Cars today comes with state-of-the-art features to draw customers. It’s an excellent strategy considering that people are becoming more and more tech savvy with time. But one shouldn’t forget that it is the nature of car buyers to embrace technology as long as they can afford it.

J.D. Powers, a research company, conducted a survey on car buyers to study their expectations from a new car purchase. With over 19,000 respondents, the research firm concluded that consumers are well-informed in new car technology and seem to be eager about having these gadgets in their new cars. The research firm also observed that their level of eagerness and excitement correlates to the price tag and features in a new car.

Of all the respondents, 67% of them showed profound interest in having a navigation system installed in their cars. But when it was revealed that a typical car GPS navigation system would burn a hole in their pocket, the number drastically fell to 20%.

In the same way, J.D. Powers also discovered that customers are interested in installing an MP3 player on their cars provided, that it doesn’t exceed their budget. Out of all the respondents, 65% said that they prefer and enjoy the ability to listen to their ” favourite sounds” while they’re on the road. On the other hand, 27% of the respondents would rather have a “smart phone” music connectivity over the MP3 feature.

Regardless of what customers want, they are ready to shell out only the amount of money they believe as necessary. Moreover, the car buyers are likely to cave in any feature that come with a price tag of more than what they can go for.