About 29% of consumers say they’re likely to buy an AV–and they’re willing to pay an incremental $2,629 for AV capabilities. Half of early adopters are willing to pay more than $3500.
At a glance
- Consumer awareness of AVs as a concept now stands at 97%, up from 90% in 2016.
- 78% trust tech over auto companies to develop AV software, suggesting that the auto industry is starting in a hole.
- Auto companies and suppliers face a big, two-front battle: educating consumers and competing on software, where tech companies already have consumers’ trust.