adding a 'self-driving package' is just another option." Throw in the possibility of a special lane on highways for autonomous vehicles and the ability to turn the system on and off at will, and premium buyers were sold on the option full-stop. Considering that Audi, BMW, Cadillac, and Mercedes-Benz all plan to have some kind of semi-autonomous, traffic jam assistance feature either on the market or coming in the next few years, and it's obvious that luxury brands are well aware of what their buyers want.