Insight

Auto industry’s two big challenges: exposing consumers to autonomous capabilities and competing with tech companies for consumers’ trust

September 2017
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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.

Meet the Authors

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Ananta Medury

Senior Vice President, Chicago

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Jason Reaves

Vice President, Los Angeles