OCTOBER 2015

Study funded by:

Intelligent Mobility: the smarter, greener and more efficient movement of people and goods around the world

Foreword

Marking the beginning of the Information Age,

the Digital Revolution has already dramatically

changed how we live our lives and is poised to

transform how we travel in the future. As we

move into this new era of ‘Intelligent Mobility’

by no means a small feat. It will require new

thinking and collaboration across industry,

academia and government to define and develop

Intelligent Mobility opportunities worth pursuing.

The Transport Systems Catapult is committed

to creating an environment that will help make

the UK a world leader in this area.

In order to capture a substantial share of

this emerging market, it will be essential to

understand the barriers and fundamental

developing an Intelligent Mobility strategy for

the UK which will utilise emerging technologies

to enable user-focused, integrated, efficient

and sustainable transport systems focused on

meeting the needs of travellers in the UK.

This study represents such an endeavour and

is unique in its kind, taking a multi-modal and

end-to-end approach to both traveller needs

and Intelligent Mobility capabilities in the UK.

We hope you find this report an enjoyable,

BY 2025, THE INTELLIGENT MOBILITY

MARKET IS ESTIMATED TO BE WORTH

£900BN ANNUALLY AND AS THE FUTURE

OF TRANSPORT SYSTEMS, IS VITAL TO

CREATING JOBS AND SECURING LONG-

TERM ECONOMIC GROWTH IN THE UK.

STEVE YIANNI

CEO Transport Systems Catapult

GRAHAM HOARE

Chairman Automotive Council Technology Group

About the

Transport Systems Catapult

Opp:

www.ts.catapult.org.uk

WE ARE THE UK’S TECHNOLOGY AND INNOVATION

CENTRE FOR INTELLIGENT MOBILITY – THE FUTURE

OF TRANSPORT SYSTEMS.

We exist to drive UK global leadership in Intelligent Mobility, promoting

sustained economic growth and wellbeing, through integrated, efficient

and sustainable transport systems.

Our vision is to create an environment that will make the UK a world

leader in transport systems innovation.

© Transport Systems Catapult 2015. All Rights Reserved.

Contents

Preface

and efforts of many. We would foremost like

to thank Innovate UK, the Department for

Transport, and the Department for Business,

Innovation and Skills for their foresight in

funding this ground-breaking study. We would

also like to acknowledge the generous support

received from: Arup, BMW, Ford, Jaguar Land

Rover, MIRA, and Nissan. We are also very

thankful for the Catapult support of the Digital

Catapult, Future Cities Catapult, and Satellite

for their support to the study.

assurance on deliverables in this study and we are

very grateful for the insights provided by all Expert

Interviewees. Building on this we are also thankful

for the large number of people who completed

the questionnaire in our traveller research.

Authors

■

■

Philipp Schartau, Corporate Value Associates

Senior Technologist, Transport Systems

Catapult

■

Jamie Chan-Pensley, Project Advisor and

co-author, Transport Systems Catapult

■

Nick Knorr, Programme Director - Customer

Experience, Transport Systems Catapult

■

Yusuf Che-Noh, Project Coordinator

Paul Blakeman, Planning Team Member

■

Luke Streeter, Planning Team Member

■

John Simlett, London Managing Partner, CVA

■

Philipp Schartau, Senior Manager, CVA

■

Tim Helme, Case Manager, CVA

■

her excellent work.

About the Transport Systems Catapult II

Foreword III

Preface IV

Executive Summary 1

Introduction 6

Intelligent Mobility 6

Traveller Needs and UK Capability Study 7

Key Findings 9

A Hot-bed for Intelligent Mobility 9

Executive Summary

At the same time, UK travellers are seeking significant improvements to the journeys they make. 75% of all

journeys made in the UK are subject to negative experiences (i.e. pain-points). Above all, it is multi-modal journeys

that are perceived as particularly troublesome, calling for significant improvements in end-to-end mobility. However,

currently only 12% of journeys involve active consideration of modal choice. Therefore, activating travellers on the

remaining 88% of journeys is fundamental to Intelligent Mobility.

Beyond improving today’s journeys, Intelligent Mobility also promises to address significant unmet transport

lifestyle needs across a range of traveller types identified by the study:

driver/ passenger experience, enable better driver/ passenger

information and can help to influence traveller behaviour (e.g.

