Strategy Analytics Press Releases

Consumer Willingness to Pay for ADAS Remains Modest as Interest Rises Sharply

by Derek Viita | Jul 21, 2015

Boston, MA – July 21, 2015 – A recent study from the In-vehicle UX (IVX) group at Strategy Analytics ( surveying consumers in the US, Western Europe and China, has found some changes in consumer interest for advanced driver assistance systems (ADAS) which could highlight potential market shifts in the near future.  After years of hesitance, interest in autonomous safety assistants is finally beginning to show marked growth.  Interest in lane departure warning and park assist is particularly strong in the US.  Park assist now ranks among the top 3 ADAS features consumers would pay more for in the US and Europe. 

Further analysis by the IVX group revealed that consumer interest in most ADAS features showed strong year-over-year growth in those regions; autonomous driving features showed positive increases in consumer interest; and willingness to pay for most ADAS features was modest to strong at reasonable price points, but remained relatively low for autonomous driving features.

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Regarding autonomous ADAS features, Derek Viita, Senior Analyst and report author commented, “As partially autonomous park assist becomes more widely implemented in non-premium models, it will be interesting to watch how consumer interest and willingness to pay for park assist are affected in the next few years.  As IVX has noted previously, implementing an intuitive HMI for park assist will be one key to its prolonged success.”

Continued Viita, “Full and semi-autonomous driving features showed strong growth in consumer interest, particularly in the US and Europe.  This indicates that the rollout of semi-autonomous driving assistants and the increased media visibility of driverless car research have piqued consumers’ interest.”

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.”


About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. 


About In-vehicle UX

The In-vehicle UX group forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests within in-vehicle, mobile device, connected home and media & services research areas, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences. Extensive expertise and highly experienced in large-scale survey work, in-depth interviews, focus groups and observational sessions, UXIP’s research methodology allows strategic user-centric analysis on the potential for new technologies that would otherwise be unavailable. Providing actionable insight, go-to-market strategies and business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. Click here for more information.


Press Contacts

US Contact: Derek Viita, +1 617 614 0772,

European Contact: Diane O’Neill, +44 (0)1908 423 669,