automotive cockpits conference

October, 2014

Autonomous Driving: The Ideal Experience

T.C. Wingrove, Senior Manager-Innovation

Strictly Private and Confidential

• Why did we do this research?

• Who were the participants?

• How do they feel about autonomous driving?

• What is the ideal autonomous driving experience like?


• Identify consumers who are most likely to represent “tomorrow's car buyers”

• Understand how these consumers connect to the world around them

• Introduce various levels of vehicle autonomy to “the drivers of tomorrow” and understand… … their expectations and comfort level with respect to

autonomous features … how they might interact with an autonomous vehicle … how consumers might behave during various stages of

autonomous driving … how the cockpit needs to evolve to accommodate these

new behaviors


A relatively new form of consumer research that… …uses a unique blend of participatory and generative

techniques

…explores the relationships between consumers and a product

…attempts to understand consumers emotionally and pragmatically

…identifies the specific attributes that lead to an ideal experience


The goals of this type of research are to…

…understand the ideal experience when using a specific product or service, which consists of:

Emotional needs and desires Tangible features and attributes

…present complex information with simple graphics

…create a universal design language

…avoid “technology for the sake of technology”



Visteon scenario 3 Visteon scenario 1 Visteon scenario 2


Person driving on a freeway Person glances at phone Driver pulls wheel to right, but

vehicle stays in lane

Car maintains speed and following distance during distraction

Vehicle takes evasive action if sudden maneuver is needed

Person resumes driving when they are no longer distracted

The first set of foundational attributes that emerged were those that make consumers believe that they can TRUST

the vehicle enough to use the autonomous features

A number of sub-attributes contribute to consumers’ perception of the vehicle

being trustworthy

} Strictly Private and Confidential

The second set of foundational attributes have to do with things

that make the vehicle more PERSONAL for consumers

These attributes make people WANT to use the features in

their vehicle’s cockpit

}


Once the foundational attributes have been

satisfied, consumers are then able to focus on the

ideal experiences they want to have in their autonomous vehicles }



Person driving on a freeway Person enters an autonomous

driving lane Person can do other activities while in the autonomous lane

Countdown to manual drive mode begins when the exit is near

Vehicle transitions the active driving duties back to driver

Person resumes manual driving


Person enters a destination on their phone and requests their car

Car pulls up and the person gets in Car begins driving, the person can

now perform other activities

Car arrives at its destination Car finds a parking place and

parks itself Person exits the vehicle

After exposure to various levels of vehicle autonomy, consumers were asked to construct their own “ideal” driving scenario. As they constructed this scenario, consumers were asked to describe: • What their driving experiences would be like

Description of the vehicle and features (including level of autonomy) How these experiences made them feel

• How much of the driving was “manual” vs. “autonomous”

• What were they doing when the vehicle was in autonomous modes?

• There are two primary foundational attributes that are critical for an ideal autonomous driving experience:

Trustworthy

Personal

• Once the foundational attributes have been met, consumers focus more on the experiences they would like to have in lieu of manually driving the vehicle

Relaxed

Entertained

Productive

• Ideally, consumers see themselves manually driving about 1/3 of the time vs. “the car driving” about 2/3 of the time

− The car drives during long or repetitive travel

− People drive manually for short or spontaneous trips


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