For drivers age 50 and older who are shopping for a new car in the next two years, safety technologies will be more of a key consideration than for those drivers who bought a car in the last year, according to a new survey from The Hartford and the MIT AgeLab.

The survey revealed that 76 percent of drivers age 50 and older who plan to buy a new car will actively seek out high tech safety features. In comparison, only 32 percent of drivers 50 and older who bought a car in the last year actively sought out these vehicle technologies.

“It is encouraging that a majority of mature drivers planning their next vehicle purchase will purposely seek out high tech safety features,” said Jodi Olshevski, gerontologist and executive director of The Hartford Center for Mature Market Excellence. “The Hartford has a long history of helping drivers age 50+ stay safe on the road, which is why we're developing an innovative program with AARP Driver Safety and why we're one of the first companies to offer a discount for certain safety technologies.”

To help drivers learn how to maximize the value of these features, The Hartford has committed $1 million over three years to expand its partnership with AARP Driver Safety to jointly develop a vehicle technology education program. Together, The Hartford and AARP Driver Safety aim to help drivers:

- Understand current and evolving vehicle safety technologies and how to use them;

- Recognize how technologies might enhance their driving safety and extend safe driving years; and

- Choose the technologies that best suit their needs.

The survey also found that drivers age 50+ who plan to buy a car within the next two years will be seeking:

- Blind spot warning systems (87 percent);

- Crash mitigation systems (85 percent);

- Lane departure warning systems (79 percent); and

- Smart headlights (78 percent).

In addition, the survey found, the majority of drivers age 50 and older (75 percent) think having safety technologies in their vehicle will help extend how long they will be able to continue driving. These drivers said they:

- Will feel more comfortable and confident while driving (38 percent);

- Will feel safer while driving (29 percent); and

- Think technology will compensate for driving difficulties (28 percent).

Many mature drivers already adjust when and where they drive so they feel comfortable and safe. “Our findings indicate that some drivers age 50+ would be more willing to drive in certain situations if they had particular technologies, suggesting they associate advanced technologies with enhanced safety,” noted Jodi Olshevski. Of those who currently limit their driving:

- 50 percent would be more willing to drive on the highway if they had crash mitigation systems;

- 41 percent would be more willing to drive long distances if they had adaptive cruise control;

- 39 percent would be more willing to drive at night if they had smart headlights; and

- 36 percent would be more willing to drive in heavy traffic if they had traffic jam assist.

Drivers age 50 and older would consider purchasing a self-driving car if:

- It was proven as safe as driving themselves (56 percent);

- Their health prevented them from driving (48 percent);

- It helped them stay connected to friends and family if they could no longer drive (27 percent);

- It was cheaper than a regular car (26 percent); and

- It was recommended by someone they trust (17 percent).

Overall, 35 percent of drivers age 50+ would be willing to use a driverless car if they could no longer drive safely; 42 percent are unsure, and only 24 percent would not be willing to use one.

Victoria Spears

Victoria Spears

Victoria Prussen Spears is senior vice president of Meyerowitz Communications Inc., a law firm marketing communications consulting company. A graduate of Sarah Lawrence College and Brooklyn Law School, Ms. Spears was an attorney at a leading New York City law firm before joining Meyerowitz Communications. She may be contacted at [email protected].

More from this author ⟶