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Discusses the Industry and competitive analysis of Google car
Typology: Essays (university)
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In 2010, Sebastian Thrun co-founded GoogleX, a department that worked on R&D of new technologies and products in a highly secretive environment. The Google Car project was one such project. They aimed to build a self-driving car, an autonomous vehicle that could disrupt the automobile industry and change the way we travel for good. They faced the following key issues: Legal Issues o The liability of any mishap would fall onto the manufacturer, in this case Google. Was this legally acceptable? o No existing regulations or legislations for self-driving cars. Would they even be road- legal? Threat to privacy o Self-driving cars would be connected to the internet and possibly to Google servers. o GPS and location trackers would monitor every move at all time. Would this be intruding too much upon the buyer’s privacy? Cybersecurity issues o What if malicious agents hacked the self-driving cars systems and took control? o What if these cars became mainstream and multiple cars can be hacked into and controlled? The possibilities are unimaginable. Public acceptance o This marks a quantum leap into the future and completely changes the way people travel. Would the public accept this change positively? Technology costs o The technology is untested and very difficult to develop. o Is this the right use of Google’s resources? Future Scenario Analysis: High Technological Disruption AVs in India by 2035 High investments in the technology Public acceptance of the products Unfavorable regulations delay adoption of the tech AV in India by 2030 Pro-active legislative action by policy makers High economic growth in the industry Public acceptance AVs became a way of life Unfavorable AV regulations Favorable AV regulations AVs in India by 2050 Low investments in the technology Unfavorable regulations As a result, the geography is a laggard to global trends AVs in India by 2045 Low investments in the technology Technology given push by regulations AVs will be widely adopted once the technology is stable globally Low Technological Disruption
Recommendation: Google should play to its strengths and work to develop the core technology that would drive an autonomous vehicle. They should not focus too much on building an automobile, rather look to provide the technology inside for all autonomous vehicles. Hence, they should look to create a position of them similar to what Intel has done for laptops with Intel Inside.