Survey finds Mercedes and Infiniti buyers most open to autonomous tech
A MaritzCX survey suggests Mercedes-Benz and Infiniti owners show the strongest interest in self-driving features, while Porsche, BMW, Jeep and Ram buyers remain sceptical.
Owners of Mercedes-Benz and Infiniti vehicles are the most receptive to autonomous driving technology, according to a survey conducted by MaritzCX. The research, which polled car buyers across multiple brands, found that around 27 percent of drivers are "very interested" in self-driving cars, but the appetite varies sharply by marque.
Luxury brands lead the way, with Mercedes-Benz and Infiniti owners showing the highest enthusiasm for semi- or fully autonomous systems. The survey’s author, Shawn St. Clair, attributes this to a perception among luxury buyers that advanced safety features are more likely to be found, and more effective, in premium vehicles. This aligns with broader trends in the segment, where active safety and driver-assistance systems are increasingly marketed as selling points.
Luxury enthusiasm, performance resistance
The survey highlights a divide even within the luxury segment. While Mercedes-Benz and Infiniti buyers are open to the technology, Porsche and BMW owners are much less keen. According to MaritzCX, 57 percent of Porsche and 56 percent of BMW owners expressed little or no interest in autonomous systems. For these buyers, performance and driver engagement remain central priorities, and the idea of handing over control to a computer holds little appeal.
The findings suggest that for brands like Porsche and BMW, which build their reputations on driving dynamics, widespread adoption of autonomous features may encounter more resistance. This contrasts with the willingness seen among Mercedes-Benz customers, who tend to value comfort and technology more highly. For context on how Mercedes-Benz integrates new technology, seethe unveiling of the 2014 S-Class, which introduced advanced driver assistance systems.
Off-road brands resist autonomy
Jeep and Ram owners showed the least interest in autonomous driving. The survey points to the nature of these vehicles’ use: off-road and utility buyers are less likely to see the value in relinquishing control, especially where driving skill is part of the appeal. This group’s reluctance stands in contrast to the growing acceptance among luxury saloon buyers.
