[AI]Western drivers remain sceptical of in-vehicle AI

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A global study has unveiled a stark contrast in attitudes towards embracing in-vehicle AI between Eastern and Western markets, with ********* drivers particularly reluctant.

The research – conducted by

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– surveyed 4,700 car drivers across China, the US, Germany, the ***, Italy, Sweden, and Poland, revealing significant geographical disparities in AI acceptance and understanding.

According to the study, while AI is becoming integral to modern vehicles, ********* consumers remain hesitant about its implementation and value proposition.

Regional disparities

The study found that 48 percent of ******** respondents view in-car AI predominantly as an opportunity, while merely 23 percent of ********* respondents share this optimistic

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. In Europe, 39 percent believe AI’s opportunities and risks are broadly balanced, while 24 percent take a negative stance, suggesting the risks outweigh potential benefits.

Understanding of AI technology also varies significantly by region. While over 80 percent of ******** respondents claim to understand AI’s use in cars, this figure drops to just 54 percent among ********* drivers, highlighting a notable knowledge gap.

Marcus Willand, Partner at MHP and one of the study’s authors, notes: “The figures show that the prospect of greater safety and comfort due to AI can motivate purchasing decisions. However, the ********* respondents in particular are often hesitant and price-sensitive.”

The willingness to pay for AI features shows an equally stark divide. Just 23 percent of ********* drivers expressed willingness to pay for AI functions, compared to 39 percent of ******** drivers. The study suggests that most users now expect AI features to be standard rather than optional extras.

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Dr Nils Schaupensteiner, Associated Partner at MHP and study co-author, said: “Automotive companies need to create innovations with clear added value and develop both direct and indirect monetisation of their AI offerings, for example through data-based business models and improved services.”

In-vehicle AI opportunities

Despite these challenges, traditional automotive manufacturers maintain a trust advantage over tech giants. The study reveals that 64 percent of customers trust established car manufacturers with AI implementation, compared to 50 percent for technology firms like Apple,

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The research identified several key areas where AI could provide significant value across the automotive industry’s value chain, including pattern recognition for quality management, enhanced data management capabilities, AI-driven decision-making systems, and improved customer service through AI-powered communication tools.

“It is worth OEMs and suppliers considering the opportunities offered by the new technology along their entire value chain,” explains Augustin Friedel, Senior Manager and study co-author. “However, the possible uses are diverse and implementation is quite complex.”

The study reveals that

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of respondents express interest in AI-powered features such as driver assistance systems, intelligent route planning, and predictive maintenance, manufacturers face significant challenges in monetising these capabilities, particularly in the ********* market.

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