In January, the respected Massachusetts Institute of Technology (MIT) sparked media uproar with its article “Computers that power self-driving cars could be a huge driver of global carbon emissions”.
Indeed, its website boasted of the worldwide coverage, including “MIT study finds huge carbon cost to self-driving cars” in Dezeen, and “Self-driving cars could be a massive source of global carbon emissions” on the BBC.
MIT News self-driving CO2 media coverage, January 2023
Just one tiny issue. These fall firmly into the category of hyperbolic headlines.
Self-driving emissions prediction
The opening sentence of the report goes in hard: “In the future, the energy needed to run the powerful computers on board a global fleet of autonomous vehicles could generate as many greenhouse gas emissions as all the data centers in the world today.”
Shock news: self-driving cars will need computers… and computers need power! There must be more to it, right? Nope, not really.
The central point is: “that 1 billion autonomous vehicles, each driving for one hour per day with a computer consuming 840 watts, would consume enough energy to generate about the same amount of emissions as data centers currently do.”
Self-driving balance
There’s so much to take issue with, but thankfully – and here’s some great news – this time we don’t have to… because Brad Templeton, who worked on Google’s car team, has already done so, quite brilliantly, in Forbes.
“The study makes poor assumptions, and as such its conclusion is incorrect, but these sorts of studies are often latched onto by the opponents of new technologies due to their confirmation bias, and used as propaganda,” he says.
Spot on sir. For something with such positive potential, self-driving attracts an awful lot of vitriol.
Excellent. Maybe pop across to MIT’s own climate dept, where Sergey Paltsev, Deputy Director of the MIT Joint Program on the Science and Policy of Global Change, says: “Electric cars are actually much, much better in terms of the impact on the climate in comparison to internal combustion vehicles. And in time, that comparative advantage of electric cars is going to grow.”
February 2023: seven winners of commercialising UK self-driving competition to share £81m
Ok, today (1 February 2023), the government has confirmed the seven winners of its Commercialising Connected and Automated Mobility competition. They’ll each receive a healthy share of £81m in combined government and industry funding.
Self-driving winners
The successful self-driving passenger vehicle and freight projects are, in alphabetical order: CAVForth II, Hub2Hub, Multi-Area Connected Automated Mobility, Project Cambridge Connector, Project Harlander, Sunderland Advanced Mobility Shuttle, and V-CAL.
Business Secretary Grant Shapps on UK self-driving, Feb 2023
Business Secretary Grant Shapps said: “In just a few years’ time, the business of self-driving vehicles could add tens of billions to our economy and create tens of thousands of jobs across the UK. This is a massive opportunity to drive forward our priority to grow the economy, which we are determined to seize.
“The support we are providing today will help our transport and technology pioneers steal a march on the global competition, by turning their bright ideas into market-ready products sooner than anyone else.”
Transport Secretary Mark Harper on UK self-driving, Feb 2023
Transport Secretary Mark Harper added: “Self-driving vehicles including buses will positively transform people’s everyday lives – making it easier to get around, access vital services and improve regional connectivity.
“We’re supporting and investing in the safe rollout of this incredible technology to help maximise its full potential, while also creating skilled jobs and boosting growth in this important sector.”
The grants will be provided via the Centre for Connected and Autonomous Vehicles (CCAV), jointly run by the Department for Transport and Department for Business, Energy & Industrial Strategy.
Industry consortia will then match the £40m+ public grant to help British companies seize early opportunities to develop experimental projects into ready-for-market offerings. Each recipient is expected to demonstrate a sustainable commercial service by 2025, with the money allocated as follows…
Self-driving projects
CAVForth II by Fusion Processing, with project partners Stagecoach Group, Alexander Dennis, University of the West of England, and Edinburgh Napier University, will receive £10.4m to launch the world’s first full-sized self-driving bus service in Edinburgh.
