Consumers would prefer to buy a self-driving car from Google over Ford
U.S. automakers get a bad rap from discussion groups
Computerworld - Consumers appear more willing to use a self-driving car from a leading technology company, such as Google, over an auto manufacturer like Ford or Toyota, according to a new study.
The study, titled Self-Driving Cars: Are we ready?, was conducted by KPMG LLP. It found that Google is the brand most associated with self-driving cars and that technology companies in general scored highest in confidence among consumers in the focus groups.
"As cars evolve to become more highly complex computers that provide mobility, it's not far-fetched to imagine a day where our next cars are purchased from high-tech companies," said Gary Silberg, national automotive industry leader for KPMG and author of the report. "We believe that self-driving cars will be profoundly disruptive to the traditional automotive ecosystem."
KPMG stated that by 2019, the technology for self-driving cars (also known as autonomous vehicles) would be available as upgrade packages on new cars, and that by 2025, there would be sufficient built-in and after-market penetration to support self-driving software applications.
Google, which is among the leading technology companies for autonomous cars, has also stated that self-driving cars would be generally available within five years.
The KPMG study was based on polling data of survey groups and the company's Mass Opinion Business Intelligence (MOBI) data, which analyzes web chatter in real time. For example, if an automobile company was to issue a recall on a product, online conversations that included words such as "recall" and "Toyota" would increase, showing a spike in chatter. The MOBI system would then be able to discern what the general conversations about the recall were indicating.
The MOBI data for the autonomous vehicle study was collected from January 2012 through August 2013.
The MOBI data analysis focused on brand associations and self-driving car technology. While Google is the brand most associated with self-driving cars, Nissan is the top mass-market brand associated with them, based on its pledge in August to launch an affordable self-driving car by 2020.
The poll of focus groups was conducted June 10 to 27 and included three diverse consumer groups that included 32 people from Los Angeles, Chicago and Iselin, N.J. One-third of those surveyed were premium vehicle owners who were more interested in autonomous vehicles and self-driving technology.
KPMG conceded that the small number of people participating in the focus groups, while valuable for the qualitative and directional insights, was "not statistically valid."
KPMG asked consumers about their willingness to ride in a self-driving car for everyday use, including cars from the best-known premium and mass-market automotive brands, as well as leading technology companies.
- Best iPhone, iPad Business Apps for 2014
- 14 Tech Conventions You Should Attend in 2014
- 10 Desktop Apps to Power Your Windows PC
- How to Add New Job Skills Without Going Back to School
- Slideshow: 7 security mistakes people make with their mobile device
- iOS vs. Android: Which is more secure?
- 11 sure signs you've been hacked
- Shifting Gears: The Value of Customer-Driven Quality in Manufacturing In today's competitive manufacturing market, the customer must be the center of the quality universe. This paper details how manufacturers can improve customer...
- Aberdeen Group: Marketing Analytics for Manufacturing: Forging Customer Insights There are no recalls for poor marketing. Manufacturers need to get their customer intelligence and messaging right the first time. Learn how.
- Unlocking the Promise of Demand Sensing and Shaping through Big Data Analytics Many organizations have limited insight into big data. These limitations have significant opportunity costs and can have a negative effect on identifying and...
- The Brave New World of Customer-Centric Manufacturing The Unique Opportunity for Manufacturers to Better Understand their Consumers
- Webinar: Building a Big Data solution that's production-ready Big data solutions are no longer just a nice-to-have.
- Meg Whitman presents Unlocking IT with Big Data During this Web Event you will hear Meg Whitman, President and CEO, HP discuss HAVEn - the #1 Big Data platform, as well... All Emerging Technologies White Papers | Webcasts
As emerging technologies evolve they often find an initial niche in highly specialized scenarios, or in specific industry verticals, before expanding to wider areas of applicability. Within these initial niches, the early adopters can be anything from digital enthusiasts to fashionistas, or they can be folks simply using the technology because it serves a specific need extremely well. (free registration required) more