Automotive executives touting self-driving cars as a way to make commutes more productive or relaxing may want to consider another potential marketing pitch: safety. “If you want to create a car technology with mass adoption, it needs to be about safety,” says Amnon Shashua, chairman of Mobileye NV, a fast-growing supplier of assisted-driving technology. “Positioned as a comfort feature or as something that is cool to have, the autonomous car would not make it to the mass market.”