Study reveals that building trust is critical
to gain consumer acceptance of greater levels of autonomy
Morpace and SBD reveal that consumers need to be gradually
introduced to increasingly complex levels of autonomy
The race to autonomous vehicles is well underway and can be seen in various phases across different automotive OEMs. As Apple CEO Tim Cook has said earlier in 2016, the automotive industry will experience more change in the next five years than in the last 50, indicating technology adoption among consumers may be slower.
Morpace partnered with SBD and Gamivation to develop a report titled "A Consumer Centric Journey Towards Autonomy" that captures consumer assessments of current advanced driver assistance systems (ADAS) and the opportunities and challenges that lie ahead in the journey toward next generation autonomous vehicles.
With these vehicles expected to be on the road by 2020, it is a critical time to understand how to market autonomous vehicles to different types of consumers, and to ensure that they are properly educated on the benefits offered.
A comprehensive methodology consisting of focus groups, hands-on testing, dealership interviews, and a quantitative survey was designed with the goal of providing a holistic view of the needs of future autonomous vehicle owners.
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