Autonomous vehicles: How do consumers really feel about self-driving cars in 2025?

We were just getting used to the idea of charging them up, and now the cars are driving themselves.

It’s estimated robotaxis are giving 1.3 million rides a month, and the world’s first self-driving car rental service is expected to launch later this year. There’s clearly movement on the tech front. But what’s being covered far less is how people feel about this shift.

That’s where we come in. We're adding to the small but growing body of research that brings the consumer into the conversation around autonomous driving.

What are autonomous vehicles? From assisted driving to full automation

Autonomous vehicles (AVs) are cars equipped with self-driving technology that allows them to operate without human input, either partially or fully. They use sensors, cameras, AI, and machine learning to navigate roads, avoid obstacles, and make decisions - all with varying levels of independence.

There’s a lot of interest in this kind of automation. Among those planning to buy a new car, 50% say they need cruise control in it, and 47% say the same about parking assist or proximity sensors. These features help drivers, but they don’t take over the job entirely.

That’s a crucial distinction. The Society of Automotive Engineers (SAE) defines six levels of automated driving. In the first three, the driver remains in control while being supported by smart tools. Higher levels introduce self-driving capabilities in certain situations, but still rely on humans to take over when needed. Only at level five is a vehicle considered fully autonomous - the kind often imagined when we talk about driverless cars.

Consumer confusion around autonomous driving

The terms “autonomous” and “self-driving” are often used interchangeably, but many consumers picture very different things when they hear them.

More people say they’re most familiar with driver assistance (41%) and partial automation (26%) than high automation (18%) or full automation (17%). That means a large portion of the population are more aware of features that still rely on the driver than ones that take over completely.

Why does this matter? In the case of adaptive cruise control or Tesla Autopilot, the driver still has to stay engaged. So while the tech may feel futuristic, the control isn’t fully out of human hands. For many, a fully self-driving vehicle still feels like a thing of the future.

For brands in the space, it’s vital to segment messaging by level of automation. Any misunderstanding could slow adoption, so using clear, jargon-free explanations will make a big difference. Think demos, analogies, and FAQs breaking down exactly what a vehicle can and can’t do.

Autonomous vehicle trends: What’s the comfort level globally?

Comfort with driverless cars varies a lot depending on where you live and how you get around. Some markets and groups are already leaning in, while others are still watching from the sidelines.

1. Californians are more comfortable - but most still aren’t on board

If you’ve been to San Francisco lately, you’ve probably seen a Waymo car cruise past without a driver. They’re a regular sight in the city now. But even in California, where autonomous vehicles are pretty visible, only 30% of consumers say they’re very or extremely comfortable riding in one.

That’s noticeably higher than the average across the US (17%) or the world more broadly (21%). Still, it shows that even in the most AV-exposed markets, most people aren’t totally sold.

2. The UK stands out for its hesitation

Consumers in the UK are the most uncomfortable with the idea of a fully autonomous ride. Part of that might come down to the country’s characteristics. It has a high number of manual vehicles, narrow streets, and unpredictable weather - not exactly ideal testing ground for new automotive tech.

The broader point here is that rollout strategies will need to be tailored. Messaging that works in California probably won’t land the same way in Yorkshire.

3. Ride-hailers and EV drivers are further ahead

Some groups are much more open to AVs. As early tech adopters, comfort levels are higher among electric vehicle owners (44%). AVs are also more attractive to ride-hailing app users (34%) and public transport users (33%) who are used to not being in control of vehicles. For these groups, AVs aren’t as much of a leap.

4. AI comfort levels help put things in perspective

It’s also worth zooming out a bit for more context. When asked about AI agents, 26% of those aware of them say they’re comfortable with agents taking an action on their behalf.

Societies have generally had more time to get used to AI agents, and the risks associated with driving are seen to be much higher; when looked at through this lens, comfort levels with fully autonomous cars are promising.

What’s holding autonomous vehicles back?

New technology doesn’t just have to be functional. It has to be trusted.

A recent study by researchers from the University of Central Florida found self-driving cars are generally safer than those driven by humans. But public perception hasn’t caught up.

The biggest consumer concerns about AVs? Safety and reliability (36%), followed by overreliance on technology and driver complacency (12%), cybersecurity risks (9%), and loss of personal control or enjoyment of driving (9%).

For brands, this is the trust gap that needs bridging. The best place to start is with transparency - making safety data easy to find and understand, and translating achievements into everyday benefits. And when accidents do happen, which they inevitably will, it’s about giving people a realistic picture of how human-driven crashes compare to autonomous ones.

Messaging also needs to reflect the emotional side of driving. In the UK, for example, the main reason people give for owning a car is the sense of freedom and independence it brings. So the pitch can’t be about replacing humans. It has to be about giving people more choice.

The same goes for AI in general. People want to hear that it’ll create more jobs than it gets rid of, and anecdotes around this could make them feel more positive about it. If brands can shift the narrative toward empowerment, more people will be willing to listen.

From elevators to EVs: What history tells us about automation adoption

Ultimately, adoption takes time. And history shows us that most disruptive tech starts with skepticism.

Take EVs. In 2021, just 2% of drivers said they owned one. Today that figure has tripled to 6%, with 15% now owning either a hybrid, plug-in hybrid, or EV. It’s not explosive growth, but it’s steady, and policy will likely accelerate it. The UK’s ban on new petrol and diesel car sales from 2030 is just one example.

We’ve seen patterns like this before. When elevators first became automated in the early 1900s, public adoption was slow due to fears around safety. 

That didn’t change until the 1940s. In 1945 New York, elevator operators went on strike and office workers were unable to do their jobs. At this point, the elevator industry decided to rethink the automation narrative, with early ads showing kids playfully tapping buttons and grandmas riding in these lifts to show how safe they were. 

Shortly after, improved control systems, recorded announcements, and mirrors helped distract and reassure riders. And by the 1970s, automated elevators were the norm.

It took decades for society to accept the idea of stepping into a moving box without a human operator. The shift from fear to trust required better tech, and more importantly, time.

What consumers want from autonomous vehicles

We know safety is a must-have. But it’s not necessarily the selling point of AVs.

Only 13% of consumers think fewer accidents are the biggest potential benefit of autonomous vehicles. More believe the top wins could be increased mobility for elderly or disabled people (21%), and more free time during commutes (15%).

That tells us something important. Brands should focus on real, relatable stories highlighting how AVs can improve daily life. It’s about the rider, not the robot.

Think about a grandparent who can visit family more easily, or someone reclaiming time during a long commute. These are the kinds of narratives that land. Waymo’s 2020 ad campaign leaned into this angle and hit the right notes.

There’s also value in showing how AI-supported screens in these vehicles can enhance the passenger experience in new ways. Features like in-car recommendations or the ability to make reservations en route could help reposition automation as a tool that adapts to people’s lives, not one that asks them to adapt to it.

Final thoughts: Building trust in autonomous vehicles, one ride at a time

Fully autonomous vehicles won’t win over the public overnight. But they don’t have to.

Right now, they have the most potential among ride-hailing app users and public transport riders - groups already open to giving up the wheel. When speaking to drivers, it may be smarter to focus on semi-autonomous features that allow them to stay in control while showing off the benefits.

To build trust, brands need to lead with transparency, not tech specs. Show the data, but tell the story too. Speak to people’s real concerns. And above all, make it clear what’s in it for them.

The road to adoption isn’t just about what’s under the hood. It’s about what people believe autonomous vehicles can do for their lives, and how long it takes for that belief to take hold.