Authors:
Graham Gordon, John Kiser
Americans who have tried autonomous cars are much more likely to have positive feelings about them. Autonomous ride-hailing can help bridge the gap and expose more people.
How autonomous ride-hailing can steer us toward the future of cars
For others, it’s merely a pipe dream.
For some people, fully autonomous driving is the logical, utopian solution to transportation
Progress in fully autonomous driving is stalling amid slow progress and shifting investments, but advanced safety tech or ADAS features are still valuable in the eyes of the consumer
Overall consideration of full autonom-ous driving is increasing, but buyers still view the technology as situational
Autonomous ride-hailing has provided a new way forward, promoting incremental progress in key city-centers.
Top providers have over 1 million miles of experience without drivers, a significant milestone with potential to continually expand
Key Takeaways
Experiences with semi-autonomous driving is up and helps demonstrate its benefits… but it does not eliminate concerns
With any new innovation, collaboration and transparency is critical. Industry and governmental leaders must be prudent and honest in the spirit of progress. Sharing information across stakeholders can help avoid overreaction and negative public sentiment
Neither crowd has been validated yet, but developments in advanced driver-assistance system (ADAS) features working together to create a semi-autonomous experience (or even autonomous ride-hailing) may provide the right opportunities for consumers to experience an automated driving experience.
The tech advancements of the last few years have been significant — and with the acceleration of artificial intelligence, there is a real opportunity for exponential growth in autonomous driving in the coming years.
One clear barrier is that many people aren’t familiar with autonomous driving experiences — but those who have experienced it are much more likely to understand its potential to be safer and more comfortable.
How can automakers and other stakeholders help expose more people to the technology? While the pace of innovation in personal vehicles isn’t meeting consumer expectations, autonomous ride-hailing services are emerging as a way to bridge the gap and develop the technology through other means.
Autonomous driving is omnipresent in the news, for better or worse
With such high stakes, autonomous technology sentiments can often be tied to how the media presents the technology, good or bad.
Unfortunately, what is covered by the media tends to be negative or when accidents happen — and not how many accidents may be avoided as a result.
These media reports have rippling effects on the industry and beyond, affecting public perception of the technology, altering market investments across different ventures, and even affecting the existence of companies that were previously heralded as industry darlings. So, with an uphill battle ahead, where does the automotive industry currently lie, where is it going, and how can it effectively push forward?
According to our 2023 Navigator study on driving technology, there is an upside in the current state of autonomy. For one, consumers are becoming more comfortable with the technology in their cars.
Three in five (60%) would consider a connected vehicle that can communicate with other devices/systems (up 11% from last year), and 58% trust advanced driver assist systems (ADAS), a 7% increase from 2022.
Safety tech is still the future of the industry
US Car Buyer Vehicle Technology Sentiment, Top 2 Box %
Accident avoidance, emergency service, and adaptive/ automatic cruise control as the features they were both most aware of and most interested in purchasing in their vehicle
On top of that, out of the 17 future-focused technology features analyzed in our study this year, consumers ranked various safety-related features such as:
While semi-autonomous mode and full-autonomous mode were both low in interest comparatively, it’s still a cautiously optimistic sign that safety enhancements are the most welcome innovations in the auto industry.
Once ADAS features become more widely used and trusted, this in turn could help prime more car buyers to consider and test out further enhancements in the space, namely semi-autonomous and full-autonomous driving. And in turn, if semi and full autonomy can fully realize their own stated safety benefits, they too may find themselves a home in the vehicles of the future.
Would consider a connected vehicle
(can communicate with other devices/systems)
Up 11% YoY
Trust Advanced Driver Assist Systems
(ADAS)
Up 7% YoY
60%
58%
Download the Full POV
Back to Top
John Kiser
Executive Vice President
of Automotive & Mobility
john.kiser@ipsos.com
Curious to learn more? Contact us!
