In terms of the advances of technology in the automobile industry, Google is progressing in bringing their self-driving car to reality. The self-driving car which was originally seen as a foolish endeavour is now peaking the interests of all automobile industries. Now that the car companies see that the technology is real, “they want to get ahead of each other” in using it as a competitive advantage (Belcher).  Following a report released on Monday by the consulting firm McKinsey and Company, the projected revenue for the connected-car technology will rise to approximately $230 billion dollars by the end of the decade. The 6 fold increase in revenue will allow the company to expand on it’s technologies within the car, and also allow other features to be included as well. So far, the technology includes car to car communication, automated sensors to keep an eye out for pedestrians, self-parking, as well as the ability to swerve in and out of traffic. Although the technology does include the means for complete self- cruising, car companies are looking to combine the technology with driver-controlled cars to develop a much safer car. These cars, utilizing the technology provided by Google, will allow an automated operating system that analyzes the driver’s actions to make sure he or she is awake and attentive to his surroundings, a built in sensor that allows the car to make emergency precautions when triggered, self parking, and an automated emergency system that reacts to pedestrians as well as other vehicles. Though the fully automated vehicles may take longer in being released, the semi-automated vehicles are predicted to be released sometime in 2020.

The Self-Driving Car

I think the release of the new technology will completely change the automotive industry that we see today. Seeing as how car companies are always seeking ways to find competitive advantages over competing companies, the introduction of the self-driving cars will allow car companies to differentiate even more in order to gain more of a competitive edge. That being said, as the companies continue to compete in terms of prices and technology, I expect a massive technological improvement in the next few years. (As our generation is full of technological competition, I think cars will progress exponentially in terms of car technology and in terms of other modes of transportation as well.)

Article: Technology Takes the Wheel