Takeaway 5
Would you trust a computer to be in charge of your car? You’re not alone. Eight out of ten people hold negative views on relinquishing driving responsibilities to artificial intelligence (AI). Experts identify several benefits of the new technology, but there are obviously still barriers that need to be overcome among drivers.
MEKO has practiced sustainability principles for over 50 years by repairing and extending the life of car- related products. With the industry now facing increasing sustainability demands and scarce resources, the transition to a circular society is imperative. Working with stakeholders and industry partners, MEKO promotes circular solutions and sustainable practices across the aftermarket in Northern Europe. Using remanufactured spare parts has become a key focus, emphasizing the need for greater awareness and proactive initiatives.
Data plays an important role
Louise Wohrne emphasizes the importance of data in demonstrating the impact of circular practices and encouraging customers to make more sustainable choices. Additionally, international initiatives in the automotive aftermarket sector are focusing on promoting spare parts that are fully remanufactured or contain recycled materials. One of these organizations is FAAS, of which MEKO is a member, with Louise Wohrne serving as its chair.
“Raising awareness includes educating consumers about the benefits of remanufactured parts and the environmental impact of their choices. When customers understand that choosing remanufactured parts reduces waste, conserves resources, and minimizes carbon emissions—while performing as well as new ones — they are more likely to choose these sustainable options,” she explains.
Need for more progress
While the industry has made progress, Louise emphasizes that more focused efforts are still needed. “This includes all industries, and the automotive industry has a very important role to play as it is resource intense. MEKO already offers products that are remanufactured as well as renting products to consumers and specialized tools to workshops,” she says.
Louise adds that the industry must get better at relying on data as proof that this makes a difference, as well as offering this in a proactive way. The industry is already doing a lot in this field, so it is a lot about showing the data, nudging, and communicating this to consumers, allowing them to make informed decisions.
In practice, driving behavioral change through awareness often requires an array of targeted strategies. These can include informative campaigns, transparent communication about product lifecycle impacts. Offering tangible data on the environmental benefits of remanufactured parts can powerfully influence consumer decisions, Louise Wohrne says.
“One main challenge, just like when developing any business model, is to make it viable and profitable. Perhaps one of the biggest questions for a company with a linear business model, is whether to incorporate these fundamental changes and go all the way. We are certain that there is a future for this type of business and are committed to promoting circular initiatives. In addition to the aftermarket, there are also great examples of companies in other sectors that challenge the industry with a circular approach, and, by that, have changed the market dynamics totally.”
In California, the Department of Motor Vehicles already issues permits to manufacturers for testing and deploying autonomous vehicles on public roads. In San Francisco, the sight of self-driving taxis has become a common element in the bustling cityscape. However, progress in Northern Europe has been somewhat slower. Challenging weather conditions and a perhaps more cautious outlook mean that this reality is still a few steps away.
Many in the Nordic countries seem to be hesitant about the new technology, according to the Mobility Barometer. A clear majority of 80 percent say they trust a human most to drive a car. Only 8 percent trust a computer or AI more, while 12 percent have no preference.
The general debate about autonomous driving has undoubtedly changed.
“Have we reduced our ambition, or have we become more realistic? A bit of both, unfortunately,” says Eren Erdal Aksoy, Associate Professor at Halmstad University in Sweden. “A while ago, there were many overpromises and unrealistic visions about the future. I would even say that this technology and its promise are suddenly losing momentum. We’re not there yet."
The future potential
Eren Erdal Aksoy has extensive experience in AI from some of the largest automotive companies in Europe. As the Project Coordinator for the Horizon Europe research consortium ROADVIEW, he dedicates much of his time to researching self-driving vehicles and enhancing road safety.
He explains that instead of Level 5 autonomy, which represents fully automated driving, the technology we currently have is at Level 3, referred to as conditional driving automation. Despite efforts to temper expectations, Eren is keen to highlight the benefits and potential of this transformation. “Safety is the most important benefit. People are prone to errors. AI will probably drive smarter and safer, which will decrease the number of incidents on the road. It will also allow better sharing of vehicles, which means there are sustainability benefits to this,” he says.
An often-overlooked benefit
Another often overlooked aspect is that self-driving cars will broaden and democratize transportation. It will make vehicles more accessible to the elderly and people with disabilities. However, the digitalization of the industry extends beyond autonomous driving. Many envision a future with an increased focus on so called smart cities and smart mobility.
“Vehicles that are connected to traffic lights and able to communicate with each other will make transportation smarter and faster. The gains from connectivity are enormous, and this is one of the most exciting trends right now,” he says.
Several factors must be considered in this transformation, with regulations being a key concern. For instance, who will be held accountable in the event of an accident? As this technology continues to evolve, there are probably aspects that we do not know about. This, according to many, implies that we must approach it responsibly and regulate it accordingly.
The most critical aspect
Perhaps the most critical aspect of implementation is social acceptance. But we are not there yet, according to the Mobility Barometer.
Nearly one in three is negative about the general technological shift where AI is gradually taking over functions that were previously handled by the driver. This is the same proportion as those who are positive, with the remaining third being neither positive nor negative. The Danes are the most positive at 37 percent, followed by the public in Sweden (30), Norway (28) and Finland (27).
There are a few key factors to improve social acceptance, according to Eren Aksoy. One is that people feel involved, both in terms of regulations and more technically. As the attitude may differ between generations and regions, this transformation needs public support. To address these challenges, Eren emphasizes the importance of education and transparency.
“Many people have felt left behind during other tech shifts, which applies not only to autonomous driving but to AI more broadly. We must educate people about AI and demystify it. Another important innovation for autonomous driving is continuous interaction between the AI and passengers, where it explains its decisions and why it might choose an alternative route. This is crucial for enhancing social acceptance,” says Eren.
Even though most people trust human drivers more, there are differences between groups and countries. Men tend to trust a computer more than women do (11 compared to 5 percent), and individuals under 50 are more open to automated driving than those over 65 (13 compared to 4 percent). Additionally, people in Finland tend to trust a human driver slightly more than others: 86 percent have this view. This is higher than in Norway (81), Denmark (80), and Sweden (78).
Electric cars are often considered essential for the green transition, yet one in three people in the Nordics disagree. Support for electric vehicles has clearly decrease as more people are deterred by steep prices.
Nearly one in three people across the Nordic countries think that electric cars are just for those with deep pockets — and in one country, this view is particularly strong.
Society’s push for greater sustainability is also impacting drivers and the aftermarket. A vast majority in the Nordics support reusing spare parts and maximizing the lifespan of cars through maintenance and repair.
For the aftermarket, the shift towards a more sustainable car fleet has sparked growing interest in remanufactured spare parts. In line with MEKO’s commitment to circularity, our Head of Sustainability emphasizes the importance of raising awareness to drive behavioral change.
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