SMMT Publishes Guiding Principles for Marketing Automated Vehicles
The automotive industry has committed to a new set of guiding principles for marketing automated vehicles, published by The Society of Motor Manufacturers and Traders (SMMT).1
“The UK is at the forefront of the introduction of automated vehicles, which has tremendous potential to save lives, improve mobility for all and drive economic growth. It is essential that this revolutionary technology is marketed accurately and responsibly, and we are delighted to have brought together industry, government and other key stakeholders to develop a series of guiding principles that will ensure consumers will have clarity and confidence over their capabilities from when these advanced vehicles first make their way into showrooms.”
Developed and agreed by the Centre for Connected and Autonomous Vehicles’ AV-DRiVE Group, the principles provide an outline for responsible advertising and communication relating to automated vehicles and their capabilities.
The industry-led initiative will ensure consumers receive consistent and clear information regarding automated driving features, ahead of their expected introduction to British roads in 2022.
“Self-driving vehicles have the potential to make journeys safer, greener and more accessible for all, which is why we want to make the UK the best place to trial, develop and deploy their technology, to ensure we are among the first to realise their benefits.
“It is essential that industry and stakeholders are clear on their responsibilities and developed in partnership with Government, motoring and road safety groups, the SMMT’s Guiding Principles are an important step to promote the safe use of automated technologies in the UK.”
The guiding principles state that:
“These guiding principles are a key milestone in ensuring there is no confusion around the capabilities of assisted driving systems and future automated systems, as well as the responsibilities of the drivers using them. We have long advocated consistency of terminology. There are two clear states – a vehicle is either assisted with a driver being supported by technology or automated where the technology is effectively and safely replacing the driver. We urge manufacturers now to use simple marketing that does not over promise functionality and the key is for them to be delivered consistently across all marketing material, as well as through effective dealership education and their subsequent conversations and engagement with consumers.”
This article was originally published by The Society of Motor Manufacturers and Traders.
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