Self-Drive Car Arms Race Under Way

Automobile makers are falling over themselves to bring self-drive features to new car models; if not yet fully autonomous, these vehicles include all kinds of collision avoidance, self-parking and other features.
Automakers hope semi-autonomous features will, over time, help drivers and regulators get over fears of riding in vehicles that accelerate, steer and stop themselves, making potentially life-or-death judgments.
Shorter term, car companies want these features to make driving more convenient - and cars more profitable. 
"People like features that make driving easier, safer and more fun," says Joseph Vitale Jr., who heads global automotive consulting for Deloitte Touche Tohmatsu. "The question is what customers will pay for them."

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