When will autonomous driving in passenger cars become commonplace? What is Mercedes-Benz thinking as it pioneers Level 3 autonomous driving? One thing is certain: This summer, Mercedes-Benz is beginning to offer Level 2+ functions in Europe via OTA (Over-The-Air) updates, allowing automatic lane changes and overtaking of vehicles ahead, while the Level 3 system, DRIVE PILOT, will start operating at 90 km/h from the end of 2024 and aims for 130 km/h by 2030. In mid-June, Mercedes-Benz launched the campaign ‘Dreamer - a DRIVE PILOT Story’. Let's delve into the meaning of that dream.
written by Sang Min Han_ han@autoelectronics.co.kr
Dreamer, you know you are a dreamer
Well, can you put your hands in your head? Oh no!
I said, dreamer, you're nothing but a dreamer
Well, can you put your hands in your head? Oh no!
I said, "far out, what a day, a year, a life it is!"
You know, well, you know you had it comin' to you
Now there's not a lot I can do
If I could see something, You can see anything you want, boy
If I could be someone, You can be anyone, celebrate, boy
Well, if I could do something, You can do something
If I could do anything, Can you do something out of this world?
"What is this, you ask? This is the lyrics of the song ‘Dreamer’ from Mercedes-Benz's latest campaign, “Dreamer - a DRIVE PILOT Story” . You can probably guess what it's about, right? Let's start with the 60-second commercial. It will make things clearer.
I've recently started paying close attention to car advertisements, and I plan to talk about the Mercedes-Benz brand and autonomous driving for about five minutes using this ad. To complete this ‘dream interpretation,’ I have sought help not only from Mercedes-Benz but also from C-level acquaintances in Europe and Germany.
The advertisement tells the story of a boy named ‘Fede’ who, just like we did in our 40s and 50s, dreams of owning a Mercedes-Benz. It’s a coming-of-age story (self-actualization) that cleverly connects with the dream (autonomous driving) of the Mercedes-Benz brand. When Fede finally gets his hands on a Mercedes, we witness the ‘Dream Come True’ of Mercedes, which has become the world's first passenger car to receive a valid Level 3 autonomous driving system approval with ‘DRIVE PILOT.’ This marks the moment when the brand, which has set new standards in the automotive industry with numerous world-first technologies since inventing the car 138 years ago, takes its first step into the biggest paradigm shift in history.“
Mercedes-Benz:
“Every Mercedes-Benz brand campaign goes through its own concept and creation process. And like every creation, the creative team brings in various inspirations. The DRIVE PILOT campaign tells a story of how a vision can come true, not only through technological innovation but also in everyone’s life”
The ‘DRIVE PILOT’ system is the world's first Level 3 autonomous driving system for passenger cars that allows drivers to legally take their eyes and hands off the wheel and safely engage in specific secondary activities while traveling at slow speeds (below 60 km/h) on (approved) highways. It has been available in Germany since May 2022 and has been in use for over a year in California and Nevada, USA, in the S-Class and EQS sedan. DRIVE PILOT has been approved for a total of 13,191 km of highway autonomous driving. The technology is based on a redundant system architecture for safety, including over 30 sensors such as cameras, radars, ultrasonic sensors, LiDAR, microphones, and a satellite-based positioning system.
Dreamer
Why ‘Dreamer’? This song is the first track on the ‘B-side’ of Supertramp’s third album (1974), ‘Crime of the Century’, and became a hit single that marked the group’s ‘commercial breakthrough.’ While we dream (sleep), it encourages us to ‘Can you put your hands in your head?’- bringing a resonance between fantasy and reality (motivating us to challenge and act). Just as Fede goes to school, works part-time, and gets a job... Mercedes innovates and contemplates to open a new chapter (the B-side) of personal mobility with DRIVE PILOT. The song is so perfectly synchronized with the ad that it seems like it was made for it from the start.
Moreover, the phrase ‘Can you put your hands in your head?’ aligns perfectly with DRIVE PILOT, the world's first Level 3 system (third album) that allows drivers to "take their eyes off the road and hands off the steering wheel" for the first time in history.
Mercedes-Benz:
“Mercedes-Benz is the world’s first carmaker to meet the stringent legal requirements of UN-R157 for a Level 3 autonomous driving system. In December 2021, Mercedes-Benz received the world’s first internationally valid system approval for conditionally automated driving. With DRIVE PILOT, we are initiating a paradigm shift: the vehicle takes over the dynamic driving task under certain conditions. This demonstrates once again that we are pioneers in future technologies”
Fede's yearning for Mercedes-Benz mirrors our evolving values as we grow up, progressing through ‘speed-luxury-environment-safety and reassurance,’ reflected in Mercedes models.
