A new article in the May edition of Transportation Research took up the question of how much, if anything, consumers would pay for autonomous driving capabilities in their vehicles. The survey of 1,260 American households concluded that the average household would be willing to pay $3,500 for partial automation, or $4,900 for full automation.
There was a lot of variance in the data however, as several households said they would pay upwards of $10,000 for full automation, and others said they would not be interested in paying a premium at all for this technology. The research also concludes that because of this large variance in consumer price preferences, there will be plenty of room for vehicle models with varying levels of automation at various price points.
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