Of the 1,500 US drivers the Boston Group surveyed in September, 55 percent said they “likely” or “very likely” would buy a semi-autonomous car (one capable of handling some, but not all, highway and urban traffic). What’s more, 44 percent said they would, in 10 years, buy a fully autonomous vehicle.

What’s most surprising about the survey isn’t that so many people are interested in this technology, but why they’re interested.

The leading reason people are considering semi-autonomous vehicles isn’t greater safety, improved fuel efficiency, or increased productivity—the upsides most frequently associated with the technology. Such things were a factor, but the biggest appeal is lower insurance costs. Safety was the leading reason people were interested in a fully autonomous ride, with cheaper insurance costs in second place.

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That’s why “a vast number of insurance companies” are exploring discounts for those semiautonomous features, Mosquet says. For example, drivers who purchase a new Volvo with the pedestrian protection tech qualify for a lower premium. “The cost to [the insurer] of pedestrian accidents is actually significant, and they’re going to do everything they can to reduce this type of incident.” That’s already started in Europe and is spreading to the US.

Ref: Americans Want Self-Driving Cars for the Cheaper Insurance – Wired