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Tech Giants Look Set to Electrify the EV Game

Sony Vision S

The competitive automotive industry; with 14 major car corporations owning up to 60 global auto brands including the likes of Volkswagen, Ford and BMW, looks set to become increasingly more competitive due to the rise of global demands for the reduction of CO2 and greenhouse gas emissions. With the climate crisis remaining at the forefront of governmental thought, the vehicular supply and demand chain looks set to be dictated by the electrification of transport. Planned initiatives by both the U.K. and U.S. governments to reduce the number of combustion-engine vehicles in use by 2030 and 2035, respectively, rousing car manufacturers look to get ahead of their competitors. Bentley made an announcement that they would be an ‘EV-only’ brand by 2030 while the Renault Nissan Mitsubishi Alliance pumped approximately $26 billion into a roadmap which details their goals to develop 35 new EV models by the same year. While Tesla remains the undisputed leader in the world of vehicular sustainability, Tech conglomerates seek to steal their market share with developments being made by Apple, Microsoft and Sony to enter the automotive business.  Microsoft, along with Virgin, are already on their way in establishing themselves within the self-driving industry in 2022, with investments made in Wayve, a U.K. based autonomous vehicle start-up company attempting to design autonomous driving technology through the medium of AI. Microsoft are not industry newcomers, however, with a partnership arranged between the company and Volkswagen back in 2021 to build a dedicated cloud-based platform specifically created for future autonomous car systems.  Meanwhile, the likes of Apple and Sony look to go one step further than their counterparts at Microsoft with potential designs of a branded vehicle in development by both corporations. Apple, and their ‘iCar’ project, codenamed ‘Titan’, has been shrouded in secrecy since its revelation back in 2018. It is reported that there is uncertainty about whether Apple intends to release a new car design, which “would give Tesla a run for their money”, or if they are designing autonomous driving software similar to Microsoft’s involvement with Volkswagen. There is more information surrounding Sony’s mission for domestic domination, as they seek to establish themselves in both your living room and your driveway. The Playstation giants launched their EV branch, Sony Mobility, at the unveiling of the Vision-S 02 at CES 2022, the SUV equivalent of the Vision-S saloon model disclosed back in 2020. Sony chairman, Kenichiro Yoshida, confirms this vision for the future of mobility and states the project “has been developed on a foundation of safety, adaptability and entertainment”. Despite there being no confirmed release date, if developments continue, not only will future owners of Sony vehicles be able to drive safely without human intervention, their PS5 will be road-worthy too!

Self-driving Cars: An Exploration into The Future of Driving

Home Blog Contact Us LinksOpen menu Terms and Conditions Privacy Policy X Pocket Box+ Self-driving Cars: An Exploration into The Future of Driving Humans, as a species, have an innate motivation to constantly seek out easier means of living through technological advancement. Due to this evolution, the world we live in today is dominated by methods of efficiency, with the automotive industry being a leading example of developing and upgrading their products to supply customer demands. From the first car manufactured in 1886, the exponential rise of automotive ingenuity saw the prototype for the first “autonomous” car developed in 1925 and the evolution of this idea has remained at the forefront of vehicular technology since. In a modern setting, the incremental growth seen by Tesla, founded in 2003 and named after famous inventor Nikola Tesla, under the leadership of Elon Musk, brought about the introduction of their model of “Autopilot”. This function took the market by storm by 2015; which, according to reports, grew company revenues from around $4 billion in the same year to approximately $31.5 billion by 2020.  Boasting features like the installation of 8 cameras providing 360 degrees of visibility at up to a range of 250 meters with 12 ultrasonic sensors, Tesla advertises their vehicles as having “full self-driving capabilities’ and poses an idealised revolution of the way we drive.    However, there have been several tragic examples of vehicular deaths via autonomous driving being recorded since their introduction on roads internationally. Notably the recent crash in December 2021, when a Parisian taxi, a Tesla Model 3, was said to have stopped at a red traffic light and suddenly sped forward, “hitting and dragging with it a cyclist who later died” according to a police source, also confirming a further 20 injured. A representative of the French government stated that Tesla claimed “there is no indication that a fatal accident in Paris involving a Tesla Model 3 taxi was caused by a technical fault”.    The ensuing inquiries from national governmental agencies worldwide reflects escalating concerns about the philosophical debate regarding whether it is the fault of the vehicle or its operator when investigating autonomous vehicular-related deaths. In July 2020, a German court ruled that Tesla made misleading claims about Autopilot’s current and future capabilities, calling into question the USP of Tesla Autopilot vehicles as the need for physical human intervention is paramount to public safety. Members of the U.S. Congress also highlighted the morality of Tesla’s marketing strategy to the Federal Trade Commission (FTC). Labelling their vehicles “a threat to motorists and other users of the road” due to overstated claims about their vehicles’ advertised self-driving competencies, they attacked the colossal car company and its CEO for a perceived lack of self-accountability. Subsequently, in an interview with Times Magazine after being named their ‘Person of the Year 2021’, Elon Musk responded to this growing pressure by saying “you’re not going to get rewarded necessarily for the lives that you save, but you will definitely be blamed for lives that you don’t save.” While Consumer Reports warned users that “Autopilot” claims is a “misnomer”, this debate continues to develop after the publication of a official report by the Law Commission for England, Scotland and Wales; implying that drivers of self-driving cars should face leniency in potentially fatal and injury-related incidents involving the vehicle. Moreover, they propose “the creation of an Automated Vehicles Act to reflect the “profound legal consequences” of self-driving cars”. We at Pocket Box promote innovation especially through forward thinking companies like Tesla but would like to remind to all self driving car owners and potential purchasers of an autonomous vehicle to always be aware while operating ANY vehicle and remain vigilant of unforeseen technical issues which may affect the functionality of your vehicle.  It’s free, so why not give it a try! The Pocket Box app is 100% FREE, with no annoying pop-ups and no pesky ads, so why not download it today and get your documents organised.