This is an industrial design analysis about the potential choices that designers have made around autonomous vehicles. The focus is on Cruise, Zoox, and Waymo. Getting your license and driving your car used to be a rite of passage. It was your ticket to freedom. The US was without question, a car culture. But with economic and cultural shifts towards digital entertainment and interaction, this has changed. Autonomous vehicles are capitalizing on these shifts, and their designs are informed by fundamentally different use cases and product architectures.

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John Mauriello has been working professionally as an industrial designer since 2010. He is an Adjunct Professor of industrial design at California College of the Arts.