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 A simplistic stereotype, but it captures the split among the world's
drivers over the newest in-car tech on display at the Consumer
Electronics Show in Las Vegas this week.
Germany's BMW demonstrated a 7 Series car that recognizes
five simple gestures, from a finger twirl to the right to raise the
music volume and a hand swipe to decline an incoming call.
Japan's Pioneer had a minty scent shoot out of a dashboard
to revive a driver after a car seat sensor detected a falling heart
rate, a possible prelude to nodding off.
"It's certainly weird, certainly odd and certainly unproven. But
Pioneer is not off base to connect one sensory organ to others,"
said Mark Boyadjis, an analyst at consulting firm IHS Automotive.
Given that drivers have enough to do keeping their hands on the
wheel and eyes on the road, touch-free controls for some
non-essential functions makes sense. But it is not clear all drivers
want gesture, eye-tracking or even lip-reading technology.
"The jury is out" on how widespread it will become, said Jeffrey
Owens, chief technology officer for Delphi Automotive,
which made BMW's gesture software.
NATIONAL DIFFERENCES
The Japanese, some of the keenest consumers of novelty technology,
are likely fans of Pioneer's 'bio-sensing system' that squirts out
fragrance, said the company's marketing head Russ Johnston.
Enthusiastic visitors to Pioneer's booth at CES suggested cappuccino
and peppermint as good wake-up smells, he said.
The Japanese were the first to embrace back-up, or reversing,
assistance because they did not want to bang their cars, said
Guillaume Devauchelle, head of innovation at French auto parts
supplier Valeo <VLOF.PA>, who identified cultural preferences as a
huge factor in adoption.
"There's no universal solution," said Devauchelle, whose company
hired an ethnologist to make sense of different cultures with
different tastes. He pointed out Germans' dislike of touchscreens,
the risks of gesture control with expressive Italians, and the eager
uptake of any kind of new tech by the Chinese.
Regardless of national tastes, the market for gesture recognition
technology in vehicles - and the cheaper, more prevalent proximity
sensing, in which the approach of a hand will trigger a touchable
menu screen - is growing rapidly.
IHS Automotive predicts a seven-fold jump in unit sales of such
technology to 30.4 million in 2021 from 3.7 million today. But full
consumer buy-in is an open question, and cost may keep such features
a limited, luxury option.
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SAFETY QUESTIONS
Safety experts have cautiously welcomed dashboard simplification,
but note gesture control and other such features may actually add to
confusion.
"If a driver doesn't know how to use it, will that increase the
distraction?" asked Henry Jasny, vice president of Advocates for
Highway and Auto Safety in Washington. "There's no proof that it
will improve safety."
Automakers are free by law to test an array of options in their
cars. The industry has voluntary guidelines that say drivers should
complete tasks in a series of single glances taking no more than 2
seconds each, for a total of 20 seconds.
Systems are never foolproof, noted IHS' Boyadjis, who said he once
triggered a blaring radio with an innocuous gesture.
Car makers and industry watchers are divided on whether touch-free
controls will catch on, or even be overtaken by self-driving cars.
The human-machine interface "will be the differentiator for car
makers" after safety systems, said Rainer Holve, head of connected
car automotive software for Elektrobit, a subsidiary of German auto
supplier Continental AG <CONG.DE>.
But Boyadjis at IHS is wary of "differentiation for the sake of
differentiation."
"BMW has the capacity to throw this arguably unnecessary but
innovative product into the 7 Series, not too concerned with the
cost... and wait to see if the seed grows," he said. "The rest of
the industry is watching."
(Reporting By Alexandria Sage; Editing by Joe White and Bill Rigby)
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