Table of Contents
Executive Summary
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- Overview
- What automakers want to know
- Consumers’ attitude toward driverless technology
- The consumer-car data conversation needs to happen immediately
- Where automakers can succeed
- AEVs gain popularity, especially among urban consumers
- Automakers need to push for autonomous regulation and government support
- Standardizing autonomous safety features
- What it means
The Market – What You Need to Know
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- Stable interest rates incentivize consumers
- Slow but steady growth shows promise for AEV market
Market Factors
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- Steel tariffs threaten auto sales
- Interest rates expected to remain stable, potentially drop
- Consumer confidence showing positive signs
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- Figure 1: Consumer Sentiment Index, January 2007-April 2019
- Slow but steady growth shows promise for AEV market
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- Figure 2: Total US sales and fan chart forecast of market, at current prices, 2013-23
- Figure 3: Total US volume sales and forecast of hybrid and electric cars, 2013-23
Key Players – What You Need to Know
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- Hey Alexa, start my car
- GDPR’s impact spans beyond the internet and into vehicles
- Unclear safety regulations perpetuate autonomous vehicle fears
- China to create infrastructure for autonomous vehicles
What’s Happening?
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- The Motor City moves toward going green
- Audi challenges AEV nonbelievers
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- Figure 4: Audi commercial, “Audi Presents: Not for You,” April 2019
- The first autonomous highways won’t be American
What’s Struggling?
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- The unintended consequences of “Going Green”
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- Figure 5: Consumer attitude toward bad publicity and scandals, by generation, April 2019
- Path to safety regulation for driverless cars is long and unclear
- Highlight on automotive innovator: Tesla
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- Figure 6: Elon Musk autonomous car tweet, April 2019
- Figure 7: Elon Musk autonomous car tweet response, April 2019
What’s Next?
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- Digital assistants will have increased connectivity with vehicles
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- Figure 8: Automotive innovations of interest, April 2019
- Consumers will need to be eased into 5G vehicle technology
- Protecting consumers’ private data – how much do cars capture?
- Failed Tesla competitor is ready for round two
The Consumer – What You Need to Know
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- Consumers aren’t ready for driverless cars
- Parents most likely to use automatic emergency braking
- Consumers seek safer cars
- Urban consumers are drawn to AEVs
- Household income influences autonomous vehicle technology ownership
Vehicle Types Considered
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- SUVs and Sedans top vehicle types considered
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- Figure 9: Vehicle types considered, April 2019
- Parents no longer in love with the minivan
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- Figure 10: SUV vs minivan consideration, by parental status, April 2019
- Gen X most likely to consider SUVs for purchase
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- Figure 11: Vehicle types considered, by generation, April 2019
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- Figure 12: Consideration of SUVs, by household size, April 2019
- High AEV purchase consideration for city shoppers
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- Figure 13: Consideration of electric or hybrid vehicles, by geographical area, April 2019
Interest in Automotive Innovations
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- Consumers want more innovative safety features
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- Figure 14: Ownership of autonomous vehicle technology, April 2019
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- Figure 15: Automotive innovations of interest, April 2019
- Generational split on safety vs performance
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- Figure 16: Interest in innovations in safety, by generation, April 2019
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- Figure 17: Interest in innovations in speed, by generation, April 2019
- Parents most interested in performance, speed and technology
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- Figure 18: Innovations of interest, by parental status, April 2019
Ownership and Usage of Automotive Vehicle Technology
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- Majority of US consumers own a vehicle with autonomous tech
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- Figure 19: Ownership of vehicle with autonomous technology, April 2019
- Adaptive cruise control tops autonomous tech ownership
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- Figure 20: Ownership of vehicle with autonomous technology, April 2019
- Autonomous technology ownership depends on household income levels
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- Figure 21: Current autonomous vehicle features, by income level, April 2019
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- Figure 22: Current vehicle features, by household income, April 2019
- Blind spot assistance is most utilized autonomous feature
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- Figure 23: Blind spot assistance, by generation, April 2019
- Lane-keeping assist most used by Gen Z
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- Figure 24: Lane-keeping assist usage, by generation, April 2019
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- Figure 25: Vehicle purchasing decisions, by generation, April 2019
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- Figure 26: Willingness to pay more for additional technology, by parental status, April 2019
- Parents most likely to use automatic emergency braking
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- Figure 27: Automatic emergency braking usage, by parental status, April 2019
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- Figure 28: Automatic emergency braking usage, by gender and parental status, April 2019
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- Figure 29: 2019 Subaru Ascent, “Important Moments”, September 2018
- Consumers in cities more likely to have and use automated parallel parking
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- Figure 30: Current vehicle features, by geographic area, April 2019
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- Figure 31: Use of automated parallel parking, by geographic area, April 2019
Attitudes toward Self-Driving Cars
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- Consumers are not ready for self-driving cars
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- Figure 32: Attitudes toward self-driving cars, April 2019
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- Figure 33: Attitudes toward autonomous vehicles, by age, geographic area and gender, April 2019
- Figure 34: Young urban male attitudes about driverless cars, April 209
- Consumers unwilling to immediately adopt the first driverless vehicle
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- Figure 35: Likelihood of immediate autonomous vehicle adoption, April 2019
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- Figure 36: Likelihood of immediate autonomous vehicle adoption, by gender, April 2019
- Figure 37: Attitudes toward future of driverless cars, April 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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