Citation

Zwerschke S. VDI Berichte 2006; (1960): 343-358.

Affiliation

Robert Bosch GmbH, Leonberg

Copyright

(Copyright © 2006, VDI Verlag)

DOI

unavailable

PMID

unavailable

Abstract

Driver Assistance Systems (DAS) like ACC or Semi-Autonomous Parking Systems are perceived by consumers and end-users to be technically complex products that significantly change the way people drive. Despite the high perceived benefit of these systems in the media and among end-users, consumer-acceptance for these systems is currently quite low. This is mainly due to the complexity of these systems and the fact that consumers do not fully understand their functional benefits. Furthermore, many people are afraid of being dependent on technology to a certain extent. It is therefore essential to give potential customers an opportunity to test-drive and experience these Assistance Systems in order to reduce their level of uncertainty. Apart from the convenience aspect of DAS, their potential for safety enhancement should be emphasised so that customers are able to fully comprehend their potential benefits. A moderate pricing policy combined with marketing and public relations activities that concentrate on transmitting the potential system benefits to the end-users is necessary to develop the high market potential of Driver Assistance Systems.