Transforming automotive & mobility: future trends with 10Forward
Uncover the future of mobility with in-depth scenarios exploring sustainable solutions, innovative vehicles and inclusive transportation of tomorrow.
The future of automotive and mobility is uncertain, filled with disruptive technologies in transportation and evolving customer demands. Our report highlights four long-term scenarios based on high-to-low innovation and high-to-low prosperity. Each scenario looks radically different, but in every case, there remains a demand for mobility. The four scenarios impact mobility infrastructure differently, ranging from scavenging and the use of biofuels in Wastelandia to a fully electrified and automated infrastructure in Ecolysium. This turns a journey into an opportunity for productivity, entertainment or just relaxation.
In every scenario, transport changes substantially from where it is today and although each outcome is very different all involve a degree of electrification and automation. Focusing on these threads will give transport providers the opportunity future-proof their businesses whatever social and technological future awaits.
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The four worlds all have very different outcomes which directly impact how transportation will evolve but whichever outcome one chooses, vehicles will become more personalized and there will be significant evolution of the human-to-machine interface (HMI).
The arrival of generative AI provides an opportunity for voice to be a viable alternative to touch-based screen input rather than a useless gimmick. Once the implementation has been figured out, humans are expected to spend much more time talking to the assistant in their vehicle which will also allow the assistant to become more personalised. This is a big step towards how the interface can be changed from one driver to the next as well as provide personalisation for passengers.
This is a crucial evolution for OEMs who are badly losing the battle for digital relevance with Apple and Google. If voice becomes the main HMI in the vehicle, then this is a great opportunity for OEMs to wrest back the digital initiative from Apple and Google. This is crucial if they want to make any money from the potentially large market for digital vehicle services.
Autonomous mobility
Building trust in autonomous vehicles hinges not only on safety but also on addressing the cultural aspects of personal data sharing. While technology plays a crucial role, 70% of the trust issue stems from cultural norms.
In regions like China, where convenience fosters trust, the exchange of personal data is viewed as a means to get more personalized experiences. However, in cultures where skepticism towards technology persists, bridging the trust gap requires showcasing the advantages of data sharing and ensuring transparency (security) in technology's capabilities.
Hyper-personalised and user-adaptive cars
Personalization in cars is evolving beyond just comfort settings; envision a future where your vehicle dynamically adapts to your lifestyle and ever-changing needs as you progress through different life stages.
Imagine a car that seamlessly transforms from a two-seater to a four-seater or even a multi-room layout, catering to different hobbies.
As consumers increasingly prioritize adaptability and longevity, automotive experts must innovate to ensure hardware keeps pace with evolving software updates, delivering a truly personalized driving experience.
Green mobility fueled by alternative energy sources
Sustainability will be the cornerstone of automotive decision-making in the near future, driven by the eco-conscious mindset of Gen Z and millennials.
Automotive companies can effectively communicate their sustainability efforts by being transparent about emissions, manufacturing processes, and material sourcing. Simplifying this information and making it readily available on various marketing channels allows consumers to make informed choices, fostering a sense of community around sustainability. Embracing simplicity, nature and community values, automotive companies can lead the way towards a greener future.
Cars as a third space for productivity
While we strive to make cars beyond mere modes of transport, mobility still remains the primary function.
It's about enhancing life, not replacing it. The essence of prosperity lies in balance - the car serves as a companion, offering comfort, productivity and flexibility in a world of constant motion. It’s about use, but not overuse.
What's next?
In the fast-paced automotive ecosystem, staying ahead requires more than just keeping up – it demands innovation. At Star, we understand the importance of navigating through the rapid changes and emerging challenges facing the global automotive industry.
Understanding the present
- Trends & Insights
- Opportunity exploration
- Roadmap
- Strategy validation
- Design research
Working on tomorrow
- HMI prototyping & development
- Web & mobile
- Cloud & DevOps
- AI & Data Science
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