Read the required Audi A8 case listed below. Answer one of the following three questions with a fully developed answer, citing case facts as well as other resources.

Justify your answers by citing resources that you consulted, in APA format. Answers without references will not be considered.

Then, participate in the discussion by reading and commenting on other students’ posts.

Question 1. Audi has brought the first Level 3 autonomous vehicle to the market. What are the (potential) risks and benefits for Audi in being the first mover in this market? Consider your answer from the following points of view, about being a first mover in this industry:

• Legal
• Technical
• Financial and
• Marketing issues.

Question 2. What ethical aspects are most important for Audi to consider when designing and programming its autonomous vehicle?

• Why are these aspects important, and how should they be handled?
• Should consumers have a say in how their vehicles are programmed?
• How should regulations play a role in these decisions?

Question 3. Over the next five years, how should Audi develop its strategy for autonomous vehicles for the global market? What market should it enter next?

• Should Audi engage in strategic partnerships with other parties?
• If so, what types of partnership opportunities exist?
• Should Audi contribute to the development of smart cities, or focus on the individual car owner?

REQUIRED Reading (in Harvard Coursepack)

Kumar, M., van der Kolk, B. (2020). Audi A8: The world’s first level 3 autonomous vehicle.