Information and entertainment displays, voice and gesture

recognition Human-Centred Interactive Systems Design).

Techniques, methods and technologies used to improve

the understanding of traveller decision making processes

and behaviours (e.g. crowd behaviour modelling, heuristics,

selection and decision-making models).

(e.g. V2I, V2V, and V2X).

Technologies enabling an understanding of the local

environment (e.g. ‘where you are and what is around you’).

Secure flow of data (data security) as well as the safe storage

of data (data protection) (e.g. encryption techniques, data

anonymisation and protection techniques, cyber security

Research and

Development

Key technical capability areas

need to be supported, ensuring

the UK can hold IP

critical to

the Intelligent Mobility supply

chain. The study highlights six

Core Capabilities for priority

Mobility products and services

to market, a key focus needs

to be on experimentation,

business model innovation,

validation.

There is a need to put in place

government initiatives that

will enhance and enable the

success of Intelligent Mobility.

These include providing

standardisation of emerging

technologies, and a focus

(through KPIs) on multi-modal

journey experiences.

that need to be to be addressed to improve mobility in the UK. Developing solutions for these

challenges will not only deliver on travellers’ needs, but also unlock a number of Value Pools

(revenue opportunities) for innovators in Intelligent Mobility.

world leader in Intelligent Mobility:

Four

Transformational

Themes

(Source: Expert

Interviews, CVA

Analysis).

Opp:

Overview of the

12 Challenges

for Intelligent

Panel Workshops,

Expert Interviews,

and CVA Analysis).

To drive UK global leadership in Intelligent Mobility there are a number of imperatives for different

stakeholders as shown below:

systems, such as mitigating congestion and

emissions, and improving safety. A fundamental

shift in how we realise the value in this new

space is required and there is a need to place

‘users of mobility systems’ at the heart of how

the UK secures a substantial share of the global

Intelligent Mobility market.

The concept of ‘Mobility as a Service’ has

emerged as a key trend within the Intelligent

Mobility domain and represents the shift away

significant shifts in the mobility value chain, and

established transport players will have to think

carefully about their desired position in these

new ecosystems, with new players entering the

transport sector.

Because Intelligent Mobility is an emerging

market it is characterised by a search for new

business models, which is something that

Above all, the scale of the Intelligent Mobility

opportunity should be appreciated.

The initiative was supported by the Automotive

Council Technology Group. Also, an Industry

Review Group comprising of three other

Understanding Traveller Needs

The study was designed to fill an identified

existing gap in understanding what travellers

value on their journeys, what pain-points

they encounter and how they make decisions

with regards to their travel options. The study

achieves this by including all available modes

in the research and taking travellers through

an adaptive conjoint-based choice exercise

which helped understand the relative trade-offs

an understanding of the key challenges that

the UK will need to overcome in order to

develop and accelerate valuable Intelligent

Mobility opportunities.

To this end, Innovate UK, the Department for

Transport, and the Department for Business,

Innovation and Skills jointly funded an Intelligent

Mobility Special Project called Traveller Needs

and UK Capability Study. The study was led

by the Transport Systems Catapult between

expert interviews. There are many studies that

have analysed travel user sentiments. These

studies are, however, most often specific to a

transport mode or geography (e.g. analysing

rail travel or transport in London) and tend to

focus on short-term incremental improvements

of current transport systems. Similarly, a

number of studies have explored future mobility

technologies but these tend to focus on technical

innovations in a specific sector (e.g. rail or

stakeholders have been involved (please see

the ‘Acknowledgments’ chapter for a full list).

Corporate Value Associates designed the

approach, delivered the research and analysis

(with quality assurance from an Expert Panel),

led the stakeholder workshops and developed

the study’s conclusions and recommendations.

Traveller Needs and UK Capability Study

TO CAPTURE A SUBSTANTIAL SHARE OF THE GLOBAL INTELLIGENT

MOBILITY MARKET IT IS ESSENTIAL TO UNDERSTAND FUNDAMENTAL

CONVERGENCE OF DIGITAL INDUSTRIES,

TRANSPORT INFRASTRUCTURE,

VEHICLES AND USERS TO PROVIDE

INNOVATIVE SERVICES RELATING TO

DIFFERENT MODES OF TRANSPORT

AND TRAFFIC MANAGEMENT.”

