Rolls-Royce Shies Away from Semi-Autonomous Technology
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Unlike most automakers in the 21st century, Rolls-Royce is taking the road less travelled by keeping itself at bay from the semi-autonomous race.
According to the luxury automotive manufacturer, the reason for this move is that they already have autonomous tech for several years. And this means to say, chauffeurs. In an interview, company CEO Torsten Müller-Ötvös admitted that driver assistance technology is not worth putting in their cars given that they are driven by employed drivers anyway.
He noted that all of their customers have chauffeurs. “If not permanently employed then somebody they can call and say, ‘Bring me to the opera tonight,’ or ‘Drive me and my friends to the restaurant.’ That is not a problem. And we will only bring autonomy into our cars if it is truly effortless.”
Ötvös added that there would be no point in paying a chauffeur to sit while the car does all of the driving, noting that it doesn’t make sense as some in-between solution. He concluded that their customers would not have any patience for that.
The decision of Rolls-Royce does not fully hold it back from adopting the technology in the coming years. BMW, its parent company, has been working on autonomous technology for a while now. Hence, it’s not as if the renowned brand would have to put a lot of work in adding the technology to its cars.
This is not the first time that Rolls-Royce has not immediately taken the plunge in the latest automotive trend. Its rivals have launched SUVs in the past years, but it only followed suit recently with the debut of the Cullinan.