{"id":39692,"date":"2022-01-18T05:32:19","date_gmt":"2022-01-18T05:32:19","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=39692"},"modified":"2026-05-05T15:59:43","modified_gmt":"2026-05-05T19:59:43","slug":"autonomous-vehicle-market-research","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/nl\/expertise\/marktonderzoek-automobielindustrie\/autonomous-vehicle-market-research\/","title":{"rendered":"Autonomous Vehicle Market Research: OEM Playbook"},"content":{"rendered":"
\n

Autonomous Vehicle Market Research<\/a><\/h1>\n
\"SIS<\/figure>\n<\/p>\n
<\/div>\n

Autonomous Vehicle Market Research<\/a>: How Leading OEMs Build Commercial Confidence<\/h1>\n

Autonomous vehicle market research has matured from concept testing into a discipline that shapes capital allocation across the entire automotive value chain. The firms moving fastest are the ones treating it that way.<\/p>\n

The opportunity is real. Robotaxi pilots are scaling in Phoenix, San Francisco, Wuhan, and Shenzhen. L2+ hands-off systems are now standard on premium ICE and BEV platforms. Tier 1 suppliers are repositioning around domain controllers and software-defined vehicle architectures. The commercial question has shifted from “will consumers accept autonomy” to “which features, at which price points, in which corridors, with which liability structures.”<\/p>\n

That shift demands a different kind of evidence base. Static surveys do not resolve it. Neither do technology roadmaps written in isolation from buyer behavior.<\/p>\n

Why ADAS Adoption Curves Determine Autonomous Vehicle Market Research Priorities<\/h2>\n

Most boards still treat autonomy as a binary: Level 4 arrives or it does not. Practitioners inside OEM product planning know the revenue is in the gradient between L2 and L3. ADAS adoption curves, not robotaxi headlines, govern near-term P&L.<\/p>\n

The premium segment in Germany, the UK, and France has crossed the threshold where adaptive cruise, lane centering, and automated lane change are expected rather than optional. The pricing power has moved to highway pilot, traffic jam chauffeur, and hands-off, eyes-off urban features. Mercedes Drive Pilot, BMW Personal Pilot L3, and Ford BlueCruise sit at different points on that curve, and the willingness-to-pay gap between them is wider than published spec sheets suggest.<\/p>\n

SIS International Research, in quantitative work across Germany, France, and the UK with samples designed to read premium and mainstream buyers separately, has consistently found that perceived liability transfer, not raw capability, is the variable that converts feature interest into purchase intent.<\/span> Buyers who believe the manufacturer absorbs risk during hands-off operation pay materially more than buyers who believe they remain liable. That distinction rarely surfaces in conventional concept tests.<\/p>\n

The Methods That Separate Signal From Showroom Enthusiasm<\/h2>\n

Stated preference for autonomy is unreliable. Consumers overstate interest in technology they have not used and understate the friction of trust calibration. Serious autonomous vehicle market research closes that gap with three instruments running in parallel.<\/p>\n

The first is the car clinic. SIS structures clinics in three sessions per day with a 30-minute check-in, a 90-minute quantitative module, and a 90-minute focus group, recruiting roughly 30 to 35 participants per session.<\/span> The quantitative module captures conjoint trade-offs across feature bundles, pricing tiers, and brand permission. The focus group exposes the language buyers use when they describe handover, edge cases, and sensor failure. The two read together identify which value propositions survive contact with reality.<\/p>\n

The second is the vehicle usage diary. Multi-week longitudinal logs, fielded in local language across European and Asian markets, capture how drivers actually engage L2+ systems on commutes, school runs, and long-haul trips. The diary surfaces disengagement patterns that no single-session test can. It is where the difference between a feature that gets used and a feature that gets paid for becomes visible.<\/p>\n

The third is structured B2B expert interviews with fleet managers, insurers, ODD designers, and Tier 1 sensor suppliers. The commercial autonomy market, robotaxi, hub-to-hub trucking, and yard automation, is gated by underwriting math and operational design domain definitions, not consumer sentiment.<\/p>\n

