Friday, February 06, 2015

I came across this article on autonomous cars paired with Uber-like request/dispatch applications,

that reminded me of a research project that Kim & Co participated in.

The project was essentially, how will emerging technologies like autonomous cars and social trends such as car-sharing effect the auto industry and specifically we were asked to examine luxury brands. At the time, applications such as Uber and Lyft didn't exist and we weren't creative enough to conceive of them, so that technology didn't enter our analysis. It was our opinion that boutique brands such as Ferrari and perhaps Porsche would survive with challenges, along with pinnacle luxury brands such as Rolls Royce and Bentley. But brands that were near mass market and focused on driving experience were in for a rocky future. Brands such as BMW, Mercedes, Lexus and Jaguar would be at great risk in the coming decades.

After all, who cares if you are in the ultimate driving machine, when a robot is plodding along at the posted speed limit.



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