A new study from J.D. Power and Associates has revealed U.S. drivers are interested in adding one of the newest and most expensive technologies to their next vehicle — autonomous driving. The feature allows the vehicle to take control of acceleration, braking, and steering without any human interaction. While the technology is still being developed and tested, 20% of all car owners in the U.S. said they “definitely would” or “probably would” include the technology in their next vehicle, even after learning the estimated market price of $3,000. Prior to learning the price, however, a whopping 37% of people were interested in the feature. “Consumers are still learning about how autonomous driving technology could be used in their vehicles,” said Mike VanNieuwkuyk, executive director of global automotive at J.D. Power and Associates. “Many owners are skeptical about releasing control of their vehicle and would like to see the technology proved out before they adopt it.”Males were more interested in the feature than female, especially males between the ages of 18 and 37 and those living in urban areas. Interest in autonomous driving mode also differed greatly among premium and non-premium vehicle owners. After learning the price, interest in the feature among non-premium owners sat at 18%, while 31% of premium owners were interested in the technology.The 2012 “U.S. Automotive Emerging Technologies Study” was conducted in March 2012 and based on responses from more than 17,400 vehicle owners.Read
