Alex Bainbridge

Autoura’s Bainbridge says China has won the self-driving engineering race and Level4 is near-term in the UK.

Share this article

UK urged to concede the self-driving engineering race and focus on the business opportunity


Our Zenzic CAM Creator series continues with the CEO of Autoura, Alex Bainbridge.

Since selling online reservation service TourCMS in 2015, tourism entrepreneur Alex Bainbridge has been working on his next industry gamechanger: Sahra the sightseeing robot – a digital assistant, concierge and tour guide. Sahra is already available as an app for tourists on foot, but combine her with a driverless car and you get an AI holiday rep and your own personal tour bus in one, all completely human-free. Bringing a different perspective to our other Zenzic CAM Creators, the affable Bainbridge has words of wisdom and some brutal home truths for the UK self-driving industry.

AB: “Over the last 20 years we’ve seen web, mobile and social dramatically change the sightseeing industry. These inventions were forced upon us and we’ve had to grapple with them. Self-driving is next and governments around the world are rushing to legalise it. A lot of the focus here is still on engineering, but China has already won that race. The faster we all accept that, the sooner we as a nation can shift to winning the commercialisation race. We’re driven by the money-making opportunity.

Sightseeing Autonomous Hospitality Robot by Autoura – Sahra

“50% of sightseeing is by vehicle and these new automated forms of transport will bring change, whether it’s an e-scooter for a city tour, or a self-driving car for a vineyard visit or road trip. I’m interested in the pure leisure uses and the customer experience, not deliveries or getting from A to B. We’ve built a digital platform that can work on any robo-taxi. Google, Apple, Amazon and Baidu will all run self-driving fleets, and they’re going to have to compete with Uber and Lyft. We want the customer experience layer.

“Most urban vehicle-based sightseeing is currently done by hop-on hop-off buses, but major cities are beginning to ban them – either directly, by closing roads, or indirectly, by not allowing them to park. The transition to autonomous will start with CAVs running routes like buses. This means we can get trading from Level4, and we only need a few vehicles to start. We’re a step away from the hardware but look at Waymo in Phoenix and Cruise in San Francisco – this is near-term and we’re going to see some big changes in the second half of 2021.”

For further info on Autoura’s “in-destination travel experiences”, see autoura.com.

Share this article

Author: Neil Kennett

Neil is MD of Featurebank Ltd. He launched Carsofthefuture.co.uk in 2019.

Leave a Reply

Your email address will not be published. Required fields are marked *