Auto Buyers Say Yes to Safety, No to Self-Driving; New Study Reveals

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.

Safety Features Take the Lead:

• 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.

Scepticism Towards Autonomous Driving:

• 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.

Regional Disparities for Self-Driving Tech:

• 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.

Safety Features to be Standard:

• 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:

• 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.

Building Trust and Addressing Legal Issues:

• 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.

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