No Hands Required

Some consumers are even willing to shell out the extra money for this feature, though interest did drop once the price was disclosed, according to a survey by J.D. Powers and Associates.

After learning that the estimated market price would be $3,000, one-fifth of vehicle owners said they definitely or probably would purchase an autonomous driving feature in their next vehicle. Before the price was disclosed, interest for the technology was higher (37%).

Jason Chepenik, a managing partner with Chepenik Financial Services in Winter Park, Florida, who often drives for business, liked the idea of autonomous driving. “I wish I had that,” Chepenik told PLANADVISER. Not having to keep his hands on the wheel, he said, would free him to use email or his phone—but “mostly be safe.”

Men are most willing to pay a premium for a car with an autonomous driving feature, followed by drivers between ages 18 and 37 and urbanites, according to the survey.

The study also found a great deal of interest (41%) in fully autonomous driving among vehicle owners attracted to automatic parallel parking. Vehicle owners are nearly as likely to select fully automated technologies as semi-automated ones, such as emergency stop assist, traffic jam assist or speed limit assist, each costing $800.