While consumer confidence in fully automated self-driving vehicles is increasing, overall confidence remains low, according to a new J.D. Power study. Consumers want more safety statistics about the technology, and they're also concerned about data privacy and hacking.
The J.D. Power 2024 U.S. Mobility Confidence Index (MCI) Study finds that the automotive industry is seeing small signs of increased consumer confidence in fully automated self-driving vehicles after a two-year decline. In the 2024 study, the index score for consumer automated vehicle (AV) readiness increased 2 points to 39 (on a 100-point scale), which is where it was in 2022.
J.D. Power researchers say while confidence is on the way up, the pace with which consumers accept the technology remains relatively flat among the general population and safety continues to affect consumer confidence.
Researchers say:
- 83% of consumers say they want more safety statistics regarding the technology before riding
- 86% say they want the ability to take control of the vehicle if needed.
J.D Power expects gains in consumer confidence with the technology to remain low until these issues are addressed and consumer expectations are met.
“This year’s improvement is minimal because there are still many unmet needs required to boost consumer confidence,” said Lisa Boor, senior manager of auto benchmarking and mobility development at J.D. Power. “Repeated and consistent reporting of safety findings over time—with independent oversight—will aid acceptance. Furthermore, addressing persistent concerns regarding insurance costs and data privacy also are paramount.”
Data Privacy and Hacking Concerns
J.D. Power says data privacy and hacking remain top concerns as 64% of consumers express concern that the data collected in the vehicle is not safe and secure. 80% want to understand what is being done to prevent fully automated, self-driving vehicles from being hacked. In fact, this issue is becoming so important to consumers that 40% (definitely and probably will) indicated that the automaker’s data protection policy will be a reason to purchase one brand over another when shopping for their next vehicle.
“Consumers are increasingly concerned with data privacy and this study shows a strong link to fully automated self-driving vehicles,” said Bryan Reimer, Ph.D., research scientist in the AgeLab at the MIT Center for Transportation and Logistics and a founder of MIT’s Advanced Vehicle Technology (AVT) Consortium. “Data security and transparency regarding data use are becoming increasingly important as a foundation for building trust in technology and connected digital solutions. Trust is built over time but can be quickly eroded. The news media's attention to a recent failure by one automotive manufacturer to safeguard drivers’ privacy is likely provoking anxiety among automotive consumers.”
Following are some key findings of the 2024 study:
- Drones in demand: This year’s study also measures consumer confidence with various ways that automated self-driving technology may be deployed for air transportation, including drones and air taxis (i.e., aircraft with vertical takeoff and landing capabilities). Confidence in having packages delivered using an automated drone is 34%, more than double the rate of riding in a fully automated, self-driving air taxi (16%).
- Insurance per ride unexpected: Nearly three-fourths (71%) of consumers say they don’t expect to acquire insurance on a pay-per-ride basis when utilizing a robotaxi service. More than half (57%) agree that the vehicle owner will need liability coverage for any fully automated, self-driving vehicle.
- Parents of teens want ADAS technology: Parents of teen drivers are roughly twice as comfortable letting them drive the household vehicle (50%) than ride in a robotaxi (26%) or use Uber teen (29%). However, 39% of parents say they want the household vehicle to be equipped with Active Driver Assistance Systems (ADAS) technology for safety reasons.
To learn more about how the study was conducted click here.
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