After reaching an all-time high in 2015, consumers’ 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). Consumer interest in all forms of ADAS remains somewhat high but has moderated from 2015 in the US and Europe.
Interest in autonomous parking and driving features has fallen in some regions, especially in the US. Consumer willingness to pay for most ADAS features has dropped for all but the lowest reasonable price points, especially for advanced functions and semi-autonomous features.
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.
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.—Chris Schreiner, director of IVX