DETROIT — Safety and green technologies will require vast amounts of auto innovation, but companies will have to work together to create products that can ensure their viability.
"If the consumer wants green and you don't deliver it, you're in a competitive disadvantage," Harold Krivan, president of the consulting firm Sawgrass Solutions LLC, said last week as part of a panel on innovation at the Automotive News World Congress. "Innovate or die."
Despite worries at the Detroit auto show that consumers won't pay for green technologies when gasoline prices are low, panelists said consumers want green technology.
"North America is catching up with the rest of the world — particularly the North American consumer — on the importance of these things," Krivan said.