Purchasing choices of older drivers on advanced vehicle technologies: A discrete choice experiment

Advanced vehicle technologies (AVTs) can reduce the risk of crashing and serious injuries however their uptake remains low amongst older drivers. A discrete choice experiment (DCE) was used to investigate what vehicle features, including AVTs, are preferred in vehicle purchasing decision in older drivers.

Older drivers (≥65 years) completed a DCE containing 12 choice sets, with 2 vehicles to choose from, described by 4 attributes: Access, Fuel Efficiency, Cost, and AVTs. Conditional logistic models adjusting for age and sex, and then expanded to include a priori interactive terms for socio economic status, self-rated mobility limitations and anxiety/depression, and sex were run in R v4.2.2 with odds ratio (ORs) and 95% confidence intervals (Cls) reported. Marginal willingness to pay for more AVTs was estimated.

133 participants (mean age: 73.6 years; 66% males) completed the survey. Participants significantly preferred vehicles with better "Fuel efficiency" (OR 1.57, 95%Cl 1.44-1.71) and AVT inclusions (OR 1.29, 95%Cl 1.20-1.40), and were less likely to choose more expensive vehicles (per $5000 increase; OR 0.91, 95%Cl 0.86-0.99). "Access" did not influence choice between the two vehicle options. Those on a pension were price sensitive: twice as likely to choose a vehicle with better "fuel efficiency" and approximately 40 % less likely to choose a more expensive vehicle. Participants were willing to pay at most $1,604.17 (95%Cl $337.60-$3,174.50) extra for a car with AVTs that otherwise would cost $30,000.

Despite showing interest in AVTs, older adults place more importance on price and fuel efficiency, and therefore would only pay a modest amount to get a car with more technological features.

These results can help road safety professionals, industry and policy makers better communicate the value of AVTs to older drivers and help promote the uptake of AVTs and safety amongst older drivers.