Even better, consumers are willing to pay for it: 81% of consumers say they’d open their wallets for autonomous driving features, such as advanced driver assistance systems.

Already enthused about advanced driver assistance systems, consumers are eagerly waiting for the next breakthrough: autonomous driving. The success of an OEM in this area will likely depend on its reputation for making reliable, high quality vehicles.

“Wake me when we get there.”

Consumers expect autonomous driving to increase safety, reduce the stress of driving, and free the driver to think about other things. In fact, safety is the #1 benefit consumers are willing to pay more to get. Overall, consumers from emerging markets (China, Brazil, and India) are far more positive about the benefits of autonomous than are their peers in the mature markets of Italy, France, Germany, the UK, and the US.