Customer satisfaction is crucial to successful sales in agribusiness. Agribusinesses are susceptible to and depend upon customers' opinions and perceptions of their products. The introduction of new products and technology often prompts speculation of customer acceptance and utilization. The objective of this study was to evaluate current and potential customers' perceptions of AutoTrac in Illinois. AutoTrac is a recently developed self-steering guidance system, which is made possible by the Global Positioning System (GPS). By using AutoTrac an operator has the ability to complete field operations without having to steer the machine, except for maneuvering around objects and turning at the end of the field. Claimed advantages of using AutoTrac include increasing yields by allowing the operator to cover more acreage with fewer hours of operation, centralizing compaction due to planned traffic pathways on fields, and by more accurate placement of agronomic inputs. AutoTrac also optimizes machine efficiency by allowing operation at faster field speeds, reduced fuel consumption, and decreased overlapping on implements and spraying. Additionally, AutoTrac may reduce operator fatigue by allowing more comfortable working hours and increase operator awareness of machine function. To perform the evaluation of AutoTrac, 350 surveys were mailed to current and potential customers. The survey instrument analyzed perceptions of AutoTrac, which includes but is not limited to costs, increased income, indirect benefits, ease of use, and resistance to purchase. Additionally, the survey developed a profile of current users of AutoTrac in order to enable a better understanding of the target market. Results indicate that the majority of Illinois farmers are utilizing several types of GPS technology in their operations. Current users of AutoTrac are experiencing many of its advertised benefits and resistance among many farmers to adopt the technology indicates the incurred cost of such an investment as the primary reason.