Come Drive with Me — If You Dare

Autonomous driving has become a hot topic in the realm of modern transportation, but it is interesting to note that it has many parallels to the early days of commercial airplane piloting. Both autonomous driving and piloting an airplane involve the trust of multiple passengers in the hands of an unseen, often unknown entity. Many of the same challenges faced by pioneering pilots must now be faced by tech companies who are tasked with developing autonomous driving capabilities for the automotive industry.

“I will build a car for the great multitude.”
“If I had asked people what they wanted, they would have said faster horses.”

— Henry Ford

The concept of consumer trust plays a major role in both autonomous driving and commercial airline piloting. When people first began flying on commercial flights, the idea of trusting an unseen entity was a major barrier. Pilots were required to wear specific uniforms, inspire confidence through their speech, and display strong knowledge and experience so that the public could be assured of their qualifications. Even the branding of the airlines had an influence on the level of trust that consumers were willing to place in them. Consumers will often choose an airline that they have heard of before, or one that looks and sounds trustworthy.

The exact same idea applies to autonomous driving. Companies must develop both a vehicle and a brand that is worthy of public trust and confidence. Much like the uniforms of pilots, familiarity and presentation of the new technology must be clear and inviting so that consumers feel comfortable with the idea of entrusting their safety to the vehicles.

Branding also plays a major role in both autonomous driving and commercial flying. In the early days of commercial flight, the success of any given airline was often determined by the public’s perception of it as either a safe and reliable entity or a brand that should be avoided at all costs. Today, autonomous driving companies can find themselves in a similar situation. If a company does not communicate well with the public, does not adequately address safety concerns, or fails to provide a visually pleasing representation of its brand, then the company is likely to struggle to make its autonomous driving products desirable to the public.

At the end of the day, it is clear that historically speaking, the success of both commercial airline piloting and autonomous driving depends heavily on the trust of its passengers. As the industry of automated transportation continues to grow, the branding and public image of the companies involved will become increasingly important in determining the success of the industry.