How will car brands sell time and productivity?

March 2018

I was chatting with one of my automotive clients recently and he showed me a marketing video that demonstrated 2 people commuting to their place of work, both appeared to be on public transport as they gaze out of the window, text each other and enjoy doodling in a sketchpad. The final shot pans out and we realise that one of the characters was actually ‘driving’ and was sitting on the motorway the whole time.

I felt 17 again taking my hazard perception test, I was clicking my pen as if it was the button for identifying hazards.
When we were chatting afterwards he asked how long I spent on the motorway and I replied around 15 hours a week, which he identified as being an additional couple of days that could actually be used for working.

Now as a car enthusiast I enjoy driving, but that doesn’t mean I enjoy commuting; just think of the value that working whilst driving could have on your productivity.


Let’s say you commute 1.5 hours to work each way. You leave home at 7:30am and get to the office for 9am, you do an 8 hour day before finally leaving at 5pm and getting home for 6:30pm. Your time away from home is 11 hours.

Engage autonomous driving mode.

You continue to leave home at 7:30am but this also means that by the time you arrive at the office you’ve already done 1.5 hours worth of work. You then continue to work 5 hours until 2pm when you jump back in your car and do the final 1.5 hours worth of work on the motorway before arriving at home for 3:30pm. You have 3 hours back in the diary every day.

Here is the thing, the most valuable commodity we all want is more time and every innovative brand is selling time. Once autonomous driving is a thing and is proven to be safer than driving just think how much more productive we can all be at work and happier in our lives… that’s of course if AI hasn’t already taken our jobs by that point.