The National Highway Traffic Safety Administration

800 Words4 Pages
The market for vehicles is dominated by well-known companies like Ford Motors, German carmakers BMW, GM Motors but the estimated $20 billion market for autonomous vehicles like ours is still under development. During this time our main competitors are still working on prototypes and are in development and testing phases.
Our current size can be an issue when it comes to competing with established auto companies like Ford Motors and tech companies like Google, Inc. Currently, Google, Inc. has their “self-driving project” in motion which utilizes their fully self-driving technology. The car is designed to do all the work of driving and the human “driver” is never expected to take control of the vehicle at any time. The National Highway Traffic Safety Administration (NHTSA) calls this full self-driving automation (level 4). This is the type of technology Google is working on (Google).
As time progresses and technology advances, global competitive intensity will rise as foreign players expand from their vast domestic market like China. Governments are reviewing the entire automotive value chain and further with a careful eye toward addressing outward factors. Technological advances—including interactive safety systems, vehicle connectivity, and, ultimately, self-driving cars—will change the game (Gao, 2014). The automobile, mechanical to its soul, will need to compete in a digital world, and that will demand new expertise and attract new competitors from outside the industry. As
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