| |   Contact Chunka Mui   Leadership 92,532 views   Part Three
of a Seven-Part Series              The car will cost too much.
Estimates are that each Google research car costs more than
$300,000. This means, as BusinessInsider noted, that it costs
more than a Ferrari. Prices anywhere near these levels will keep
the car out of reach for mass adoption.  Customers won’t buy it.
There is a widespread sense that most customers would never give
up their spot in the driver’s seat, or trust a driverless car.
Reader @jackarmstrong brilliantly captured this zeitgeist in his
comment to Part 1 of this series:  For most American drivers,
the car is our “iconic dream machine,” and our personal freedom
and status statement. Americans dream about cars, and “no” able
bodied person “dreams” to be  “driven,” by “robot cars,” no
matter how persuasive the stats appear on paper.  There’s too
much liability. In our litigious society, car makers would never
offer products that took the human out of the loop and thus
shifted the li