MIRA [21]

“HISTORICALLY, MOBILITY HAS BEEN

VIEWED LARGELY AS A PRODUCT. […]

INCREASINGLY, HOWEVER, MOBILITY

Key Findings

Identifying Value Spaces for Intelligent Mobility

Mobility market as a whole (other studies exist [1]),

or to quantify the socio-economic impact of meeting

traveller needs (e.g. job creation). Instead, the value

modelled in the analysis focuses on specific revenue

opportunities that are available for players in this

space by addressing the specific framed challenges.

realised by making transport more efficient, safer and

cleaner. In quantifying these, two types of calculations

were performed:

Incremental Value

Estimates the additional amount travellers are willing

to spend on their journeys for a better experience.

This is modelled using conjoint data gathered during

the traveller research. The suggested improvements

(e.g. removal of pain-points) are compared to the

current traveller experience. The result is measured

will no longer be required in its current form if the

challenges are met and may be available for a new

player offering new mobility services. This is modelled

on a combination of the Office for National Statistics

(ONS), National Travel Survey (NTS), Census, and the

research data from this study.

value realised will depend on the extent to which the

traveller challenges can be addressed. It should be

noted that the numbers obtained are not predictions,

is only expected to grow further, with asset

TRAVELLERS ACTIVELY LOOK FOR WAYS

TO IMPROVE THEIR JOURNEYS.

sharing services becoming more mainstream

(e.g. Airbnb, Lyft, and BlaBlaCar). In mobility,

such services increasingly consider both the

vehicle and journey as something that could be

shared and better utilised. Furthermore, 39% of

respondents say that they would consider using

a driverless car – which is also a very high

logistics players who are innovating in this space,

and there is an emerging acceptance of new

transport modes that go beyond the traditional

car and public transport.

Finally, travellers are increasingly connected

and can be easily reached through apps.

Smartphone penetration in the UK is 72%

and growing (forecast to grow to 81% by 2017

[6]), with more than half of smartphone users

already considering it essential to their travel

Mobility can be captured. In the future, this can

be expected to extend to wearable technologies

such as smart watches.

FINALLY, BEYOND THIS REPORT THE STUDY HAS PRODUCED A LARGE DATASET OF

TRAVELLER NEEDS AND PAIN-POINTS. THIS DATASET IS A KEY ASSET THAT WILL BE

AVAILABLE TO THE UK FOR FURTHER ANALYSIS TO HELP DIFFERENT STAKEHOLDERS

UNDERSTAND THE IMPLICATIONS OF THE FINDINGS TO THEIR CONTEXT.

existing infrastructure and vehicles and relying

on consumer connectivity. There is consensus

amongst the experts interviewed that the UK is

a leader in digital innovation, with many exciting

start-ups in London’s ‘Silicon Roundabout’ and

in other parts of the UK. These start-ups have

a large talent pool with the right skill-sets to

develop further innovations in the Intelligent

Mobility space. The UK must not only continue to

support this start-up scene, but also encourage

mobility needs, pain-points, and attitudes directly.

Firstly, how much they travel, for what purpose (e.g. work or leisure), and in which geographies

(local, national, international) – their ‘mobility lifestyle’. Secondly, what transport choices they have

available, where they live and work, and whether they are restricted by personal or family situation

– their ‘mobility situation’. Across these two dimensions, five key traveller segments have been

identified as shown below:

Progressive Metropolites

14% of UK population and 16% of journeys.

‘Progressive Metropolites’ live in large urban centres. They are heavy

travellers both for work and for leisure, typically making 17% more

digital services to be improvements in their lives – making them early

adopters and a clear target group for new digital products and services.

This is equally true for mobility, as two thirds state that they are excited

by new developments in transport and would consider driverless cars –

significantly above the 39% population average. This transport innovation

awareness, in combination with their digital affinity and their heavy travel

patterns, make them the ideal lead users for new Intelligent Mobility

solutions.

Travellers in this segment are regular users of public transport and in

particular multi-modal transport (one third of their journeys). However, the

a number of key needs, pain-points, and attitudes have been identified in the study. These have

been clustered into a ‘Hierarchy of Traveller Needs’ consisting of three areas: Enabling lifestyles,

Enhancing end-to-end journeys, and Removing pain-points.

The UK is also seen as a world leader in

the more traditional transport systems space.

