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Providing the most comprehensive and up-to-date information and analysis of the Future of Mobility – US market including the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Automotive innovations are hit-and-miss in the eyes of the consumer. Car buyers’ love advanced safety features, yet currently they’re unwilling to give autonomous vehicles a chance. They want more sustainable options, yet EV and HV consideration is low. As consumers are trying to navigate this landscape, automakers will need to play the role of a guiding figure and control the narrative of what the future of mobility looks like. In the coming years, the automotive industry will see more innovative technologies and vehicle types – and a continued effort to increase consumer adoption and hasten the speed of the future of mobility.

Expert analysis from a specialist in the field

Written by Hannah Keshishian, a leading analyst in the Automotive sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While COVID-19 has negatively affected vehicle sales, including electric, hybrid and autonomous, neither the pandemic nor the recession has halted the future of mobility. Automakers are still continuing down the path of a safer, more sustainable automotive industry. In the coming years, the automotive industry will see the advent of more automotive innovations (ie advanced driving technology) in addition to continuously bringing more innovative vehicle types to the market for consumer consumption. The pandemic may have brought many facets of the auto industry to its knees, but nothing, not even the virus will get in the way of a greener and safer automotive future.
Hannah Keshishian
Automotive Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Market context
  2. Executive Summary

    • Top takeaways
    • The Future of Mobility overview
    • Impact of COVID-19 on the Future of Mobility
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on the future of mobility, December 2020
    • Opportunities and Challenges
    • The Future of Mobility is an unstoppable force; consumers are immovable objects
    • Automatic vehicle sanitation is a white-space market
    • Self-driving cars should be marketed as vehicles that reclaim time
    • Advanced safety-tech can be leveraged as a runway toward self-driving cars
  3. The Future of Mobility Landscape

    • Autonomous vehicle legislation demand continues to increase
    • Insurance coverage for autonomous vehicles remains murky
    • Infrastructure challenges are still at the heart of V2X connectivity
    • Impact of COVID-19 on the future of mobility
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on the future of mobility, December 2020
    • Lockdown
    • Re-emergence
    • Recovery
    • COVID-19: US context
    • Learnings from the last recession
  4. Market Factors

    • An expanded EV tax credit could aid vehicle sales
    • COVID-19’s positive effect on carbon emissions previews a cleaner world
    • Low gas prices continue to threaten EV sales
      • Figure 3: US gasoline and diesel retail prices, January 2007- November 2020
  5. Market Opportunities

    • OEMs can use self-cleaning vehicle tech to increase EV consideration
      • Figure 4: Attitudes toward self-cleaning cars, October 2020
    • Female car buyers are less willing to skimp on the latest car tech
      • Figure 5: Attitude toward vehicles without safety tech, by gender, October 2020
    • Self-driving cars can appeal to parents
      • Figure 6: Desire to multi-task while driving, by parental status, October 2020
  6. Companies and Brands – Key Takeaways

    • Waymo partners with the “safest” car brand around
    • EVs allow for sci-fi vehicle tech to become a reality
    • Walmart bring driverless deliveries to the South
  7. Competitive Strategies

    • EVs bring technological concepts to life
    • General Motors, GMC Hummer EV Pickup
      • Figure 7: GMC Hummer EV, Revolutionary World Premiere, October 2020
    • Rivian, R1T pickup and R1S SUV
      • Figure 8: Rivian Tank Turn, December 2019
    • Lucid Motors, Air Sedan
      • Figure 9: Lucid Motors, Lucid Air, September 2020
    • Waymo and Volvo partner to scale Waymo Driver
      • Figure 10: Waymo and Volvo partnership, June 2020
    • Walmart to bring driverless deliveries to fruition in 2021
  8. Consumer Trend Drivers Impacting the Future of Mobility

    • Surroundings
    • Technology
    • Value
    • Experiences
  9. The Consumer – Key Takeaways

    • Car buyers shy away from purchasing innovative vehicle types
    • Safety remains the topmost desired innovation from consumers
    • Advanced safety tech ownership has increased across the board
    • Vehicle owners aren’t utilizing their advanced safety features
    • Consumers remain skeptical of autonomous cars
  10. Purchase Consideration of Automotive Innovations

    • Car buyers largely prefer traditional vehicles
      • Figure 11: Purchase intent by vehicle type, October 2020
    • Older consumers are an untapped market for more sustainable vehicles
      • Figure 12: Purchase intent by vehicle type, by age, October 2020
    • Urban consumers are early alternative fuel vehicle adopters
      • Figure 13: Purchase intent by vehicle type, by area, October 2020
  11. Consumer Interest in Automotive Innovations

    • Safety, comfort and sustainability drive consumer interest
      • Figure 14: Interest in automotive innovations, October 2020
    • Consumers perceive cars to be safer, more comfortable and convenient cars in 2020
      • Figure 15: Attitudes toward vehicle safety, convenience and comfort, October 2020
    • Highlighting safety and comfort can pique female interest
      • Figure 16: Attitudes toward vehicle safety and comfort, by gender, October 2020
  12. Currently Owned Vehicle Features

    • Adaptive cruise control is the most owned vehicle feature
      • Figure 17: Currently owned vehicle features, October 2020
    • Advanced safety features are becoming more standardized
      • Figure 18: Features on consumers’ current vehicle, year-over-year, October 2020
    • A third of consumers’ vehicles still lack advanced safety features
      • Figure 19: Consumers without current vehicle features, October 2020
    • Women’s cars lack advanced safety features, leading to higher interest
      • Figure 20: Consumers’ current vehicle features, by gender, October 2020
  13. Most Utilized Vehicle Features

    • Advanced safety features are under-utilized
      • Figure 21: Most utilized vehicle feature, October 2020
    • Older consumers use a wider range of advanced safety features
      • Figure 22: Most utilized vehicle feature, by age, October 2020
  14. Attitudes toward Autonomous Vehicles

    • Consumers remain skeptical of self-driving cars; legislative push from OEMs is needed
      • Figure 23: Attitudes toward self-driving cars, October 2020
    • Males’ optimism toward AVs drives focus on other segments
      • Figure 24: Attitudes toward self-driving cars, by gender, October 2020
    • Consumers maintain their belief they can out-maneuver an AV
      • Figure 25: Attitudes toward the future of automobiles, October 2020
    • Self-driving road trips will be more enjoyable to younger consumers
      • Figure 26: Attitudes toward self-driving road trips, by age, October 2020
    • Young consumers believe self-driving cars will save lives
      • Figure 27: Attitudes toward self-driving cars reducing fatal crashes, October 2020
    • Self-driving accident liability is murky among consumers
      • Figure 28: Attitudes toward self-driving accident liability, by generation, October 2020
  15. Attitudes toward the Future of Mobility

    • Consumers doubt a radically different future of mobility
      • Figure 29: Attitudes toward the future of mobility, October 2020
    • Younger consumers are looking forward to convenient commuting
      • Figure 30: Attitudes toward the future of everyday commuting, by age, October 2020
    • Data privacy is a concern for older consumers
      • Figure 31: Apple, Over Sharing, September 2020
      • Figure 32: Attitudes toward self-driving cars personal data collection, October 2020
    • Urban consumers are skeptical of self-driving mass transit
      • Figure 33: Attitudes toward self-driving mass transit, by area, October 2020
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Direct marketing creative
    • Abbreviations and terms
    • Abbreviations
    • Terms
  17. Appendix – The Consumer

      • Figure 34: Purchase intent by vehicle type, by gender, October 2020
      • Figure 35: Attitudes toward vehicle sustainability, by age, October 2020

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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