Month: August 2024

Originially published by WardsAuto

By Marie Hattar, Senior vice president, CMO, Keysight Technologies

The driverless future of autonomous vehicles is set to transform society by reinventing the transportation industry and changing consumer behaviors forever. As a result of this seismic shift, autonomous driving technology is expected to generate up to $400 billion in new revenue by 2035, according to recent research by the McKinsey Center for Future Mobility.

When AV technology is fully developed, driverless cars and trucks will provide immense benefits for society. Imagine the roadways when nearly all serious accidents and fender-benders can be eliminated and long-haul trucks can transport goods around the clock without needing to stop for sleep.

Applications for advanced driver assistance systems (ADAS) will replace the average human reaction time, lowering it from 1.6 seconds to just 0.5 seconds using sensors and algorithms, saving countless lives in the process.

The knock-on effects of autonomous driving should lead to further gains in human productivity and economic growth.

Hairpin-Turn Challenges for Autonomous Driving

Most public officials support the inclusion of capabilities for advanced driver assistance systems in regulatory frameworks and statutes. Regulations already are in place to govern pilot robotaxis and robo-shuttle services in many cities across the U.S., China, Israel and Europe.

Yet the share of consumers who support government regulation of fully self-driving cars has declined 15% over the past year, and trust in the safety of autonomous vehicles is down 5%, according to McKinsey. To address these ongoing safety concerns, extensive public education and outreach programs will be needed. In addition, regulatory controls will be critical for creating a trusted ecosystem that can balance the needs of drivers, pedestrians, businesses and law enforcement.

A vehicle with ADAS features is not autonomous, because drivers can take control of some ADAS driving functions when necessary. ADAS features continue to improve with cameras and sensors that can alert drivers about other vehicles and pedestrians on the road. They can also perform adaptive cruise control and activate the brakes in an emergency.

Unlike autos with ADAS, fully autonomous vehicles are designed to manage every aspect of driving without support from a human driver whatsoever. An AV requires much more complex hardware, software and computing power, as well as testing on the road and in the lab to accommodate millions of miles of driving scenarios.

SAE International has developed different Levels of Driving Automation for the industry, ranging from Level 0 (minimal autonomy) to Level 5 (fully autonomous). Mercedes has introduced its first Level 3 autonomous system, which can drive the vehicle under limited conditions, while Tesla’s Full Self-Driving (FSD) system is at Level 2, featuring some autonomous support for drivers.

Following a series of recent AV crashes, a group of six U.S. senators issued a stern letter to NHTSA. The senators urged the agency to use its regulatory powers to address the dangers of automated driving systems. “Public roads are not a sandbox for manufacturers or operators to play in, and regulatory agencies like NHTSA should be highly cautious about providing lax pathways onto the road for dangerous vehicles,” the senators wrote.

Autonomous vehicles should not be regulated by the same rules that govern standard passenger vehicles, because those regulations do not address the unique safety challenges for AVs. To address these concerns, the industry will need to continue building public trust through the improved performance of AV systems, especially in controlled environments.

Next-Gen Technology for Autonomous Driving

Reaching a totally hands-off and eyes-off autonomous driving experience will require a range of next-generation technologies that are still being developed. Automakers will continue to increase the safety of autonomous vehicles by applying new technologies such as artificial intelligence and machine learning to improve the performance of infrared sensors and sensors that use radio and light waves to help detect road users in all weather conditions. These technologies combine a variety of sensors that can recognize their surroundings, such as thermographic cameras, radar, lidar, sonar, GPS, odometry and inertial measurement units.

New applications for simulation, design, manufacturing, and maintenance, repair and overhaul are also creating a strong need for digital twin technology. Using a digital twin to replicate and test difficult scenarios in the real world is called edge case testing. Manufacturers are adopting emulation software and digital twin technology to accurately test and measure automotive components in the lab before launching them in the real world, helping to develop and deliver autonomous vehicles to market sooner.

