Autonomous driving is becoming a key buying factor for customers: a recent McKinsey survey of 1,000 people in China, Europe, and the United States, showed that roughly 60 percent of respondents in each region would switch automotive brands to get a vehicle with better AD features.
Excluding robo-taxis, the share of new private vehicles with Level 2 entry systems will reach 47 percent by 2025. Typically, customers considering a high-price premium sedan or SUV show less price sensitivity for optional features than customers buying value products or smaller cars.
Customer adoption overwhelmingly depends on difficult-to-predict factors such as safety benefits and convenience. Consumers, for example, will be more willing to pay for AD systems that free up time otherwise spent driving. But the exact value of this time will depend on the side activities that drivers undertake while their vehicles are under autonomous control.
Read the article at McKinsey & Company.
