2 Self-driving vehicles represent a technological leap forward that can offer solutions to current 3 transportation problems and dramatically change how people approach mobility. While self-4 driving cars have the potential to improve safety and increase quality of life, many people appear 5 reluctant to adopt the technology, because they are uncomfortable with safety, liabilities, and 6 control. Public attitudes toward self-driving cars are increasingly important as the public shapes 7 the demand for the technology, policies that govern them, and future investments in 8 infrastructure. Moreover the nature of the technology means that the truly transformative benefits 9 are only realized once self-driving cars are adopted en masse. We investigate public attitudes 10 toward self-driving cars using the responses of 107 likely adopters in Berkeley, California as a 11 case study. What do these people find most and least attractive about self-driving cars, and how 12 do they envision the inclusion of the technology? Would they adopt this technology and in what 13 form? Do an individual’s demographics, existing travel behavior, and relationship to cars and 14 technology affect his or her opinion about self-driving cars? We find that individuals are most 15 attracted to potential safety benefits, the convenience of not having to find parking, and 16 amenities such as multitasking while en route; conversely, individuals were most concerned with 17 liability, the cost of the technology, and losing control of the vehicle. Men are more likely to be 18 concerned with liability, and less likely to be concerned with control than women. Individuals 19 with higher income are most concerned with liability, and those with lower income appear to be 20 more concerned with safety and control. Single-occupancy vehicle commuters and cyclists were 21 most concerned with giving up control. All groups were concerned with costs. We present this 22 case study to inform those creating this technology how self-driving cars will likely be perceived 23 by the public. 24 25