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Executive Director, Driver Interaction and Human Machine Interface (HMI), J.D. Power and Associates
Self-driving cars may seem like a viable alternative for adults who will soon see their driving abilities decline, but the baby boomer generation is not ready to trust automated vehicles. Kristin Kolodge, executive director of driver interaction and human machine interface (HMI) at J.D. Power and Associates, spoke with eMarketer’s Maria Minsker about why boomers are skeptical toward self-driving cars—and what companies can do to gain their trust over time.
eMarketer: As the oldest baby boomers move toward an age at which driving can get dangerous, it seems like self-driving cars would be a natural fit for them. Are they open to using this technology?
Kristin Kolodge: Self-driving technology has the potential to be a mobility source for people who might be blind, handicapped or simply not able to drive anymore, but this is all theoretical. If you talk to actual baby boomers, they’re reluctant about this technology.
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