Eco Driver Assistance Systems: Acceptance and Challenges

Abstract

Eco driving assistant systems can substantially help drivers to adapt a more fuel-efficient driving style, which would have a positive impact on the emissions caused by motorised traffic. Such systems try to influence drivers in everyday situations that are mostly determined by habits, time and money. The assessment of motivating and discouraging factors, which encourage regular usage, is therefore of crucial interest. This paper presents results of a survey that has been conducted simultaneously in eleven European countries in 2010 with over 5000 participants. The survey aimed to collect needs and requirements for future eco driving systems. It mainly assessed the acceptance of so-called cooperative intelligent transport systems (ITS) applications which aim to influence the drivers route choice, their vehicle miles travelled, improve their behaviour towards a more economic driving style and to optimise the total traffic network to reduce fuel consumption and emissions. The objective of this paper is to: 1. Investigate motivating and discouraging factors as well as the perceived usefulness of Green ITS by drivers in Europe 2. Describe regional differences within Europe to analyse their market potential. To assess user needs and requirements for future eco driving assistant systems, a standardised questionnaire study was selected as the most suitable method. This method can help to generate answers to identify desired functionalities and analyse motivating factors and barriers for vehicle drivers - information that help to design products according to the actual user needs. Furthermore, the approach allows analysing regional differences within Europe. The questionnaire was structured in three parts: The first and the second part included questions about the participants profile like their personal data (e.g. age, gender, sex .), their habits (e.g. annual mileage, driving purposes .) and information about their car(s). The third part, which represented the main part of the survey, addressed the acceptance of different eco driving assistant systems. Respondents were confronted with seven virtual eco driving applications that all aim to challenge inefficiencies either pre-trip, on-trip or post-trip. Additionally, illustrations of different driving situations were shown. Afterwards, the respondents had to valuate the usefulness of the eco driving systems with respect to the driving situations. The results of the survey show that all of the assessed applications were considered useful enhancements by the respondents. However, differences in the rating of the applications are negligible, especially between on-trip and post-trip applications. All application types show comprehensible direct benefits for the drivers, who mostly also stated that they would be willing to use eco driving assistant systems, especially if benefits would be less subtle, e.g. by showing monetised values. The latter finding becomes more evident as the results also show that even though users' acceptance of eco driving systems is very high, willingness to pay is not.