Hub2Hub by HVS, with project partners Asda and Fusion Processing, will receive £13.2m to develop a new zero-emissions self-driving HGV for the UK market, delivering never-seen-before levels of efficiency and operational cost savings for logistics operators.
Multi-Area Connected Automated Mobility by Conigital, with project partners the National Exhibition Centre (NEC), Direct Line Group, Coventry City Council, Solihull Metropolitan Borough Council, University of Warwick, Coventry University, dRisk, IPG Automotive and West Midlands Combined Authority, will receive £15.2m to establish a remote driving control hub to oversee self-driving vehicles operating in Solihull and Coventry.
Project Cambridge Connector by the Greater Cambridge Partnership, including Cambridgeshire County Council, Cambridge City Council, South Cambridgeshire District Council and University of Cambridge, along with project partners dRisk, Stagecoach East, IPG Automotive UK, Conigital and Gamma Energy, will receive £17.4m to trial on-demand self-driving taxis across two sites – Cambridge University’s West Cambridge Campus and the Cambridge Biomedical Campus.
Project Harlander by Belfast Harbour, with partners to be confirmed but expected to be Horiba MIRA, Angoka, BT, and REE Automotive UK, will receive £11m to deploy a self-driving shuttle service around Belfast Harbour. It will be Northern Ireland’s first operationally ready, scalable, and commercially viable deployment of a fully automated shuttle service on mixed-use public roads.
Sunderland Advanced Mobility Shuttle by the City of Sunderland Council, with partners Stagecoach North East, Angoka, Aurrigo (Richmond Design and Marketing), Newcastle University, Swansea University, and BAI Communications, will receive £6m to build and trial a self-driving shuttle service to serve two high-volume destinations – the University of Sunderland and Sunderland Royal Hospital.
V-CAL by the North East Automotive Alliance, with partners Vantec, Nissan Motor Manufacturing UK (NMUK), StreetDrone, Nokia, Newcastle University, Angoka, and Womble Bond Dickinson (UK), will receive £8m to rollout self-driving and remotely piloted HGVs between the Vantec and Nissan sites in Sunderland, including both public and private land.
Self-driving studies
A further £600,000 is also being awarded for feasibility studies to explore how self-driving technology could improve public transport in four parts of the UK currently suffering from congestion.
It includes £142,000 for “Dedicated, Driverless” spaces on the route between Hemel Hempstead and Stansted Airport in Hertfordshire and Essex, £92,000 for an Autonomous Rapid Transit corridor in eastern Cambridge, £151,000 for automated platooning shuttle vehicles using tyre-on-tarmac technology in Birmingham and Solihull, and £200,000 for the Advanced Very Rapid Transit (AVRT) concept in Milton Keynes.
Innovate UK Executive Director for Net Zero, Mike Biddle, said: “The Connected and Automated Mobility (CAM) sector is of crucial importance to the UK, with the potential to deliver safer, cleaner and more efficient transport systems across a wide range of settings.
“This latest, multi-year round of government’s Commercialising CAM funds builds on the success of previous collaborative R&D programmes, stimulating innovation to ensure the UK is at the forefront of the transition towards the commercialisation of self-driving services.”
For context, the government press release on the new funding stated: “Self-driving vehicles could revolutionise public transport and passenger travel, especially for those who don’t drive, better connect rural communities and reduce road collisions caused by human error.
“Forecasts predict that by 2035, 40% of new UK car sales will have self-driving capabilities, with a total market value for connected and automated mobility worth £41.7 billion to the UK. This could create nearly 40,000 skilled jobs in connected and automated vehicle (CAV) technology.
“The government is also committed to introducing legislation that will enable the safe and timely rollout of self-driving vehicles on UK roads. Under a proposed ‘safety ambition’ for self-driving vehicles to be equivalent in safety to a competent and careful human driver, vehicles will need to meet certain standards to be allowed to ‘self-drive’ on the roads throughout the lifetime of the vehicle. Organisations overseeing self-driving vehicles could face sanctions if standards are not maintained.”
