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09/25/19
Ingolstadt
Culture and Trends

Audi publishes user typology and emotional
landscape of autonomous driving

Audi publishes user typology and emotional landscape of autonomous driving
From the suspicious driver to the tech-savvy passenger: In a representative online study, the initiative “&Audi” shows how attitudes to autonomous driving are related to lifestyle.
  • Initiative “&Audi” interviewed 21,000 people about autonomous driving
  • Five user types show how attitudes to self-driving cars are related to lifestyle
  • Euphoria amongst the Chinese, young people and high earners, room for improvement in knowledge

From the suspicious driver to the tech-savvy passenger: in the representative online study “The Pulse of Autonomous Driving”, Audi has produced a user typology of autonomous driving. In the context of the initiative “&Audi”, the mobility company Audi in cooperation with the market research institute Ipsos interviewed 21,000 people in nine countries on three continents. It shows that young, high-earning and well-educated “status-oriented trendsetters” and “tech-savvy passengers” most look forward to autonomous driving. Amongst “suspicious drivers”, who tend to be older with a lower level of income and education, skepticism is dominant. The “safety-oriented reluctant” would use autonomous driving only when others have gained experience with the technology. The largest user group are the “open-minded co-pilots”, who are fundamentally open to autonomous driving as long as they can take control at any time.

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