London’s SCOOT

transport expertise and world-class digital

innovation capabilities provides the ideal blend

of expertise for developing Intelligent Mobility

solutions.

Moreover, the UK is considered to be an ideal

testing and learning ground for Intelligent

to successfully develop Intelligent Mobility

solutions. The UK’s traveller readiness, digital

innovation capability, traditional transport

expertise, and a geography and infrastructure

ideally suited for transport innovations positions

the UK as a hot-bed for Intelligent Mobility – at

the forefront of Intelligent Mobility development.

Research and

Research and CVA

Analysis).

congestion, and ticket booking).

VALUE SPACE: PARKING

On 12% of journeys in the UK, drivers find parking a significant pain-point (14% in cities and 19%

in London), which cumulatively represent 4.3bn annual journeys. Other research in the UK has found

that the average driver spends over 6.45 minutes searching for a parking space on each journey [11].

Drivers on these journeys would be willing to pay £0.42 per journey to be able to reserve a parking

space and be guided to it. Two thirds of this value is from being able to guarantee the space and

incremental value through increasing utilisation and multi-purpose use of existing paid bays when

they are not in use (e.g. freeing up restricted bays). These additional opportunities have not been

quantified here as they are highly dependent on the specific parking situation in the area and the

level of space utilisation.

trials and experimentation with different systems to ensure that learnings are captured and shared.

Successful solutions will deliver seamless traveller experiences and desirable benefits, such

as integrated payment. Space reservation is the most valued aspect and should be offered where

possible. There is, however, a need to understand the impact this will have on achievable space

utilisation and to measure how traveller parking behaviours change once the ability to reserve space

becomes more widespread. Finally, integration with enforcement will ensure not only back-end cost

savings but also a reliable user experience for travellers.

Parking – Value

Pool (Source:

CVA Analysis).

VALUE SPACE: SMOOTH DRIVES

congestion or traffic signals. This affects 10% or 3.8bn journeys and is most prevalent in cities where

19% of journeys are affected.

autonomous drive technology and connectivity that enable smoother journeys through co-operative

driving and vehicle platooning. The £0.9bn Value Pool could be seen as additional traveller spend for

such features and there are further opportunities that could be monetised (e.g. dedicated lanes for

vehicle platoons). Also, system-level developments are likely to be of benefit, such as improved traffic

light phasing and actions to reduce congestion. There are also opportunities for the private sector to

provide drivers and vehicles with relevant information (e.g. optimal speed to approach and awareness

of delays). Both of these are, however, unlikely to result in a revenue stream for the traveller but

would bring benefits to traffic in the UK as a whole.

VALUE SPACE: IMPROVED PUBLIC TRANSPORT EXPERIENCE

2.5bn public transport journeys per year generate a number of pain-points including lack of

personal space, lack of connectivity, and a perception of poor value for money (in particular on rail).

When given the choice between today’s experience and a pain-point free journey, travellers put an

average incremental value of £0.37 per journey on having a better experience. This incremental value

rises to £1 for journeys that are more expensive and longer than one hour – representing a total

Value Pool of £0.9bn and 4% of total traveller spend on public transport each year [12]. An approach

to addressing the lack of personal space is to better dynamically manage demand and supply: with

loading information, travellers would then be able to make value trade-offs using earlier or later

public transport fares the perceived value of public transport will increase significantly.

Increased availability of real-time data, including loading information, would be a catalysts for

should also be encouraged, such as innovative train and bus interiors that allow more flexible space

utilisation (e.g. modular activity-based environments), especially at peak times. Progress in these

areas needs to be measured and confirmed, for example by including a focus on traveller value and

experience alongside operational performance metrics.

Below:

Smooth Drives

– Value Pool

(Source: CVA

Analysis).

which could include the ‘first and last mile’ of a journey being delivered by personal mode (e.g. car,

bike and foot) and the long bulk of the journey being shared (e.g. buses, coaches, rail and shared

rides). Multi-modal travel is, however, fundamentally more complex for the traveller and introduces

a number of pain-points to alleviate. These include the perceived complexity of the journey,

connectivity, and delays when travelling or interchanging.

of necessary primary data should be able to access this value if they can provide solutions that

genuinely improve multi-modal journeys.

multi-modally instead. Traveller spend on these journeys is relatively low (£0.49) but amounts

to £4.4bn, which could be redistributed to public transport operators. Travellers will have to pay

more to give up their car for part of the journey and travel multi-modally in situations of heavy road

congestion or very limited parking availability. As the UK’s transport network becomes increasingly

congested the need for multi-modal travel to assist travellers in avoiding bottlenecks might increase

– increasing the size of this Value Pool.

relevant information before and during journeys. If interchanges can be made shorter, smoother,

or more reliable there is also the opportunity to provide travellers with shorter end-to-end journeys

for which they are willing to pay.

