"EVs and Autonomous Driving: How Will They Change Cars?"

2018/08/28

In September 2017, I received an inquiry from an editor at Iwanami Shoten asking if I could plan a new paperback (Shinsho). That editor had read a book I published through another publisher that month and had become interested in my work.

We had a meeting in early October to discuss what kind of book it should be. My previous book focused primarily on autonomous driving, exploring the potential impacts of the spread of autonomous driving technology on the automotive industry and its surrounding sectors. It addressed changes in society and industry from a micro perspective, looking at which companies were developing which technologies and the specific effects on individual sectors such as the parking industry, driving schools, and auto repair shops.

This time, I decided to take a more macro perspective. I wanted to write about how "value" in the automotive industry is changing, including not only autonomous driving but also the electrification of powertrains represented by EVs (Electric Vehicles) and so-called "connected cars." The content was based on what I have been discussing in recent lectures.

The changes currently occurring in the world of cars are actually just one aspect of a massive shift happening across society as a whole. Industries such as retail and music have already been exposed to major changes, and the shifts occurring there will eventually spread to the automotive industry. The essence of these changes is a "revolution of value," and these shifts are transitioning cars from "products" to "services." When I speak about this, general audiences often find it very interesting.

In the automotive industry, the business model of "manufacturing and selling cars" has continued for over 100 years. No one, including management, has experienced a change that fundamentally overturns their business foundation. This "lucky industry" is now facing its first massive transformation. It remains to be seen whether it can be reborn as a new industry, but the sense of crisis within the industry is growing. I hope this book can be of some help as the Japanese automotive industry carves out a new era.

"EVs and Autonomous Driving: How Will They Change Cars?"

Yoshiro Tsuruhara (Author)

Iwanami Shoten

224 pages, 780 yen (excluding tax)

*Affiliations and titles are as of the time of publication.