PR Blunder? Will Volvo Call Its Self-driving XC90s The Terminators?

It hasn't exactly been a good 24 hours for Volvo and Uber. That's because one of their joint project, self-driving XC90 vehicles crashed into a bicyclist on Sunday and killed them. 

And while Agent 009 covered the story earlier, I was just thinking about this incident as it is a significant one. 

That's because this is the first time an innocent bystander has been killed by an autonomous vehicle. Because this is all-new territory, there's many different ways this case can go. Is the state liable? What about Volvo? Uber? What about the driver who was in the autonomous XC90?

Although there's been crashes with autonomous vehicles before, this is a whole different ballgame.

I think there's a big elephant in the room, however. And that is this. Volvo has built tremendous brand equity as producing some of the automotive world's safest vehicles on the road. Always honing in on all-new technology that prioritizes safety, Volvo is a household name for safety-focused consumers. Being that it was a Volvo vehicle involved, I've got to wonder: 

Has Volvo done irreparable damage to its brand by partnering with Uber and having one of its XC90s involved in the crash? Could this be one of the biggest public relations blunders of the decade? 

What say you, Spies?

Keep in mind that Volvo and Uber originally partnered up in a $300 million dollar deal and Uber committed to ordering upwards of 24,000 more vehicles for autonomous purposes. 




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mre30 - 3/20/2018 12:36:33 AM

+2 Boost

Its hard to tell which way this will go.

Uber has clearly made modifications to a Volvo vehicle so it is self driving (I think they also use Ford Fusions).

However, there is definitely a Volvo XC90 in the picture which killed the cyclist.

The liability here is likely spelled out in a contract between Volvo and Uber for supplying them with self-driving cars.

This is not a "Tesla Autopilot hits the semi" type of fatality - Uber it seems, is really at fault but Volvo might be the innocent bystander who also gets injured in this fact pattern. Very sad all around - especially for the family of the cyclist and for the human who was sitting in the Uber while it self-drove.

This technology is not ready for prime time and should be tested on a closed course with paid subjects who sign liability waivers. This SHOULD NOT be tested on public roads.

Tiberius1701A - 3/20/2018 7:37:20 AM

+2 Boost

So that is why you showed a Ford Fusion as the lead-in picture?

atc98092 - 3/20/2018 8:07:58 AM

+1 Boost

What isn't yet know (or at least publicly announced) was who is at fault. Pedestrians are hit by cars every day, and often it was not the fault of the driver. It's possible that the car/driver had no chance to avoid the pedestrian. It's also possible that the system failed, both the autonomous system and the backup driver. Time will tell.

MDarringer - 3/20/2018 8:25:30 AM

0 Boost

Partnering with the fly-by-night Uber was a foolish mistake that any company with a brain could see was dumb. Putting technology on the road that isn't remotely ready is dumber still. Because Volvo provided the technology, it is culpable. Both it and Uber deserve a stinging lawsuit.

GermanNut - 3/20/2018 10:20:49 AM

+1 Boost

The pedestrian death in Tempe, Arizona by a driverless car brings up the question of who is liable when such an event occurs? Is it Uber or the car manufacturer (Volvo)? A lawsuit is probably in the works as we speak.

Needless to say regulators are keeping a close eye on autonomous driving vehicles after what happened.

1lostVW - 3/20/2018 11:34:21 AM

+3 Boost

Volvo is moving too fast into the automation arena. BOTH companies are to blame, the rush to save Uber money by eliminating drivers from their service is an Uber push, why is Volvo trashing their companies hard earned reputation for safety to help a taxi service? Selling more XC90s is not worth the Crown of fist company to kill an innocent by-standard to further improve their self driving cars. People matter, huge companies think billions in the bank matter more than lives, that is certainly the case when they rush to learn and kill in the process. Shame on both Volvo and Uber.