By defining and developing Intelligent Mobility solutions to meet these challenges within

the Value Spaces a total Value Pool of £56bn (revenue opportunities) can be unlocked.

exclude short- to medium-term opportunities

to provide additional vehicle improvements (e.g.

connectivity, autonomous driving and clean

powertrain) – which would represent a £0.5bn

annual source of value for e.g. automotive OEMs

and their research, development and supply chain.

This value is calculated on the annual value of

autonomous feature sales to Default Motorists

(taking into account the typical vehicle replacement

rate) and does not include the value of selling

New transport services can range from

standalone solutions (e.g. car sharing and dynamic

bus services) to ‘Mobility as a Service’ mobility

options that leverage multi-modal transport

solutions. Although this represents a £33.5bn

value opportunity in the UK and many solutions

Four Transformational Themes

along with a superior customer experience and

innovative new businesses models that lead to

step change in customer benefit. As an example,

in the telecommunications sector there had been

many early innovative developments (e.g. WAP

in the late 1990s/early 2000s [14], touch screens

as early as 1992 [15], push email from 1999 [16],

and mobile applications from the late 1990s [17])

Analogously, Intelligent Mobility will require

the integration of different technologies, products

and services that will result in a step change

in mobility. Four concurrent Transformational

Themes have been explored in the study that

explore development paths towards Intelligent

Mobility: Access, Demand and Supply,

Integration and Automation – as shown below.

On their own, the long-term visions for each will

revolutionise how we move people and goods,

(Source: Expert

Panel Workshops,

Expert Interviews,

and CVA Analysis).

Opp:

Exploring

the future of

Intelligent

Mobility at

that extend the way travellers can use mobility

products and services. This future is characterised

by seamless user experiences, new business

models, and access to mobility assets. Privately

owned cars and traditional public transport are

no longer the only mobility options available to

travellers. New mobility services and innovations

within existing mobility options are broadening

their access to different types of mobility.

context-aware experience while moving.

many of the Value Spaces identified. In particular,

access to new and different mobility modes is

critical in meeting the lifestyle challenges of the

Progressive Metropolites, Default Motorists and

Dependent Passengers. Additionally, the Access

theme can also be a key enabler and accelerate

low emission vehicle uptake. With shared vehicle

services, ownership and depreciation of the

This theme encompasses developments

that seek to balance demand and supply within

transport systems more effectively.

This involves shifting flows to less congested

routes, reducing peak demand, and reducing

peaks that cause crowding of public transport,

delayed drives, and other traveller pain-points.

This would ensure that the existing mobility

assets can be fully utilised where spare capacity

is available.

Matching transport demand and supply

can have a significant impact to transport

systems, increasing flows, opening up capacity,

and improving resilience – equivalent to the

effect of physical infrastructure investments

theme, where the provision of access in a cost

efficient way can fundamentally change the

value proposition. Effective flow and capacity

management will significantly contribute to

the success and profitability of shared vehicle

schemes and ‘mobility on demand’ services.

A continuous development path is expected in

the short-term (2015-2020), refining the traveller

experience, exploring different commercial offers,

and focusing on broadening the appeal of these

offers across different types of journey and use

cases. Many solutions have already reached

significant size in major cities, such as Uber,

ZipCar, and Santander Bikes in London. To

reduce costs and get high utilisation of vehicles,

these players will have to grow their scale and

in achieving this, it is likely that offers will be

extended to user groups beyond the private

traveller (e.g. commercial travel or delivery

services). Other short-term developments

transport modes and services, allowing the

modes and public transport are able to provide

the equivalent convenience and flexibility of

private car ownership.

In the long-term (2025-2030), a rapid

introduction of autonomous shared mobility

solutions is conceivable (e.g. combining Access

and Automation themes), when business models

and user experiences have been validated and

optimised.

