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Additional factors that limit consumer interest in the self-driving function are found

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Strategy Analytics argues that lack of confidence in technology is not the only factor contributing to the lack of widespread consumer interest in self-driving vehicle functionality.

In a study involving car owners in China, the United States and Western Europe, Strategy Analytics found that interest in automated features was limited by doubts about their usefulness and usability. In addition, consumers do not want self-driving features to rob them of the pleasure of driving.

“Two means that can potentially mitigate the interest and utility issues identified in our study are: first, efforts at the interface design level that will improve the communication of system state and manual control on and off requests; and second, a marketing and dealer training effort that will help mmm better explain the benefits of these features to hesitant buyers, ”said Chris Schreiner, who heads the Customer Interaction and Advanced Automotive Business Unit at Strategy Analytics.

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