AXA has stepped up to lead the way in driverless car technology by seeking out and addressing customer knowledge gaps with an educational video.
The insurer released a study in November 2018 which highlighted a lack of clarity among its customers about what the exact definition of a driverless car is. Only a third of respondents chose the correct definition: ‘a fully autonomous vehicle that can make informed decisions and control itself and does not require a driver to take control in any situation as it is able to adapt to its surroundings.’ In response, AXA released a short video on YouTube detailing the various definitions of autonomous vehicles, all the way up to driverless cars.
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AXA driverless cars move: reactive?
One of the main criticisms of insurers across the board is that the industry is generally reactive, and doesn’t focus enough on educating consumers. This is therefore a positive step by AXA to identify and ameliorate a key area of confusion, while positioning it as a voice of authority on the technology. The problems for insurers is the lack of reach they have on social media platforms – despite the good intentions of the video, it had only received 1,168 views and one ‘like’ a month after release. AXA has released several videos on the topic on its YouTube channel and has even enlisted the help of television presenter Sue Perkins for one on the future of driving, as it attempts to reach a wider audience.
Overall, driverless vehicles will transform the entire motor industry and pose a great threat to mainstream insurers. AXA actively looking to educate customers and establish itself as a specialist in the subject is a sensible strategy. Its main obstacle is whether it can reach its target audience (almost certainly younger generations), but perhaps celebrity appearances are an effective way to push content beyond just existing subscribers.
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