Driving the Future: Addressing Generational Trust and Ownership Barriers in the Adoption of Connected and Autonomous Vehicles

The advent of Connected and Autonomous Vehicles (CAVs) promises a transformative shift in transport, ushering in an era of shared mobility and interconnectedness. However, recent events highlight the challenges facing the widespread acceptance of CAVs and Mobility as a Service (MaaS). Drawing on insights from a survey of over 3,000 transport users in the UK, our study reveals two significant hurdles impeding the transition to shared autonomy. Firstly, user adoption presents a formidable challenge, slowing the pace of relinquishing control to driverless mobility, due to low trust and acceptance across generational groups. Secondly, the enduring preference for private vehicle ownership acts as a barrier to embracing shared mobility solutions. To address these challenges, we introduce the SASS Model, which categorises individuals into four distinct groups based on their emotional and rational inclinations towards CAVs and MaaS: Sceptics, Alarmists, Swing Voters, and Supporters. Each group necessitates a tailored approach to effectively communicate the benefits of CAVs. Strategies include addressing the concerns of Alarmists, providing reassurance to Sceptics, educating Swing Voters about the advantages of an automated future, and leveraging the backing of Supporters. Ultimately, the momentum of the automated (r)evolution will be driven by rational Sceptics and Swing Voters, highlighting the importance of targeted messaging and positioning by the automotive industry and transport providers to secure widespread adoption.