METHODOLOGY
Quantitative Online Survey with Driver Segmentation & Commercial Vehicle Technology Adoption Modeling
TYPE OF STUDY
Ad-hoc
SAMPLE SIZE
225 respondents
LOCATION
Brazil, France, Spain
INDUSTRY
Transportation & Logistics
SEGMENT
Commercial Vehicle Operations
SUB-SEGMENT
Heavy-Duty Truck Driving, Driver Assistance Technology & (A)CC Usage Behavior
TARGET AUDIENCE
Heavy-duty truck drivers with 2+ years of driving experience operating trucks above 16 tons for transportation and logistics companies
The Challenge
The global transportation and logistics industry is rapidly evolving with the integration of advanced driver assistance technologies aimed at improving safety, fuel efficiency, and driver comfort.
Among these technologies, Adaptive Cruise Control ((A)CC) has become increasingly important across commercial fleets particularly in Europe, where regulatory focus and fleet modernization continue to accelerate adoption.
However, adoption remains inconsistent across markets due to differences in infrastructure, fleet age, operating environments, and technology penetration.
At the same time, fleet operators and manufacturers needed a deeper understanding of how truck drivers perceive and use these technologies in real-world driving conditions.
However, key questions remained unanswered:
How (A)CC adoption differs between Europe and emerging markets like Brazil
What factors influence driver trust and usage of assistance technologies
How truck brand ecosystems impact technology adoption and familiarity
What operational benefits and concerns drivers associate with (A)CC systems
The key question:
What truly drives (A)CC adoption, trust, and driver behavior across major commercial transportation markets?
Our Approach
Quest Sampling conducted a multi-country quantitative study among experienced heavy-duty truck drivers operating vehicles above 16 tons across Brazil, France, and Spain.
The study captured a mix of:
(A)CC users
Non-users
Drivers across multiple truck brands including Volvo and other leading OEMs
Special attention was given to natural market adoption behavior, particularly in Brazil where (A)CC penetration remains significantly lower than in Europe.
Sample: 225 truck drivers
Markets: Brazil, France, Spain
Audience: Heavy-duty commercial truck drivers with 2+ years of experience
Research Design & Analytics
The study evaluated:
●Awareness and usage frequency of (A)CC systems
● Driver trust and comfort with automation-assisted driving
● Brand familiarity and technology perception across truck manufacturers
● Perceived operational benefits (fatigue reduction, fuel efficiency, safety)
● Barriers to adoption and disengagement triggers
Advanced analytics included:
●Driver segmentation based on (A)CC adoption behavior
● Brand-level technology familiarity analysis
● Usage frequency and comfort-level modeling
● MaxDiff prioritization (safety, comfort, fuel efficiency, reliability, ease of use)
Key Insights
Europe Shows Higher (A)CC Adoption & Familiarity
Drivers in France and Spain demonstrated:
● Significantly higher exposure to (A)CC-equipped fleets
● Greater familiarity with driver assistance technologies
● Higher perceived operational comfort during long-haul trips
Fleet modernization and stricter safety expectations continue to support stronger adoption across European markets.
Brazil Remains a Lower Adoption Market
Brazilian drivers showed:
● Lower natural adoption of (A)CC systems
● Greater dependence on manual driving habits
● Higher concentration of older fleet vehicles lacking advanced technology
Infrastructure variability and mixed road conditions also contributed to lower driver reliance on automated assistance features.
Safety & Fatigue Reduction are the Strongest Drivers of Adoption
Across all three markets, drivers identified the biggest benefits of (A)CC as:
● Reduced fatigue during long-distance driving
● Improved highway driving comfort
● Enhanced road safety and speed consistency
Many drivers viewed the technology as a support tool rather than a replacement for driver control.
Trust in Technology is Closely Linked to Experience
Drivers with regular exposure to (A)CC systems reported:
● Higher trust in automated assistance
● Greater willingness to use the feature consistently
● Stronger perception of operational efficiency benefits
Non-users were more likely to express skepticism around reliability and responsiveness in unpredictable road conditions.
Volvo Drivers Show Strong Technology Familiarity
Across all markets, Volvo drivers demonstrated:
● Higher awareness of driver assistance technologies
● Greater familiarity with (A)CC features and usage
● Strong association between brand perception and safety innovation
In Brazil specifically, many Volvo drivers still fell within the non-user category due to lower fleet-level activation and penetration rates.
Regional Road Conditions Influence Usage Behavior
Usage behavior varied significantly by geography:
● European highway infrastructure supported more frequent (A)CC usage
● Urban congestion and inconsistent road conditions reduced engagement in Brazil
● Drivers preferred manual override in complex traffic environments
This highlights the importance of infrastructure readiness in commercial vehicle technology adoption.
Impact
Commercial vehicle manufacturers and fleet operators leveraged the study to:
● Improve driver education and onboarding around (A)CC systems
● Optimize regional rollout strategies for assistance technologies
● Enhance communication around safety and fatigue-reduction benefits
● Better align product positioning with market-level adoption readiness
Measured Outcomes
● Improved understanding of regional technology adoption barriers
● Increased driver engagement with assistance technologies
● Better targeting of fleet modernization initiatives
● Stronger alignment between product development and driver expectations
Conclusion
(A)CC adoption in commercial trucking is not solely driven by technology availability, it is shaped by infrastructure, driver trust, operational realities, and fleet modernization maturity.
While European drivers increasingly view (A)CC as a valuable operational support tool, emerging markets like Brazil continue to show slower adoption due to road conditions, older fleets, and behavioral familiarity with manual driving.
The future of commercial driving technology adoption will depend on balancing automation with driver confidence, training, and regional operational realities.
Manufacturers and fleet operators that prioritize driver-centric technology integration will be best positioned to accelerate adoption and improve operational outcomes.
Client Testimonial
"Quest Sampling helped us uncover how heavy-duty truck drivers across different markets perceive and use advanced driving technologies. Their insights into regional adoption patterns, driver trust, and operational behavior provided valuable direction for our fleet technology and driver engagement strategy."
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