Analyzing Consumer Attitudes and Decisions about Established, Emerging, and Future Vehicle Technologies: Qualitative Evidence from the California Vehicle Survey

The California Energy Commission conducts periodic research to assess shifts in consumer preferences for light-duty vehicles. This research, referred to as the California Vehicle Survey (CVS), includes qualitative and quantitative components to better understand vehicle purchase decisions and use. As part of both the 2016 and 2024 CVS, nine focus group sessions with residential and commercial light-duty vehicle owners were conducted in San Francisco, Sacramento, Fresno, and Los Angeles. Between 2016 and 2024, adoption of electric vehicles increased considerably in California. Additionally, in the Los Angeles and San Francisco areas, fully autonomous vehicles became available through rideshare services with tens of millions of rides completed. Focus groups were designed to evaluate participants’ decision making when purchasing a new vehicle, and in both 2016 and 2024, participants discussed their willingness to purchase vehicles with alternative fuel sources, including diesel, hybrid gasoline electric, plug-in hybrid electric, battery electric, and hydrogen fuel cell. In 2024, the focus groups included a detailed discussion about participants’ attitudes toward autonomous vehicles. Drawing on data gathered in these focus group sessions and integrating theories of technology adoption and decision making, this paper tests a set of hypotheses about the effect of perceptions of vehicle technologies on vehicle choice. Perceptions of ease of use and usefulness did not eliminate concerns but did foster more nuanced concerns about the technology. The paper also extends this pattern to possible implications for autonomous vehicle technologies.