There is a growing recognition that getting self-driving algorithms right is merely the start for the much bigger challenge of commercialization.
With Tesla’s Smart Summon feature, the car drives itself to its human owner. It’s already being abused, raising public safety questions.The quest to build an autonomous car is often portrayed as a single race. But the emerging market will be fragmented by different business models.
“All the ride hailing or ride sharing that put people in the back seats are actually putting you in the area that doesn’t have very high crashworthiness standards,” says Mark Rosekind, head of safety innovation at Zoox and former director of the National Highway Traffic Safety Administration. Aurora, a younger autonomous driving start-up led by Chris Urmson, the former project lead at Waymo, has raised $690 million from the likes of Amazon and Sequoia. But this looks more adequate given its more focused ambition to build what it calls “the driver” — a plug-and-play hardware and software set that it plans to supply to carmakers including Hyundai and Kia.
Even with the help of big carmakers, that goal may prove too lofty, such as expecting Boeing to not only build the plane, but manage all the ticket desks and run the airline.
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