agent Entrepreneur logo
MenuMENU
SearchSEARCH

Autonomous Tech Slowly Brings More People Around

Survey shows a gradual willingness to adopt, but significant barriers must be overcome.

June 6, 2025
Autonomous Tech Slowly Brings More People Around

Mercedes offers level 3 automated driving in some vehicles in parts of the U.S. and Germany. It got approval from California and Nevada in late 2023 to use special turquoise lighting on the cars to in part to increase public acceptance of the technology on the road.

Credit:

Mercedes-Benz

2 min to read


Auto consumers are still wary of autonomous vehicles, preferring semiautonomous features despite technology advancements, a recent survey found.

S&P Global polled about 8,000 consumers in eight countries, including the U.S., who are in the market to buy new vehicles. It found a slight increase in willingness to ride in and buy a self-driving vehicle, from 45% last year and 43% in 2023 to 47% today. About two-thirds said they’d be interested in using autonomous features on highways.

Ad Loading...

Correspondingly, fewer respondents said they’d ride in such a vehicle but not buy one – 32% compared to 34% last year – and those who would neither ride in nor buy one fell from 21% last year to 20%.

Crashes of autonomous vehicles are a major adoption obstacle, among other issues, the S&P report pointed out. 

“The lack of transparency about how [artificial intelligence] systems make decisions further adds to the discomfort,” the report says. “Additionally, consumers are concerned about how autonomous vehicles will prioritize lives in unavoidable crash scenarios. Liability in accidents remains unclear; who’s at fault —the carmaker, software developer, or vehicle owner?”

Because of the liability involved in what the Society of Automotive Engineers classifies as level 3, which allows the human driver to take hands off the wheel and eyes off the road, many automakers have focused on Level 2 offerings, such as Tesla’s Autopilot, S&P said.

Mercedes has offered level 3 automation in limited circumstances in parts of Germany since 2022 and has expanded it to parts of the U.S.

Ad Loading...

Consumers are willing to pay extra for autonomous features, the survey found, particularly fully automatic parking, and for vehicles rated as safer. Nearly half of respondents said they believe models with higher safety ratings would be safer, and a majority said they would also drive more efficiently, the latter presenting opportunity to “capture even more consumer interest,” S&P said.

“To shift perception, consumers need more real-world exposure, transparent communication, and consistent safety records,” the survey report indicates.

LEARN MORE: Toyota Tops in Patents

More Product & Technology

F&Iby Lauren LawrenceFebruary 25, 2026

Report Finds Year-End F&I Strength

Deal volume ebbed and flowed throughout 2025, but product performance remained steady, according to automotive technology and data intelligence solutions provider StoneEagle.

Read More →
Product & Technologyby StaffFebruary 4, 2026

AAMS Training and Mosaic Compliance Services Merge

The strategic combination is intended to expand technology-driven compliance solutions for the automotive industry.

Read More →
Industryby Hannah MitchellFebruary 4, 2026

Auto Insurance Cost Reprieve

2025 brought consumers relief after years of rate hikes, but 2026 could bring renewed policy pain, depending on how U.S. trade policy affects prices.

Read More →
Ad Loading...
Graphic promoting StoneEagle at the 2026 NADA Show in Las Vegas, featuring a photo of CEO Cindy Allen.
Product & Technologyby StaffJanuary 20, 2026

StoneEagle to Unveil Next-Gen F&I Solutions at NADA

Empowering the F&I office through data is central to the company’s reimagined solutions it's scheduled to debut soon.

Read More →
Product & Technologyby Lauren LawrenceJanuary 16, 2026

Dealership AI Use on the Rise

The most common artificial intelligence applications in automotive retail include customer communications, scheduling, reporting, marketing content and handling of online leads.

Read More →
Product & Technologyby Hannah MitchellJanuary 8, 2026

Auto Software Collaboration Grows

More OEMs and U.S. auto parts makers joined the global initiative to leverage open-source software development for greater efficiencies and vehicle innovations.

Read More →
Ad Loading...
Protective Life Corporation building
Industryby StaffJanuary 6, 2026

Protective Expands Reach With F&I Acquisition

Protective Life Corp. closed its acquisition of F&I company Portfolio Holding Inc., expanding its Asset Protection Division across the automotive, RV, power sports and marine sectors.

Read More →
Industryby Lauren LawrenceDecember 23, 2025

In-Vehicle AI Predicted to Spike

Frost & Sullivan expects a $238 billion market opportunity for the technology in automobiles by 2030 as AI applications shift to more mass-market applications.

Read More →
DigitalDecember 16, 2025

What to Do When Your Vendor Is Hacked

The quickest way to turn a breach into a crisis is to wing it. Follow this seven-step playbook to ensure you meet your obligations.

Read More →
Ad Loading...
AI hand and human hand shaking hands
Product & Technologyby Lauren LawrenceDecember 11, 2025

AI Can Enhance Dealer Ops

Personalized messaging is increasing appointment conversions by 26%, Cox Automotive says.

Read More →