Eye on AI - June 11th, 2021
Welcome to Aigora's "Eye on AI" series, where we round up exciting news at the intersection of consumer science and artificial intelligence!
This week, we’ll be looking at new marketing developments surrounding the electric car, including a recent patent by Tesla that suggests the company may be positioning to launch drive-in dining charging stations, and a new study that unveils marketing roadblocks that may inhibit full adoption.
New Patent Suggests Tesla Developing Drive-In Dining Charging Stations
We begin with a bit of news out of The Spoon article “Tesla May Soon Open Its Own Restaurant”, which details how a recently filed trademark by Tesla may hint at Musk and company’s intention of building upon the traditional drive-in dining experience with a re-chargeable twist.
“While the name ‘Tesla’ may not automatically conjure images of restaurants, the idea of combining a quick-service eating establishment with a charging station makes perfect sense,” writes The Spoon contributor Jennifer Marston. “Consumers need something to do if they are away from home while having to charge their car. Eating a meal is an obvious activity, and many restaurant chains are already partnering with companies to host charging stations in parking lots.”
The trademark, which was filed this week under restaurant services, merely hints at Tesla’s intention of the drive-in dining charging station. But it’s a fair guess. As far back as 2018, Musk had been hinting about the potential for such an expansion. Tesla even filed for permits for a “Supercharge station” that year in Santa Monica that were never utilized. Now, with eclectic cars adoption expanding, more creative ways to encourage adoption will be needed. And drive-in dining charging stations, which build upon the nostalgia of drive-in dining, a trend that has all but died in recent years, may pull at emotions that could boost the next phase in electric vehicle adoption––that is if that is in fact Tesla’s plan.
Roadblocks Remain for Implementation of Self-Driving Cars
In related news, Science Daily reported this week on a new study by the University of Kent. The article “Hacking and loss of driving skills are major consumer concerns for self-driving cars”, which revealed the major concerns and benefits perceived by consumers in the adoption of self-driving vehicles.
“The increased development of autonomous vehicles worldwide inspired the researchers to uncover how consumers feel towards the growing market, particularly in areas that dissuade them from purchasing,” writes the University of Kent’s editorial team.
The study, based on consumer surveys, revealed that perceived benefits included the freeing of time (spent instead of driving), removing the issue of human error (accidents caused by human drivers), and outperforming human capacity, such as improved route and traffic prediction, handling speed. The detriments included performance, or safety, risks of the vehicles, loss of competencies by the driving public, and privacy security breaches, similar to a personal computer or online account being hacked.
Major concerns were mostly attributed to the marketing, which has certainly been hurt by the robust media library of AI-enabled dystopian futures. Furthermore, with regards to media coverage, self-driving vehicles performing successfully hardly ever make the news, while self-driving vehicles failures provide sure-fire click-bait stories. Yet even if marketing were able to assuage any self-driving apprehensions, Congressional hurdles would still be needed to overcome should self-driving vehicles reach full adoption.
Creative marketing techniques, such as drive-in dining charging stations, would no doubt help alleviate some concerns; however, more creative marketing and lobbying will almost certainly be needed if federal and state approvals are to be won.
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