Momentous stuff indeed and rest assured Cars of the Future will keep you updated on their progress.
Another UK self-driving success as First Bus launches EV-powered service near Didcot in Oxfordshire
Have you heard the one about momentous UK self-driving public transport announcements being like buses? You wait for ages, then two come along at once!
Three days after the news that CAVForth is taking passengers in Scotland, came another huge win for Department for Transport’s Centre for Connected and Autonomous Vehicles (CCAV) and Fusion Processing: the launch of the UK’s first all-electric autonomous bus service.
The date was 23 January, the location was Milton Park (near Didcot and Abingdon), and this time plaudits went to consortium lead First Bus, Oxfordshire County Council, the University of the West of England, and Zipabout.
Minister for self-driving buses
Better still, Richard Holden MP, Parliamentary Under Secretary of State with responsibility for roads and local transport, was in attendance.
Richard Holden MP attended the landmark self-driving EV launch
MP for North West Durham since 2019, Holden was previously a special adviser to former Secretary of State for Transport, Chris Grayling.
“It’s thrilling to see our £3m investment help British firms and engineers pioneer new exciting ideas to achieve our vision of a truly efficient and sustainable transport network,” he said. “The launch of the UK’s first autonomous, zero-emission bus today is yet another key step towards achieving Net Zero, creating high-wage, high-skilled new jobs and opportunities, while truly levelling up transport across the country.”
The culmination of a five-year project, the revolutionary new service is part of the Mi-Link green travel programme being operated by First Bus.
Self-driving partners
Janette Bell, Managing Director at First Bus, said: “The launch of the UK’s first zero emission autonomous vehicle is a stellar example of how technology can support modal shift with wide partnership working between Central and Local Government, operators and local business. First Bus serves millions of customers in the UK, and we know that many take the bus because they care about reducing their carbon footprint. We cannot wait to hear some feedback on the new buses.”
Innovate UK Executive Director for Net Zero, Mike Biddle, added: “The connected and automated mobility sector is of crucial importance to the UK, with the potential to deliver safer, cleaner and more efficient transport systems across a wider range of settings. This multi-connected and autonomous vehicles project, part of a wider package of government R&D funding, will deliver the research required to support the future of multi-modal passenger carrying services.”
In a video interview with The Independent, Jim Hutchinson, CEO at Fusion Processing, explained: “It does have a safety driver on board at all times, for regulatory purposes, but it can drive itself in all conditions. It’s SAE level4, so that means within a defined area. This is a great showcase for an on-demand route.”
Self-driving on film
Fusion Processing CEO Jim Hutchinson in The Independent
If you haven’t already read it, we highly recommend our 2021 interview with Hutchinson, in which he covers ADAS, cyclist detection and autonomous vehicle safety… and promises to put the UK on the global driverless map.
Between Didcot and CAVForth, January 2023 is making a strong case for the UK’s best self-driving month ever!
Landmark moment for UK self-driving as CAVForth bus takes passengers
On 20 January, Fife Today brought us the self-driving news we’ve been waiting for since we interviewed Fusion Processing CEO Jim Hutchinson way back in April 2021…
Part funded by the Centre for Connected and Autonomous Vehicles (CCAV), it will be the UK’s first registered service to use full-sized single-decker self-driving buses.
A fleet of five such vehicles will cover the 14-mile route from Ferrytoll Park and Ride in Fife to the Edinburgh Park Transport Interchange, a journey which takes them over the iconic Forth Road Bridge.
Self-driving comment
Louise Simpson, CAVForth lead project manager for Stagecoach, said: “We’re really excited to have reached this major milestone in our project plan. Until now, only project team members had been able to trial the autonomous service.”
One of the lucky passengers, Fleur Dijkman, told the BBC: “I wasn’t worried at all. You wouldn’t know the difference between this and a normal bus.”
