In general consumers are not comfortable with the testing and deployment of robotaxis* on their city streets, according to the inaugural J.D. Power US Robotaxi Experience StudySM, released today. Findings show that only 27% of non-riders are comfortable sharing the road with robotaxis and just 20% of all consumers nationally are comfortable with AV technology being tested on streets and highways near them. Robotaxi riders, clearly new-tech adopters, are critical messengers for AV technology, and most tend to tout a positive experience.
“Automated vehicle technology is built on the promise of alleviating distracted driving, impaired driving and collisions attributed to human error,” said Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power. “However, the benefits result from consumer acceptance, which is why it’s imperative to ensure these first deployments are flawless—not only for the riders but also especially for those who are not early adopters, including non-riders who are experiencing AVs in their community and those learning from a distance through social media and other news outlets.”
Consumer confidence in AV technology is flimsy and positive first-hand experiences tend to build consumer trust. J.D. Power said that among riders, 47% gained trust during a ride and 51% maintained their already high level of trust in the technology during a ride. “It is notable that only 2% of riders lost trust in robotaxi capability during a ride experience,,” Power said.
Findings of the small Robotaxi Experience study
The U.S. Robotaxi Experience Study is based on responses from 408 consumers residing in Phoenix and San Francisco where robotaxi companies (e.g., Waymo, Cruise) are testing and deploying vehicles. To qualify, respondents had to ride in a fully automated, self-driving robotaxi or see a fully automated, self-driving robotaxi. These two groups of participants are classified as riders and non-riders, respectively. The study was fielded in July 2023.
- Inquisitive consumers drive initial robotaxi usage: As with most new technologies, consumer interest in robotaxi usage is garnered by general curiosity (40%) and recommendations from a friend or colleague (37%). However, for the service to thrive and to establish repeat ridership, it must be viewed as more than a novelty since few riders utilize the service to multi-task (25%); avoid parking (22%); or don’t have the ability to drive short distances (e.g., intoxicated/under the influence of controlled substance) (18%).
- Robotaxi riders’ critical needs not being met by current services: The four attributes that consumers perceive as important to consideration of using a robotaxi also have the lowest levels of satisfaction. They are cost to ride; service area coverage; accessibility for disabled passengers; and customer support during the ride. Improving performance of these key metrics is imperative for long-term adoption.
- Most riders don’t think robotaxis drive better than humans: Despite the marketing hype of AVs making roads safer, nearly 60% of both riders and non-riders say they don’t think a robotaxi drives any better than a human. Those who say they think a robotaxi drives better associate it with obeying traffic laws, while those who say a robotaxi drives worse than a human mention abrupt and unnecessary stopping, as well as causing collisions/incidents.
*A robotaxi is defined as a fully automated, self-driving vehicle used exclusively for ride-hailing service.
About Ken Zino
Ken Zino, publisher (kzhw@aol.com), is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
Zino is at home on test tracks, knows his way around U.S. Congressional hearing rooms, auto company headquarters, plant floors, as well as industry research and development labs where the real mobility work is done. He can quote from court decisions, refer to instrumented road tests, analyze financial results, and profile executive personalities and corporate cultures.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Robitaxi Riders at Odds with Overall Consumer Opinion
In general consumers are not comfortable with the testing and deployment of robotaxis* on their city streets, according to the inaugural J.D. Power US Robotaxi Experience StudySM, released today. Findings show that only 27% of non-riders are comfortable sharing the road with robotaxis and just 20% of all consumers nationally are comfortable with AV technology being tested on streets and highways near them. Robotaxi riders, clearly new-tech adopters, are critical messengers for AV technology, and most tend to tout a positive experience.
“Automated vehicle technology is built on the promise of alleviating distracted driving, impaired driving and collisions attributed to human error,” said Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power. “However, the benefits result from consumer acceptance, which is why it’s imperative to ensure these first deployments are flawless—not only for the riders but also especially for those who are not early adopters, including non-riders who are experiencing AVs in their community and those learning from a distance through social media and other news outlets.”
Consumer confidence in AV technology is flimsy and positive first-hand experiences tend to build consumer trust. J.D. Power said that among riders, 47% gained trust during a ride and 51% maintained their already high level of trust in the technology during a ride. “It is notable that only 2% of riders lost trust in robotaxi capability during a ride experience,,” Power said.
Findings of the small Robotaxi Experience study
The U.S. Robotaxi Experience Study is based on responses from 408 consumers residing in Phoenix and San Francisco where robotaxi companies (e.g., Waymo, Cruise) are testing and deploying vehicles. To qualify, respondents had to ride in a fully automated, self-driving robotaxi or see a fully automated, self-driving robotaxi. These two groups of participants are classified as riders and non-riders, respectively. The study was fielded in July 2023.
*A robotaxi is defined as a fully automated, self-driving vehicle used exclusively for ride-hailing service.
About Ken Zino
Ken Zino, publisher (kzhw@aol.com), is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. Zino is at home on test tracks, knows his way around U.S. Congressional hearing rooms, auto company headquarters, plant floors, as well as industry research and development labs where the real mobility work is done. He can quote from court decisions, refer to instrumented road tests, analyze financial results, and profile executive personalities and corporate cultures. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.