Two automotive portals, Quto.ru and Motor.ru, conducted a survey to uncover what drivers are willing to trade off to lower the price of a car, and what they deem non negotiable under any circumstances. The study explored the balance between cost and safety, showing that buyers in Canada and the United States place a premium on certain protective features while showing readiness to compromise on others when the price is a deciding factor. This kind of insight helps manufacturers and dealers understand consumer priorities in North American markets and tailor offers, financing, and feature bundles accordingly.
In this survey, a significant portion of participants demonstrated a strong insistence on basic security measures. Specifically, 39 percent of the 3.2 thousand respondents stated they would not consider purchasing a vehicle unless it included a functioning security system, regardless of the price. This signals a clear baseline expectation for personal safety and asset protection that persists despite price sensitivity. At the same time, nearly 28 percent indicated they would be willing to sacrifice the stabilization system to achieve a lower price, revealing a willingness to accept compromises on advanced handling technologies in favor of affordability. About 11 percent were prepared to forgo air conditioning, which reflects comfort and climate control as a lower priority compared with core safety systems in cost-driven decisions. More than 7 percent were open to living without an anti-lock braking system, highlighting how some buyers prioritize price above performance safeguards in certain buying scenarios. And just over 4 percent would drive a vehicle without power steering, a choice that underscores how even essential driving assist features can be on the table when the price point becomes decisive for buyers in Canada and the United States.
The analysis also revealed that around 3 percent of respondents perceived airbags as optional or unnecessary, while a small yet notable 8 percent admitted they would part with nearly all features to secure a lower price for a vehicle. These figures illustrate a spectrum of consumer risk assessment, where some drivers are willing to take on higher risk to meet cost targets, and others anchor their decisions on fundamental safety components even at higher prices. For industry observers and policymakers, these numbers highlight the importance of clearly communicating the tangible benefits of each safety feature, as well as the potential trade-offs buyers are prepared to accept under budget constraints. In markets across Canada and the United States, car buyers increasingly expect transparent value, with explanations of what each feature contributes to overall safety, reliability, and long-term cost of ownership. This kind of clarity helps buyers weigh the trade-offs with confidence and aligns purchase decisions with personal risk tolerance and lifestyle needs.
Industry researchers and safety advocates, including the Insurance Institute for Highway Safety, have long studied how people evaluate risk and protection in real-world driving. In the United States, IIHS has documented that pedestrian recognition systems, while valuable in daytime conditions, can underperform at night for many popular car models. This nuance underscores that not all safety technologies behave uniformly across lighting conditions, and it points to the ongoing need for manufacturers to optimize sensor performance and for buyers to consider when evaluating a vehicle for use in different environments and times of day. The findings from IIHS emphasize the practical reality that safety features interact with weather, lighting, and traffic patterns, influencing perceived value and actual performance. For shoppers in Canada and the United States, this means asking specific questions about how features perform in low light and in urban versus rural settings, and looking for updated, model-year evidence of reliability across varied conditions. Marketers and dealers can leverage these insights by pairing safety feature explanations with real-world data and demonstrations, helping buyers make informed decisions that reflect both price goals and safety expectations, while also aligning with regulatory standards and consumer protection norms in North America.