A recent survey reveals that while U.S. drivers are becoming more familiar with autonomous vehicle technology, most prefer maintaining control over their cars.
Cox Automotive's latest survey indicates a growing familiarity with autonomous vehicle (AV) technology among U.S. consumers, yet there remains hesitance to relinquish control. After a decade of studies, the company reports that consumer awareness of AVs has surged 18%, with 46% of those surveyed believing that fully autonomous vehicles will become a reality within their lifetime—a notable increase from 37% five years ago.
Among the levels of autonomy, Level 4—characterized by full autonomous capabilities with an option for human control—remains the most appealing to respondents, though interest has slightly dipped from 30% to 28% over the past decade. In contrast, the allure of fully driverless Level 5 vehicles has drastically decreased, plummeting from 17% in 2016 to just 10% now, suggesting a trend where consumers prefer to retain some level of control during their driving experience.
The adoption rate for Level 2 and Level 3 vehicles has seen significant growth, rising from 12% to 34% since 2016. Furthermore, if given a choice, 57% of participants stated they would opt for a Level 3 or higher vehicle for their next purchase, underscoring a persistent preference for hybrid control settings rather than complete delegation to technology.
The auto industry is known for having gradual adoption curves for emerging technologies. Vanessa Ton, Cox Automotive's market and customer research senior manager, emphasizes that even hybrids, available in the U.S. for over 25 years, now account for only one in five new vehicle sales. The survey noted that safety fears and high-profile incidents have hindered the progression of AVs. Yet growing acceptance of robotaxis—commercially available in various cities—indicates a shifting mindset that could pave the way for wider adoption.
Awareness of robotaxi services has reached an impressive 70% nationally, with 89% in urban areas that offer such services. However, actual usage remains limited, with only 18% of Americans utilizing them nationally and about 33% among residents of AV-friendly cities. The research highlights that 55% of respondents express willingness to use robotaxis, hinting that constraints stem more from availability than a lack of interest.
Key cities for autonomous vehicle pilot programs include Atlanta, Austin, Dallas, Houston, San Antonio, Las Vegas, Los Angeles, San Francisco, Miami, Orlando, and Phoenix. Notably, 83% of those who have experienced a robotaxi reported improved perceptions of AV technology, with a similar percentage willing to hail a robotaxi again. However, the survey reveals that 61% of individuals who have not yet utilized a robotaxi cite discomfort due to the absence of a human driver as their primary concern.
The survey's findings indicate that factors influencing consumer decisions on AVs encompass proven performance, safety, financial incentives, ease of adoption, and peer influence. Among the most desirable features identified by respondents are safety enhancements, accident prevention capabilities, the option to drive personally when desired (a key feature of Levels 3 and 4), reduced commute times, potential lower insurance costs, and advantages for those who are impaired or at risk.
Interestingly, 39% of ride-hail users claim they feel more at ease in AVs compared to being driven by an unknown human, while 44% are somewhat comfortable. This suggests that as driving autonomy increases, consumer comfort levels may vary significantly based on familiarity and experience.
Cox Automotive predicts that within the next two to five years, the ride-hailing landscape will be transformed, driven by consumer shifts away from human-operated vehicles. Companies like Waymo, which claims to provide two million rides monthly across the U.S., are at the forefront of this evolution. Recently, Waymo commenced operations in Denver, San Diego, and Tampa, expanding to a total of 14 cities, with plans to grow to 17 more urban areas in the near future.
However, the report notes a troubling trend regarding consumer confidence in safety as levels of autonomy increase. For instance, while 87% of respondents feel safe traveling in vehicles with Level 1 autonomy, that number drops sharply to just 38% for those fully embracing Level 5 autonomy. Additionally, opinions are split nearly evenly regarding whether human drivers or AVs contribute to safer roads, with 49% believing all-autonomous roads would be safer compared to 51% advocating for human drivers as the safer choice.
The survey concludes that while there is notable enthusiasm around various AV capabilities—including enhanced parking, suitable road trip scenarios, navigation in new cities, and smoother traffic management—many consumers remain cautious about fully embracing a future where they would entirely relinquish control to autonomous systems.
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Featured image: Interior of a Waymo autonomous Jaguar I-PACE robotaxi. (Credit: halbergman/iStock)
