Audi and Lexus are well into development of self-driving car technology.
While you would think that the end result would be similar, the two companies are taking completely different positions on how they want drivers to experience assisted driving.
Lexus' primary goal with its self-driving cars is safety. Currently, the company's LS model is the world leader in car safety with its pre-crash system. Lexus sees its self-driving technology as a way to prevent human error.
Toyota and Audi are throwing their hats into the ring of potential suppliers of self-driving vehicles.
Both auto makers confirmed on Thursday that they will be demonstrating autonomous-driving features at the Consumer Electronics Show in the coming week, signaling a new effort to raise the technology's profile among consumers.
Toyota previews the Lexus AASRV, a computer-controlled car, ahead of the Consumer Electronics Show in Las Vegas next week. (Photo/Video: Lexus)
In a preview video posted to its website on Thursday, Toyota showed a five-second clip of one of its Lexus brand cars outfitted with various sensors and the caption, "Lexus advanced active safety research vehicle is leading the industry into a new automated era."
An Audi official also said the luxury-car company will be demonstrating autonomous vehicle capabilities at the Las Vegas show, including a feature that allows a car to find a parking space and park itself without a driver behind the wheel.
