tire pressures but probably not as often as I should

I rarely check my tire pressures, I know I should but I never find the time

I never check my tire pressures because I can see when the tyres need more air

O O O O O

NeutralNot at all Important Very Important

7979


L11b. [PROGRAMMER NOTE: AMONG THOSE WHO ‘CHECK THEIR tire PRESSURE’ AT QL11a]

How often do you check your vehicle’s tire pressures (or have them checked)?

Once a week or more

About every two weeks

About once a month

About once every three months

About once every six months

Longer than once every six months

L12. There are limits on the speed and distance you can travel with any ‘run flat’ tire system. Typically it is 50 miles at

50mph. If we could improve the system would you prefer to increase the distance or the speed that can be travelled on a ‘run

flat’ tire?

Improve the distance to more than 50 miles Improve the speed to faster than 50mph

80

Feature: RFID (Card Key) – Smart Key Card

81

Smart Key Card Feature

• This feature is the SMART KEY CARD

• The ‘Smart Key Card’ would enable you to leave your keys safely locked in your vehicle and instead take the ‘Smart Key

Card’ with you while you are away taking part in sporting activities, shopping, dining out or when on holiday.

– Your keys become ‘de-activated’ when the Smart Key Card is away from your vehicle – increasing your vehicles

security.

• The ‘Smart Key Card’ is smaller and less bulky than traditional keys making it an easier portable item to take with you.

• The vehicle would open when the ‘Smart Key Card’ is brought within 30mm of the driver’s door and your keys again

activated.

• The ‘Smart Key Card’ technology could be incorporated into different items, such as a credit card, a mobile phone, a

waterproof wristband or a watch.

• Additional features of the ‘Smart Key Card’ could include;

– Stored Vehicle Preference – Different ‘Smart Key Cards’ could store vehicle pre-sets (radio, navigation routes, seat

position). When the vehicle ‘recognizes’ the specific ‘Smart Key Card’ it would automatically adjust these controls to

your preferences

– Valet Parking Option – A specific ‘Valet Smart Key Card’ is given to the valet. This vehicle recognizes the ‘Valet

Smart Key Card’ and allows the car driven but not exceed 30mph and restricts usage of other vehicle features (e.g

in-car entertainment, WiFi)

82


M1. Based on the description, what is your initial reaction to the Smart Key Card feature - how appealing do you find this

feature?

M2. Can you think of instances/situations where having the Smart Key Card would be a useful? Please select the statement

that most closely matches your opinions. [PROGRAMMER NOTE: ACCEPT ONLY ONE RESPONSE]

I can see myself always using the Smart Key Card

I can see myself often using the Smart Key Card

I can think some instances/situation when the Smart Key Card would be useful

I can see the Smart Key Card would be useful but only for very limited occasions

No, I don’t think the Smart Key Card is useful

O O O O O


83


M3. Which of the following items would you prefer this technology to be integrated into? Please select only one.

A credit card

A watch

A waterproof wristband

A mobile phone

M4. How important is it for you that the Smart Key Card be ‘waterproof’?

O O O O O

NeutralNot at all Important Very Important

84


M5. How do you feel about the 30mm distance in order to unlock your vehicle’s door? Please select only one.

It is about the right distance from the vehicle

I would like this distance to be increased

I would like this distance to be decreased

M6. Which of the following features of this technology appeal to you? Please select all that apply.

The ability to lend your vehicle to family/friends with restricted use

A valet card that restricts used by the valet when your vehicle is parked

A key card/item that will hold user preferences

M7. And which of the following user preferences would interest you as part of this Smart Key Card feature? Please select all that

apply. [PROGRAMMING NOTE: ROTATE ORDER; ACCEPT MULTIPLE RESPONSES]

Radio presets

Seat position

Multimedia presents

Navigational routes

Active safety presets (seat position, mirrors etc.)

None of the above

85


M8a. Would you be interested in the capability to store multiple vehicle’s on the Smart Key Card?

Yes

No

M8b. [PROGRAMMER NOTE: AMONG THOSE SAYING YES]

How many vehicles would you want to be stored on the same Smart Key Card?

1

2

3

4

5 or more

M9. How interested would you be in the Smart Key Card feature?

