#gimmicks

Ford and Domino’s Pizza are joining forces to test self-driving pizza delivery vehicles in Michigan. The venture is an attempt to better understand how customers respond to and interact with autonomous vehicles and assess the future relevancy of the technology. But the cars in question aren’t actually self-driving, they’re simulated autonomous vehicles doing market research.

Essentially, Domino’s customers in Ann Arbor, Michigan will have the option to accept pizza deliveries from a standard Ford Fusion Hybrid with loads of visual accoutrements to denote a cutting-edge test vehicle and a human operator obscured by a partition and some tinted glass. The customer is the test platform, not the car.

While it’s understandable that removing the driver from the equation might someday save pizza chains tons of dough, there are a few things neither Ford, nor Domino’s, seem to have considered.