One in Five Americans Ready for Driverless Cars

Cars that can drive themselves aren't ready to hit the market. But when it happens, a J.D. Power and Associates survey suggests 20% of American vehicle owners "definitely" or "probably" would buy such technology.

Power's annual Emerging Technologies Study polls vehicle owners about their interest in various new features before and after learning the actual cost of such systems. This year's survey of 17,400 drivers reports that 37% of those queried are interested in autonomous driving systems, and one in five remain so when told the technology would probably retail for about $3,000.

Fully autonomous driving systems control acceleration, braking and steering without human interaction. Power says respondents were almost as interested in fully autonomous systems as in more specific safety features each costing about $800 that provide emergency braking, keep a vehicle within the local speed limit or automatically brake and accelerate in stop-and-go traffic.

The most enthusiastic interest in fully autonomous driving technology is among drivers between 18 and 37 years old, those living in urban areas and fans of self-parking systems, according to the survey.

Power also asked about interest in several other emerging technologies. Roughly two-thirds of respondents showed initial high interest in LED headlamps, voice-activated controls, next-generation head-up displays, wireless connectivity and remote vehicle diagnostics.

After learning the costs involved, the most popular options were HD radio (52%), enhanced collision mitigation (46%), wireless connectivity (45%) and surround-view rear cameras (44%).