Robotaxi
Leading the Future
Group 3
01 Introduction to Robotaxi
02 Pre-Interview
03 Questionnaire 1
04 Questionnaire 2
05 recommendations
Introduction
Robotaxi
•
•
Established in 2017, headquartered in
Guangzhou
Leading, commercial-stage global company that
develops Level 4 autonomous driving
technologies
Technology
Test
•
•
•
Automation level 4 or 5
Faster reaction speed than human
Completed over 950,000 kilometers of commercial
autonomous mileage
•
Drive for two hours continuously in heavy rain in
Wuhan
Completed driving tests in Guangzhou's urban village
•
Robotaxi
•
Large-scale commercial operation has not yet been
achieved due to policy restrictions
Policy
Robotaxi
3
01 Introduction to Robotaxi
02 Pre-Interview
03 Questionnaire 1
04 Questionnaire 2
05 recommendations
Interview
Similarities and differences between user and non-user
Similarities
•
Robo-taxi would be the trend in the
near future.
•
Serving area is limited, Robo-taxi may
not functional in the countryside.
•
Due to the techniques of Robo-taxi is
not mature, the price may not
compatible to traditional taxi.
36
Avg
30min
•
24
Compared to Robo-taxi, taxis provide
higher extent of customized services
(unparalleled flexibility) to users now
Users
•
Robo-taxi provide smoother and stable travel experience
to commuters than traditional taxi.
•
Robo-taxi provide a personal environment to commuters
for comfort and work.
Non-Users
•
Certificated taxi driver would provide smoother and
stable travel experience compared to Robo-taxi.
•
Satisfy the communication needs of commuters, thus to
fulfill their emotional appeal
01 Introduction to Robotaxi
02 Pre-Interview
03 Questionnaire 1
04 Questionnaire 2
05 recommendations
Q1: Basic information（Size, gender and income）
200
Disposable Income
per month
Gender
Size and age
174
Obs
150
Mean
Personal safety
90
100
80
66
60
100
Men
93
8.90
40
20
50
9
9
Women
16~24
25~30
30~39
N = 201
Basically focus on
the student group
15
0
9
0
30
108
15.81
40~55
Considering personal safety factors,
women prefer driverless cars
More than men
Mainly concentrated below 3000
The fitting graph with price will
be placed in the suggestion
section later
Q1: General attitudes towards Robotaxi
Driver’s
skill
Traffic
safety
Personaliz
ed service
𝒆𝒊
𝒃𝒊
𝒂𝒊
7.60
0.48
276
8.52
7.01
Communi
cation
2.79
Service
Scope and
Response
7.45
-0.16
-0.55
-0.34
0.52
𝒆𝒊
𝒃𝒊
𝒂𝒊
Standard
driving
7.94
2.04
1102
-127
Driver
behavior
7.43
1.03
600
-219
Personal
safety
5.25
2.24
845
Price
6.78
0.46
239
Cleanness
6.97
-0.12
-31
-130
284
Total 𝒂𝒊
8517
Q1: Positive and negative cross term
𝒆𝒊
𝒃𝒊
𝒂𝒊
Personal
safety
5.25
2.24
845
Standard
driving
7.94
2.04
1102
Driver
behavior
7.43
1.03
600
𝒆𝒊
𝒃𝒊
𝒂𝒊
Traffic safety
8.52
-0.16
-127
Personalized
service
7.01
-0.55
-219
Communicat
ion
2.79
-0.34
-130
Positive
• Autopilot
• Cars controlled by AI
• More stable and regulated
Negative
• Do not trust driverless
technology
• Lack communication and
interaction with drivers
Q1: Conclusion and Q2
Traffic safety
Mistrust and worry
about
driverless technology
Q2 (N=102)
Likert scale
Multiple choice
distinguishing
conditions
For the methods that
we are unsure of
Consumer’s
satisfaction
For those improve
but not sure about
the priority
Personalized service
Concern about lack of
certain flexibility
Example
Communication
Lack of
emotional appeal
01 Introduction to Robotaxi
02 Pre-Interview
03 Questionnaire 1
04 Questionnaire 2
05 recommendations
Q2:The ways to improve the traffic safety of Robotaxi
Regularly inspect and report the quality
71,11%
Analysis
Provide safety officers in specific scenarios and
at specific times
51,11%
Buy insurance before riding & sign safety
agreement
All suggestions are supported by
more than 40% of respondents. More
than 70% of people think that the
quality of robotaxi should be checked
and repaired regularly, indicating that
people want to solve the traffic safety
problem fundamentally.
48,89%
Provide detailed unmanned driving technical
description
42,22%
Provide driving data record
40%
Increase cloud remote manual coordination
strength and efficiency
40%
0%
20%
40%
60%
80%
Q2:Concern about operational issues
The experience is not perfect or the travel time
is lost
60,78%
Unable to communicate with the driver
Analysis
56,86%
Cleaning and odor problems in the car
47,06%
Uncertain about the state of the vehicle
41,18%
Background problems
In general, the respondents
considered the operation issues
comprehensively, and paid
special attention to the ride
experience and vehicle status.
35,29%
The price of robotaxi is higher than that of
ordinary ones
31,37%
Uncertain about whether the vehicle has been
effectively tested
31,37%
Poor in car experience due to lack of drivers
23,53%
Low average driving speed
19,61%
0%
10%
20%
30%
40%
50%
60%
70%
Q2:The most frequent activities in daily commuting
Enjoy audio
62,75%
Use social networks
Analysis
54,90%
Have a rest
43,14%
Watch videos
People like using electronic
products, social media and
enjoy audio when commuting.
