Free advice for auto manufacturers: how to sell the experience of driving an autonomous car

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3 November 2015
Donald Light
I rarely, actually never, give advice to automobile manufacturers because I am an insurance technology analyst, and not an automotive analyst. But as more and more and more auto manufacturers make announcements about their plans to get autonomous cars on the road, ready or not—the dire implications for automobile insurance cannot be ignored. So on occasion I do find myself thinking about what autonomous cars will mean for manufacturers. In particular, since the marketing of cars emphasizes the driving experience so heavily, what will the automakers do when all they can offer is a riding experience? I mean a rolling home office, or family room, or man cave, or walk-in closet only has so much appeal. And yes I know that all these cars will be totally connected, but still how many touchscreens will entertain a car buyer/driver during the morning commute? So I do have an answer: virtual reality! Not just any virtual reality, but a virtual reality that makes the passenger in an autonomous car believe that he or she is actually driving that car—with appropriate physical artifacts (steering wheel, pedals, brakes, dashboard, etc.); and a choice of scenic and challenging routes. If Disney can create rides that make people feel like they are accelerating, de-accelerating, steering, and cruising, why not GM and Toyota? As mentioned, this advice is free. But if any manufacturer reading this post is so inclined, please send a large check to Celent (not to me, alas). Thanks.

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