strategy and business

Competing for consumers in driverless cars

If someday you no longer need to drive when you’re in your car, what will you do instead? Comfort, convenience, and entertainment already matter to drivers. But when drivers become passengers, these aspects of the in-car experience — centered on a new screen built into vehicles that will also enable more productivity — will matter even more and will create a vibrant “fifth-screen” economy.

As driverless cars start to coexist with traditional ones and dominate in a few specific markets, carmakers will need to prioritize these in-car experiences to be able to compete for consumers.

In many parts of the world, driverless cars won’t make sense anytime soon. A robotaxi fleet won’t be economical in sparsely populated rural areas. Electric cars, which most autonomous fleets will

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