A great piece by EY - take a look.
All parties that stand to benefit from making driverless vehicles a commercial success can learn a great deal from the aviation industry. Planes are safe and the fear of mechanical failure is low. The fatality rate for planes is much, much lower than that of trains and cars: 0.003 for every billion kilometers traveled for planes compared to 0.27 fatalities per billion kilometers traveled by rail, and 2.57 fatalities per billion kilometers traveled by car. The key point is that consumers trust air travel. We don’t draw a distinction between those parts of the flight when the plane is in autopilot mode and those where the pilot is a human. As passengers, we are equally comfortable with both. Auto companies, dealers and marketers would do well to learn lessons from how flight has been marketed to make flyers feel so safe.