Hands Off? Not Quite. Consumers Fear Technology Failures with Autonomous Vehicles

by ·

With the exception of Gen Y,[1] all other generational groups are becoming more skeptical of self-driving technology, which poses a new challenge to car manufacturers and technology developers, according to the J.D. Power 2017 U.S. Tech Choice Study,SM released today.

“In most cases, as technology concepts get closer to becoming reality, consumer curiosity and acceptance increase,” said Kristin Kolodge, executive director of driver interaction and HMI research at J.D. Power. “With autonomous vehicles, we see a pattern where trust drives interest in the technology and right now, the level of trust is declining.”

(PRNewsfoto/J.D. Power)

Compared with 2016, 11% more Gen Z consumers and 9% more Pre-Boomers say they “definitely would not” trust automated technology. However, similar to the 2016 study, consumers this year show great interest in collision protection and driving assistance technology. Six of the top 10 features that consumers were most interested in before learning the price—smart headlights, camera rear-view mirror, emergency braking and steering system, lane change assist, camera side-view mirrors and advanced windshield display—come from these two categories.

“Along with collision mitigation, there are many benefits to autonomous vehicles, including allowing those who are unable to drive in today’s vehicles to experience freedom of mobility,” Kolodge said. “Interestingly, though, 40% of Boomers do not see any benefits to self-driving vehicles. Automated driving is a new and complex concept for many consumers; they’ll have to experience it firsthand to fully understand it. As features like adaptive cruise control, automatic braking and blind-spot warning systems become mainstream, car buyers will gain more confidence in taking their hands off the steering wheel and allowing their vehicles to step in to prevent human error.”

Additional findings of the 2017 study include:

  • Generation gap for vehicle-controlled functions: When looking at technologies with the largest purchase intent gaps between the Gen Y/Gen Z and Boomer generations, younger consumers are far more comfortable with technologies that assume control of vehicle operating functions. Examples include allowing mobile devices to take control of infotainment systems; an in-vehicle artificial intelligence (AI)-based assistant; and autonomous driving and parking technologies.
  • Not a matter of price: For all five of the technologies with the largest purchase intent gap, Gen Y/Gen Z purchase intent is greater than Boomers, who say they definitely/probably are interested in a feature even before they know the price.
  • I’m going mobile: Gen Z has the highest interest in all alternative mobility types, including 50% indicating they are definitely/probably interested in mobility sharing/co-ownership[2]; 52% for journey-based ownership[3]; 56% for unmanned mobility[4]; and 56% for mobility-on-demand[5].
  • Consumer interest in emergency braking and steering system technology: Upcoming agreements between automakers and the government will require vehicles to have emergency braking—a foundation technology for autonomous driving—as a standard feature within five years. The 31% of consumers willing to pay $700 for the advanced version of this system (adds steering) is greater than the percentage of consumers who would pay for less expensive technologies like digital key at $250; dash camera at $300; and mobile system control at $400.
  • Lukewarm on convenience: Consumers aren’t as enthusiastic about niche convenience technologies. Collision protection and driving assistance-related technologies comprise most of the technologies with the highest pre-price interest, while features in the entertainment and connectivity, and comfort and convenience categories show the lowest pre-price interest.
  • Notable convenience exception: Gen Z consumers have a fairly high interest in digital key technology, which eliminates the need for a physical key or key fob and is replaced by a smartphone or smartwatch. A total of 40% indicate they definitely would like digital key technology on their next vehicle, and 58% are willing to pay $250 for it, compared with 28% among all consumers.

About the Study

The U.S. Tech Choice Study, now in its third year, examines consumer awareness, interest and price elasticity of various future and emerging technologies by vehicle make and consumer demographic. The major technology categories analyzed in the study are entertainment and connectivity; comfort and convenience; driving assistance; collision protection; navigation; and energy efficiency. Consumer interest in emerging concepts such as alternative mobility solutions, cybersecurity threats and trust in automated technologies also was explored.

The study was fielded in January-February 2017 and is based on an online survey of more than 8,500 consumers who purchased/leased a new vehicle in the past five years.

More Lifestyle News:

  1. New-Vehicle Initial Quality is Best Ever New-vehicle quality is at its highest level ever, improving a significant 8% from last year, according to the J.D. Power 2017 U.S. Initial Quality Study,SM (IQS) released. Initial quality in this iconic study is measured by the number of problems...
  2. Consumer Guide Automotive’s 2018 Best Buy List Consumer Guide® Automotive, the leading publisher of authoritative, unbiased new and used-car reviews for 50 years, today announced the recipients of its 2018 Best Buy Awards. A Consumer Guide Best Buy represents the finest balance of attributes and value in...
  3. Virtual Reality Can Help Drivers Understand the Question, “My Car Does What?” A new survey from the National Safety Council found 39 percent of drivers with new safety technologies in their vehicles say sometimes their vehicles act in ways that scare or surprise them. To help educate drivers and understand new vehicle...
  4. Kia Sportage Named A 2017 Must Test Drive Vehicle By Autotrader The 2017 Kia Sportage has been named one of Autotrader’s 2017 Must Test Drive vehicles. The prestigious consumer-focused program showcases the best new vehicles shoppers need to experience prior to making a purchase. Award winners are selected by Autotrader’s editorial...
  5. Tesla Owners Acknowledge Numerous Quality Issues; Love Their Cars Anyway, J.D. Power Finds Problems associated with Tesla Model S and Model X have little influence on the overt affection owners have for these cars and the brand, according to a J.D. Power report released today titled “Tesla: Beyond the Hype.” “Tesla owners see...
  6. Honda Electrified! Clarity Plug-in Hybrid and Clarity Electric Honda today revealed its all-new Clarity Plug-in Hybrid and Clarity Electric alongside the already available Clarity Fuel Cell, saying it will target U.S. sales of 75,000 Clarity vehicles in the first four model years. The Clarity series will contribute to...
  7. National survey finds majority think self-driving cars will eliminate distracted driving A recent national survey commissioned by Erie Insurance, and conducted online by Harris Poll among nearly 3,000 licensed U.S. drivers, finds almost six in 10 (59 percent) think that self-driving cars will eliminate the problem of distracted driving. Two-thirds of...
  8. Subaru Brand Takes Home Top Honors in Kelley Blue Book’s KBB.com Brand Image Awards for Second Year in a Row Kelley Blue Book, the leading vehicle valuation and information source, today announced that Subaru of America, Inc. has once again won in three major categories of the 2017 Brand Image Awards, including Best Overall Brand, Most Trusted Brand and Best...
  9. AUTOMOBILE Announces 2017 All-Stars TEN: The Enthusiast Network announced today that AUTOMOBILE, America’s leading automotive lifestyle brand, has revealed its 2017 All-Stars live on Facebook at the Amelia Island Concours d’Elegance. Six cars were honored this year from a pool of all-new, heavily revised,...
  10. Own a Hollywood Movie Car: More Than 300 Classic, Muscle and Other Vehicles From TV and Movies on Auction Block Tiger Group will conduct an online-only sale on April 27th of more than 300 classic autos, muscle cars, specialty and other vehicles no longer needed for the continuing operations of Picture Car Warehouse, which for more than 20 years has...