A fully autonomous vehicle is looming on the horizon, but do car buyers actually want this cutting-edge technology? And more importantly, will they be willing to pay for it? For approximately a third of car buyers, the first answer is yes, according to J.D. Power and Associates.
The research company conducted a study of 17,400 vehicle owners to measure interest and purchase intent for emerging automotive technologies. Participants were surveyed on the likeliness they would buy current and future autonomous safety technology, such as crash avoidance systems and fully self-driving vehicles. Not surprisingly, the interest participants showed in … Read more