Fede, born in the 1980s, is our alter ego, who grew up with a Super Famicom, mini cassette player, and CD player. In elementary school (A fan reminiscent of the Mercedes symbol is spinning overhead), he fiddles with a Mercedes-Benz model card (Mercedes S 420 Coupe 1994-1996) and watches F1 in the living room while repairing a legendary C111 toy model. As a follower of the ‘Three-Pointed Star’ and a speed enthusiast, Fede’s childhood is rapidly edited with cuts and shots, reflecting his narrow worldview. The camera views him horizontally narrow, from a guardian's perspective vertically, and with a voyeuristic angle in depth, reflecting his limited vision of the world.
As Fede enters adolescence, his aspirations grow larger, culminating in heightened desire, a developed self, and conflicts between dreams and reality. On a date, he's more captivated by the Mercedes models in a magazine than the girl next to him. Instead of merely reading a few numerical details on a card, he indulges in detailed specifications and the lengthy articles explaining and packaging them, becoming more engrossed in Mercedes. He even commits the ‘rebellion’ of stealing the hood ornament - a symbol of luxury. While working at a burger shop to earn pocket money, he is mesmerized by an SL R129 (600) sports convertible model (inheriting the chassis from the S 420 he admired on the card) that arrives with a prominent three-pointed star on its grille.
Mercedes Benz:
“The SL600 epitomizes the dream car of the 1990s, symbolizing the protagonist's teenage years. The Mercedes-Benz brand logo carries significant symbolism, representing air, land, and sea. Introduced as the brand logo in 1909, Mercedes-Benz added a ring to it in 1921. Over the decades, the brand logo has evolved as part of modern design, yet the Mercedes-Benz 'star' has maintained a distinctive appearance, including integration into the engine hood”
Fede's conflict between dreams and reality reaches its climax with the cry of “Fede, Stop dreaming!” from his shop owner, starting from (only visible when dreaming) the ceiling full of Three-Pointed Stars and contrasting the ‘Park Only’ bromide on the wall, which says that this dream is now socially, culturally, economically (+ technically) impossible. This mirrors the difficulty of Mercedes-Benz's autonomous driving for passenger cars, starting with automatic parking (Parking).
As Fede becomes an adult, he sits comfortably in a barber shop and entrusts his hair to the ‘artisan’. As a few haircut scenes pass by, he matures further, and the Mercedes-Benz models seen outside the window also advance with different model years. Fede, polished in this way, steps out of the shop and boards the latest electric sedan, the EQS, marking the conclusion of his and Mercedes' growth story.
The conflict between dreams and reality, the rigorous life for personal success and accomplishment, changes in values, and Fede's self-growth culminate as he presses the turquoise ‘DRIVE PILOT’ button. Now, it transitions to 'peace of mind for family and safety for the remaining life,' and the desires of his younger days are sung by another Fede sitting in the back seat.
This campaign launched globally on June 14 through social media. In addition to the 60-second main film, it is being broadcasted in various lengths and versions on Mercedes-Benz social media channels worldwide, including in the USA and Germany, as well as on TV commercials (TVC) in Germany.
Meaning of Belief
Mercedes-Benz:
“The name ‘Fede’ originates from ‘Federico’ and signifies ‘belief’ The protagonist of the campaign is not tied to any specific nationality, and the story can unfold anywhere. Fede symbolizes all children, encouraging them to believe in themselves, pursue their dreams, and never give up”
But did you know, everyone, that the name Fede means ‘belief’? Belief is the determination to ‘get it done’ while having the confidence that ‘it can be done.’ Undertaking the risk of pioneering a Level 3 autonomous driving system, where no one has ventured before, is no ordinary feat. Furthermore, even if someone's Level 3 autonomous driving mission were to be interrupted or fail, the value of their challenges, efforts, and experiences during that time should not be overlooked.
Level 3 autonomous driving carries profound implications. It concerns the safety of the vast majority of the public and the safety of the automotive industry itself. Consequently, the market dynamics related to this are exceedingly complex and rapidly changing. Similar to the ‘conflict between dreams and reality’ depicted in the advertisement, there are numerous challenges related not only to the technology but also to regulatory frameworks, liability issues, insurance, and more, which often cause hesitation among most automakers.
Mercedes-Benz:
“Unfortunately, the technical approval regulations for Level 3 autonomous driving systems are highly heterogeneous worldwide. It is highly desirable to achieve harmony based on the current UN regulations. From an insurance perspective, in Germany, the system's conditional functionality is expected to be continuously insured under the owner's liability system and automotive liability insurance, even as these systems advance. In the United States, liability for drivers or third parties is traditionally determined and assessed within established insurance and legal frameworks”
One notable scene in the advertisement depicts Fede and his Black friend on a couple's date, and a Chinese owner at a hamburger shop exclaiming “Stop dreaming!” (This does not refer to racial discrimination).
