Autonomous Vehicles:Technological changes and ethical challenges Case Study Solution
Social:
Despite the importance of Baby Boomers for General Motors, around 80 percent of the sales of luxury cars was expected to be bought by Gen X and Gen Y. Thus, the introduction of semi-autonomous technology would boost the brand image among the Millennials i.e. the target customer segment.
Technological:
In terms of technology, comfort, and style, an increased demand of luxury brands was to be experienced. The preference of people over luxury cars is not only based on the performance or comfort but also the use of innovative technology. The autonomous technology of GM allows hands-free driving for both in-stop and go-driving at speed.
5W Analysis
Who - the key stakeholders to be affected by the launch of semi-automated vehicles, which includes the company itself, the employees, the pedestrians and foremost the pilots and passengers.
What – Possible consequences of a failure in semi-automated vehicle, which includes lawsuits faced by the companies as a product liability, in case of automobile collisions. There may have a positive impact as the automated vehicles are expected to have a market of $42 billion by the end of year 2020 or it can also increase the brand image among the Millennial.
Where – Key area of issue, which is the key concern of product development department to carefully develop the product in accordance with regulatory standards. Should the product be launched in this year or the management should wait for the market to get positive image about the automated systems.
When - Should the product be launched in this year (2016) or the management should wait for the market to get positive image about the automated systems.
Why – Launch of semi- automated vehicles an important consideration, as it can increase the firms market position and make it more competitive, if GM provides the semi-automated vehicles with all the security and safety features. The company will be able to able to achieve growth and profitability as the markets for autonomous vehicles are expected to grow by $42 billion till 2020.
Recommendation:
In order to adopt the technology, consumers as well as manufacturer represent techno-phobia i.e. a barrier in successful adoption of semi-autonomous technology. (Ralph Schroeder, 2009) Due to this reason, the consideration of legal and ethical issues has been a part of social system that reflects the social values which requires serious attention of both the executives and the board.(Samita Mahapatra, 2018)For the future growth of Super Cruise, GM should consider Advanced Driver Assistance System – which is primarily aimed to mitigate the potential risks associated with driving. This mainly includes the use of sensors which is already a part of vehicle designing of GM. This would only require the sharing of additional information to the human driver(W.Grojean, 2015).
Similarly, the development of Human Machine Interface management as a strategic approach is known to be related to Advanced Driver Assistance System. The development of such information systems would lower the risk of accident or will keep the driver more distant from danger. The risk reduction is associated with the provision of support either in negotiating traffic rules and road infrastructure or perceiving events. (Thierry Bellet, 2019)Additionally, GM should make strategic alliance with the government in the development and implementation of safety standards which will allow them to meet the regulations and will provide a competitive advantage. The development of driving tests and licensing laws would only be based on the safety of the dri`ver. (Ryan, 2020).
Furthermore, to reduce the ethical risk associated with self-driving or semi-autonomous vehicles, concerns related to cross-walks and pedestrians are required to be resolved. Based on the use of artificial intelligence and internet of things, consumers always have their phones or some electrical gadget with them. Such gadgets signals can be linked with the sensors of the car displayed on a screen to indicate the distance of an individual with the car and the time he/she would require to cross the road. Based on the speed of the individual and semi-autonomous vehicle, driver can command the vehicle system to either slow down the speed or automatic slowdown of speed. This approach would provide GM with a competitive edge in the market because companies have been striving to determine the possible ways to deal with such ethical issues. (Nouar AlDahoul, 2018)
Conclusion:
Based on the use of semi-autonomous technology, the development of strategic alliance with the government regarding the ethical standards and regulations would allow GM to provide valid, and unbiased ratings of their products under their ethical leadership approach. (Michael E. Brown, 2006) Considering the competitive advantage of the organization i.e. innovation, GM should focus on improvising the use of sensors to reduce the risk of accidents and increase the probability of achieving future sustainable growth among all the leading players in the market. Because, the product features and the use of AI has not been well-defined which makes it difficult for other players to launch any substitute product. As a result, the organization would be able to generate profit by operating at global level.................
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