Consumer Interest and Willingness to Pay for Advanced Driving Assistance Systems

Strategy Analytics surveyed consumers in the US, Western Europe, and China regarding their interest and willingness to pay for advanced driving assistance systems (ADAS). Consumers showed moderate to strong interest in almost all types of ADAS. Blind spot detection systems are especially popular in the US and Western Europe. However, consumers are unwilling to pay for most ADAS in some cases at even the lowest reasonable price points. Willingness to pay for autonomous driving features is very low, further demonstrating consumer apprehension with autonomous technology.

1 Executive Summary
2 Introduction and Methodology
3 Consumer Interest in ADAS and Telematics Services
3.1 US
3.2 Western Europe
3.3 China
4 ADAS Willingness to Pay
4.1 Adaptive Cruise Control
4.1.1 US
4.1.2 Western Europe
4.1.3 China
4.2 Adaptive Front Lighting
4.2.1 US
4.2.2 Western Europe
4.2.3 China
4.3 Autonomous Parking Assist
4.3.1 US
4.3.2 Western Europe
4.3.3 China
4.4 Blind Spot Detection
4.4.1 US
4.4.2 Western Europe
4.4.3 China
4.5 Driver Fatigue and Distraction Monitoring
4.5.1 US
4.5.2 Western Europe
4.5.3 China
4.6 Forward Collision Warning
4.6.1 US
4.6.2 Western Europe
4.6.3 China
4.7 Lane Departure Warning
4.7.1 US
4.7.2 Western Europe
4.7.3 China
4.8 Night Vision
4.8.1 US
4.8.2 Western Europe
4.8.3 China
4.9 Speed Alert
4.9.1 US
4.9.2 Western Europe
4.9.3 China
4.10 Vehicle-to-Infrastructure Communication
4.10.1 US
4.10.2 Western Europe
4.10.3 China
4.11 Autonomous Driving: High Density Traffic
4.11.1 US
4.11.2 Western Europe
4.11.3 China
4.12 Autonomous Highway Driving
4.12.1 US
4.12.2 Western Europe
4.12.3 China
4.13 Full Autonomous Driving
4.13.1 US
4.13.2 Western Europe
4.13.3 China
5 Conclusions
6 Analyst Contacts
7 Appendix: Respondent Profile