Ivan McKee, business minister for the Scottish government, added: “This is another hugely significant step forward for the CAVForth project. It brings us closer to these autonomous vehicles entering service.”
Following its appearance at CES 2023, the self-driving Ella “smart stroller” has suffered a hard knockback from Frankie Bridge on ITV’s Loose Women.
The EV-powered pushchair, by Canadian company Glüxkind Technologies, had already been named a “CES Innovation Awards Honoree” when it was profiled on the popular UK lunchtime show in early January.
Self-driving baby buggy on Loose Women
“We all know about driverless cars, but have you heard about the driverless pram?” asked host Ruth Langsford. “It can go up to 5mph and will automatically stop if it goes further than arm’s reach.”
Frankie Bridge responded: “For me, that’s an absolute no. I still don’t trust cars that drive themselves.”
Self-driving stroller
Glüxkind clarifies that the “intelligent hands free strolling” only kicks in when there’s no child in the buggy, so that “parents and caregivers alike can enjoy effortless walks regardless of terrain; uphill, downhill, and even when fully loaded with groceries.”
Glüxkind Ella self-driving baby buggy
“The development has been driven by our own experience as new parents,” said Co-founder Anne Hunger. “Supporting the next generations of parents with an incredible product is what motivates us every day.”
However well-intentioned, it seems the Ella faces a similarly formidable public acceptance challenge to roadgoing self-driving vehicles.
As has become customary at this time of year, here’s our Cars of the Future review of notable self-driving developments at CES, “the most influential tech event in the world”.
First, it would be remiss not to point out that self-driving impressively made headlines by not stealing the show! For instance, Cleantechnica ran with the headline: “CES 2023 Shies Away From Autonomous Driving Technology”.
Self-driving premiere
That’s maybe a bit harsh. For starters, ZF gave a world premiere to its next generation Level 4 autonomous shuttle, and announced an important new partnership with Beep.
ZF self-driving shuttle announced at CES 2023
Integrated into ZF’s autonomous driving system is the Virtual Driver software stack, developed in partnership with Oxfordshire-based Oxbotica. It consists of two major parts, the performance path and the safety path. The safety path monitors situations and defines ‘virtual guardrails’, while the performance path enables smooth driving.
“ZF delivers innovative technologies that contribute to sustainable mobility and help decarbonize the world,” said Dr. Holger Klein, CEO of ZF Group. “Today, we have everything to support our customers with holistic vehicle systems based on advanced high-performance controllers, intelligent sensors, smart actuators, connectivity and cloud solutions, and cutting-edge software and functions.”
The agreement with Beep includes plans for “several thousand” Level 4 shuttles in the US. Joe Moye, CEO of Beep, added: “This vehicle will help expand use cases and meet growing customer demand as we continue to pursue our vision of extending mobility equity and reducing carbon emissions with safe, efficient shared autonomous transportation.”
Self-driving AI
Then there was Korean company AIMMO’s announcement of “the world’s first AI-powered Autonomous Driving Data-as-a-Service” – ADaaS – designed “to overcome the industry-wide problem of excessive data collection that has constrained the progression and commercialisation of AV technologies”.
AIMMO AI-powered Autonomous Driving Data-as-a-Service (ADaaS) for self-driving
“Over the years, we have seen a huge amount of anticipation around when we will see autonomous vehicles commercialised, but with standards and regulations ever-changing across the world, it is an extremely complex market to navigate,” said AIMMO CEO SeungTaek Oh. ”We believe that the arrival of AIMMO ADaaS is a game-changer for many companies operating in this space.”
There was the small matter of Honda and Sony teaming up to launch a whole new brand, Afeela. It promises “the car of tomorrow”, with first deliveries scheduled for 2026.
Self-driving tech
Plastic Omnium announced the creation of a new division, OP’n Soft, focused on “mobility solutions that are more electric, more connected, more autonomous and more shared”. There’s probably an acronym for that.
