Market Overview

AMCI Global Study: First-Hand Experience Key to Autonomous Vehicle Acceptance


As part of its second annual "Trusted Automotive Brand Study (TABS),"
AMCI investigated the level of trust consumers have in emerging
automotive technologies. The industry has a lot of work to do in helping
consumers understand the benefits and trust these technologies.
Advertising alone is not going to get the job done.

Automated technology (e.g. adaptive cruise control, lane keep assist,
automatic emergency braking, etc.) is significantly more trusted today,
in large part because of the proliferation of these technologies on
current vehicles. Fully autonomous vehicles have a much longer path to
complete consumer acceptance.

Customers' trust of automated technologies is very high at over 95%,
with women under 30 having greater trust than men of the same age.
However, the situation is reversed among men over 30 years old having
greater trust in these technologies than their female peers. As women
are responsible for over 50% of all new vehicle purchases, there is
obviously a lot more work to be done.

When it comes to fully-autonomous vehicles (AVs), a surprising 55% of
consumers said that they have some level of trust (or are at least
on-the-fence). Men across all age groups are more trusting than women of
AVs. 70% of people see the benefits of autonomy with a slight skew
toward personal rather than societal. Of those interested, the choice of
not driving, improved productivity, ability to do something other than
drive, improved mobility for those who cannot drive and reduction in
accidents are the most highly cited reasons for interest in AVs. 25% of
consumers have no interest in AVs now, with lack of control, possible
hacking and safety being the top three reasons for lack of trust.

There is also a surprising silver lining for traditional auto companies.
Of those surveyed, 63% trust auto companies (GM, Ford, Toyota, etc.),
34% tech companies (Waymo, Apple, etc.) and 2% mobility companies (Uber,
Lyft, etc.) to produce autonomous vehicles.

When asked what would help win consumers' trust in AVs, 45% reported
independent 3rd party ratings, 30% personal experience and
only 7% advertising or a government recommendation.

"These results clearly show that consumers are cautiously open to AVs.
In order for OEMs to reap the full potential of these emerging
technologies, there is an urgent need for them to directly engage with
and demonstrate the benefits to consumers. There is no alternative to
personal hands-on experience, tailored to the customer's needs as the
fastest way to build trust," said Dean Leathers, Senior VP, Innovation,
AMCI Global.

About the Trusted Automotive Brand Study

The AMCI Global 2nd annual Trusted Automotive Brand Study
(TABS) was conducted among a nationally representative sample of 2500
owners across 34 brands.

About AMCI Global

AMCI Global is a leading automotive marketing agency committed to
serving every part of this vibrant industry and creating advocates for
automotive brands. Founded in 1984, AMCI has grown to encompass vehicle
and technology testing, media and consumer activations and events, and
dealership training to improve the customer experience. With over 15
million consumer drive experiences in the last 10 years alone, as well
as thousands of dealerships all over the world to improve the customer
experience, AMCI works with every major automotive brand across the

Headquartered in Los Angeles, AMCI has offices in Detroit, Atlanta,
Nashville, New York, Dallas, London and Beijing. Discover AMCI at
or follow us on Twitter at @amciglobal. AMCI is part of Omnicom Group

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