Powertrain Transition Modeling Meets Autonomy<\/h2>\n
\"SIS<\/figure>\n

The teams treating autonomy and electrification as separate workstreams are missing the compounding effect. Connected vehicle data monetization, predictive maintenance, and OTA feature unlocks scale only when the vehicle architecture supports both. Tesla, Rivian, Xpeng, and BYD have built around that assumption. Legacy OEMs are catching up through software-defined vehicle programs at Volkswagen Cariad, Stellantis STLA Brain, and Hyundai Pleos.<\/p>\n

This matters for autonomous vehicle market research design. A study that tests autonomy features on an ICE platform produces different results than the same study on a BEV. Cabin reconfiguration, regen behavior during automated driving, and charging-stop UX during long-distance hands-off operation all change the buyer calculus. Holding the powertrain constant in research design is a methodological choice with strategic consequences.<\/p>\n

Where Dealer Networks and Liability Frameworks Reshape the Question<\/h2>\n
\"SIS<\/figure>\n

Dealer network optimization is rarely treated as an autonomy issue. It is one. L3 and above features require service technicians trained on sensor calibration, ADAS recalibration after windshield replacement, and software diagnostic workflows that did not exist a decade ago. The dealers who can execute that work command higher attach rates on autonomy packages. The ones who cannot leak revenue to independent specialists.<\/p>\n

Regulatory variance compounds the picture. UNECE R157 in Europe, the NHTSA framework in the United States, and the MIIT pilot programs in China create different commercial envelopes for the same hardware stack. A feature that ships as hands-off in Germany may ship as hands-on in the UK and not at all in France for the same model year. Research that ignores this variance produces forecasts that do not survive launch.<\/p>\n

The Four-Layer Evidence Stack for Autonomous Vehicle Market Research<\/h3>\n
\n\n\n\n\n\n\n\n\n
Layer<\/th>\nInstrument<\/th>\nDecision It Informs<\/th>\n<\/tr>\n<\/thead>\n
Buyer trade-off<\/td>\nConjoint within car clinic<\/td>\nFeature bundling and price ladders<\/td>\n<\/tr>\n
In-life behavior<\/td>\nMulti-week vehicle usage diary<\/td>\nFeature stickiness and renewal pricing<\/td>\n<\/tr>\n
Commercial gating<\/td>\nB2B interviews with fleets and insurers<\/td>\nRobotaxi and trucking go-to-market<\/td>\n<\/tr>\n
Regulatory envelope<\/td>\nJurisdictional compliance scan<\/td>\nLaunch sequencing by market<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Source: SIS International Research<\/em><\/p>\n

What Separates the OEMs Building Durable Autonomy Franchises<\/h2>\n
\"SIS<\/figure>\n

The pattern across the manufacturers gaining share is consistent. They run autonomous vehicle market research as a continuous program, not a launch gate. They synchronize buyer research with sensor cost curves and software release trains. They treat insurer conversations as primary data, not validation. They design clinics that read regional variance rather than averaging it away.<\/p>\n

The commercial prize is significant. Connected vehicle data monetization, subscription feature unlocks, and aftermarket revenue strategies tied to autonomy can lift per-vehicle lifetime value by amounts that justify substantial research investment. The firms capturing that value are the ones whose evidence base is sharp enough to price it.<\/p>\n

Autonomous vehicle market research, executed with the right instruments, is how that pricing gets defended.<\/p>\n

Over SIS Internationaal<\/h2>\n

SIS Internationaal<\/a> biedt kwantitatief, kwalitatief en strategisch onderzoek. Wij bieden data, tools, strategie\u00ebn, rapporten en inzichten voor besluitvorming. Wij voeren ook interviews, enqu\u00eates, focusgroepen en andere marktonderzoeksmethoden en -benaderingen uit. Neem contact met ons op<\/a> voor uw volgende marktonderzoeksproject.<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n<\/p>\n

\n

Related SIS Resources<\/h3>\n