Future autonomous vehicle systems will be diverse in design and functionality because they will be produced by different brands. It is possible these brand differences yield different levels of trust in the automation, therefore different expectations for vehicle performance. Perceptions of system safety, trustworthiness, and performance are important because they help users determine how reliant they can be on the system. Based on a review of the literature, the system's perceived intent, competence, method, and history could be differentiating factors. Importantly, these perceptions are based on both the automated technology and the brand's personality. The following theoretical framework reflects a Human Systems Engineering approach to consider how brand differences impact perceived trustworthiness, performance expectations and ultimate safety of autonomous vehicles.