Chris Schreiner, Director, In-Vehicle UX, added, “However, autonomous driving features also showed the highest levels of consumer disinterest by far among all ADAS features. Willingness to pay is low for all autonomous driving features at all reasonable price points. These findings, along with our concerns about current semi-autonomous HMI, indicate that while interest in autonomous driving continues to rise, these features face a long uphill march toward wider market viability.”
Autonomous features are not price competitive for mass adoption, but the “self-driving car” continues to spur the industry to move forward with cost effective ADAS. Goodness for everyone.