A recent global survey has highlighted a significant divide between Eastern and Western drivers’ attitudes toward in-vehicle AI, with European drivers notably cautious about the technology’s integration into connected cars. The study, conducted by MHP, surveyed 4,700 drivers across China, the United States, Germany, the UK, Italy, Sweden, and Poland, revealing clear regional differences in AI acceptance and understanding.
While AI has become an increasingly prevalent feature in modern vehicles, the study found that Western consumers, especially in Europe, remain sceptical of its value and wary of potential risks.
Regional Attitudes Toward In-Vehicle AI
The survey uncovered a marked contrast between drivers in China and those in Europe. Nearly half (48%) of Chinese respondents view in-vehicle AI as a positive innovation, while only 23% of Europeans share this enthusiasm. In Europe, 39% of respondents see both risks and benefits in balance, and 24% believe the risks of in-vehicle AI outweigh its advantages.
Understanding of AI also varies sharply by region. Over 80% of Chinese respondents reported familiarity with AI’s role in cars, whereas only 54% of European drivers indicated the same level of understanding, underscoring a significant knowledge gap that may contribute to hesitation in Western markets.
Marcus Willand, Partner at MHP and a study co-author, commented on this disparity: “The potential for AI to improve safety and comfort can drive purchasing decisions. However, European drivers, in particular, remain cautious and often sensitive to price.”
Price Sensitivity and Demand for AI as Standard
When asked about willingness to pay for AI features, only 23% of European drivers expressed a readiness to invest, compared to 39% of Chinese respondents. This suggests that many consumers expect AI functionalities as standard inclusions rather than premium add-ons.
Despite these reservations, the study also identified features where AI could provide substantial improvements in the automotive experience, from driver assistance to intelligent route planning and predictive maintenance. However, manufacturers face challenges in monetising these offerings, especially within European markets.
Trust and the Role of Automotive Brands
Interestingly, traditional car manufacturers retain a trust advantage over tech giants when it comes to AI integration. The study found that 64% of respondents trust established car brands to implement AI in vehicles, compared to 50% who would place similar trust in tech companies like Apple, Google, or Microsoft.
According to Augustin Friedel, Senior Manager at MHP and a co-author of the study, this trust gives established carmakers an edge in pursuing AI innovations along the automotive value chain. “The potential applications for AI are vast, and the implementation process can be complex, but automotive brands have an opportunity to lead in quality management, data handling, and customer service through AI-powered tools,” he noted.
Growing Interest in AI-Driven Features
Although Western drivers remain sceptical, the study found substantial interest across regions in specific AI-powered features. Up to 79% of respondents showed interest in capabilities such as driver assistance systems, advanced route planning, and predictive vehicle maintenance. These features, when implemented effectively, could serve as gateways for wider AI acceptance in the West.
For automotive companies, the challenge will be developing AI applications that clearly demonstrate added value and offer user-friendly experiences. Dr. Nils Schaupensteiner, Associate Partner at MHP, suggests that companies should explore both direct and indirect revenue streams for AI-driven features, such as data-based business models and enhanced services.
Looking Forward: Overcoming Scepticism
As AI becomes increasingly embedded in daily life, Western automotive companies must work to bridge the knowledge and trust gap among European drivers. Efforts to educate consumers about the practical benefits of AI and provide affordable access to these features may help overcome lingering doubts.
For those interested in further exploration of AI’s role in the industry, upcoming events like the AI & Big Data Expo will gather industry leaders to discuss the future of AI across sectors, including connected vehicles.
In the meantime, the study serves as a reminder that for Western markets, trust, education, and clear value propositions will be essential for broad AI acceptance in the automotive industry.
Source: https://www.artificialintelligence-news.com/news/western-drivers-remain-sceptical-in-vehicle-ai/
