Concept Development to Increase the Consumer Value of Autonomous Driving Technology

Autonomous driving technology, considered a major disruptor in the next technological revolution, is in the midst of a fierce technological race. However, researchers and practitioners at automobile manufacturers are overemphasizing discussions of technological superiority. For cutting-edge technology to be accepted by people, the concept of technology is important. Innovation is determined not by technological superiority but by superior consumer value. Therefore, this study developed a concept that enhanced consumer perceived value for autonomous driving technology in the Japanese market and verified its effectiveness through a randomized controlled trial. Therefore, AI assistant services and entertainment space were not very attractive. However, the concept of eliminating the sense of movement by suppressing acceleration, shaking, and noise and controlling driving to prevent motion sickness gained high appeal. For many people, driving is a boring job. There is a great expectation that they will be freed from that job and be able to spend their time freely in a comfortable private space. This tendency was more pronounced among people who currently own a car. In addition, since the technology has not yet become widespread, the safety concept was given the most importance. Once this technology becomes widespread in the market, safety will become a must-be requirement.