People are funny. We’ve complained about having to waste time sitting uncomfortably in traffic for decades now. But when the phrase “self-driving car” and the idea of traveling in a car without having to dedicate full attention to it started becoming unavoidable in auto news, drivers of all sorts cried foul, calling the idea bad for reasons ranging from practical and real to theoretical and imagined.
Too far along to abandon the self-driving idea, automakers experimented with new language; disruptor Elon Musk demonstrated his wisdom with words by naming Tesla’s system Autopilot, after an established technology that’s already trusted and relatively understood, at least conceptually. Another important differentiator for Tesla is the fact that Autopilot promises partial rather than full autonomy, a critical difference that came up repeatedly at the recent New England Motor Press Association (NEMPA) and Massachusetts Institute of Technology (MIT) conference on The Intersection of Technology and Design.