Auto Revolution 2019: The New Generation Of Automated Vehicles Requires A Focus On Education

“In fundamental ways, we are redefining the relationship between driver, riders, the vehicle and the growing array of digital services that surround vehicles before, during and after purchase. People really need to know the capabilities and limitations of new technologies. Failure to do so can lead to confusion and lack of trust that can hinder adoption of these new technology-enabled driving experiences.”

— David Amodeo, J.D. Power

The auto industry has not seen so much disruption and innovation since the rise of mass automobile production. Electric engines are on a trajectory to replace internal combustion technology that has underpinned the industry for over a century and mass deployment of digitally connected and automated features are transforming basic assumptions about the driving experience --so says David Amodeo in a podcast interview for journalists covering the Auto Revolution 2019 conference Las Vegas on October 23-24. 

“Automated vehicles are receiving a lot of attention. Many new promises are being made, that we all hope will solve important societal issues -- whether that's congestion on highways, safety or helping to grant more people with more mobility options,” says Amodeo.

“More technological resources and money are being thrown at it to solve these issues. Not only from traditional OEMs, but also new information technology-driven companies -- such as the Teslas of the world.

David Amodeo, J.D. Power

While these innovations in the industry are uncovering new opportunities, they are also introducing dramatic changes that require the industry and consumers to fundamentally revisit assumptions and realign expectations. A new language around mobility is emerging that consumers and the rapidly evolving automotive industry must master to make sure important issues are not lost in translation.

Beyond Awareness...Trust

As exciting as these new developments are, they are challenging the status quo in the driving experience -- from evaluating and purchasing cars, to driving and maintaining them -- that has brought a certain level of comfort to consumers.

The changes that are being unleashed at a tremendous pace must be carefully managed to prevent the industry from introducing fear, uncertainty and doubt that is associated with complexity.

“Education is going to play an important role in addressing this challenge. The only way to establish the all-important trust factor is by establishing a foundational level of familiarity across the community,” says Amodeo.

This, Amodeo points out, goes beyond advertising and consumer education from OEMs and dealerships.

“We have to consider the implications of recent developments on the education system for driving a vehicle. We have to ask ourselves, with all of these new changes that are entering the automotive market, we should ask ourselves: How do we handle driver training? Do we need to revisit our written tests? Does any of this need to be updated since we first got our licenses?" Amodeo asks.

Addressing these issues across the board will avoid the dangers associated with both unnecessary anxiety over new technology and over-exuberance about its potential.

“In fundamental ways, we are redefining the relationship between driver, riders, the vehicle and the growing array of digital services that surround vehicles before, during and after purchase. People really need to know the capabilities and limitations of new technologies. Failure to do so can lead to confusion and lack of trust that can hinder adoption of these new technology-enabled driving experiences,” concludes Amodeo.