Vehicle Owners Drawn to Xenon Lighting Because of Safety Features, Benefits
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Consumer Research Finds Over Ninety Percent of XENON Owners Are Completely to Very Well Satisfied with Technology
HILLSBORO, N.H., June 12 / / -- A new study reports that safety is a major reason why consumers consider and purchase XENON or High Intensity Discharge headlights on their automobiles.
The research was conducted by Brand-Aid Consulting of Wrentham, Mass. In conjunction with R.L. Polk registration data, Brand-Aid surveyed 400 people who drove 2003-2005 model year vehicles. Two hundred of the owners drove XENON-equipped vehicles, while the other half drove vehicles with halogen lighting.
Ninety-seven percent of XENON owners surveyed said they see better with the technology and the headlights seem to perform better in poor weather conditions, when compared to standard halogen lighting. When asked about specific XENON performance features, these consumers noted that they felt safer because they saw more of the oncoming road as well as viewing roadside obstacles sooner. This is not surprising, as existing research shows that seven out of ten drivers in the United States fear driving at night for reasons related to poor visibility.
"We have strong empirical evidence that proves that consumers appreciate and are loyal to XENON because of the technology's unparalleled illumination and inherent safety benefits," said Matt Blewett, XENON Product Manager, OSRAM SYLVANIA. "The technology provides its owners with 70 percent more light on the road, increasing visibility of many peripheral objects left in the shadows by standard halogen lighting."
The results of the consumer study reveals that nearly all (91 percent) of current XENON vehicle drivers are "completely to very well satisfied" with their headlights. Of those polled, 92 percent indicated that visibility and enhanced safety are the most popular features of the technology. An overwhelming 97 percent of current XENON owners said that they would purchase a future vehicle with XENON technology and 85 percent of those surveyed would recommend XENON headlights to others.
"XENON provides the best illumination available and is considered the benchmark against which other forward lighting technologies are measured. The fact that a large percent of owners would recommend XENON headlights to loved ones and friends means that they value this form of lighting," Blewett said.
The study reveals that 70 percent of non-XENON drivers are aware of the technology and its benefits. The study also reveals that the vast majority, 69 percent have never driven or have never been a passenger in a vehicle equipped with XENON headlights. This shows that the majority of non XENON drivers form opinions about the technology by only experiencing it from the perspective of on-coming traffic. Despite this lack of first-hand experience as a XENON headlight driver, 51 percent of non-XENON owners said they believe the technology provides a safer nighttime driving experience.
The open-ended question portion of the survey also recorded comments of concern pertaining to driver discomfort. It is not possible to determine, however, if the observations were related to factory installed XENON headlights. Halogen headlights that are knocked out of alignment or mis-aimed or poorly manufactured (non-street legal aftermarket products) are known contributors to such conditions.
Finding new customers:
"New car dealerships are where consumers can learn and experience the benefits of XENON lighting first hand. We have observed, however, that sales staffs often do not promote the benefits of XENON headlamps when they are not standard equipment or available on the lot," added Blewett. "Another barrier to adoption is that XENON is often unavailable as a stand-alone option and is bundled with other options, sold on the merits of luxury rather than safety. Finally, many consumers are simply unaware that they have better lighting options to choose from and are, therefore, unlikely to demand it from the dealership."
About OSRAM SYLVANIA
OSRAM SYLVANIA, together with OSRAM GmbH, is the world leader in automotive lighting for original equipment manufacturers (OEMs) and the aftermarket. The company's global automotive lighting division has its principal North American operations in Hillsboro, N.H., with nearly 1,000 employees. In addition to TS 16949, this facility has also achieved ISO 9001 and 14001 certifications. Automotive Lighting designs, develops, manufactures and markets state-of-the-art automotive light sources, including auxiliary, advanced halogen, LED and high-intensity discharge lighting for interior, exterior and forward lighting applications. Over 400 lamp types are produced for cars, trucks, and electronics in facilities throughout the U.S., Europe, and Asia. Automotive applications for OEMs are marketed under the OSRAM brand while products for the aftermarket are sold under the SYLVANIA brand.
OSRAM SYLVANIA is a leader in lighting solutions and specialty products that feature innovative design and energy saving technology. The company sells products for homes, businesses and vehicles primarily under the SYLVANIA brand name, and also under the OSRAM brand. Headquartered in Danvers, Mass., OSRAM SYLVANIA is the North American operation of OSRAM GmbH, a wholly owned subsidiary of Siemens AG. For more information, visit www.sylvania.com.
Source: OSRAM SYLVANIA
CONTACT: Media: Raoul Verheggen of OSRAM SYLVANIA, +1-978-750-2582, raoul.verheggen@sylvania.com
Web site: www.sylvania.com/
