Consumers Voice Their Expectations of Fully Autonomous VehiclesConsumers Voice Their Expectations of Fully Autonomous Vehicles

In its fifth annual survey, Japanese technology company Asahi Kasei asked car users in the four major automotive markets about their expectations and concerns regarding fully autonomous vehicles and their perception of sustainability. Customer preferences for interior design, features, and usage scenarios offer the automotive industry valuable hints about what the car of the future should look like. 

The results of Asahi Kasei’s fifth global Automotive Consumer Survey present meaningful information about what customers in the four major automotive markets — Japan, China, Germany, and the United States — expect from autonomous vehicles and how they would spend their time in one.

Comfortable seating tops the list for interior aspects in autonomous cars. Image courtesy of Asahi Kasei.

Distrust in technology

Car users are still conservative when it comes to the operation of a fully autonomous car, confirming results from the last survey in 2022, which found that, even in fully autonomous vehicles, a large proportion of users in Germany, the United States, and China prefer to have a steering wheel and brake pedal for optional manual control.

In Japan, one in two share this outlook. In Germany and the United States, providing a manual control option could help increase acceptance of fully autonomous cars. In addition, two out of three car users in Germany, the United States, and China stated they would still observe traffic while in autonomous mode; activities such as watching movies or playing games are at the bottom of the list. This is another indication that consumers have safety and trust concerns about fully autonomous cars. These sentiments will profoundly define the interior design of the first generation of fully autonomous vehicles.

Related:Croatian EV Maker Rimac Launches Verne to Revolutionize Autonomous Ride Share

Listening to music, the radio, or podcasts is a universally preferred activity in autonomous vehicles. Image courtesy of Asahi Kasei.

Silent cabin for communication, music

When asked about the most valued interior aspect of an autonomous car, one out of two respondents mentioned “a silent cabin.” This speaks to the woes of many battery electric vehicle (BEV) users — almost every fourth user of a BEV cited “too much noise” as the most annoying aspect of the driving experience.

While the BEV itself is quieter than a car with an internal combustion engine (ICE), the noise of wind, tires, gears, and motors — sounds that are typically suppressed by engine noise — becomes more prevalent. In fully autonomous electric vehicles, and with the ability to engage in other activities while commuting, silence will become even more important for customers.

In terms of activities while riding in an autonomous vehicle, listening to music and podcasts is the primary activity of car users worldwide while driving — 66% in the USA, 61% each in China and Japan, and 56% in Germany. Talking with other passengers also ranks high, with sleeping or working as less important, although still highlighting the need for tables and lie-flat seats.

Perception of sustainability differs among regions

Car users no longer define a “sustainable vehicle” only by its drivetrain technology but also by its carbon footprint in production, easily recyclable materials, and overall sustainability along the entire value chain. Buyers’ understanding of sustainability is growing, and the relevance of this topic in the purchasing process has increased in recent years.

Respondents in Western markets define a sustainable car by its use of recyclable materials and its production along the value chain. Meanwhile, for car users in China and Japan, the drivetrain technology primarily defines a sustainable car. This topic is becoming more relevant in the purchase decision process, particularly in Western countries, with 35% of all respondents in Germany and the United States indicating they would switch their car brand to a more sustainable manufacturer to support greener mobility.