This document discusses the development of self-driving car technology and its potential impacts. It describes Google and Tesla's different approaches to autonomous vehicles, with Google focusing on high-precision mapping and Tesla emphasizing visual cameras. The document suggests self-driving cars will transform transportation and open up new business opportunities by turning cars into app platforms and freeing up land used for parking. It argues businesses should embrace exponential changes from self-driving cars to find ways to provide entertainment, productivity or other services to customers during rides.

1. Building a world that’s easier and
safer for everyone to get around.
THE TIPPING POINT OF
SELF-DRIVING CARS

2. A QUICK TANGENT...

3. TECHNOLOGY TURNS SCARCITY INTO
ABUNDANCE
Tesla Model X 90D
● 4 door SUV
● Seats 7
● 250 mi range
● $96,700
Ferrari F430
● 2 door “supercar”
● Seats 2+
● 325 mi range
● $186,925
youtube.com/watch?v=vk2cdwpg0jI

4. ENJOY THE RIDE
Your own personal roller
coaster.
youtube.com/watch?v=1qFV5i8tBhs

5. BACK TO SELF DRIVING CARS...

6. WHY IT’S IMPORTANT
Putting artificial intelligence behind the wheel will
transform how we get from point A to point B —
dramatically reshaping our lives, our cities and society.
Opening up an endless array of new startup
opportunities and new ways to connect with your
existing customers.
slideshare.net/10xnation/entering-a-world-where-we-dont-drive

7. TODAY’S GOAL
Spark your imagination to find ways for your business
to capitalize on our self-driving future.

8. OUR JOURNEY
● How we got here
● What self-driving cars can do for you
● What self-driving cars can do for your business

9. WHERE DID SELF-DRIVING CARS
COME FROM?

10. HISTORY
● 1930s — Self-driving cars predicted (for 1960s)
● 2005 — Stanford wins DARPA Grand Challenge (#2)
● 2011 — Nevada becomes the first state to legalize
autonomous cars
● 2015 — Autonomous cars capable of racing?
computerhistory.org/atchm/where-to-a-history-of-autonomous-vehicles

11. INTRODUCTION
Recorded in early 2015.
We’ve come a long way
in 18 months.
youtube.com/watch?v=ftouPdU1-Bo

12. DON’T FORGET...EXPONENTIAL
Today?
Uber?
Google?
Tesla?
The same amount of progress made
over the past ten years will happen in
just a few years moving forward.
Chrysler?
GM?
Geico?
Linear thinking
Disruption… or
poor
planning?
Level 0 Level 1
Level 3
Level 2
Level 4
Level 5
Ferrari?
sae.org/misc/pdfs/automated_driving.pdf

13. GOOGLE’S APPROACH
Build an AI, wrap a car around it.
● High precision
● Google uses a 64-beam LIDAR system to place itself within 10cm on
a detailed pre-existing map
● Builds a 360 degree view that tracks and predicts movements for all
nearby vehicles, pedestrians, and other obstacles
● Uses all of this data to plan an intelligent path through complex
highway or urban environments
● Self-driven more than 1.5 million miles
citylab.com/tech/2014/05/the-trick-that-makes-googles-self-driving-cars-work/371060
google.com/selfdrivingcar/reports

14. HOW GOOGLE
DRIVERLESS
WORKS
Primarily based on
LiDAR.
dallasnews.com/business/headlines/20150709-2-visions
-emerge-for-getting-self-driving-cars-on-road.ece
google.com/selfdrivingcar

15. TESLA’S APPROACH
Build a car, plug an AI into it.
● “Good enough” precision
● Tesla has been slowly implementing autonomous
features into its cars
● More than 100 million miles on Autopilot
youtube.com/watch?v=dtQPVpQgXSw

16. HOW TESLA DRIVERLESS WORKS
Primarily
based on
visual
cameras.
youtube.com/watch?v=1DV0N_YWd0k

17. WHICH IS BETTER?
Each approach works well in its (presumed) intent.
● Startup intent — Tesla’s approach is low-cost and will likely yield
Elon Musk’s goal of automating 90% of driving within a few years.
But that last 10% is always the most difficult.
● Research intent — Google already automated that 90% and is now
focusing on solving that difficult 10%, which may prove to be the
stronger long-term play.

18. EXPONENTIAL LEARNING
Self-driving cars have a hive mind.
In the human driver world…
● If one person learns how to avoid a particular type
of accident, only that person knows it
In the driverless world...
● If one car learns how to avoid a particular type of
accident, all cars know it

19. NEW FEDERAL GUIDELINES
The Vehicle Performance Guidance for Automated
Vehicles.
“When the software is operating the vehicle, that is an
area that we intend to regulate.”
autoweek.com/article/technology/us-government-sets-safety-guidelines-autonomous-autos

20. WHAT SELF-DRIVING CARS
CAN DO FOR YOU

21. NO MORE PARKING TICKETS
jk
forums.tesla.com/forum/forums/parking-ticket-avoidancedid-you-get-over-air-update-yet

22. SUMMON IT
Teaching a new dog
old tricks.

23. SELF PARKING
Ready for the new
world?

24. LANE HANDLING
Stay in your lane and
change between.

25. ADAPTIVE CRUISE CONTROL
Finally.

26. UBER SELF-DRIVING
Goes live this
month.
newsroom.uber.com/pittsburgh-self-driving-uber

27. WHAT SELF-DRIVING CARS
CAN DO FOR YOUR BUSINESS

28. NOT JUST CARS
We will also have autonomous...
● Commercial aircraft
● Farming equipment
● Construction vehicles
● Semi trucks
● Freightliners

29. IT’S ALL ABOUT THE SOFTWARE
The car becomes another app platform.
As people spend less and less time driving, more and more they
look for entertainment or productivity during their drive.
What do you do on a airline flight? Watch movies, work on your
laptop. Imagine a plane, personalized just for you.
What entertainment or productivity can you provide your
customers with during their drive time?

30. COMPLETELY NEW DESIGN
Without the need to drive
and focus the design around
safety, the design of a car’s
interior is completely up in
the air.

31. LOTS OF NEW LAND
On average, human drivers
use 3 parking spaces per car
(60% of land in Los Angeles).
What can you do with all
that new land?

32. WRAPPING IT UP

33. WHAT DO YOU THINK?
Seeing opportunities open up in our driverless future?

34. UNLEASH YOUR BUSINESS
EMBRACE EXPONENTIAL
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