For this development path a critical enabler

will be to understand traveller behaviour.

For example, in time-shifting demand it is

important to understand how travellers will

innovations than by technology developments,

significant number of travellers the benefits

will centre on the individual. This could provide

significant value for travellers that are more

flexible in how and when they travel – being able

to avoid congestion throughout their end-to-end

journeys.

from vehicles (e.g. their destination, expected

routing, and time to the next traffic light),

traffic management systems will be in a much

better position to manage flows. Further

measures such as dynamic road pricing could

be introduced and a direct feedback loop to

the vehicle allows for much better traveller

The Integration theme brings together

disparate information, systems, and services to

provide travellers with a seamless end-to-end

experience within the transport network. This

integration covers three key areas: information,

ticketing, and interchanges. For the purposes of

this report Integration refers to the integration

between the different transport modes and

operators that travellers may encounter on their

journeys. Integration in the traffic management

is considered as part of the Demand and Supply

and Automation themes.

better plan their full journeys and make an

place. A lack of integrated ticketing and booking

across transport modes and geographies is

currently a key barrier to multi-modal travel.

also provides the ability to engage with travellers

on their journeys.

More and more information is already being

integrated and there are several players who

have taken great strides in providing integrated

travel information – notably Google, Citymapper,

ITO World, TransportAPI, and TrapezeGroup in the

UK. This has been enabled by open data initiatives

such as TfL in London, through purchasing of

as restaurant or theatre bookings.

How this data is presented and interacted

with by the traveller will also continue to evolve

with expected next steps being the proactive,

dynamic, and context-aware presentation of

information across devices – including wearable

technologies such as smart watches.

Different ticketing systems need to be

integrated, including those of new transport

service providers such as car or bike sharing

providers. In the short-term it is likely that

third party providers currently focusing on

end-to-end traveller information will attempt to

integrate ticketing and act as an intermediary.

In the medium-term, standardised end-to-end

ticketing could be achieved, with a long-term

vision of a full ticketing system for mobile

devices that does not require physical payment

and optimises costs for the traveller.

Developments in physical interchange are

and Supply theme is the availability of open,

this data for centralised traffic control systems

but also in making it open to encourage third

party developers to create intelligent journey

solutions. To ensure demand can be adequately

managed (e.g. incentivising traveller behaviour)

a good understanding of traveller psychology

and behaviour is necessary. Understanding

how travellers react to guidance or to dynamic

pricing is important, as is the ability to predict

behavioural changes when incidents occur

There is a requirement for more active

engagement from local and central government

to support developments in this area. This

increased involvement should be leveraged as

an effective means to collate and disseminate

behavioural and psychological understanding.

Also, a city or national approach to Demand

and Supply could prove fruitful and, in doing

so, would provide travellers with a consistent

traveller experience. Finally, a step change in the

platooning). With a fleet of autonomous taxis that

are always on the move, parking infrastructure

could be minimised and the right vehicle for the

right traveller type and journey could be provided

(e.g. smaller pods for individual travellers).

THERE IS SIGNIFICANT VALUE IN

MAKING DATA OPEN TO ENCOURAGE

THIRD PARTY DEVELOPERS TO CREATE

INTELLIGENT JOURNEY SOLUTIONS.

INTEGRATION FOCUSES ON IMPROVING

AS MUCH A COMMERCIAL CHALLENGE

AS A TECHNICAL ONE.

Opp:

Supply of future

mobility options

will both have to

be considered

for Intelligent

Mobility.

fundamental enabler to provide reliable delivery

to market readiness is validation and real-life

and political challenge that spans multiple

stakeholders. There will be a need for

government interventions to help overcome

this, both to define the national approach and

to stimulate change throughout the sector. It

is key to establish a mechanism that allows

fair distribution of revenues between operators

on a multi-modal journey. To measure the

success of continued integration multi-modal

key performance indicators (KPIs) measuring

readiness of autonomous cars legislative and

insurance barriers regarding accident liability

need to be fully resolved. Physiological issues

around motion sickness will need to be fully

understood as well. Finally, the UK has an

opportunity to accelerate adoption and benefits

delivered from Automation (e.g. by mandating

minimum automation standards and connectivity

levels).

and the types of autonomous functions on the

horizon range from increasingly sophisticated

driver assist features to fully autonomous drive.

benefit from reduced fatigue, additional productive