The J.D. Power U.S. Robotaxi Experience Study℠ indicates a prevailing hesitation among consumers towards the testing and introduction of robotaxis on urban roads. With feedback gathered from both robotaxi riders and those who’ve merely observed them in action (non-riders), the study underscores that merely 27% of non-riders feel at ease with these automated vehicles on their roads. Even more telling, only 20% of the national consumer base is comfortable with Autonomous Vehicle (AV) technology being examined in their vicinity.
Why It Matters
Robotaxi patrons, primarily early tech adopters, play a pivotal role as AV technology promoters. The majority of these riders vouch for their positive robotaxi experience, highlighting the importance of favorable firsthand encounters in fostering public trust. Key findings showcase that while 47% of riders grew more trusting during their ride, 51% sustained their already strong faith in the tech. Only a minuscule 2% reported diminishing trust post their ride.
Kathleen Rizk, J.D. Power’s senior director of user experience benchmarking and technology, emphasized, “Ensuring seamless initial AV deployments is essential. It impacts not just the riders but notably the broader audience, including non-riders and those tuning in from afar via media.”
Key Points
- Driving Factors Behind Robotaxi Use: Initial attraction towards robotaxis is stirred by simple curiosity (40%) and peer recommendations (37%). For sustained user engagement, the service must transcend being a mere novelty, especially when only a fraction use it to multitask (25%), dodge parking (22%), or when unable to drive short lengths (like under substance influence) (18%).
- Unfulfilled Consumer Expectations: Several critical consumer expectations remain unmet. Top grievances include the cost of the ride, service region, accessibility for the differently-abled, and in-journey customer assistance. Addressing these concerns is paramount for long-term AV uptake.
- Human vs Robotaxi Driving: Contrary to widespread autonomous vehicle safety campaigns, around 60% of both user categories believe robotaxis don’t outperform human drivers. Those in favor of robotaxis praise their adherence to traffic rules. The critics, on the other hand, pinpoint issues like unnecessary halts and potential for accidents.
Bottom Line
Despite the technological advancement, there’s a long road ahead for robotaxis to achieve broad acceptance. While firsthand experiences play a crucial role in molding opinions, it’s imperative for providers to address existing concerns and ensure an impeccable user experience for widespread adoption. The study’s insights, based on 408 participants from Phoenix and San Francisco, offer a comprehensive view of the current robotaxi sentiment.
