2min chapter

Shift: A podcast about mobility cover image

Alex Mueller of IIHS explains how drivers use – and sometimes misuse – partially automated systems

Shift: A podcast about mobility

CHAPTER

Is It a Design Challenge or a Marketing Challenge?

Over half of the super crews users in fact 53 percent, 42 percent of the autopilot users and only 12 of the pro pilot assist users said that they were comfortable doing so. And again that's worrying because that is absolutely not how these systems are designed to be used. This is interesting and I think worth underscoring as you mentioned earlier like we can't quite tell if this a design challenge or marketing challenge or is it driver behavior or some amalgam of all three of those things that are driving what are very different results That's pretty eye opening.

00:00
Speaker 2
Are people saying that they are using these systems at fully self-driving and they don't know any better or that they do know better and they're just tempted into doing it
Speaker 1
anyway? So we can't really answer that from these data but one thing that we did ask our respondents had to do with willingness to treat these systems as self-driving. So we specifically asked whether they're comfortable with letting the partial driving automation drive the vehicle without having to watch what's happening on the road. And rather disturbingly actually, over half of the super crews users in fact 53 percent, 42 percent of the autopilot users and only 12 of the pro pilot assist users said that they were comfortable doing so. And again that's worrying because that is absolutely not how these systems are designed to be used.
Speaker 2
This is interesting and I think worth underscoring as you mentioned earlier like we can't quite tell is this a design challenge is it a marketing challenge or is it driver behavior or some amalgam of all three of those things that are driving what are very different results that's pretty eye opening.
Speaker 1
So it is very likely a combination of all of these factors although how much each factor contributes might actually depend on the owner population in question. One thing that we found was that these three groups of owners are inherently different from each other in terms of individual characteristics. We found for example there are demographic differences between these groups of drivers there are gender differences, age differences. Also if you look at the marketing there is significant differences in terms of how that marketing is targeting the different segments of the consumer market. So all of these factors in addition to how these systems are actually designed are contributing most likely to how people think about the technology and think about what they are supposed to or not supposed to do when using the technology.

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