O O O O O


86


M10. Of the following prices, how much would you expect the Smart Key Card feature to cost?


M11. At your expected cost, would you be willing to buy this Smart Key Card feature?

Yes

No

M12. If this Smart Key Card feature was priced at $200, how likely would you be to buy it?

Definitely buy

Probably buy


Probably not buy

Definitely not buy

87


M13. Would you be interested in having multiple Smart Key Cards for your vehicle?

Yes

No

M14. How much would you be willing to pay for an additional Smart Key Card?


88

Section 5:Driving Behaviors/Brand/Demographics

8989

Driving Behaviors

N1. Which of the following best describes how often you drive your ____________ [PROGRAMMER NOTE: INSERT

QUALIFYING VEHICLE]?

Daily

A few times a week

Once a week

Once every 2 weeks

Once a month

Less than once a month

N2. Thinking about how you use this car, which of the following would you say is your primary reason for driving?

To and from work

Shopping / running errands

School runs / driving children around

Pleasure

Holidays

For work


[PROGRAMMER NOTE: ROTATE RESPONSES EXCEPT ‘OTHER’ AND ALLOW ONLY ONE RESPONSE]

9090

Driving Behaviors

N3. And for what additional reasons do you drive your _______ [INSERT QUALIFYING VEHICLE]?

To and from work

Shopping / running errands

School runs / driving children around

Pleasure

Holidays

For work


[PROGRAMMER NOTE: REMOVE ANSWER FROM S5 Q2 AND ALLOW MULTIPLE RESPONSES; ROTATE RESPONSES

EXCEPT ‘OTHER’]

9191

Driving Behaviors

N4. [PROGRAMMER NOTE: AMONG SUV DRIVERS ONLY ASK] How often do you use your _______ [INSERT QUALIFYING

VEHICLE for off-road or rough terrain driving?

More than once week

Once week

Several times per month

Once a month

Once every 2-3 months

Less than once every 3 months

Never

N5. [PROGRAMMER NOTE: AMONG SUV DRIVERS ONLY ASK] Overall, how important is your _______ [INSERT

QUALIFYING VEHICLE off-road performance as compared to other driving performance?

Not Important

Nice to Have, But Don’t Need It

In the Top 5 of Important Considerations

Most Important Consideration

9292

Brand Consideration

N6. Please indicate how likely you would be to purchase each of the following brand manufacturers for your next car

purchase.

[PROGRAMMER NOTE: ROTATE BRANDS]

Land Rover

Jaguar

BMW

Mercedes

Audi

Lexus

Cadillac

Acura

Infinity

NeutralNot at all Likely Very Likely

9393

Gadgetry

N7. Which of the following products do you have already installed in your ________ [PROGRAMMER NOTE: INSERT

QUALIFYING VEHICLE

Satellite Navigation System

Multi CD Player

DVD System

Bluetooth

USB Connection for PDA/i-pod

Satellite Radio (ex. Sirius/ XM)

[PROGRAMMES NOTE: ROTATE RESPONSES; ALLOW MULTIPLE RESPONSES]

N8. Which of the following non-auto related products do you currently own?

Personal music / video player such as an iPod, a Microsoft Zune, etc

Blackberry / Treo / Similar handheld device

Garmin / TomTom

Mobile phone

Digital television

LCD/Plasma screen television

[PROGRAMMERS NOTE: ROTATE RESPONSES; ALLOW MULTIPLE RESPONSES]

9494

Demographics

N9. Which of the following categories best describes your annual household income?

Under $30,000

$30,001 – $40,000

$40,001 – $50,000

$50,001 – $60,000

$60,001 – $70,000

$70,001 – $80,000

$80,001 – $90,000

$90,001 – $100,000

$100,001 – $120,000

$120,001 – $150,000

$150,001 – $200,000

$200,001 – $250,000

More than $250,000

Prefer not to answer

9595

Demographics

N10. Are you…?

Male Female

N11. What state are you from? (US) _____________

[INSERT DROP DOWN MENU WITH US STATES]

[PROGRAMMER NOTE: INSERT THANK AND CLOSE]

Documents

1 JLR Research – Features Research Draft Questionnaire US Version Prepared by Northstar Research Partners March 18 2008 – REVISED 4