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Brands matter! Why trusting an existing brand can lure you into buying a driverless car

  • Written by Riza Casidy, Associate professor of marketing, Macquarie University
Brands matter! Why trusting an existing brand can lure you into buying a driverless carpexels/pixabay, CC BY

Tesla’s founder Elon Musk said back in 2013:

Self-driving cars are the natural extension of active safety and obviously something we think we should do.

Fully-autonomous vehicles (AV) are no longer a technology of the future. Established and emerging manufacturers have embarked on a journey to produce the most reliable...

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