By 2035, over 12 million self-driving vehicles will be sold each year. Yet amid the industry-wide push, there’s a danger that brands could lose sight of how people will react to this new tech. With the Panamera, Porsche is showing it’s committed to making autonomous cars with drivers in mind.

Volvo's brand is synonymous with safety – it's even responsible for the invention of the seat belt. Now, the automaker hopes to show that even if you're not in a Volvo, it's got your safety in mind. LifePaint is a reflective spray to make cyclists more visible, but what do they think to this low tech solution?

Whether it's biometric security or parking assistance, auto tech is more advanced than ever. And US drivers are clear about one thing – it has to keep them safe. Research shows that safety is a higher priority than connectivity, comfort, convenience, and even fuel efficiency.

As the race to commercialise autonomous vehicles continues, developers are busy experimenting with cognitive learning technologies. Honda’s concept NeuV car is designed to ‘feel’ and read its driver’s emotions, using artificial intelligence to improve the driving experience.