In this paper, I wish to examine a few out of
the several obstacles towards the adoption of Autonomous vehicles that have
been identified in the literature review. In a report by (Howard & Dai, 2013) the author mentions
that “Public’s attitude toward self-driving
cars become increasingly important as the public shapes the demand and market
for the cars, the policies that govern them, and future investments in
infrastructure.” Daniel Howard and Danielle Dai have put together a study of
the perceptions of self-driving cars in the city of Berkeley, California.

They investigated public attitudes towards using
the 107 early adopters of self-driving cars. Through their study they tried to
find out what actually attracted these people to adopt an advanced technology
like this into their daily lives. This analysis was particularly good in
understanding what the participants found most attractive and what concerns
they had about prior to using this technology. This particular study was chosen
to be referenced so that we could understand what participants who adopted this
technology experienced early on. The report also delves into some root
behavioral aspects that helped the consumers in Berkeley, California easily
adopt this technology like demographics, existing travel behavior, and
relationship to cars and technology. Companies manufacturing these cars will
probably need to reassess their marketing strategies based on the analysis of
these results since the self-driving car will be a major contributor to the top
and bottom line of these automakers in a decade or so.