What do real people really think about the driverless future?


In collaboration with four other Omnicom agencies, we’ve created an initiative called Altermotiv, with one objective in mind: putting the human at the centre of the automation challenge.

The car industry is going through some radical change, and we thought it would be a good idea to ask people for their guidance. What do they expect from self-driving cars? What brands are best placed to deliver such a new proposition? How will they own cars in the future? How does it affect their life?

We talked to 600 UK customers and interviewed 30 industry experts to crack this, resulting in a report which provides guidance on how brands who have a stake in the automation challenge should behave in the future to meet people’s needs.

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