“OP’n Soft will enable Plastic Omnium to offer its customers a unique range of integrated solutions and services, such as merging radar data processing software with lighting technologies,” said CEO Laurent Favre.
Plastic O also showcased a new “smart bumper” featuring embedded antennas to deliver “unequaled sensing faculties”, and announced a partnership with startup Greenerwave “to transform body panels into 4D imaging radar to give autonomous cars supervision”.
Another startup, Exwayz, unveiled SLAM – new generation software offering self-localization accurate to 2cm “to simplify and accelerate 3D LiDAR integration into autonomous systems”.
Exwayz SLAM self-localization for self-driving announced at CES 2023
“We are proud to introduce Exwayz SLAM, aimed at saving years in hard software development to autonomous system manufacturers,” said CEO Hassan Bouchiba. “The reality is that autonomy can only happen with robust, accurate, reliable and truly real-time algorithms, which are the critical lacking elements in currently available solutions.”
Terminator star
Perhaps understandably, these advances were somewhat overshadowed by Terminator star Arnold Schwarzenegger joining BMW CEO Oliver Zipse on-stage to unveil the eye-catching BMW i Vision Dee colour-changing car.
The Dee Movie starring Arnold Schwarzenegger on Youtube
When can we expect autonomous vehicles – AVs – in the capital?
Automated vehicles (AVs) are the emerging superstars of 21st century mobility, from uber-luxurious driverless cars, to more ubiquitous robotaxis and delivery vans.
Self-driving tourism company, Autoura, provides a handy AV rollout tracker, with China having by far the most entries. In the US, robotaxis are already charging for rides in San Francisco and Phoenix.
The UK also pushed on this year. Oxbotica conducted a successful on-road test of its skateboard-like zero-occupancy EV, while CAVForth ran a single-decker autonomous bus in a landmark trial in Scotland. Both made global headlines.
MPs on AVs
As David Wong, senior technology and innovation manager at The Society of Motor Manufacturers and Traders (SMMT), told The Transport Select Committee in October: “The next step is to remove the safety driver altogether, whether the safety driver is inside the vehicle or remote.”
We face unique challenges, as Inma Martinez, author of The Future of the Automotive Industry, noted: “In the UK you have a lot of 60mph rural roads where you can barely see what’s coming. Then you have London, which is like no other city. It is a costly challenge to test smart road infrastructure without creating congestion.”
Quite so, but existing systems are astronomically expensive. Transport for London (TfL) came close to being bankrupt earlier this year, rescued by last-minute government funding. Paris subsidises its system to the tune of around €8bn a year.
Autonomy’s London City Summit on AVs
At Autonomy’s recent London City Summit, the stat of the day was the TfL target that, by 2041, 80% of journeys in the capital should be either by public transport or active travel.
A panel moderated by Professor Nick Reed, chief road safety adviser at National Highways, discussed the potential role of AVs, with Jakob Kammerer, senior product manager at Bosch, commenting: “Our trials show that people are curious about self-driving. Transparency always helps. We explain what we are doing and why – to make improved mobility for everyone. Once they see that a product is good and solves a problem, they will adopt it very quickly.”
Margarethe Theseira, of Bath-based engineering consultancy, Buro Happold, predicted that “the real benefits will come when everything is fully automated”, but worried that “it will be a rich person’s toy”.
Designer Marco Mazzotta, of Heatherwick Studio, mused on how cities might evolve architecturally with widespread AV adoption. He pointed to the huge amount of parking space that could be freed up, asking: “What will we use the space for? Is it going to be public or private?”
Other AVs
A later panel looked at the rapid rise of e-scooter hire and, eventually, these could also be self-driving. Years ago, Paul Priestman, famous for designing Virgin’s Pendolino train, described an e-scooter with a “take me home button”.
Yet there’s growing recognition that, when it comes to cars, the S in SEA (shared, electric and autonomous) is the most problematic.