41,18%
Work or study
19,61%
Play games on smartphones or consoles
17,65%
Others
3,92%
0%
10%
20%
30%
40%
50%
60%
70%
Q2:Factors improving ride experience
Likert scale
strongly disagree
disagree
neutral
agree
strongly agree
Quantitative indicators
-2
-1
0
1
2
Q2:Factors improving ride experience
Autonomous Control
WIFI
4%
12%
Touring Car
12%
24%
25%
strongly disagree
disagree
37%
45%
neutral
51%
37%
49%
strongly agree
Mean
Autonomous Control
agree
1.22
WIFI
1.18
Touring Car
1.02
Analysis
According to the pie charts, we can
improve passengers’ riding
experience by setting WIFI, providing
autonomous control service, or
introducing touring cars.
Q2:Factors improving ride experience
Voice Chat AI
Smart Seats
6%
10%
23%
Add Manual Customer Service
6% 4% 6%
10%
strongly disagree
disagree
16%
29%
23%
43%
20%
neutral
41%
agree
41%
22%
strongly agree
Mean
Add manual customer service
0.41
Voice Chat AI
0.08
Smart Seats
-0.25
Analysis
According to the pie charts,
adding manual customer service,
setting voice chat AI, providing
smart seats are not effective
measures to improve passengers’
riding experience.
Safety and operation problems
Do you think the following ways can best improve
your safety concerns about self-driving ridehailing?(Top Three)
Buy Insurance before you Ride &
Sign a Safety Agreement (Legal
Issues)
If self-driving taxis don't have any safety issues,
how concerned are you about the following
operational issues? (Top Four)
The state of the vehicle is not
assured
48,89%
41,18%
Cleanliness and odor problems
Deploy security personnel in
specific scenarios and at specific
times
51,11%
difficulty in getting on and off
the taxi or long time to pick up the
order
Conduct regular quality inspection
and repair of driverless vehicles
0,00%
Robotaxi
47,06%
71,11%
20,00%
40,00%
60,00%
80,00%
56,86%
vehicle failure, poor driving and
other reasons
0,00%
60,78%
20,00%
40,00%
60,00%
80,00%
18
01 Introduction to Robotaxi
02 Pre-Interview
03 Questionnaire 1
04 Questionnaire 2
05 Recommendations
Recommendations: Marketing
Delivery channel / form
18-30
• Social apps open screen ads
• KOL (Digital, assessment,
living area）
31-50
• Video ads on flat-panel
displays in stores and officebuilding elevators
• High-speed rail stations，
airports
Proportion of delivery
• Determine the number of people in
each group for sensitivity analysis
• Target Market size =N×EPR×ATV
N: number of people
EPR: expected penetration rate
ATV: average transaction value
• Calculate the maximum value
Above 50
Robotaxi
•Communities
• Supermarkets
• Parks
20
Recommendations: Marketing （Specific focus）
Highlight the rapidness and
convenience to young and
middle-aged people
Highlight the safety and
reliability to female users
Obs
3%
49%
48%
18-30
31-50
Above 50
87%
Full-time employee
Robotaxi
Mean
Personal safety
Men
93
8.90
Women
108
15.81
Emphasis different features
(luxury or ride-sharing) for
different income groups
Suggestion : Traffic safety
The Car Itself
% of
subjects
Suggestion
①Regular
Quality
inspection
Security
officer
Car
condition
Operation Problem
% of
subjects
quality
71.11%
inspection
②Offer the warranty record
51.11%
Equipped with security
officers in specific
scenarios
Time lost due
to break
down
Boarding
point
60.78%
56.89%
Provide multi-dimensional
information (battery status)
41.18%
Insurance
48.89%
Suggestion
①Prioritize other
vehicles
②provide compensation
Build centralized
boarding points
（like bus stop）
Provide insurance sign
security agreements to
resolve legal issues
Suggestion: Personalized service
Daily activities
Control of the car
Autonomous Control
0%
2%
12%
37%
86.3% agree
49%
Play vs. Rest
•Provide Independently controllable
entertainment facilities, such as car
screens and car stereos
•82.4% of the subjects agree to install
in-vehicle Wi-Fi
• Provide control options of
Temperature, lighting, humidity
inside the car
•When picking up, restore default
settings
Suggestion: Communication
AI Voice Chart
10%
10%
33.3% agree
16%
23%
VS.
41%
25.5% disagree
• When entering the platform, let
consumers choose whether they
need
•When picking up, identify
different users
Face–to-face Seats
6%
23%
35.3% agree
29%
VS.
20%
22%
43.1% disagree
• Provide adjustable seats to meet
the needs of different consumers
•Restoring seats when passengers
get off
Reference
• https://www.weride.ai
• 自动驾驶出租车商业化前景展望，罗兰贝格，2022.11
• 2022中国Robotaxi行业研究报告—探寻规模化商业落地之路，甲子光年，2022.08
• Augmenting the daily commute, Metropolitan mobility experiences: how consumers make travel time
valuable, ericsson.com, 2020.09
• 自动驾驶出租车乘客调研报告，清华大学交通研究所，WeRide，2020.11
25
Thanks
for Listening！