Autonomous Vehicles, are They “Riding” in a Blue Ocean?

This paper aims at identifying the adherences of the propositions of Autonomous Vehicles (AVs) over Traditional Vehicles (TradVs) by using the theoretical models of the blue ocean's strategy four-action framework and value curve (Kim & Mauborgne, 2005) and disruptive innovation (Christensen, 1997). Specifically, it aims at drawing new value curves for AVs over TradVs when considering AVs as a service and as a product. As for methodology, this study is classified as qualitative, empirical and descriptive with data collection via open questionnaires with AVs specialists in France, Belgium and Brazil and analyzed by content analysis (Bardin, 2010). The results point to the arrival of a " new " vehicle concept that includes: different ownership forms; free time for users (no driving required); " infotainment " ; social integration of elder and handicapped people; in all, factors that will cause the extinction of some markets and creation of others. The AVs' value curves present different characteristics when compared to TradVs', in a sense that the main elements to be reduced are: human intervention; ownership; related services and accidents. The elements to be eliminated (in higher automation levels) are: car components like steering-wheel and pedals; rear-view mirrors; driver's license need; driver's liability as well as the fact that driving sensations and driver's control over the vehicle tend to disappear. It is also discussed about the vehicle's business environment and related services that might fade away, such as: car dealerships, driving schools and gas stations. On the other hand, aspects such as: comfort, relaxation, driving fluidity and timing efficiency will be raised as well as there will be seen the creation of a new use of the time, reconfiguration of the design and the mobility for other audiences.