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Autonomous vehicles (AVs) are expected to increase road safety and ensure that the mobility needs of elderly people are met. This study investigates the social acceptability for the diffusion of AVs in Japan. An Internet-based survey obtained results from 1,250 participants who were based in all the regions of Japan. Factor and cluster analyses were used to analyze the obtained data. The major findings suggest that respondents who totally disapproved of AVs diffusion were anxious about its potential negative impact on road safety. In contrast, respondents who totally approved of the technology’s diffusion into society felt they could use it in many different scenarios and that it would have positive social effects. Using our findings and by referring to previous methodology for promoting innovative products, we developed a number of policy recommendations that can be used to create social acceptability for the diffusion of AVs.