Advanced driver-assist features like adaptive cruise control and automatic emergency braking are already previewing the advent of self-driving cars. By the next decade, automakers will come to market with some advanced autonomous vehicles, and across this new value chain the revenue opportunities will total $87 billion in 2030, with software, computer hardware, and key sensor technologies leading the way. However, developers will fall short of the fully self-driving capabilites hyped by many. The design choices associated with autonomous cars will be key differentiators for automakers and their suppliers, and those that lag – or pick wrong – will face dire consequences in market share and brand image.
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