It’s difficult for OEMs to differentiate themselves as new features quickly become mainstream. Toyota was one of the first to announce that its Safety Sense-Pedestrian (TSS-P) active safety system would be standard on all models and grades. It includes Pre-Collision System with Pedestrian Detection function, Lane Departure Alert, Dynamic Radar Cruise Control, and Automatic High Beams. Including what used to be optional equipment across the entire line-up from entry level cars to full size trucks isn’t just a sales tool, it’s prepping for the autonomous car future.
Stats say commuter vehicles and drone connectivity will be the force behind future vehicle sales. Legislation is the main roadblock to autonomous driving, with accident liability as the most pressing legal issue. The advance of CASE (connected, autonomous, shared, electric) vehicles will inevitably mean fewer accidents, fewer traffic deaths, greater energy efficiency, and lower insurance premiums, says an article on kearney.com. This could be an opportunity for OEMs if they can figure out how to make money out of the deal. The AtKearney article suggests that revenues from pay-per-use services will soon outperform optional equipment revenues.