Various disclosed embodiments include methods of locating an intended passenger of an automotive vehicle and vehicle-based systems for locating an intended passenger of an automotive vehicle. In an illustrative embodiment, a method of locating an intended passenger of an automotive vehicle includes: moving an automotive vehicle to an approximate location of an intended passenger based on a location signal from the intended passenger received via a wireless network; after moving to the approximate location of the intended passenger, receiving, by the vehicle, an image from an electronic device of the intended passenger, the image being an image of the intended passenger or an image of local physical surroundings of the intended passenger; processing the image to determine additional location information of the intended passenger based on matching the image against one or more reference images; and accepting by the vehicle, the intended passenger responsive to the image processing.