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To Get the Most Out of Self-Driving Cars, Tap the Brakes on Their Rollout

The public is uncomfortable with technologies that cede human control to machines

Jack Barkenbus
Thu, 01/25/2018 - 12:02
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Every day about 100 people die in car crashes on U.S. roads. That death toll is a major reason why both Congress and the Trump administration are backing automotive efforts to develop and deploy self-driving cars as quickly as possible.

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However, officials’ eagerness far exceeds the degree to which the public views this as a serious concern, and overestimates the public’s willingness to see its driving patterns radically altered. As those of us involved in studies of technology and society have come to understand, foisting a technical fix on a skeptical public can lead to a backlash that sets back the cause indefinitely. The backlash over nuclear power and genetically modified organisms are exemplary of the problems that arise from rushing technology in the face of public fears. Public safety on the roads is too important to chance consumer backlash.

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Comments

Submitted by Anonymous (not verified) on Thu, 01/25/2018 - 09:31

Thanks for the article Jack

Jack, great article. I believe there are currently 22 manufacturers (including Google/Lyft/Big 3 etc.) that are working on self-driving cars, and it appears that the metrics/findings you stated in your article are being ignored on what the customer perceives/wants.... what happened to listening to the customer and understanding their needs prior to developing products? Oh, I forgot, the customer doesn’t know what they want

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