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

September 2017
Download Full Report

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

amedury ms 052 480x480

Ananta Medury

Senior Vice President, Chicago

jreaves 480x480

Jason Reaves

Senior Vice President, New York