Who wouldn’t want to own the incredible Audi Grandsphere concept car, advertised on telly during the World Cup? It has a “hands-off” mode, with a steering wheel which folds away, and aims to “redefine high class travelling”. It’s unapologetically exclusive.
Conversely, another Priestman-linked project, Dromos, offers a different mass transit solution, using small AVs running on-demand on dedicated routes.
Dromos AV proposal for Cambridgeshire
“Users want a ride quality comparable to that of a taxi, but at the price of a bus ticket,” said co-founder Dr Martin Dürr. “Privacy is an important topic, along with convenience and cleanliness.
“Pilots have shown that passengers have very little, if any, desire to share a driverless vehicle with a stranger. Actually, people are willing to pay a premium not to share. We provide capacity at a much better cost per mile.
“Following excellent discussions with the Centre for Connected and Autonomous Vehicles (CCAV), we have moved a lot of our attention and value chain to the UK.
“We have proposed a solution for the Cambridgeshire & Peterborough Combined Authority and are in discussion with Manchester, The Ministry for Transport in Scotland and others.”
Please note: a version of this article was first published by the Institute of the Motor Industry’s MotorPro magazine.
Self-driving event report: APC Future of Technology, 7 December 2022
Self-driving advocates and sceptics gathered at 30 Euston Square in London last week for the Advanced Propulsion Centre’s Future of Technology event, supported by Zenzic, but someone was missing.
Keynote speaker Trent Victor, director of safety research and best practices at Waymo (formerly Google’s self-driving car project), remoted-in from Stockholm around midday and cheerily logged off immediately after his polished presentation.
He had been expected to open, and to participate in a debate on ethics and security. It was disappointing, and only strengthened the hand of transport commentator Christian Wolmar, that arch critic of driverless, who was in attendance.
Self-driving debate
Let’s focus on the positives. Host Steve Gooding, director of the RAC Foundation, seamlessly rejigged the agenda, and the other speakers – Peter Davies, technical director of Thales, Jessica Uguccioni, lead lawyer on the Law Commission’s Automated Vehicles Review, and Professor Nick Reed of Reed Mobility – delivered great presentations and high-quality debate on the question: Are self-driving vehicles still a fantasy?
APC self-driving event L-R: Gooding, Uguccioni, Davies and Reed
Cryptography expert Davies urged the audience to “get real about cyberattacks”, and to consider “which bits of the system will be made brittle” by facilitating connectivity. He referenced the worldwide grounding of Boeing 737 MAX planes as an example of the commercial danger.
Uguccioni equated the minimum safety level for self-driving cars with the need to pass a driving test, asking: “How hard should it be? What should be in it?”. She posited that human performance should be “a floor, not a ceiling” and pointed out that the risks will be different. Self-driving cars might be better at handling everyday driving tasks, but their sensors could be confused by something as seemingly innocuous as leaf fall. She then addressed the “value judgement” of whether self-driving cars should ever be allowed to break the rules, for example, to mount a pavement in order to avoid a collision.
Professor Reed addressed precisely this question in a 2021 paper emphasising the importance of a role for the public. He referenced his Rees Jeffreys Road Fund supported research into societal engagement, and his work with BSi on using digital commentary to analyse safety performance. Notably, he also called for “an industry standard on data collection”.
The panel praised the work of the CCAV in encouraging discussion, explored “the blurring of the line between ADAS and self-driving” at UN level (for example, in cases when a driver becomes incapacitated), and covered recent changes to the Highway Code.
Davies raised the possibility that a system failure could result in all self-driving vehicles coming to a stop. Imagine the disruption, the impact on essential logistics.
Self-driving presentation
Finally, our man in Sweden appeared on the big screen, and proceeded to give a very slick talk. He nailed the core question of whether self-driving is still fantasy. It isn’t. It’s happening now. Waymo robotaxis are already operating in San Francisco and Phoenix. He signposted Waymo’s online library of documents delivering “transparency on safety”, reported that most collisions to date had been “very minor”, and showed an animation of a real-world crash in which the human was replaced by the Waymo Driver.
