Editorial

Some may remember - from a time before “brands” were intricately managed corporate personalities - a stays-in-your-head advertising campaign for the soft drink 7 Up. Pushing for share in a largely one-dimensional market dominated by Coke and Pepsi, 7 Up billed itself as the “Uncola.”

Nobody knew it when Argo AI was founded four years ago, but it was the Uncola of the autonomous-vehicle (AV) world. During our interview with him for this month's cover feature, CEO Bryan Salesky repeatedly stressed that AV development is in its early stages and SAE Level 4 autonomy is years away.