A new study from J.D. Power and Associates asked consumers what new options they would like in the next generation of automobiles. Over half of those surveyed expressed an interest in the ability to play "non-standard audio files" in their next car via a USB memory key, if there was a price point of $100. Also for the same amount, 58 percent said they would like an in-vehicle computer hard drive, allowing them to store music files in their car.

Among iPod owners surveyed, 60 percent said they would pay $150 to have connectivity for their iPod in their next vehicle. Premium surround sound is also a highly prized option among car owners.

“Manufacturers should anticipate a heightened interest and desirability for technologies such as MP3 and USB connectivity options, since portable digital music players have become so popular,” said Larry Wu, Senior Director of automotive product and quality research at J.D. Power and Associates. “Employing these technologies in new vehicles could help auto manufacturers in their efforts to attract and maintain younger buyers.”