FiveAI, the UK-based autonomous vehicle company, isn't the most well known company and that might be to their advantage.
The race to self-driving dominance is well and truly on. Silicon Valley behemoths like Apple, Google, Uber, and Tesla are all throwing their weight behind self-driving technology.
But the big names have had to contest with a new sort of road rage. The head of Uber's self-driving unit said this month its test cars have encountered "bullying" from pedestrians and road-users alike, including offensive gestures and aggressive driving.
Google's Waymo has had it even worse. The Arizona Republic wrote last year that police reports showed members of the public throwing rocks at Waymo cars, slashing tires, and in one case, a gun was pulled on a safety driver who was sitting in the vehicle.
Uber autonomous vehicles have borne the brunt of some "bullying" from members of the public. Getty FiveAI's head of public policy — who Business Insider sat down with at the WIRED: Pulse AI conference in London — said the company hasn't encountered any such hostility on the streets of London.
Turning a lack of brand recognition into a strength
"We haven't had any similar experiences. If anything actually, the main reaction that we've had from members of the public has been curiosity, showing interest in what we're doing. Some people have stopped us to ask us what is this car," said Yu.
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