Poll: Consumers Like Driver Aids but Question Full Automation

Drivers are becoming increasingly distrustful of fully automated cars, according to J.D. Power’s annual U.S. Tech Choice Study.

But the poll finds consumers have strong interest in driver assist features such as automatic braking and blind-spot warning. These technologies are often described as building blocks would be employed by self-driving vehicles.

Power says all age groups except Generation Y (23-40 year-olds) have grown more skeptical about autonomous-driving technology since last year’s survey. Even the proportion of wary Generation Z members (those under the age of 23) has increased this year.

The most often expressed concern is that the technology might fail. Baby Boomers, who were born between 1946 and 1964, are the most fearful of that possibility. Four in five consumers in that age bracket express worries about system failures, and 40% say they see no benefit in a car that can drive itself.

Power notes that the rising skepticism is an unusual trend. They say consumer interest and acceptance normally rises as new technologies come closer to market. To gain confidence in autonomous driving systems, consumers—particularly older drivers—must experience it firsthand, Power opines.

As usual, consumer enthusiasm for new technologies drops when cost enters the equation. Still, the Power survey shows buyers are inclined to pay more for safety-related features than those related to entertainment and convenience. For example, respondents say they would pay $700 for an “advanced” self-braking and automatic crash-avoidance steering system.