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How to please a driver who does not drive?

How to please a driver who does not drive?

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How to please a driver who does not drive?
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Monday, 30 september 2019 | Redacción CEU

The future of cars is autonomous. That is an unquestionable fact. By contrast, it is not so easy to predict when the autonomous 5 level will have widespread adoption. This level is the one at which cars do not need any kind of driver’s action at any time. Without fear of error, we can affirm that this development will bring about a design more focused on the entertainment, enjoyment and good use of time of car occupants. No one conceives a future in which traveling by car will mean crossing our arms and counting the minutes left to reach the final destination. That is the reason why car firms work on different alternatives that fill this gap and improve user experience.

 

What would be the first thing you would do in a car if you traveled alone and did not have to drive? Surely, you would quickly take your cell phone to check emails, make calls, spend time on your social networking sites or read the major news stories of the day. Carmakers know this primary impulse and look for alternatives to avoid losing their portion of power when self-driving cars take the market by storm. This interest in attracting user attention has already been proved before by proposals such as the integration of screens and TVs in the rear seats for the enjoyment of children. Nonetheless, brands know that if they to conquer this territory, they have to offer something else. Their goal is turning cars into offices, spaces conceived for relaxation or places for leisure and enjoyment. What are their main ideas?

A new virtual space 

It is not the first time that we write about virtual reality and its impact in the automotive industry, but never before had this digital universe been so close to the final customer. Porsche’s project in collaboration with Discovery and Holoride is an example of this. As of 2021, the firm expects its cars to boast a virtual reality system thanks to which their occupants can enjoy two-dimensional and three-dimensional experiences. When these cars brake, accelerate or turn, a virtual environment will reproduce their movements in real time. Audi and Nissan also work on projects which are quite similar. As can be expected, the first users who try this new way of traveling will be the passengers of the back seats, but, as the design of cars evolves, the occupants of the front seats will also enjoy this experience.

Windows working as screens 

When the automotive industry reach level 5 of autonomy and cars do not have indispensable elements such as steering wheel or pedals, people will no longer need to pay attention to what happens on the road. This fact opens a range of possibilities. For example, car windows may have an adjustable opacity so passengers can choose what they want to do: enjoy landscapes, check a piece of information through augmented reality, watch a movie, etc. Experts claim that the glass of the windshield will turn into a new concept of screen as if it was a "giant tablet", rather than a window. This means a whole new business model to be exploited: subscription plans to content platforms, on-demand services for sport or musical events, the selling of advertising spaces, and so on.
 

How to please a driver who does not drive?

Cars knowing how you feel

What better way to please users than to find out how they feel and meet their needs immediately? The automotive industry is aware of the fact that to live up to the expectations of users it has to offer increasingly personalized experiences. To succeed in this effort, some brands work in the design of systems that are capable of detecting moods such as anger, stress or fatigue in order to reduce the problems they might generate. This is the case of the facial recognition software developed by the American company Affectiva. It is a system designed for drivers, but that could also be used to meet the needs of the passengers of future autonomous cars. Firms such Kia, Volvo, Hyundai, Subaru, Jaguar and BMW work on the same line.

Passengers who are always connected and assisted

As the development of autonomous cars progresses, so will connectivity. The idea is that these vehicles are not only able to respond to the environment surrounding them, but also to share information with other vehicles, and even to communicate with the infrastructure of the road and the cities through where they go. Additionally, cars will enable passengers to connect multiple devices and work as a local network. In fact, practically all new vehicles which are sold on the market are already connected, and many of them boast voice assistance systems. These virtual assistants will have a growing presence both inside and outside vehicles, since its potential is proportional to the development of artificial intelligence.
Autonomous cars offer endless opportunities, but also challenges to face.

CEU IAM Business School offers a Master´s Degree in the Automotive Industry Businesses whose main goal is training its students to enable them to address the real situations of this industry, from an analytical and a professional approach. Its program is based on the needs that these professionals may have when analyzing problems with rigor, making timely diagnoses and applying successful solutions. Likewise, this business school has designed an Automotive Management Development Programme (AMDP) which has the purpose of responding to the demand of professionals who are able to manage and enhance the resources of the companies in the industry in an effective way.

 

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