AKRON — Cars long have been considered a symbol of freedom, and soon that freedom will extend to the driver.
A future where electric-powered, autonomous vehicles (AVs) are the norm has forced the automotive industry into rapid change. Suppliers are re-aligning themselves to prepare for these game-changing technologies, and some say they may begin to manifest within the next 10 years.
Industry stakeholders certainly are cautious, as several hurdles must be overcome before this dream world of self-driving cars becomes a reality. For starters, less than 1 percent of the global fleet consists of electric vehicles (EVs), basically a prerequisite to self-driving cars.
"Electric vehicles and autonomous vehicles go hand-in-hand," said Shashank Modi, research engineer at the Center for Automotive Research (CAR). "Electric platforms enable a lot of autonomous features because you already have those wiring harnesses in place."
Hurdles aside, Matt Chapman, vice president global marketing and E-mobility, automotive sales at Freudenberg-NOK Sealing Technologies, said the adoption of EVs is inevitable. CAR Group, which studies the automotive industry, outlined that fully AVs will account for fewer than 4 percent of new sales by 2030, increasing to more than 50 percent by 2040. As for EVs, those will comprise only 8 percent of the market by 2030, but will grow rapidly beyond that.
Tesla is the best-known brand on the EV market, but OEMs such as the Ford Motor Co., General Motors Co., Honda Motor Co. Ltd. , Volvo Car Corp. and Daimler A.G. have funneled billions toward new electric models to join the fray in the coming years.
"It's got to be one of the most substantial technology shifts in the last 20 years," said Chris Couch, vice president of innovation and product groups at Cooper Standard Automotive Inc., which produces rubber products such as seals and hoses.
"I think it's a great time to be in our business because it's a chance to bring some material science to this problem. There's huge opportunity, and that is to make lighter parts, which you need for EVs because every ounce counts in terms of the vehicle range, and it's got to be quiet. Those two things can be contradictory with the old materials we used to use. We need new and better materials to achieve those."
Shaping the future
OEMs are busy dealing with the billion-dollar question: What will an autonomous vehicle look like?
"This is going to be the interesting point for me," CAR Group CEO Carla Bailo said. "What will make a person buy a certain brand and what will be the new brand identity? The pleasure of driving and all those things we used to care about are gone. So why will you pick a product from Ford or GM or Google? It's going to come down to what that autonomous pod offers."