Is a robot car still a car? Consumer perceptions of fully automated vehicles and automobility in Canada

Abstract

Fully automated vehicles (FAVs) could transform private car-based mobility or “automobility”, but the direction of FAV impacts is uncertain and contingent on consumers. We investigate consumer response to FAVs and its relationship to automobility by conducting semi-structured interviews with 34 new car buyers in British Columbia, Canada. First, we assess consumer response through exercises where participants design their “ideal next vehicle”, choosing between FAV versus conventional vehicle (CV) options. We find that two-thirds of participants prefer FAVs over CVs in a scenario where FAVs are available for sale and include a steering wheel. Second, we conduct qualitative content analysis of transcript data to investigate consumer engagement with automobility upon access to privately-owned and shared FAVs. We apply a conceptual framework of consumer “automobility engagement”, considering preferences for car ownership and residential location, car use emotions, symbolic and societal perceptions, and social norms. We find that minorities of participants expect to own fewer cars or change residential preferences following access to FAVs. Results also indicate that FAVs largely reproduce the symbolic and social significance of car ownership. Contrasting with these results, several participants expect FAVs to reduce automobility impacts on society at large. We conclude that FAV adoption may reproduce existing consumer engagement with automobility and discuss implications for transport emissions and policy.