As Uber and Tesla have learned, it doesn't take a lot of bad press to shatter public trust on autonomous vehicles. Ford has taken that lesson to heart, saying it would rather instill confidence in self-driving cars than be first to market. In a letter to the US Department of Transportation (DoT) and 44-page report called "A Matter of Trust," the automaker detailed how it plans to safely test its self-driving vehicles on public roads. The death of a pedestrian involving a Uber self-driving vehicle with a safety driver in particular seemed to affect the public's opinion of self driving cars. Prior to that, 44 percent of US adults said they'd be okay riding in autonomous cars.