On-Road vehicle study of the experience of automated driving

•On-road experiment of automated vs. manual driving with novice users.•Driving was more enjoyable and less stressful during automated driving.•Driving experiences were associated with intentions to use and purchase automation.•Less attention and secondary activities were not reported during automated driving. Prior studies of automated driving have focused on drivers’ evaluations of advanced driving assistance systems and their knowledge of the technology. An on-road experiment with novice drivers who had never used automated systems was conducted to examine the effects of the automation on the driving experience. Participants drove a Tesla Model 3 sedan with level 2 automation engaged or not engaged on a 4-lane interstate freeway. They reported that driving was more enjoyable and less stressful during automated driving than manual driving. They also indicated that they were less anxious and nervous, and able to relax more with the automation. Their intentions to use and purchase automated systems in the future were correlated with the favorableness of their automated driving experiences. The positive experiences of the first-time users suggest that consumers may not need a great deal of persuading to develop an appreciation for partially automated vehicles.