Will bland styling hurt driverless vehicle sales?
Do automakers investing billions in the self-driving cars of tomorrow risk repeating the same mistake they made with electric cars a decade ago?
Cutting-edge robotic people-movers from the likes of General Motors, Toyota and Jaguar Land Rover all share similarly rectangular dimensions with more of an eye toward engineering practicality than sex appeal.
Even Waymo, the self-driving arm of Google parent Alphabet Inc., has chosen the lowly minivan as its primary ride for self-driving vehicles.
The uniform and uninspiring looks of these autonomous vehicles are coming under criticism for being as much of a turnoff as the nofrills approach automakers took to designing EVS that ended up being slower sellers than hoped. One prominent industry observer ruefully noted in a newsletter recently: “We have collectively arrived at ‘bread loaf ’ as the dominant design language for AV concepts.”
More than esthetics is at stake. While the shuttles these companies have cooked up aren’t meant for retail showrooms, their lack of panache could turn away riders whose driverless dreams had more imagination than a modern-day caboose. To defray costs, even multi-passenger autonomous vehicles will need to charge premium prices over other forms of public transport. Some think they may need to look more like a limousine than a gussied-up city bus.
“Who is asking for all of these boxes?” said Tony Posawatz, a former GM executive who developed the Chevrolet Volt plug-in hybrid and now consults for mobility companies. “If the early users are affluent people, they are used to a certain badge and a certain kind of performance.”
Not all automakers are following the same playbook. Mercedes-benz showcased an ultra-luxurious self-driving concept car called the F 015 in January, though it isn’t aimed at a mass-market audience. Tesla has vowed to bring autonomy to the masses with the Model 3, but for all the progress chief executive Elon Musk is making in other regards, he continues to leave customers wanting with regard to making the controversial Autopilot system as capable as he’s predicted.
The increasingly typical AV offerings are tool box-shaped autos like the Origin shuttle shown recently by GM’S Cruise LLC, the Toyota e-palette set to debut at the Tokyo Olympics this summer, and JLR’S Project Vector ( below), a preview of vehicles it expects to be road testing by 2021.
The sameness also leaves room for an upstart that could do for AVS what Musk and Tesla have done with EVS: namely, beat established players with sheet metal as exciting as the powertrain.
Battery-electric vehicles like the BMW i3, Nissan Leaf and Chevy Bolt all suffered from lacklustre styling, among other failings, due in part to their positioning as “compliance cars” — meaning they were built to meet government mandates, not spark demand.
We have collectively arrived at ‘bread loaf’ as the dominant design language for AV concepts.
Automakers are aware it’s already a tough sell to persuade people to abandon traditional cars with steering wheels and the freedom to ride solo.
When asked by an event moderator at a recent investor conference what are the biggest obstacles to AVS outside of technical challenges, Dan Ammann, the former GM president who now runs Cruise, said the business case for them could be undercut if potential customers don’t think they’re appealing enough to park their current daily driver.
“For the average person in the street today, there’s still a view that self-driving is this thing that’s kind of far out there,” he said. “We have an obligation as industry leaders to tell that story and build that sort of societal pull” for AVS.