Ferrari recently hosted a couple of artificial intelligence experts who wanted to pitch why Ferrari should embrace autonomous driving. Instead, CEO Benedetto Vigna, invited them to take a ride with their test driver on the company’s Fiorano race track.
“The AI guys had a ride with our test driver,” Vigna told reporters Thursday in Maranello after unveiling the company’s electrification strategy. “When they got out from a Ferrari they told me, OK Benedetto, our presentation is useless.”
During an interview with Bloomberg Television, Vigna added, “No customer is going to spend money for the computer in the car to enjoy the drive.”
The CEO said Ferrari will continue to use driver-assistance technology in its cars but never deploy so-called Level-5 autonomy features, which would mean the vehicles can operate without human intervention.
No customer is going to spend money for the computer in the car to enjoy the drive
Ferrari CEO, Benedetto Vigna
The Vexnova Take
Ferrari is truly a driving experience company and Vigna’s position on autonomous vehicles is a clear advocation of company’s ethos. Ferrari raises an interesting dilemma for any manufacturer of high performing sports cars. How will these performance vehicles compete or even exist once autonomous becomes the primary operator on our roads?
We predict government subsidies and other social influences will push for more autonomous vehicle (AV) development and usage. Once availability and costs have reached a threshold of affordability, don’t be surprised if the government establishes a deadline for all vehicles on public roads to be fully autonomous.
So where do all the high performance cars go? A theory of ours is a market of private racetracks will be establish to appease the hunger of car enthusiast looking to get behind the wheel. However, this will most likely support a collectors market and not a sustain demand for new models.
Engine performance is the key differentiator in automobiles today. Other factors will arise as manufacturers look to maintain a premium market. Battery life, pay-to-play software services, interior comforts, and niche capabilities will replace the need for speed.