(MediaBuyerPlanner) According to auto dealers, while the satellite radio option is not a defining factor for closing most sales, more customers now expect it as part of the package, reports Auto News. "It's just a competitive market requirement, particularly on high-market cars," said Earl Hesterberg, CEO of Group 1 Automotive Inc., the fifth-largest dealership group in the U.S. "My dealers tell me they haven't lost any sales because of it, but if they didn't offer it they might."

Jim Corwin, owner of Corwin Jeep-Chrysler in Pennsylvania, said customers at his dealership favor satellite radio, especially when Jeep owners receive a free one-year subscription from Chrysler. "Most people, even the naysayers, come back and say they really enjoy it. Customers are receiving it really well. But is it helping sell cars? I don't think so," said Corwin.

Randy Fuller, co-owner of Fullers' White Mountain Motors in Arizona, said, "I don't see [satellite radio] being a primary buying decision. When people come in and ask whether you have satellite in the vehicles they don't really seem to care if it's XM or Sirius."

"I think in probably about four years, you'll see it as standard feature on every car," said Bart deBrow, general manager of Michigan-based Suburban Nissan.