Accepting Automation

Automakers might already hold the key to improving public acceptance of self-driving cars: fine-tuning existing vehicle technology. AAA’s annual automated vehicle survey finds that less than a quarter of people feel manufacturers should focus on developing self-driving vehicles. The majority of drivers (80 percent) say they want current advanced driver assistance systems (ADAS) to work better.

People are ready to embrace new vehicle technology, especially if it will make driving safer,” says Greg Brannon, AAA’s director of automotive engineering and industry relations. “Consumers are clear about what they want and if automakers seize the opportunity to provide a better experience now, it will pave the way for the vehicles of tomorrow.”

For six years, AAA’s annual automated vehicle survey has gauged consumer sentiment regarding emerging vehicle technology, focusing on self-driving cars. While interest in owning a car with more advanced technology grows, Americans are still struggling to warm up to the idea of full vehicle automation. The survey found that 14 percent of drivers would trust riding in a vehicle that drives itself, a result similar to last year’s findings. A large majority said they would either be afraid to ride in a self-driving vehicle (54 percent) or are unsure about it (32 percent).

Almost all 2020 vehicle models come equipped with at least one ADAS, such as automatic emergency braking, blind spot warning or lane keeping assistance. Previous AAA research has found that some systems, particularly those that provide the highest level of automation available to the public, do not always work as expected. Negative experiences with these systems, especially among first-time buyers, could influence driver opinion of future vehicle automation. Current sentiment also reinforces the need for manufacturers to hone vehicle technology by expanding testing and focusing on including more real-world scenarios encountered by drivers.

Self-driving vehicles are still years away from being available to consumers, though drivers should also find opportunities to educate themselves on when and how self-driving vehicles will be a part of daily life. A collective effort by both industry and consumers is what it will take to move the needle away from apprehension and closer toward acceptance.

METHODOLOGY: The survey was conducted Jan. 15-17, 2021, using a probability-based panel designed to be representative of the U.S. household population overall. The panel provides sample coverage of about 97 percent of the U.S. household population. Most surveys were completed online; consumers without internet access were surveyed over the phone. A total of 1,010 interviews were completed amongU.S. adults 18 years of age or older. The margin of error for the study overall is 4 percent at a 95 percent confidence level. Smaller subgroups have larger error margins.