Ryma Mahouch

Document Type

Honors Thesis


As autonomous cars begin their penetration into the consumer market, many consumers are uncertain of their implications for them and their safety. Numerous companies and services such as Tesla, Volvo, Uber, Google, and Apple are finding new ways to market their prototypes to an already established industry. Although sustainability and efficiency are key points to market concerning autonomous technologies, automakers need to strategize how they can better sell their evolving technologies in the established automobile industry. The central focus of this research is to analyze and provide recommendations on how to market autonomous cars to consumers, specifically regarding the safety. Doing so will facilitate with customer acquisition. By strategically analyzing what attributes consumer value, this study will allow marketers to identify their niche of consumers to focus on as their target market, or potentially expand this customer base.

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