Google Car Case Analysis
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
oThe liability of any mishap would fall onto the manufacturer, in this case Google.
Was this legally acceptable?
oNo existing regulations or legislations for self-driving cars. Would they even be road-
legal?
Threat to privacy
oSelf-driving cars would be connected to the internet and possibly to Google servers.
oGPS and location trackers would monitor every move at all time. Would this be
intruding too much upon the buyer’s privacy?
Cybersecurity issues
oWhat if malicious agents hacked the self-driving cars systems and took control?
oWhat if these cars became mainstream and multiple cars can be hacked into and
controlled? The possibilities are unimaginable.
Public acceptance
oThis marks a quantum leap into the future and completely changes the way people
travel. Would the public accept this change positively?
Technology costs
oThe technology is untested and very difficult to develop.
oIs 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
