March 12, 2019 / Industry

Moving Through a World of Driverless Cars

Car makers, brands and innovators are exploring the automotive landscape, delving beyond driverless cars to pose the question, ‘Well if a consumer is no longer driving the car… What are they doing?’.

At the 2019 CES convention in Las Vegas, car companies from around the world revealed concepts ranging from built-in VR experiences to personal gyms. KIA also revealed the concept of Real-time Emotion Adaptive Driving (R.E.A.D), at the CES tech summit in Las Vegas. Using sensors, the car can read brain waves and tailor entertainment to your emotional state and preferences.

Zeitgeist’s design studio, Foam, recently partnered with Ikea’s Future-Living Lab Space10 to conduct ‘playful research’ on how driverless cars will affect and influence our living and the way we view movement. They believe we will cease to view a vehicle in the same way; repurposing the role of a car to become moving stores, convenient gyms and a subscription car service that would come directly to us.

Audi proposes to create trust between the humans and AI, a customer needs to establish a relationship with the AI. Audi thinks that automatically switching to personal preferences and suggesting routes will also create a greater sense of ownership in shared vehicles.

We further this to look at how this will affect consumer relations with brands and how we connect with products. Our handheld devices are evermore determining how we control our lives, and we wonder how brands will react to this next feat.

How this will affect the way we see movement as a whole?

Will we completely reject the need for walking or will safer roads actually help us live more outdoors?

In the end, innovation circles back to the invention of the wheel. Each mode of reformation sees a huge impact, application and attitude changes on society – starting with the Ancient Greeks and impacting daily lives over 5000 years later.

Driverless cars will enable us to reimagine transportation and movement to explore new realms. The old saying ‘It’s not the destination, it’s the journey…’, will take on a whole new meaning, and industries that embrace this frame will flourish to find new, unique narratives to connect with humans through movement.

Key Insights

  • The way we move through the world is about to change. The retail community should be utilising these innovations and reflect new attitudes towards movement vehicles and time.
  • Brands should be adapting to help foster trust between humans and automation. Embracing this format will help us effortlessly incorporate technology into our lives.
  • Our view of movement will be less transitional and more fluid as every part of our movement will involve purpose and personalised.

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