The Role of Digital Innovation in Autonomous Driving Design: Roads, Rails, & Rides

 

In this latest episode of Roads, Rails, & Rides host Jeb Morris sits down with, Professor Dr. Wolfgang Gruel, Co-Director and Founder at the Institute for Mobility and Digital Innovation in Stuttgart Germany. The conversation addresses the challenges faced by automakers, how digital innovation aids development, and what the future might look like as the technology improves.

Dr. Gruel begins by describing a world in which we all rely on autonomous driving platforms, and how that will result in more attractive options for the user, as well as, expand the user base to include more rides for children and the elderly. Dr. Gruel cautions that such an expanded user base will have a negative impact on the efficiency of our roads though. More cars equal more congestion. One of the great challenges for developers is how to design these platforms as tools that help us, not hurts us.

When discussing challenges faced by the manufacturer, in getting truly AV platforms to market, Dr. Gruel describes scaling and cost as two of the largest obstacles to overcome. Legal challenges posed in getting government agency approval, operational circumstances, and liability to name a few. Financially, these cars are so expensive to design, it slows the timeline for how soon a manufacturer can get the product to market and see a return on investment. In terms of what manufacturers are doing right now, Dr. Gruel states that Uber anticipates being ten years away from having a mixed fleet of driver/self-driving platforms, PSA has discontinued work on private vehicle platforms, Olli is working on Level-3 only, and Daimler has shifted the center of their strategy to trucks.

By way of design, Dr. Gruel describes a “best tool for the best purpose” approach, not a “one size fits all” approach. Then, re-wiring the system in a way that connects various modes of transportation so that it is efficient and comfortable for the user.

Dr. Gruel goes on to describe improving the viability of public transit by introducing ideas like differently sized platforms. He specifically talks about a three-wheel, one seater design like he worked on at MIT that can be used as a pool car instead of requiring a higher number of individually owned cars. Micro transit shuttles which could take the place of larger buses for certain routes is another method which could be used to help mitigate congestion.

The conversation wraps up with the challenges of creating autonomous vehicles being perceived as safe by the public, in addition to how safe they really are. If the public does not accept the design, these new platforms will not be utilized.

The conversation with Dr. Gruel is a fantastic look at what is to come. We hope you enjoy this segment and please be sure to share it with your friends.

To keep up with news, insights, history, and more in the transportation industry, stay tuned to MarketScale’s Transportation publication here.

Catch up on all episodes of Roads, Rails, & Rides!

Follow us on social media for the latest updates in B2B!

Image

Latest

marketers
Daily 12 Minute AI Habits for Marketers with Measurable Results
December 19, 2025

In this episode of The Marketing AI SparkCast, Aby Varma—founder of Spark Novus, which partners with marketing leaders to adopt AI responsibly and strategically—hosts Frank Lazaro, author of Finding 12 Minutes. Their conversation reveals how marketers can practically implement AI into daily workflows and unlock measurable productivity—starting with just twelve minutes a day. Topics Covered: The…

Read More
sports
The Business of Sports Tourism: How Dallas Converts Sporting Events Into Long-Term Economic Growth
December 19, 2025

Dallas–Fort Worth is entering its biggest global sports moment in decades. FIFA has confirmed the region will host nine matches at AT&T Stadium (branded as “Dallas Stadium” during the tournament) as part of the expanded 48-team, 104-match 2026 FIFA World Cup. With the group-stage draw now public and local planning accelerating—from stadium upgrades to…

Read More
in-home senior care
Bridging the Gap Between Hospital Discharge and Daily Life: How In-Home Senior Care Improves Outcomes and Reduces Readmissions
December 19, 2025

As hospitals across the U.S. shorten length of stay and push more recovery into the home, families are increasingly left to manage complex care needs without formal training or support. Roughly one in five patients with chronic conditions like COPD or congestive heart failure is readmitted within 30 days—a cycle that costs the healthcare…

Read More
business
Why Passion Beats the Perfect Business Idea by Ben Maitland
December 18, 2025

In a moment when AI tools, creator platforms, and decentralized media are reshaping how companies grow, founders are being forced to rethink what actually drives long-term success. According to Forbes, citing CB Insights research, 42% of startups fail because there simply isn’t a market for their product or service. As markets move faster and business…

Read More