The technical brain of an AV system relies on software systems that actively protect passengers. As this market grows, the costs will steadily fall for these new sensors and high-performance computers, just as safety standards will continue to make progress around the country and the world. To help build confidence in AVs, the industry will need to generate a common set of testing standards, similar to crash safety standards, that AV developers can evaluate their systems against.

The winding road to a driverless future still holds many twists and turns ahead as autonomous driving evolves. Over the next decade, our car-crazy society will be realigned through major changes to workforce commuting, car ownership and parking practices, new mobility options for seniors and the disabled, and possibly even large-scale demographic shifts away from large cities to more suburban and rural areas. It should be an exciting and wild ride for years to come as the auto industry reinvents itself with ever-increasing levels of automation.

In April, Hiring Our Heroes announced 5 grant recipients for the Small Business Award for Veterans & Military Spouses, an initiative that provides a one-time $10,000 grant for selected military-connected entrepreneurs, thanks to the generosity of the FedEx Founder’s Fund. Selected grant recipients displayed both business acumen as well as two key characteristics – a dedication to overcoming economic hardships and a commitment to giving back to their communities.

In our 5-part blog series, we’re meeting these grant recipients and learning more about the inspirational businesses that they have built and the passion that fuels them daily.

The fifth grant recipient is Your Personal Gardener & Arborist, a one-stop shop for all your lawn and tree care needs, based in East Troy, Wisconsin.

In January 2011, James and Natalie Chesebro started Your Personal Gardener & Arborist to fill the employment gap between James’ deployments. Initially a part-time landscaping business, it was founded by James, a Green Beret who served from 2002 to 2016, providing a range of lawn, landscaping, tree, and snow care services when he was home. The business quickly grew and has expanded significantly each year. With six children, two of whom now work in the business, Your Personal Gardener & Arborist continues to thrive. What sets the business apart is its comprehensive range of services, including installations, large tree removals, mulching, mowing, and much more, making it a one-stop shop for all lawn care needs.

In the early stages of the company, James and Natalie encountered numerous challenges, including disruptions due to James’s deployments. Additionally, the company struggled with a competitive job market and had difficulty finding qualified candidates for open positions. To address these challenges, James and Natalie strayed from online hiring platforms, instead implementing word-of-mouth referral programs, and actively recruiting from high schools and colleges to attract students interested in outdoor work. Demonstrating financial acumen, they invest in high-quality equipment that reduces labor demands and enhances employee satisfaction. They also provide a range of incentives and benefits, including bonuses, health insurance, dental insurance, life insurance, paid training, and awesome uniforms!

James and Natalie have made significant contributions to their local economy in East Troy, Wisconsin. What started as a small operation with two individuals and a pickup truck has grown into a thriving small business employing a full staff of 22. Their marketing efforts are supported by professional affiliations, and they actively seek to hire qualified veterans. The company supports local restaurants by catering for their employees, fuels their fleet at nearby gas stations, and sources nearly all bulk materials from local vendors. Through these efforts, James and Natalie not only drive their business forward but also strengthen their community, demonstrating the spirit of local entrepreneurship.

Your Personal Gardener & Arborist demonstrates exemplary leadership and community engagement through initiatives like their annual “Tree Day of Service,” offering complimentary tree care to a selected veteran, and volunteering for Project Green Care & Snow Care to support deployed military families. Active in the Mukwonago Chamber of Commerce and recognized as Wisconsin’s Small Business Administration Veteran Owned Company of the Year, they promote veterans, social inclusion, and gender equality. As members of several professional associations and a federally certified Service-Disabled Veteran-Owned Small Business, they truly exemplify a thriving company making a meaningful community impact.

James is looking into expanding the business even more by offering bulk materials for commercial customers, and the $10,000 grant money will be used to build a bunker for those materials. The couple was honored and flattered to be selected as it not only serves their company, but their family, employees’ families, communities, and the customers they serve.

Click here to learn about FedEx Cares, our global community engagement program.