Consumers demand standard safety features and express skepticism towards autonomous driving
By Team Acko Drive 
Consumers demand standard safety features and express skepticism towards autonomous driving
A thorough study conducted by S&P Global Mobility has provided valuable insights into consumer preferences towards advanced driver assistance systems (ADAS) and autonomous driving technology. The spring 2023 S&P Global Mobility consumer study surveyed thousands of respondents globally and sheds light on consumer demand for safety features over self-driving technology. These findings serve as a significant milestone in understanding consumer perspectives and expectations of car buyers.
83% of consumers prefer a blind spot warning system, making it the most desired ADAS feature.
Over 80% of respondents strongly desired forward collision warning and rear mirror cameras.
Other highly sought-after features include automatic emergency braking (AEB) for cyclists and pedestrians and night vision.
Only 61% of respondents expressed interest in self-driving technology, making it the least desired ADAS feature.
Trust and familiarity remain significant barriers to adopting autonomous driving systems.
Merely 47% of consumers would consider riding in a car with self-driving abilities or purchasing one.
Consumers in Mainland China displayed the highest desirability scores for self-driving technology, with greater willingness to ride in and purchase autonomous vehicles compared to respondents from the US, UK, and Germany.
The study highlights distinct consumer behaviours and mindsets towards autonomous driving across different markets.
More than 50% of car buyers expect safety features to be standard rather than optional, indicating a reluctance to pay extra for these technologies.
81% of buyers are willing to pay more for vehicles with higher safety ratings.
Consumers believe safety ratings play a crucial role in their vehicle purchase decisions.
The complexity of autonomous systems and the lack of standardized features across different manufacturers pose challenges for consumers in understanding the capabilities of these technologies.
Effective communication about the benefits and functionality of autonomous driving systems is crucial to improve their desirability.
German premium automakers (Audi, BMW, Mercedes-Benz, Porsche) are viewed by consumers as having the highest level of confidence in developing safe and effective self-driving vehicles.
The legal and liability complexities associated with Level 3 automation require careful navigation before achieving widespread consumer acceptance.
Also Read: Tesla Boss Elon Musk Set To Meet PM Modi In The US
