Consumers ‘showing less interest in autonomous driving systems’

After reaching an all-time high in 2015, consumer interest in autonomous driving systems has fallen in 2016, reflecting hesitance about the reliance of self-driving technology, according to a recent survey from the In-Vehicle UX (IVX) group at Strategy Analytics.
September 16, 2016 Read time: 2 mins

After reaching an all-time high in 2015, consumer interest in autonomous driving systems has fallen in 2016, reflecting hesitance about the reliance of self-driving technology, according to a recent survey from the In-Vehicle UX (IVX) group at Strategy Analytics.

Strategy Analytics surveyed consumers in the US, Western Europe, and China regarding their interest and willingness to pay for advanced driver assistance systems (ADAS).  

According to the report, Consumer Interest in Advanced Safety Features Cools in Europe and US, consumer interest in a variety of advanced driver assistance systems (ADAS) has fallen from 2015, though willingness to pay for certain systems like blind spot detection remains strong at low price points.

Derek Viita, senior analyst and report author, commented that although advanced safety systems are spreading into more models, and media coverage of self-driving systems is becoming more widespread, "general consumer interest in many ADAS features has hit a roadblock.  Media stories of consumers complaining about (and even deactivating) features such as lane departure warning are clearly having a negative impact."

Chris Schreiner, director of IVX, added, "Our research on autonomous parking and driving systems shows that these features are riddled with poor HMI and in some cases add minimal value for the driver.  The decrease in consumer interest for these features suggests that the word is getting out, and early implementations of these features are not meeting consumer expectations."

Location Based Systems

Related Content

  • August 29, 2019
    Don’t drive drunk – or use a hands-free phone
    Despite law changes, drivers’ bad habits have been creeping back in. TRL’s Dr Shaun Helman tells Adam Hill why using a phone at the wheel is just as distracting as driving after a few drinks esearch from as far back as 2002 (see box) suggests that driving while making a phone call – either hands-free or holding a handset to your ear – creates the same amount of distraction as being drunk behind the wheel. While it is notoriously hard to predict how alcohol will affect an individual (due to the speed of
    Read More
  • March 17, 2017
    Europe’s road safety gains have stagnated EU
    Europe will fail to meet its road death targets as enforcement budgets are slashed and drivers face an epidemic of distractions. The European Union will not achieve its aim of halving the number of people killed on its roads each year by 2020, delegates to Tispol’s (the organisation of European traffic police) annual conference in Manchester were told. “The target will be missed because there was only a 17% decrease in road fatalities across Europe between 2010 and 2015 when [the rate of reduction] should h
    Read More
  • December 23, 2015
    ITS sector must use less confusing industry terms says Q-Free
    For ITS to gain the recognition it deserves, Q-Free’s Knut Evensen argues that the sector must have a coherent message and avoid confusing the wider community with a bewildering array of terms and acronyms. Any industry or group of people will develop its own lexicon over time. The process is near-inevitable, as individuals’ knowledge bases increase and evolve, and terms for common wisdom are created and become truncated, or even slang. A danger, though, as a relatively small group looks to admit large numb
    Read More
  • July 7, 2015
    ADAS ‘fastest growing sector’ in automotive field
    According to the latest research by RnR Market Research, Advanced Driver Assistance Systems (ADAS) has been one of the fastest-growing sectors in automotive field and is expected to register a CAGR of 32 per cent during 2014-2019. Currently, developed countries in Europe and America have had nearly eight per cent of new vehicles equipped with ADAS, in contrast to about two per cent in emerging markets. It is predicted that over 25 per cent of new vehicles will carry ADAS by 2019 globally. The Global a
    Read More

Highlighted Content