Groundbreaking Consumer Research on V2X Technology Preferences Shows Consumers Prioritize Safety and Efficiency

FOR IMMEDIATE RELEASE

SAE International, Mcity and Poco Labs Release First-Ever Quantitative Vehicle-to-Everything (V2X) Study During WCX 2025 in Detroit, Mich.

TROY, Mich. (April 8, 2025) - The first-ever comprehensive quantitative consumer research initiative exploring consumer preferences for Vehicle-to-Everything (V2X) features found that consumers prioritize safety and efficiency features that function independently of mobile devices. This U.S.-based consumer research, sponsored by SAE International,^® Mcity at the University of Michigan, and Poco Labs, was completed in December 2024, and the results were released at SAE's WCX-World Congress Experience on April 8, 2025.

The findings, which could influence the future of V2X deployment, show that consumers have a strong preference for three key benefits of V2X technologies:
1) Safety Features

• Safety features emerged as the most desired, frequently used, and most valuable to consumers. More than half of respondents rated safety features among their top priorities, consistently ranking as the most useful and most valuable.
• Among the safety use cases tested, Road Hazard Warnings topped the list, followed by Pedestrian Warnings and Emergency Vehicle Notifications.
• These features had broad appeal across demographic groups, closely mirroring the full sample of respondents.

2) Efficiency Use Cases

• Efficiency-related use cases, such as Signal Timing and Construction Notices, generally outperformed transaction-based use cases in consumer preference.
• While Construction Notices were ranked in the top by nearly half of respondents, few considered them the most important feature.
• Traffic Signal Timing garnered the most interest from suburban respondents, while Collaborative Driving appealed more to urban dwellers and early adopters who drive significantly more highway miles.

3) Transaction Use Cases

• Transaction-based use cases, including Parking Locator & Payment, Auto Pay Fuel, and In-Vehicle Tolling, were rated the least frequently among the tested features, with younger respondents and early technology adopters in urban areas showing the most interest.
• Electric vehicle (EV) owners showed particular interest in Auto Pay Charging, highlighting a growing market for transaction-based features in the EV space.

This research underscores the importance of prioritizing safety and efficiency as the primary drivers of V2X technology adoption. While transaction use cases have appeal, their role appears secondary to features that provide tangible benefits in terms of safety and operational efficiency. As the V2X ecosystem continues to evolve, understanding and responding to these consumer preferences will be key to ensuring the successful deployment and integration of V2X solutions.

Full results of the valuable consumer preference insights and key findings are available to the public at no charge. Media interested in obtaining a copy can contact Jeff Laskowski at jeff.laskowski@sae.org.

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Expert Panel Discuss Findings

On Wednesday, April 9, 2025, experts will be discussing research findings during the WCX Panel Session: V2X Quantitative Consumer Research: What They Value and Why.
Registration for WCX is required to attend https://wcx.sae.org/.
Huntington Place; Room 251 B; 8 a.m.
Session Code AE116
SAE and Mcity at the University of Michigan partnered to conduct the first-ever quantitative consumer research on V2X, building on prior studies conducted with both infrastructure stakeholders and end users. This panel discussion will cover and summarize key findings, including voice of the consumer, regarding various V2X use cases and why they matter.

Panelists will discuss and address the challenges and the enormous opportunities to be found in a coherent ecosystem that delivers safety, efficiency, and transactional opportunities

• Thomas Pavlak, Founding Partner, President, POCO Labs LLC (Moderator)
• Brock Aun, Vice President of Communications & Public Policy, HAAS Alert
• Laura Chace, President and CEO of the Intelligent Transportation Society of America
• Henry Liu, Director of University of Michigan Transportation Research Institute
• Fabrizio Minarini, Senior Expert Vehicle Safety, European Commission
• Charlie Tyson, Technology Activation Director, Michigan Economic Development Corp.

Media interested in attending WCX or interviewing SAE, Mcity or Poco Labs executives may contact Jeff Laskowski at jeff.laskowski@sae.org.

About SAE International^®
SAE International is a global organization committed to advancing mobility knowledge and solutions for the benefit of humanity. By engaging nearly 200,000 engineers, technical experts and volunteers, we connect and educate mobility professionals to enable safe, clean, and accessible mobility solutions. We act on two priorities: encouraging a lifetime of learning for mobility engineering professionals and setting the standards for industry engineering. We strive for a better world through the work of our philanthropic SAE Foundation, including award-winning programs like A World In Motion® and the Collegiate Design Series™. More at http://www.sae.org.

About Mcity at the University of Michigan
Mcity is an interdisciplinary public-private partnership bringing together industry, government, and academia to transform mobility. As part of the U-M Transportation Research Institute, Mcity helps advance safe, sustainable, equitable, and accessible transportation and mobility solutions for the benefit of society. More at https://mcity.umich.edu/.

About POCO Labs
For over 20 years, POCO Labs LLC has been at the forefront of strategy and innovation by making creative connections between people, ideas, and organizations. Our team is driven by a passion for design, rigorous research, and collaborative problem-solving. We specialize in creating thoughtful solutions that address complex challenges, turning ideas into impactful outcomes that matter.

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SAE Media Contact:
Jeff Laskowski
SAE International
248.925.4770
pr@sae.org


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