Source page: McKinsey & Company
Commentary
Paying up for autonomous driving
Automotive | Mobility
August 29, 2023 – When it comes to the adoption of autonomous vehicles, safety is top of mind for consumers. However, drivers who are interested in advanced driver-assistance systems could be willing to pay a premium, according to partner Timo Möller and colleagues. For example, about half of global consumers who are likely to purchase a vehicle with advanced highway autopilot features said they would pay up to $9,999 for the technology.
To read the article, see “Hands off: Consumer perceptions of advanced driver assistance systems,” July 19, 2023.
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Visual form
Bar chart.
Layout / body structure
A single chart runs left to right across seven vertical columns arranged as price brackets, with the notes and source tucked underneath the plot.
What is being compared
It compares willingness to pay for Level 4 advanced highway autopilot across listed dollar thresholds from $6,999 through $12,999.
Measurement system
The measure is share of respondents by dollar amount, and the horizontal read is reinforced by the less-to-more arrow underneath the price labels.
Visible structure inside the graphic
Equal-width gray columns mark each price point, the dollar labels sit directly under each bar, and a centered annotation builds to the highlighted willingness-to-pay midpoint.
Main takeaway from the visual
The chart is built to show that willingness stretches well into premium price territory rather than stopping at the lowest bracket, with the midpoint callout landing at the $9,999 level.
Key standout values or extremes
The standout figure is the 50 percent callout tied to willingness to pay up to $9,999, while the full visible price ladder runs from $6,999 to $12,999.
Controls / sequence, when applicable
This is a static chart image with no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the chart image is the full visual on this page.