On the Dash:
- Ownership of Level 2 and Level 3 vehicles nearly tripled in a decade, reaching 34%, Cox Automotive study finds.
- Only 10% of consumers want a fully driverless Level 5 vehicle, down from 17% in 2016.
- 55% of Americans are open to robotaxis, but only 18% have ridden in one.
A recent Cox Automotive study found that consumers are warming up to autonomous vehicles (AVs), and robotaxi rides are a big reason. Currently, Waymo claims roughly 2 million robotaxi rides per month in the U.S., while Tesla has also begun offering public Cybercab rides in parts of Austin.
Personal vehicle ownership remains steady, while driver-assist technology is appearing on more lots and in more driveways. In the report, consumer familiarity with AVs has risen from 40% in 2016 to 58% today.
The 2026 Cox Automotive Autonomous Vehicle Study marks 10 years since the company first measured consumer attitudes toward the technology, with most robotaxi users attributing their experience to a greatly improved view of AVs. A decade ago, some assumed shared autonomous transportation would make vehicle ownership obsolete, yet that hasn’t happened.
According to Vanessa Ton, Senior Manager of Market and Customer Research at Cox Automotive, safety concerns and high-profile incidents have slowed progress, while growing acceptance of robotaxis suggests that attitudes are changing.
Buyers want more technology
Ownership of Level 2 and Level 3 vehicles nearly tripled in a decade, from 12% to 34%. That puts advanced driver-assist features in front of dealership sales and service teams every day. Demand for more is building, with 57% saying they would choose a Level 3 or higher vehicle next if every level were available.
However, buyers still want the option to drive. Level 4 is the most appealing, at 28%, down from 30% in 2016. It offers full autonomy while allowing a human to drive. Interest in fully driverless Level 5 fell from 17% to 10%.
Nearly half of consumers (46%) expect fully autonomous vehicles in their lifetime, up from 37% in 2021. For now, the technology dealers sell is likely to keep a human at the wheel.
Robotaxis are shaping opinions before shoppers reach the showroom
Availability, more than interest, is limiting robotaxi use. Some 55% of Americans are open to riding in one, yet only 18% have. Awareness stands at 70% nationally and 89% in cities with autonomous services. Usage in those cities rises to 33%, which means one in three residents has ridden. Discomfort with having no human driver is the top barrier for 61% of non-users. Experience overcomes skepticism, according to the study. Shoppers in robotaxi cities are the most likely to arrive with firsthand AV experience.
