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In-Vehicle UX

Consumer Interest and Willingness to Pay for Advanced Driving Assistance Systems

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Report Summary:

Strategy Analytics surveyed consumers in the US, Western Europe, and China regarding their interest and willingness to pay for advanced driving assistance systems (ADAS). Consumers showed moderate to strong interest in almost all types of ADAS. Blind spot detection systems are especially popular in the US and Western Europe. However, consumers are unwilling to pay for most ADAS in some cases at even the lowest reasonable price points. Willingness to pay for autonomous driving features is very low, further demonstrating consumer apprehension with autonomous technology.

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