Autonomous Driving: The Ideal Experience

Strictly Private and Confidential

AUTONOMOUS DRIVING:THE IDEAL EXPERIENCE


RESEARCH OBJECTIVES

• Identify tomorrow’s (2025) car buyers

─ How they connect with the world around them

─ Their expectations and comfort level with respect to autonomous features

o How they might interact with an autonomous vehicle

o How consumers might behave during various stages of autonomous driving

o How the cockpit needs to evolve to accommodate these new behaviors

• Understand:


EXPERIENTIAL RESEARCH: WHAT IS IT?

• Uses a unique blend of participatory and generative techniques

• Explores the relationship between consumers and a product

• Attempts to understand consumers emotionally and pragmatically

• Identifies the specific attributes that lead to an ideal experience

A relatively new form of consumer research that:


METHODOLOGY

Where we get the data

What we do with the data

How we communicate the data

Recruit Participants

Participants chosen based on targeted segments of the study

Prime Participants

Conduct Interviews

Online homework and imaginary exercises

Participants discuss homework and describe ideal experiences

Code Data

Qualitative data is coded to facilitate pattern recognition

Identify Patterns &

Define CodesIdentify Themes

High frequency codes reveal key patterns and meetings

Similar patterns are grouped together to define succinct themes

Bucket Themes

Related themes are grouped to distill information

Explore Relationships Create Visual Model

Relationships examined to reveal causality and hierarchies

Visual language is developed to communicate relationships and findings


EXPERIENTIAL RESEARCH: WHY USE IT?

• Understand the ideal experience when consumers use a specific product or service, including:

─ 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


52% 48%Female Male

Age Range28 Average Age

22 35

26% 74%Children No Children

Some College

10%Bachelor’s

61%Master’s or Doctorate

26%High

School

3%

PARTICIPANT DEMOGRAPHICS

Strictly Private and Confidential Strictly Private and Confidential

87%

32%

58% 3%

Phone Type

39%

Car Pool or Car Sharing Services

Currently Own Vehicle

Average Hours Per Week in Vehicle = 11

PARTICIPANT DEMOGRAPHICS


26%Friends/Family

11%News

9%Shopping

7%SchoolWork

7%Fitness

7%Sports

5%Music

5%Traffic

Location

3%Finance/Money

3%Photo

MOST IMPORTANT INFORMATION


3% 1% 1%

HOW PEOPLE CONNECT

37%

19%16%

14%

4% 1%1%3%4%

Phone

In-Person

PhysicalTravel

Computer

TVWrittenLetters

TabletGamingReadingPhysicalMedia


71%

68%

35% 35%26% 23%

19%16% 16% 13% 13% 13% 13% 10% 10% 10% 10%

THE APPS PEOPLE USE


AND HOW THEY MAKE THEM FEEL

68%

35% 35%26% 23%

19%16% 16% 13% 13% 13% 13% 10% 10% 10% 10%

71%

THE APPS PEOPLE USE


HOW PEOPLE USE APPS

Friends andFamily Updates

Share picturesWith friends and family

Communicate in writingwith friends and family

Communicate in Writingwith Business Associates

Share Pictureswith Business Associates

Navigation

Music Entertainment

Communicate VerballyWith Business Associates

Communicate Verballywith Friends and Family

Business / Restaurant ratings

Social Planning

Meeting New People

General Search

Job Search

ShoppingLearning

ViewingPictures

Communicate visuallyWith Friends and Family

Video Entertainment

Share Videos withFriends and Family

Sports Updates

News UpdatesCelebrity Updates

Weather Updates

22%

13%

14%2%

1%

1%

1%

1%

1%

1%

1%1%2%

1%

2%

2%

2%

4%

3%3%

4%

5%

8%

4%


HOW DO THEY FEEL ABOUT AUTONOMOUS DRIVING?