APC self-driving event, Dec 2022: Trent Victor of Waymo
Self-driving Q&A
This raised many questions but, alas, Victor was gone, and the excellent discussion resumed without him. Reed and Uguccioni agreed on the need for a minimum data set to be shared by vehicle manufacturers (VMs), including incident location data, but Davies saw many obstacles to global standards.
The curveballs, of course, came from the audience, including from John Emanuel, of Urban MASS, and the aforementioned Wolmar. He cuttingly compared what he’d heard with the promises made by self-driving “evangelists” a few years ago – namely that “we’d all be in shared driverless cars by 2025”. Issues such as safely negotiating Holborn at 6pm were “insuperable”, he said, with two driverless cars meeting on a country lane likely to be “stuck there indefinitely”.
Reed admitted that self-driving had been over-hyped but reiterated that “this technology has the potential to shift the plateau” for road safety. He also highlighted the work of Eloy in tackling the country lane scenario.
Uguccioni applauded the self-driving industry’s “ambition to strive for reduced fatalities”, and that was a suitably realistic note on which to break for lunch.
For further info on the Advanced Propulsion Centre’s mission to accelerate the transition to a net-zero automotive industry, visit apcuk.co.uk
December 2022 video of SF Standard reporter taking a Cruise self-driving cab ride
In early December 2022, The San Francisco Standard posted this great video of reporter Kevin Truong’s experience of using a Cruise self-driving cab:
December 2022 video of SF Standard reporter taking a Cruise self-driving cab ride
The Californian city is in the vanguard of global driverless rollout, as we’ve covered extensively, from the legendary attempt by a SF police officer to stop a robotaxi – “Ain’t nobody in it!” – to, most recently, complaints about them causing traffic jams.
Mundane self-driving
Here, we have a much more mundane journey, as Truong successfully takes a trip to Richmond Safeway.
Ok, so there were a few moments along the way. It didn’t stop in quite the right place for pick-up, then waited a while to overtake a stopped delivery truck, but that was about the extent of the drama.
As he says: “It’s very student driver, a bit slower than most people would go. Initial impressions: I got here in one piece! To see this technology at work, it’s hard to say there’s anything cooler than that.”
Audi’s 2022 Christmas advert shows Santa getting a new sleigh… a self-driving concept car
Audi’s new Christmas advert features Santa “swapping reindeers for something a little more progressive”, the amazing self-driving Grandsphere… just make sure you read the small print:
“The vehicle shown is a concept vehicle that is not available as a production vehicle. The automated driving functions shown are technologies currently under development, are not available for production vehicles and only work within system limits. All possible uses of the technical systems and functions shown represent only a possible concept and are dependent on the respective legal regulations in the relevant country.”
Self-driving Grandsphere
Audi’s new Xmas ad features a self-driving concept car
Here at Cars of the Future we’ve had our eye on the Grandsphere for a while, highlighting its fold-away steering wheel back in September 2021. Phenomenal tech, no doubt, but we’re a bit conflicted about this advert.
On the one hand, we love that Audi is giving the public a glimpse of the near future, normalising the idea of driverless.
On the other, we have the wise words of Matthew Avery, chief strategic research officer at Thatcham Research, ringing in our ears: “With more than half of the UK public believing that autonomous driving is here today, the perception is racing ahead of the reality.
“This demonstrates just how much work needs to be done to set realistic consumer expectations of the first vehicles offering limited self-driving functionality, when they do become available.”
Audi self-driving Grandsphere advert small print 2022
It is a bit of an odd advert, isn’t it? Reminiscent of the scene in Toy Story when Buzz Lightyear watches the ad telling him he’s not a flying toy!
For a more comprehensive (and realistic) look at the car, we recommend this 5-minute mini documentary detailing how Marc Lichte, Head of Design at Audi, and his team, brought this vision of the future to life:
A more realistic look at the Grandsphere concept car
