automotive cockpits conference
DESCRIPTION
On October 3, 2014 the ITB Group presented its 14th annual Automotive Cockpits Conference in Birmingham, MI. Leading OEM engineers, innovative suppliers and other industry experts convened to address key issues related to cockpit and interior components, design, HMI/electronics, manufacturing, materials and trends. Visteon innovation senior manager, TC Wingrove delivered a presentation titled, "Autonomous Driving: The Ideal Experience" that incorporate Visteon proprietary research to share research insights.TRANSCRIPT
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?
Strictly Private and Confidential
• 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
Strictly Private and Confidential
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
Strictly Private and Confidential
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”
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?
Strictly Private and Confidential
Strictly Private and Confidential
Strictly Private and Confidential
Strictly Private and Confidential
Strictly Private and Confidential
Strictly Private and Confidential
Strictly Private and Confidential
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?
Strictly Private and Confidential
Strictly Private and Confidential
Visteon scenario 3 Visteon scenario 1 Visteon scenario 2
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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
}
Strictly Private and Confidential
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 }
Strictly Private and Confidential
Strictly Private and Confidential
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
Strictly Private and Confidential
Strictly Private and Confidential
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
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?
Strictly Private and Confidential
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
Strictly Private and Confidential