Driver-Assist Technology Fails to Capture Consumer Interest


It seems we humans aren’t ready to place our trust in autonomous vehicles just yet, as semi-autonomous driving systems fail to spur consumer interest.


A new expert evaluation by the Automotive Consumer Insights group (ACI) at Strategy Analytics finds that current semi-autonomous driving systems lack refined human-machine interaction (HMI) in features like adaptive cruise control (ACC) and traffic jam assist (TJA).

TJA and ACC systems in model 2015 vehicles do not reliably inform drivers when they deactivate, says senior analyst Derick Viita, the report’s author.

This compromises communication between drivers and their vehicles and can pose dangerous risks. “In some cases, the only way a driver can tell that a system’s state has changed is by viewing a subtle change in an icon on the instrument cluster and this is not optimal for drive-critical systems.”

Poor HMI is most dangerous for first-time users. “In traffic jam scenarios, automated driving is suspended after (4 seconds) in a dead stop,” adds Viita. “Drivers resume this feature by pressing a button or the accelerator pedal. While the intent is to keep the driver in the loop, this suspension and the procedure for resuming automated driving are unclear to first-time users.”

These consumer fears shouldn’t leave original equipment manufacturers (OEM) in fear, however. Much like how microwave ovens were a feared, new technology many years ago, semi-automated driving systems need to mature technologically before becoming a trusted consumer option.

“The most successfully implemented semi-automated driving assistant will take the driver into full account and provide a holistic experience that matches real-word use,” says Chris Schreiner, director of User Experience Innovation Practice. “A clear and elegant HMI can help an OEM achieve this goal.”

Functional and intuitive driver-assist systems have been designed in the past by companies like Texas Instruments. Read on with us here and here to see how.

Image courtesy Ford