Trust in Images of Autonomous Vehicle Brands in Japan

While autonomous driving technology is expected to become a new mobility, brand trust, and image play an important role in users. In this study, we aimed to clarify the trust and image of specific AV brands and users. We surveyed 25 brands from Asia, Europe, and the U.S. to investigate the impact of trust, brand image, and word images. As a result, Japanese companies were ranked as the most trusted brands, and brand recognition greatly impacted trust. In addition, brands with low recognition are less likely to gain trust, and differences in brand image are also related to trust. From there, we concluded the following: (1) Japanese companies are highly trusted in AVs manufacturing. (2) Higher brand recognition correlates with greater trust, as participants were likelier to trust brands they recognized well. (3) Words like "honest," "responsible," and "trustworthy" were strongly linked to trusted brands.