Progress in fully autonomous driving is stalling amid slow progress and shifting investments, but advanced safety tech or ADAS features are still valuable in the eyes of the consumer
Key Takeaways
Authors:
Graham Gordon, John Kiser
Americans who have tried autonomous cars are much more likely to have positive feelings about them. Autonomous ride-hailing can help bridge the gap and expose more people.
HOW AUTONOMOUS RIDE-HAILING CAN STEER US TOWARD THE FUTURE OF CARS
Overall consideration of full autonom-ous driving is increasing, but buyers still view the technology as situational
Experiences with semi-autonomous driving is up and helps demonstrate its benefits… but it does not eliminate concerns
Autonomous ride-hailing has provided a new way forward, promoting incremental progress in key city-centers.
Top providers have over 1 million miles of experience without drivers, a significant milestone with potential to continually expand
With any new innovation, collaboration and transparency is critical. Industry and governmental leaders must be prudent and honest in the spirit of progress. Sharing information across stakeholders can help avoid overreaction and negative public sentiment
For some people, fully autonomous driving is the logical, utopian solution to transportation
For others, it’s merely a pipe dream.
Neither crowd has been validated yet, but developments in advanced driver-assistance system (ADAS) features working together to create a semi-autonomous experience (or even autonomous ride-hailing) may provide the right opportunities for consumers to experience an automated driving experience.
The tech advancements of the last few years have been significant — and with the acceleration of artificial intelligence, there is a real opportunity for exponential growth in autonomous driving in the coming years.
One clear barrier is that many people aren’t familiar with autonomous driving experiences — but those who have experienced it are much more likely to understand its potential to be safer and more comfortable.
How can automakers and other stakeholders help expose more people to the technology? While the pace of innovation in personal vehicles isn’t meeting consumer expectations, autonomous ride-hailing services are emerging as a way to bridge the gap and develop the technology through other means.
Autonomous driving is omnipresent in the news, for better or worse
With such high stakes, autonomous technology sentiments can often be
tied to how the media presents the technology, good or bad.
Unfortunately, what is covered by the media tends to be negative or when accidents happen — and not how many accidents may be avoided as a result.
These media reports have rippling effects on the industry and beyond, affecting public perception of the technology, altering market investments across different ventures, and even affecting the existence of companies that were previously heralded as industry darlings.
So, with an uphill battle ahead, where does the automotive industry currently lie, where is it going, and how can it effectively push forward?
Safety tech is still the future of the industry
According to our 2023 Navigator study on driving technology, there is an upside in the current state of autonomy. For one, consumers are becoming more comfortable with the technology in their cars.
Three in five (60%) would consider a connected vehicle that can communicate with other devices/systems (up 11% from last year), and 58% trust advanced driver assist systems (ADAS), a 7% increase from 2022.
US Car Buyer Vehicle Technology Sentiment, Top 2 Box %
Would consider a connected vehicle (can communicate with other devices/systems)
Up 11% YoY
Up 7% YoY
Trust Advanced Driver Assist Systems (ADAS)
On top of that, out of the 17 future-focused technology features analyzed in our study this year, consumers ranked various safety-related features such as:
Accident avoidance, emergency service, and adaptive/ automatic cruise control as the features they were both most aware of and most interested in purchasing in their vehicle
While semi-autonomous mode and full-autonomous mode were both low in interest comparatively, it’s still a cautiously optimistic sign that safety enhancements are the most welcome innovations in the auto industry.
Once ADAS features become more widely used and trusted, this in turn could help prime more car buyers to consider and test out further enhancements in the space, namely semi-autonomous and full-autonomous driving. And in turn, if semi and full autonomy can fully realize their own stated safety benefits, they too may find themselves a home in the vehicles of the future.
Download the Full POV
Back to Top
John Kiser
Executive Vice President
of Automotive & Mobility
john.kiser@ipsos.com
Curious to learn more? Contact us!