Automated driving could highly benefit society by improved safety, traffic flow and increased environmental savings. To enable this, vehicle users should release their driving control to automated driving systems. However, it is not granted that vehicle users are willing to release control in all driving circumstances. Results from a discrete choice experiment show that vehicle users willingness to release control is highly dependent of the level of automation, as users strongly only prefer a low level of automation. Furthermore, vehicle users only want to release control on highways, on roads they are familiar with and only when they do not perform a secondary task.