discuss the argument below :

The driverless car is a fascinating idea and potentially transformative technological advancement in the US market. However, there are several major hurdles that need to be cleared before this technology will be adopted at a large scale. Much discussion is already ongoing regarding the safety impacts of this - interfacing with other drivers, identifying pedestrians and normal human behavior, regulation, and the rate at which machine learning can keep pace. These are well known and won't be discussed further.

Additional, and far less discussed, hurdles deal with people's perception of the technology, not necessarily the tech itself. These would include the perceived lack of safety, and perceived elimination/reduction of people's autonomy. Driving is not strictly utilitarian in the US. People also drive as a way to be "free". The "open road is calling", joyrides and car culture in general matter to many consumers. I'd overcome these hurdles by executing the actions below.

2. Relative Advantage
   • I'd emphasize the relative benefits of self-driving cars vs. traditional autos. Self driving cars actually would likely besafer that humans driving as they're able to navigate more complex situations more quickly. Moreover, they're not diminishing a driver's autonomy - they're giving more. By enabling a driver to not have to drive, that person now has more time and leisure than before.
5. Compatibility
   • See above. Self driving cars are compatible with the current market in so far as they're a means of transportation and work on existing roadways.
8. Complexity
   • This would need the Tesla approach. Reduce the perceived complexity to very simple, aesthetically pleasing interfaces, and keep the explanations of the technology very simple.
11. Trialability
    • Again, similar to Tesla, market the ease of use, benefits, and normalization of this technology. Once a foothold is earned in the marketplace the product is still seen as a luxury, but not as an oddity.
14. Observability
    • The product benefits would need to be communicated directly and simply. "Safer drive with more freedom....the Redlands driverless car is here to test next year..."