Heated seats have become the most desired feature among shoppers planning to buy a new vehicle, according to a new survey of U.S. drivers. The study found that comfort and safety technologies continue to influence purchasing decisions, with parking assistance and advanced braking systems also ranking near the top.
Heated Seats Top the List
Market research and consulting firm AutoPacific surveyed 19,000 licensed drivers who intend to acquire a new vehicle within the next three years to identify the features they value most.
According to the survey, 47% of respondents selected heated seats as their most desired feature, making it the highest-ranked item on the list. Heated seats did not appear in AutoPacific’s top 15 features in 2025, making this year’s result a notable change.
Safety Features Follow Closely Behind
Front and rear parking sensors ranked second, with 45% of surveyed drivers identifying them as a priority for their next vehicle.
Rearward automatic emergency braking placed third, highlighting continued interest in technologies designed to help prevent collisions while reversing.
Top Vehicle Features Buyers Want
The AutoPacific survey ranked the 15 features and technologies that prospective vehicle buyers value most when considering a future purchase.
Among the highest-ranked features were:
- Heated seats
- Front and rear parking sensors
- Rearward automatic emergency braking
Changing Buyer Priorities
One of the survey’s more notable findings is that all-wheel drive ranked last among the top 15 desired features.
The result contrasts with another survey conducted in October, which found that buyers preferred all-wheel drive over any semi-autonomous driving feature.
The latest AutoPacific findings also indicate that features such as auto park and night vision with large animal detection attracted enough interest to be included among buyers’ priorities.
Survey Highlights Evolving Consumer Preferences
The AutoPacific survey suggests that buyers planning to purchase a new vehicle within the next three years are placing greater emphasis on comfort and driver-assistance technologies. Heated seats led all features in the study, while parking assistance and advanced safety systems also ranked among the most sought-after options.
