Emotional connection, not rational argument, to sell autonomy

Autonomous vehicle technology is making rapid progress and a handful of brands are preparing to launch their first self-driving models in just a few years. The technology may be ready by that time, but will the public? Recent research from the Altermotiv future mobility collaboration raises red flags on this front.

The study, ‘Putting the human at the heart of the automation challenge’, looked specifically at the UK market but included responses from players across Europe. “Some of these big trends are pretty universal,” commented Geraint Jones, Business Development Director at Siegel+Gale, one of the Omnicom agencies participating in Altermotiv.