NHTSA’S FIVE LEVELS OF VEHICLE AUTOMATION

LEVEL 0 LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4No Automation Function-Specific

AutomationCombined Function Automation

Automation that takes over safety-critical functions under certain traffic conditions. Driver is available for occasional control

Full Self-Driving Automation

Visteon scenario 1 Visteon scenario 2 Visteon scenario 3


Limited Self-Driving Automation

Vehicle performs all safety- critical driving functions for entire trip. Driver not expected to be available for control any time during trip

Automation of at least two functions, for example adaptive cruise control and lane steering

Automation of one or more functions: electronic stability control or pre-charged brakes

Driver is in complete and sole control of brakes, steering, throttle, and motive power at all times


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

SCENARIO 1


Controllable (Responsive, Contextual)Informative (Notifying, Alerting, Accurate)

Reliable (Reassuring)SimpleSecure

Safe

TRUSTWORTHY

The first set of foundational attributes were those that make consumers

believe they canTRUST THE VEHICLE

enough to use autonomous features

The sub-attributes contribute to consumers’ perception of THE VEHICLE BEING TRUSTWORTHY

SCENARIO 1: IDEAL ATTRIBUTES


PERSONALEngaging (Fun)

Caring (Learning, Adaptive)ConvenientCustomized

Compatible (Connected)Comfortable (Liberated)



Safe

The second set of foundational attributes make the vehicle

MORE PERSONAL for consumers

These attributes make people

WANT to use the features in their vehicle’s cockpit

TRUSTWORTHY





Safe

Once the foundational attributes have been satisfied, consumers are able to FOCUS ON THE IDEAL EXPERIENCES they want to have in their autonomous vehicles


Engaging (Fun)Caring (Learning, Adaptive)

ConvenientCustomized


RELAXED

ENTERTAINED

EFFICIENT

PERSONAL

TRUSTWORTHY


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

SCENARIO 2


• TRUST remains important, but begins to be less top of mind

• Consumers care more about PERSONAL features, which enable evolving driving behaviors

• Focus shifts to new EXPERIENCES

The attributes remain the same, but their relative magnitudes begin to evolve.

SCENARIO 1 SCENARIO 2

TRUSTWORTHY TRUSTWORTHY

RELAXED

ENTERTAINED

EFFICIENT

PERSONAL

PERSONAL

RELAXED

ENTERTAINED

EFFICIENT


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

SCENARIO 3


TRUSTWORTHYTRUSTWORTHY TRUSTWORTHY

RELAXED

ENTERTAINED

EFFICIENT

PERSONAL

PERSONAL

PERSONAL

SCENARIO 1 SCENARIO 2 SCENARIO 3

RELAXED

ENTERTAINED

EFFICIENT

RELAXED

ENTERTAINED

EFFICIENT


Autonomous Driving: Ideal ExperienceTHE IDEAL AUTONOMOUS DRIVING EXPERIENCE

Consumers were asked to describe their ideal driving scenario, including:

• A description of the vehicle, features and levels of autonomy

• How these experiences made them feel

• How much of the driving was manual vs. autonomous

• What they were doing when the vehicle was in autonomous mode




Safe

RELAXED

ENTERTAINED

EFFICIENT Working Communicating Eating Grooming

Socializing Watching Playing Listening

Sleeping Unwinding Enjoy the Ride

THE IDEAL AUTONOMOUS EXPERIENCE

66%34%

Car Drives

I Drive

Engaging (Fun)Caring (Learning, Adaptive)

ConvenientCustomized


PERSONAL

TRUSTWORTHY


Two primary foundational attributes:

Instead of driving, consumers want to focus on being:

TRUSTWORTHY PERSONAL

RELAXED ENTERTAINED PRODUCTIVE

For short or spontaneous trips

13

MANUAL DRIVINGDuring long or repetitive travel

23

CAR DRIVING

Ideal experience:

Automotive

Autonomous Driving: The Ideal Experience