Skip to main content

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."

Related Content

  • Continental concept vehicle addresses distracted driving
    February 8, 2013
    According to the US Department of Transportation (USDOT), an average of ten drivers in the US is killed and more than 1,100 people are injured every day as a result of accidents caused by distracted drivers. To address this ongoing concern, automotive supplier Continental has developed a concept vehicle, the driver focus vehicle, where driver assistance systems are linked to a highly versatile LED light strip to create a powerful tool against driver distraction. In its driver focus vehicle, Continental has
  • Panasonic in Colorado: Rocky mountain way
    December 3, 2018
    Panasonic is at the heart of a C-V2X project which began last year in Colorado. The company’s smart mobility boss Chris Armstrong tells Adam Hill how it is working out Colorado needs traffic and transport solutions – and fast. The US state’s population has grown 50% in the last 20 years and another 50% hike is predicted in the next 20. It also spends more than $13 billion in roadway crash costs each year. In 2015, 546 people died in traffic-related crashes, and more than 3,000 were seriously injured.
  • Autonomous vehicles will not prevent half of real-world crashes
    April 5, 2017
    Alan Thomas of CAVT looks at the reality behind the safety claims fuelling the drive towards autonomous vehicles
  • HERMES Study provides guidance for forward ITS thinking in Finland
    August 25, 2016
    Having authored HERMES, a major study for the Finnish Ministry of Transport and Communication, Josef Czako talks to ITS International about his findings and lessons for other authorities. When CEOs of major automakers are predicting more change in the next five years than in the past 50, what is the role of national authorities considering the benefits of innovations in ITS?