John McElroy, an industry expert, contends the race for autonomous cars has concluded, with the technology becoming a commodity. The focus is now shifting to who can create the best user experience. Autonomous driving technology is no longer the differentiator it once was. It’s now about how the technology is packaged and presented to the consumer.
Most automakers and tech companies have access to the same suite of sensors, software, and hardware. The real competition lies in how these elements are combined to offer a unique and compelling user experience. This encompasses areas such as interface design, ride comfort, connectivity, and entertainment options.
The shift in focus is already evident in the industry. Companies like Apple and Google are investing heavily in user interface and experience design. Luxury automakers are also emphasising superior ride comfort and exclusive entertainment options.
The commoditisation of autonomous driving technology also means that smaller automakers and start-ups now have a level playing field. They can compete effectively with larger companies by focusing on creating a unique user experience. McElroy argues that this shift will lead to greater innovation and diversity in the automotive industry.
Go to source article: http://www.autoblog.com/2017/02/21/race-for-autonomous-cars-is-over-mcelroy-autoline-opinion/