How Techy are American Drivers?

December 09, 2024 at 08:01 AM EST

(BPT) - Technology is impacting every aspect of our lives - including our cars. And as technology reshapes the automotive industry, from the advancements in electric vehicles (EVs) to increasingly sophisticated safety features like blind-spot sensors and lane-keeping assistance, American drivers' relationships with their vehicles are evolving in distinct ways. Hankook Tire's latest Gauge Index Survey combines new data from 2024 findings with a decade of insights to reveal key trends shaping the modern driving experience, focusing on evolving perceptions of EVs, how car safety technology boosts confidence on the road, and consumers' increasing confidence in vehicle maintenance.

Electric Vehicles Gain Traction

EVs are increasingly shaping the American automotive landscape as consumers' attitudes continue to evolve. In its latest Gauge Index, Hankook reports that 20% of consumers plan to buy or lease an EV within the next year, a notable increase from only 8% in 2022. Millennials are leading this shift toward hybrid and EV ownership, with 36% considering a purchase in the future, followed closely by Gen X at 35% and Gen Z at 32%.

This surge in EV interest reflects growing environmental awareness, technological appeal, and a willingness among younger generations to embrace new forms of sustainable transportation. To address this shifting demand, tiremakers are developing new solutions to meet the specific performance and durability needs of electric vehicles, such as Hankook Tire's iON line.

Despite growing interest, cost remains a significant hurdle for EV adoption. For 36% of respondents, price is the top reason for not yet making the switch. Concerns over affordability have long been a barrier. In fact, in 2021, only 26% of consumers associated EVs with affordability. However, there are signs that cost is becoming less of a barrier for many potential purchasers.

While gas savings historically attracted potential EV buyers, its influence is waning. The appeal of fuel savings dropped from 58% in 2022 to 36% in 2024, indicating that while these economic considerations still matter, consumers are becoming more motivated by other factors, such as technological advancements (10%) and environmental impact (18%).

Tech Enhances Perceived Safety

Advanced safety features such as blind-spot sensors, lane-keeping assist, and automatic braking are now a quintessential part of the driving experience, contributing to a sense of security on the road. Hankook's survey reveals that 30% of Americans feel safer thanks to these technologies, though they also say these features don't necessarily alter their driving behavior. For many, the presence of these aids may bring peace of mind, especially for individuals navigating congested urban environments or long highway stretches.

The perception of safety technology varies by gender, with women (26%) more likely to report feeling more cautious on the road compared to men due to these aids (17%). This suggests that safety technology might appeal differently based on individual driving styles and preferences, which is valuable information for automakers striving to address diverse consumer needs.

While these features offer an additional layer of confidence, drivers recognize that technology complements rather than replaces attentive driving. The combination of human skill and technology-driven support represents a balanced approach, one that highlights the crucial role technology plays in reducing stress for those who may otherwise feel apprehensive behind the wheel. Hankook reinforces this balance by engineering tires that seamlessly integrate with advanced safety systems, enhancing both reliability and peace of mind on the road. For example, the Hankook Weatherflex GT tire is designed to provide year-round control and confidence, performing exceptionally well in harsher weather conditions like snow and ice.

Confidence in Car Care on the Rise

As car technology has advanced, so too has the confidence of American drivers in maintaining their vehicles. Over the past decade, drivers have become more proficient in handling essential maintenance tasks, Hankook found. By 2024, 65% of Americans feel comfortable changing a tire, up from just 52% in 2015. Likewise, confidence in changing brake fluid has increased from 35% to 49% over the same period. This trend extends to other routine tasks as well, with significant increases in confidence seen for replacing air filters (61% from 53%), car batteries (64% from 51%), oil changes (58% from 45%), and even spark plugs (50% from 39%).

This boost in self-reliance isn't just about handling maintenance tasks independently but also reflected in a broader commitment to timely vehicle care. Checking tire condition should be a regular part of any maintenance routine, as well-maintained tires are critical for safety and performance. In 2014, 33% of drivers admitted to delaying tire rotations until the last minute; that figure dropped to 20% by 2024. Similarly, instances of drivers delaying oil changes beyond recommended mileage decreased from 31% to 22%. These improvements suggest that Americans are taking vehicle care more seriously, potentially driven by a desire to extend vehicle lifespan and save on costly repairs. When tire replacements are needed, offerings such as Hankook's annual rebates can help drivers keep this essential maintenance within budget.

A Roadmap for the Future

The convergence of these three trends reflects a broader shift in how Americans view and interact with car technology. Growing enthusiasm for EVs, despite cost challenges, demonstrates a readiness for cleaner, more advanced transportation. At the same time, safety technologies are boosting confidence on the road, especially among those who may otherwise feel cautious, while the rise in self-sufficiency in car maintenance suggests consumers are increasingly invested in their vehicles' care.

The Hankook Tire Gauge Index offers actionable insights for drivers, dealers, and tiremakers alike to navigate these shifts. Together, these markers signal a promising future where American drivers not only embrace cutting-edge car tech but also take greater ownership of their automotive experience. As the industry continues to innovate, consumers can look forward to a driving landscape that is safer, more sustainable, and more empowering.

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How Techy are American Drivers?

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