Considering the AVs as an emerging innovation, as well as its adjacencies in terms of impacts, this paper aims to discuss critical aspects that influence the governance model for insertion of AVs in a national context. With this intent, is essential to consider multiple actors that are involved in this context. In this sense we adopt the Quadruple Helix Model as a theoretical lens. The adopted research design is characterized as a theoretical essay. The intention is that the reflections about AVs and governance culminate in an integrative discussion that answers the proposed research question, pointing out theoretical contributions as well as practices, that benefit the field from a new sight on the existing perspectives. The possible and imminent arrival of autonomous vehicles brings to light discussions and challenges in several areas, challenging traditional governance structures. Thus, we defend that actions of the helix must be aligned to direct efforts to provide a robust governance structure to meet the needs for AV deployment and, in the macro level, the development of society (customer-centered).