Consumer Priorities Shift Towards Safety Features Over Self-Driving Technology, Says New Study
Automakers love to tell us about their new cars’ incredibly sophisticated autonomous driving features, but a new study suggests self-driving tech is way down consumers’ lists of priorities when buying a new car.
Today's consumers are far more interested in advanced driver assistance system (ADAS) technology features such as blind spot detection, a rearview camera, forward collision warning, and automatic emergency braking with pedestrian and cyclist detection than they are in an autonomous driving system that allows the car to do some of the driving. In a 2023 S&P Global Mobility consumer survey those four features were rated as most desirable, with each being highlighted by at least 80 percent of all drivers quizzed.
Key takeaways from the study include the following:
Consumer priorities: Consumers prioritize advanced driver assistance systems (ADAS) tech features, such as blind-spot detection, backup cameras, forward collision warning, and automatic emergency braking with pedestrian and cyclist detection, over self-driving technology when purchasing a new car.
Lack of trust in autonomous systems: Only 61 percent of respondents expressed a desire for a fully self-driving car, indicating a lack of trust in autonomous systems. Only a minority of consumers (47%) said they would ride in a car with self-driving abilities and consider purchasing one.
Geographic differences: Consumers in China are more receptive to the idea of self-driving cars compared to those in the U.S., Britain, and Germany. The acceptance and interest in self-driving technology vary across different regions.
Safety features as standard: Buyers value safety features on their new cars but prefer them to come as standard rather than paying extra. Over 50 percent of buyers expect a car's sophisticated safety gadgets to be included without additional cost.
