“Welcome Stella,” a female voice tells actor Antonio Banderas as he enters a new black Mercedes in the company’s latest advert.
As Banderas is driving his daughter (Stella)’s car, the vehicle’s interface orders a matcha latte for him at her favorite cafe and brings him to a nail salon, and then to a club. experience, one that makes the most of a commuter’s time, represents the future of car travel in Europe.
What does a personalized driving experience look like?
Holger Beilstein, Head of Business Field UX Assets at German manufacturing company Continental, said their software system collects information from onboard sensors about the driver and passengers, including basic personal data and their moods, to personalize the recommendations the car makes on each journey.
“We are looking for convenience and for a nice journey … any way to make your life easier and more pleasant,” Beilstein said.
He added that a driver’s journey could start in the morning with a daily brief of content perspersonalizedonalised to you and what you like to consume.
The driver then goes to the city, and the car could recommend points of interest or a city tour if it’s a new place.
Along the way, the car could request that you stop to charge it, and while doing so, guide you to a charging station where you can get food delivered while you wait.
Cars will have cabin sensing to recognise whether you are alone in the car or with family, Beilstein said.
Microphone detection will also be able to recognise drivers and passengers based on their voices and in what seat they are in, he continued.
A personalised car will also be able to recommend the best audio content, like podcasts, for those in the car based on their preferences, said Jérôme Doncieux, founder and CEO of software company ETX Majelan.
When driving to and from work, drivers will get to reclaim their average 80-minute commute by deciding whether to be productive or relax, according to Doncieux.
This presents great opportunities and a possible “billion dollar” industry for advertisers, Doncieux continued, who so far have not capitalized on that time lost to commuting.
‘An audio-first approach’
To make this happen, automakers are investing their time and money into improving voice control features on cars, according to Doncieux.
Customers are currently struggling with in-car systems while driving, according to Alexandra Montaron, the head of strategy with ETX Majelan.
Montaron said their internal studies show that only 10 per cent of in-car apps are actually being used, so navigating in-car platforms is like “having a large library of books”.
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