Industry report finds that American consumers are willing to pay approximately $3,300 for hands-free driving.

Survey shows muted willingness to pay more for autonomous vehicles and significant interest in giving up vehicle ownership for robotaxi ride-hailing.

Nationwide; United States; Nationwide; China; Nationwide; Germany; Nationwide; France; Nationwide; United Kingdom; Nationwide; Italy

Summary Information

Autonomous vehicles (AVs) represent the future state of mobility, with an anticipated $75 billion investment in the technology between 2019 and 2023. Once introduced, AVs have the potential to disrupt the automotive industry as we know it, with implications for automakers, suppliers, and other industry players. A consulting firm gauged representative consumers to understand their current and potential future attitudes about AVs.

Consumers in six countries were surveyed about their interest, purchase intentions, and sentiments regarding AVs. In total, more than 6,500 consumers were surveyed, including 1,072 in China, 1,019 in France, 1,015 in Germany, 1,037 in Italy, 1,009 in the United Kingdom, and 1,594 in the United States. All respondents were age 18+ and held a driver's license. The respondents were 50.5 percent male and 49.5 percent female and represented all major regions and income levels in each country. The survey was conducted online from April 23 to May 17, 2019.

  • Consumers indicated a conservative approach to adoption, but a likelihood of giving up car ownership for ride-hailing in robotaxis. Importantly, half of consumers in key markets reported they are eager for AVs more for convenience than for cost savings and productivity. The survey found that China is well positioned to be the epicenter of AV development given Chinese consumer sentiment about AVs. Consumers surveyed in China are most willing (84 percent) to give up their car and have a higher willingness to pay for AVs, though the premium they are willing to pay for AVs is lower.
  • Consumers are less interested in hands-off-the-wheel (SAE Levels 4 and 5) than driver-assisted automation. Consumers surveyed said they would be willing to spend only 8 to 24 percent more for hands-off autonomy over today’s driver-assisted Level 2 autonomy from advanced driver-assistance systems, or ADAS, which include features such as lane-keeping assistance and automatic emergency braking.
      Figure 1: Consumer readiness to give up vehicle ownership for robotaxi services

      Figure 2: Consumer premium for hands-off-the-wheel autonomy (Level 4) versus ADAS autonomy (Level 2)

      Using the average price of a new vehicle as of June 2019 (which was $37,185, according to Kelley Blue Book), Americans are willing to pay just over $3,300 for hands-free driving, or 9 percent more for the technology.
      Italy 12%
      United Kingdom9%
      United States9%

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AlixPartners’ 2019 International Autonomous‑Vehicle Consumer Survey

Author: Kumar, Arun; Florent Delaunay; and Anata Medury

Published By: Alix Partners

Source Date: 1/27/2020



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Benefit ID: 2020-01457