Question

Jon is considering providing substantial funding to a new startup company called Ampére located in Spain. The company is planning to begin producing electric vehicles that are equipped with fully autonomous driving technology in two years. Jon is concerned that customers in Spain are not receptive to fully autonomous cars as recent country-wide research shows that the company ranks 17th (out of 20 countries surveyed) on the autonomous vehicle readiness index. Customers in Spain do not seem to be willing to adopt these technologies yet. Which of the following PESTEL dimensions should Jon most closely follow in order to assess whether customers' attitudes towards autonomous technologies will begin to change in the near future?
a) Technological
b) Economic
c) Sociocultural
d) Ecological
e) Legal

Answer 1

Answer:

c) Sociocultural

Explanation:

The attidudes of Spanish consumers towards autonomous cars are mainly influenced by sociological and cultural factors, in other words, they belong the sociocultural dimension of PESTEL.

Some of these factors may be: opennes to experience, education level of the population, demographic structure, income distribution, prevailing ideas or ideology in the populace, and so on.

These are the factors that Jon should look closely to in order to determine as objectively as possible the consumer attidue towards autonomous cars, so that he can decide whether or not to start this type of business.