It will take a leap of faith and a redefinition of the driver-vehicle relationship for consumers to cozy up with AVs. Friend, Servant or Evil Twin explores where the line is between what consumers understand and trust, and at what point AVs become scary. Diving deep into current and future plans for AV technology from incumbent automotive providers and tech-backed entrants, the paper examines what is working and provides recommendations for how AV makers can overcome barriers to successfully release self-driving vehicles to an excited public.
“AV manufacturers have not yet captured the imagination of consumers to envision a future with a self-driving car that enhances the driving experience beyond the traditional, functional role of a vehicle. It is paramount for AV developers to engage a nuanced and iterative adoption process to build consumer trust, comfort and excitement for AV technology.”
- Escalent Managing Director of Technology Paul Hartley