How Can the Automotive Industry Win Consumer Trust in Autonomous Cars?

Some of SBD's Clients

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As the automotive industry races to offer higher levels of autonomy, vehicle manufacturers and suppliers are focused on which technologies to invest in, how legislation will evolve and the impact autonomous cars will have on business models. Yet the biggest question of all has been largely overlooked.


What do consumers need and value from autonomy?


After more than 1,000 hours of research, a unique new study from SBD, Morpace and Gamivation finally offers coherent answers to this fundamental question.


We Found

During our consumer surveys, we interviewed drivers with varying levels of experience of autonomy. Almost 50% of the 400 drivers who owned a car fitted with ADAS said they regularly disable one or more features.

Low usage

of existing ADAS



Before investing in higher levels of autonomy, businesses should track how, where and why drivers are using current systems.

Collect and monitor more data

Driver focus groups and more than 40 dealership interviews found that neither drivers nor dealerships understand the constraints and capabilities of ADAS today.

A widespread lack

of understanding

The automotive industry must find new ways to play an active role in educating consumers about complex technologies, such as working closely with driving schools and the media.

Take control

of education

Drivers who do not use (or are not aware of) existing ADAS are significantly less likely to trust (or show interest in) future levels of autonomy.

A clear link between experience and trust

Ensure future products align with what consumers need from autonomy and that marketing is an accurate reflection of what autonomous cars have to offer.

Design towards


A Consumer-centric Journey Towards Autonomy Report

A holistic study incorporating more than 1,000 hours of consumer surveys, focus groups, dealership interviews and vehicle testing


Actionable data, in a structured,   ‘easy-to-analyze’ format


Detailed overview of how a driver’s individual personality, circumstances and experiences impact trust in future levels of autonomy.


Identify ways to win over consumers least receptive to autonomous cars


Focus your strategy on technologies that drive engagement and trust in your brand


Avoid unnecessary costs by only investing in systems consumers need and value.