Just when Volkswagen Chief Operating Officer Johann Jungwirth announces that Volkswagen plans on being the first to market with an autonomous car, Porsche dropkicks the entire concept. Reuters reports that Porsche CEO Oliver Blume said, “One wants to drive a Porsche by oneself,” and “An iPhone belongs in your pocket, not on the road.”
Is this a wise move?
There are pros and cons to a statement like this. On the plus side, it solidifies Porsche’s commitment to electrify the driving experience and allows them to focus their resources on an area of driving that other companies will compromise.
Only, what happens when there are no driving enthusiasts left? If autonomous cars take off, it may not be long before an entire generation of people never learn how to drive. Were that to happen, Porsche would either have to adapt or risk becoming a distant memory.
Why we think it’ll work
Porsche has plenty of time to appeal to driving enthusiasts before autonomous vehicles take over. It will probably be more than 20 years before they start to lose any market-share to driverless cars, so it might pay off in the short-term. It certainly boosts their reputation as a pure performance-driving brand.
What we think they should do
Prepare to build a counter-culture. Offer professional driving lessons as a complementary service with the purchase of a Porsche; sponsor Porsche-enthusiast race events; connect the act of driving a Porsche with status, skill, and bravery – kind of like an extreme sport. When people look out the window of their autonomous Google cars and see a Porsche driving beside them, it’s got to mean something; and Porsche has to make sure it means something good.
What do you think?
Are autonomous cars going to take over? If they do, will you still drive yourself? Is there any sense in creating an autonomous supercar? Let us know on our Facebook!