Safety　regulation　and　short-sighted　consumer　behaviour　during　the　initial　phases　of　autonomous　vehicles　(AVs)　deployment　can　contribute　to　the　‘dark　age＇　of　AVs,　characterised　by　slow　market　growth.　This　paper　examines　the　diffusion　of　AVs　through　encapsulating　the　bottleneck　model　and　Bass　diffusion　model　within　a　dynamic　framework.　Based　upon　that,　we　derive　the　market　penetration　of　AVs　and　their　diffusion　rate.　Furthermore,　we　propose　and　compare　the　short-term　and　long-term　pricing　strategies.　Numerical　results　indicate　that,　in　contrast　to　the　short-term　pricing　strategy,　the　diffusion　of　AVs　is　significantly　faster　under　the　long-term　pricing　strategy.　The　long-term　pricing　strategy　can　mitigate　the　negative　externalities　associated　with　safety　settings　by　lowering　the　initial　price,　thereby　balancing　safety　concerns　with　the　diffusion　of　AVs.　©　2025　Hong　Kong　Society　for　Transportation　Studies　Limited.