OEMs may need to market autonomy conservatively, says F&S

The discussion around autonomous cars continues, and there is still no clear idea of what the vehicle of the future will look like or how consumers will react.

For example, Nissan Chief Executive Carlos Ghosn has previously spoken of ‘empowering the driver’ in the pursuit of autonomy, allowing the driver to take control of the vehicle on demand. Others, such as Google’s Chris Urmson, believe that drivers should be taken out of the equation in order to create safer roads. But while OEMs have had their say, what do the future-focussed industry consultants anticipate?

Speaking at an event in Barcelona earlier in June, Pietro Boggia, Principal Consultant at Frost & Sullivan (F&S), advised that both approaches to automation will co-exist, but autonomy in any form will likely be a difficult product for established OEMs to sell.