2020 Autonomous driving consumer analysis

To understand consumer sentiment towards IHS Markit forecasted technologies, the autonomous driving research team conducts an annual consumer survey which that serves as a quantitative input and foundational pillar of the forecast. By asking new vehicle intenders a series of questions to gauge feature desirability and packaging, willingness to pay for such features, and perception of emerging technologies, IHS Markit isanalysts are able to develop Feature Desirability and Willingness to Pay indices which that are then factored into the Autonomy Forecasts. Through statistical analysis and machine learning, we IHS Markit analysts are able to extract key factors and weights (coefficients) that explain an application’s feature desirability score and how much are consumers are willing to pay for it.

The 2020 Autonomous Driving Consumer Studyasked more than 8,000+ participants around the world questions regarding ADAS features and automated/autonomous driving technology to understand consumer sentiment towards feature desirability, willingness to pay, and general interest in the respective technologies. Results showed respondents find Level 0 and Level 1 ADAS features currently on the market most desirable.  While the automated and autonomous driving value proposition of advanced safety, efficiency, and convenience continues to provide respondents reasons for cautious optimism—, trust of the systems and technology to outperform the average driver remains a critical hurdle in adoption and acceptance of what many view as the future of mobility.