A national survey of almost 8,000 American drivers reveals that vehicle safety features have reached a record level of popularity. In addition, more than half of those surveyed indicated that the presence of incentives has significant influence on timing and model selection, according to auto market research organization The Dohring Company of Glendale, Calif.

The early January study randomly surveyed 7,955 drivers intending to purchase a vehicle in the near future from an on-line panel that represented all 50 states.

"For the last four years we've seen a marked increase in consumers indicating that air bags, ABS brakes, traction control and crush/crumple zones are important considerations in new vehicle purchases," said Rik Kinney, Dohring senior vice president.

"A large majority of automotive consumers see safety equipment as an integral element of modern vehicles. Considering that the technologies the buying public is seeking now were almost non-existent 10 years ago, it would appear that the coming generation of devices may be accepted and adopted even more quickly," Kinney said.

In a separate result, over one-half of the respondents to the survey said that the presence of incentives could actually cause them to enter the new vehicle market. Almost six of 10 respondents said that incentives would be a primary consideration in the selection of a specific make or model.

Kinney said that the expectation of incentives on the part of consumers will challenge automakers and dealers as they attempt to limit and/or end attractive deals on new cars and trucks.

"We know from years of research that once a prospective buyer starts to shop the monthly payment and rebate situations become powerful elements in a majority of purchase decisions," Kinney said. "Bringing these financially attractive deals to an end is not going to be easy, especially with the economy slowing and the manufacturers and dealers heavily competing for their share of market."