Mobility-pricing is one of the avenues leading to the information highway. Using a combination of positioning, communication and information processing, automobile insurance can be priced based on actual mileage of the vehicle. Vehicle s location is periodically and electronically disclosed to a central server for invoice generation. This raises the possibility of this data being used to reveal the drivers identity and social activity. Past research has only been speculative of the 'motorists privacy perspective'. This paper uses mobility-priced insurance as a case study and offers respondents three different designs ranging from lowest privacy to highest privacy, and measures their interest about each of these products and seeks their dollar pledges for willingness to pay for higher privacy protection. This study also presents probable correlations between privacy choices and demographics. It is hoped that the results of this research can be used to influence the design of ...