In contrast to Fede behind the steering wheel (symbolizing passenger cars), his Black friend seated in the rear seat (symbolizing robo-taxis) boldly kisses, akin to Waymo, Cruise, and Tesla's FSD testing Level 4 or equivalent technologies in certain regions with government support. Furthermore, the scene with the Chinese shop owner metaphorically alludes to China's strict control over foreign companies' autonomous driving due to data security, despite recent conditional approvals for Tesla's FSD testing and local carmakers' Level 3 testing in major city areas.
These scenes about the conflict between dreams and reality highlight the importance of national transportation authorities' support while automakers and tech developers faithfully follow framework guidelines. They also illustrate legacy automakers' cautious approach towards gradual advancements in Advanced Driver Assistance Systems (ADAS) rather than directly entering Level 4 from a comprehensive perspective encompassing technological, economic, social, and cultural aspects, except for China.
Story of Growth
Mercedes-Benz:
“The DRIVE PILOT is operational across a total of 13,191 km in Germany, including major highways in Nevada and California, USA. We plan to gradually introduce the system into additional markets as local road traffic laws permit, collaborating fully with authorities”
So, will Mercedes-Benz's pioneering achievement of the world's first Level 3 autonomous driving commercialization with DRIVE PILOT and ‘Dreamer - a DRIVE PILOT Story’ positively influence not only the brand but also the autonomous driving strategies of other legacy automakers? Does Mercedes-Benz benefit from the image of being a 'Level 3 technology pioneer'?
The answer is yes across the board. Moreover, automakers can utilize such marketing intelligence to make their decisions. Legacy automakers are advancing towards Level 4 over time, expanding the Operational Design Domain (ODD) with ongoing data collection, use of shadow modes, and advancements in generative AI methods. Clearly, Mercedes-Benz and other automakers will follow suit.
Current systems like DRIVE PILOT in the market, operating at ‘low speeds (permitted under 60 km/h)’, represent just the initial phase, with significant advancements anticipated ahead. One of the industry's next goals is achieving autonomous driving on highways at speeds up to 130 km/h, a pivotal differentiation point for many customers. Programs related to this are already underway and publicized with several OEMs and their technology partners. Furthermore, regulations are progressing; for instance, the EU has passed regulations supporting Level 3 and Level 4 autonomous driving.
This highlights the ongoing advancements and strategic implications of Mercedes-Benz's DRIVE PILOT and its impact on the broader automotive industry's autonomous driving trajectory.
Mercedes-Benz:
“We are taking a phased approach with a focus on safety from a system design perspective. By the end of this decade, we aim to expand the capability of the DRIVE PILOT up to speeds of 130 km/h on highways. We also plan to offer intermediate stages. One such step is the introduction of the next version of DRIVE PILOT, which will follow vehicles at approximately 90 km/h starting from late 2024 in Germany”
Regionally, China, as the world's largest automotive market, deserves attention. While approvals for Level 3 and Level 4 systems are not currently in place, China's progressive approaches in certain regions such as cities and local governments incloud Level 3 test could significantly influence the broader environment of autonomous driving worldwide.
So, when might Level 3 autonomous driving become mainstream? Providing a specific timetable is challenging due to the complexity of technology and regulatory environments. However, with ongoing collaboration among industry stakeholders, technological advancements, and gradual expansion of regulatory support, the possibilities could significantly evolve over the coming years. When that happens, ordinary drivers and vehicle owners will play a crucial role in shaping the direction of this passenger car market.
Mercedes-Benz:
“In conditional autonomous driving, secondary activities explicitly allowed to use time more effectively in traffic congestion. Traffic jams can occur on summer vacation routes”
The popularization of ADAS systems like Level 2+ plays a critical role in technological, economic, and social aspects before the arrival of Level 3 systems. For instance, Mercedes-Benz recently launched the Automatic Lane Change (ALC) function in Europe. It has been available in a specially adapted version in China and since last year in the United States. This feature allows the vehicle to autonomously change lanes and overtake slower-moving vehicles, marking Mercedes' first-ever Over-the-Air (OTA) update for driving functions. The ALC operates at speeds between 80 and 130 km/h in Europe and is accessible across 15 models in 33 European countries. Approximately 200,000 customers with previously delivered vehicles can now utilize this feature via OTA updates.
In the advertisement, as the EQS finally begins to drive on the road, the phrase 'You've always dreamed of driving Mercedes-Benz.' is displayed, and at this moment, the very small 'Three Pointed Star' that was appearing in the bottom right corner starts to disappear.
How was this dream interpretation? Was it too obvious?
.jpg)
.jpg)
.jpg)
.jpg)
.jpg)
.jpg)
.jpg)
.jpg)
.jpg)
.jpg)
[공모] 제22회 임베디드 소프트웨어 경진대회
