Auto Tech Report - Google Self-Driving Car Strategy and Implications

Autonomous driving technology is probably the hottest topic in the automotive industry, with much of the credit going to Google due to tremendous press coverage and resulting interest across automotive OEMs, suppliers, technology industry, and consumers. There are two distinct strategies for developing self-driving cars. The evolutionary strategy continues on the current path of improving ADAS to partial self-driving and then to full self-driving cars. The automotive OEMs and their suppliers are using this strategy. The more revolutionary strategy is to go directly to driverless cars that have no driver controls. Google is the main proponent of this strategy, but Uber has started its own R&D to get on a similar path.

Author: Egil Juliussen, Director Research & Principal Analyst, Automotive Technology

Contents

1.0 EXECUTIVE SUMMARY

• Report summary
• Car-as-a-Service (CaaS): Game changer

2.0 AUTONOMOUS DRIVING OVERVIEW

• What is autonomous driving
• Levels of autonomy
• Autonomous driving activities
• Emerging autonomous driving testing locations
• Two self-driving car strategies
• OEM and Tier 1 autonomous driving strategy
• OEM autonomous driving deployment timeline
• SDC: Driver acceptance scenario

3.0 GOOGLE’S AUTONOMOUS DRIVING SCENARIO

• Getting to know Google: Overview
• Google financials
• Key Google products
• Google investments in autonomous driving related technologies
• Google X and “Moonshot” R&D
• Google acquisitions
• Google Ventures investments
• Google’s self-driving car status
• Google’s autonomous driving strategy
• Why is Google developing L5 driverless cars?
• Google driverless car operation
• Google’s driverless car scenario

4.0 GOOGLE IMPACT ON AUTONOMOUS DRIVING INDUSTRY

• Autonomous driving implications
• SDC technology implications
• SDC and cyber security implications
• SDC legal and liability implications
• SDC automotive industry implications
• Business case for EV CaaS
• SDC mobility implications
• Google impact on self-driving cars
• Google autonomous technology capabilities
• SDC market potential for Google
• SDC software and map opportunity scenario
• SDC opportunity: Map and software

5.0 SUMMARY AND CONCLUSIONS

• Autonomous vehicle spectrum
• Autonomous driving evolution
• SDV opportunities: Personal and commercial vehicles
• Google impact on autonomous driving

Appendix: Acronyms and abbreviations

• Google Self-Driving Car Strategy and Implications SAMPLE