Software Defined Vehicle: Inner Beauty
How media behaviour is shaping the next generation of vehicles.
While we in Europe are still debating the pros and cons of the electric car and the electric vehicle as a revolutionary turning point in automotive history, the Chinese world has long since moved on.
Johannes Plass provides a thought-provoking report for HORIZONT Automobility Report.
March 2024 – After four years of absence due to the pandemic, my team and I travel to Shanghai, Beijing, Hangzhou and Chongqing. We visit the showrooms of the new car brands, the Beijing Motor Show and some Chinese start-ups and manufacturers. There we drive, experience and discuss.
Will the car continue to exist to get from A to B?
The Software Defined Vehicle is not just about autonomous driving, but above all about quality of life in the car. Examples include the maximum possible screen size for each passenger, the further development of voice control and interior concepts that are more closely oriented towards the occupants and their needs. The absolute focus: media consumption.
From the perspective of Chinese developers, the car is becoming a “third place”, a mobile, software-controlled cell.
“Chinese cars and concepts are surprising. They are outstanding in terms of design development, entertainment and software.”
Every social development has an impact on the dimensions, design and technology of the automobile.
The mid-1990s saw the emergence of new niche models that promised greater individuality and an automotive lifestyle. The boom in convertibles, coupés and roadsters first documented the shift from a status society to a leisure society. This was followed by the invention of the SUV – a vehicle type synonymous with freedom and adventure off the beaten track.
No logo, no brand recognition
In the midsize E-SUV segment, differentiation is achieved almost exclusively through branding. The fact that SUVs are offered by every brand in a self-similar design reflects our society: one car resembles another in a society of freedom-loving individuals. There is no better expression of the end of the leisure society.
The new standard: XXL screens and smartphone stations for everyone
Our trip to China feels like a journey into the future. We experience cars that are tailored to the needs of media lovers. Cooled, wireless smartphone chargers for all passengers are a given. Voice control works, all doors open electrically. Every passenger can enjoy heated, cooled and massaged seats. It is as easy to take a nap at the wheel as it is to concentrate on your smartphone while driving. Where can you get these products and features at an affordable price in Europe?
What is the future of the car?
The car is becoming an intelligent, mobile space for fully networked people. With this knowledge, we must not limit ourselves to copying Chinese concepts, as is currently the case. More confidence in our own visions, please! Let’s get going.
You can find the full article in German here
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