Safety and technology features don’t really sell vehicles. Manufacturers and journalists put this stuff at the forefront all the time, but most buyers don’t actually care. Autonomous vehicle technology also won’t sell vehicles.
Unless they’re convenient.
Here’s a couple of scenarios:
Bob thinks about buying a car because it can drive itself. The commercials show someone like him sitting in the seat and reading a magazine while commuting to work. Then Bob realizes that he is just gonna doom scroll instead and might as well be actively driving and swearing at the other idiots on the road around him.
Another Bob thinks about buying a self-driving car. He envisions telling his kids to get in the car and go to school. While he sits in his easy chair with his morning coffee and thinks about telecommuting to work. The kids get in the car, the car drives them to school, and then it comes back and parks in the driveway. Later, Bob goes to Walmart and the car stops at the front door. He gets out and says “Go park yourself, car” and walks in. The car finds a parking space. Later, as he leaves the store, Bob says to his phone “Hey, car. Come pick me up where you dropped me off.” The car obediently leaves its parking space and comes to the front door. Bob loads his stuff and gets in.
The first scenario won’t sell self-driving cars. The second one? Like hotcakes on a winter morning.
People want convenience. Fuel economy isn’t about saving the planet or keeping the air clean. It’s about saving money and not having to stop at the gas station as often. For those who have the ability to charge at home, electric cars are potentially even more convenient. If you remember to plug them in. A whole other issue. But it’s not about being green. Although bragging with the green flex is definitely a thing.
Consumers rarely compare the “infotainment package” or “safety suite” or any of that jargon we throw at them while writing about cars. Enthusiasts care about that stuff. People who already bought a car and need justifications to spout to their friends care about that stuff. Actual shoppers? Not really. They mostly just want to have a vehicle that functions and makes their life easier. More convenient.
This is why interior ergonomics, actual driving feel, versatility for various needs, etc. are what actually matter for consumer-oriented car reviews. And that convenience is what will, ultimately, bring about the end of people driving cars themselves.
Autonomous vehicles will happen because people will figure out that they’re convenient. It’s really that simple.
This article originally published on the AaronOnAutos Substack.
