A decades-old dream is on the verge of coming true. Autonomous vehicles (AVs) will hit the road as early as 2017, when several original equipment manufacturers (OEMs) and technology companies plan to launch pilot projects or roll out commercial vehicles with varying levels of self-driving capability. Mass adoption of self-driving technology will deliver tremendous economic benefits. But it will also disrupt business as usual for a wide variety of companies, including OEMs, mobility providers, and component makers. The coming AV era raises urgent questions for executives of these companies: What is the cost of these technologies and what are consumers willing to pay for them? How fast will mass markets adopt AVs and how might car sharing and societal shifts impact these introductions? What technological challenges must be overcome to enable fully autonomous driving? Where should OEMs and new entrants focus their R&D investments? And how should players in the AV market address consumer concerns around safety, lack of control, and the risks of faulty technology?