Improvements of Autopilot Technology for Electric Vehicle: Case Study of Nio ES8 Crash on Highway

Abstract

In recent years, the automotive industry has witnessed a significant surge in the popularity of electric and hybrid vehicles, particularly in the low to mid-level car market, attributed to their robust power output and enhanced comfort levels. Despite their current popularity, the initial introduction of these vehicles met with a tepid reception, largely owing to the radical shift in vehicle powertrain technology they represented. To bolster the market acceptance of these innovations, established and nascent automotive companies leveraged the allure of "automatic assisted driving" as a potent marketing strategy. However, this study highlights the early marketing tactics that often blurred the lines between "assisted driving" and "autonomous driving" through ambiguous linguistic representations, potentially misleading consumers regarding the actual capabilities of the technology at hand. As of now, the technology to facilitate fully autonomous vehicles remains undeveloped. This paper critically examines the repercussions of such marketing strategies, underscored by a significant traffic incident on China's Putian Expressway on August 12, 2021, which catalyzed a societal reevaluation of the reliability and safety of prevalent assisted driving systems. This research seeks to foster a nuanced understanding of the evolving dynamics in the automotive industry, emphasizing the imperative for clear, accurate marketing and the continuous development of reliable and safe assisted driving technologies. It serves as a clarion call for responsible innovation and marketing in the pursuit of a safer and more sustainable automotive future.