The Interieur im Automobil conference on 20 March in Ingolstadt was an international networking event for innovations in the vehicle interior realm. The organizer, Bayern Innovativ, provided insight into the latest developments.
The focus was on the key topics of connectivity, user experience, and sustainability, with contributions from BMW, Nio, Lucid, Ford, Forvia, Continental, Webasto, Icon Incar, and many more.
Tim Kastenhuber, BI’s Mobility Project Manager, described the event as intended to “bring together all disciplines of automotive interiors in Ingolstadt to discuss ideas for the future of interiors. In this way, we want to fulfill our task as Bayern Innovativ to promote the transfer of knowledge and to network companies, science and research on an interdisciplinary basis. In our view, the link between all interior disciplines is performed by the subject area of user experience. As part of our event, we are also happy to give startups the opportunity to present their ideas to an expert audience in the form of short pitches. Our event is complemented by an accompanying trade exhibition, which offers companies the opportunity to present their innovations”.
Vehicle interior design is characterized by impressive diversity and overarching trends. It is increasingly developing into a living room on wheels, with infotainment, entertainment, and comfort features.
Key topics included:
Interior as a growth area. The vehicle interior is not only the location of the driving experience, but also acts as the basis for numerous new business models. What role does the interior play in the changing automotive industry?
From the driving experience to the user experience. The interior of a vehicle is undergoing a profound change from the traditional driving experience to a comprehensive user experience of mobility. What are the experience spaces that go beyond pure locomotion?
Sustainability. A central focus is on the circular economy, which plays a significant role in terms of resource availability, utilization and product design in the automotive industry. How are sustainable approaches transforming the industry and having a positive impact on the environment?
The supplier industry as a driver of value creation. More than 80 per cent of the added value in the interior sector is created by the supplier industry. How can these key players shape and drive the future of automotive design and functionality?
People make the difference. Despite all the technological advances, it is ultimately people who use the technology and make the decisive difference. How does the user experience take center stage and what impact this will have on the future of mobility?
Some answers on these questions came in 12 lectures given by speakers from around the world, and in Q&A and panel discussions.
Michael Trump, Lucid Motors’ Strategic Design Manager, started the lecture series with a keynote entitled, Designing Exceptional Interior Experiences. He talked about the new frontier, how focusing on exceptional experiences built around emotion and human connection. In addition, he spoke of the latest technologies in and on the Lucid Air, which was shown in front of the event building.
Mark Gerban, BI’s Senior Digital and Payment Expert, gave a lecture about Digital Evolution in the Automotive Industry. He described the evolution of the automotive industry and focused on data, AI, and the digital impact on the vehicle industry, to gain a comprehensive understanding of the present landscape, the challenges and the emerging future trends.
Peter Ivanov, Valtech’s Automotive Mobility Managing Director, gave a lecture about The Digital In-Car Experience. It’s not just the car’s interior design and materials that are relevant for a positive customer experience, but also the digital services, displays and HMI technologies to interact with the vehicle and to allow individualization. Ivanov explained why cars had better not be smartphones on wheels.
Dr. Jörg Hetterich, BMW Group’s Digital Sustainable Experience Predevelopment Lead, presented “Contribution to a Liveable City with Digital Products. Pilot Case Studies Rotterdam”. He showed how digital products contribute to the context of a liveable city.
The basis for predevelopment of digital sustainability features is fast prototyping and piloting with real customers. Using several touchpoints a seamless UX can be created. Forward-looking the combination of sustainability features with a motivational concept has the potential to reduce footprint of cars in the use phase and to reach long-term engagement of customers.
Scott Lyons, from Ford’s Media, Entertainment and Gaming Business Development team, gave a lecture about “The Road Ahead for In-Vehicle Entertainment: Building a Foundation”.
His Key points:
- Assessing the transformative impact of streaming services, in-car gaming, and personalized on-demand content future of in-vehicle entertainment.
- Exploring the synergy between emerging cabin hardware enhancements and sophisticated software platforms in revolutionizing the automotive experience.
- Investigating the potential for unique, automotive-derived entertainment experiences and how partnerships play a role.
Dr. Steffen Walz, Icon Group’s Managing Director of Group Management, called his talk “What Automotive Needs to Learn from the Entertainment Industry (AT)”.
The entertainment playground is a mixed reality of real and virtual environments, and augmented reality and virtuality (AR and AV). The output, input, circumstance, participants, and market specifics are shown in this graphic:
Jan Körner, Forvia’s Senior OEM Account Lead Designer, gave a talk on “Sustainability: Moving Towards a More Sustainable Automotive Industry. How can it Work?”
His key points:
- In designing an HMI, what technologies enable innovative usability and at the same time provide added value in terms of sustainability?
- What role will future usage behavior and areas of application of a vehicle play in the design of the interior?
Ortwin Philips, Premium Sound Solutions’ Global Sustainability Officer, contributed a talk about “Material Impacts on Loudspeakers”. He educated the attendees about loudspeakers and how innovative solutions, new materials, and different usages can drastically reduce the impact a loudspeaker has—with little or no impact on user experience, quality, and reliability.
Dr. Mathieu Jung, Covestro’s Global Mobility Sustainability Lead, presented “Transforming Automotive Interiors with Sustainable Materials”. He described how over the past decade, automotive interiors have undergone significant transformations, marked notably by the integration of light and transparent materials and HMI functions. The next critical challenge is the transition towards employing more sustainable materials.
Continental’s Ralf Imbery (Global Surface Solutions Design, Marketing and Strategy Director) and Andreas Brüninghaus (Principal Haptics & Appearance Expert) co-delivered a talk about “Visionary Interior Meets User Experience”. The focus was on how the interior and its use will change in the future—what are the trends, the new requirements for surfaces in terms of comfort, design, sustainability and functionality? What display systems and technologies will be available in the future so drivers and passengers can interact optimally with the vehicle in every situation?
Nio’s European Product Experience Director Benjamin Steinmetz gave a lecture on “User-Centric Product Management and Design”. He said there is a rising demand by users for individuality and the transformation from customers to prosumers. The challenge is how to create a user-centric approach and interiors based on user needs.
The last lecture was given by Webasto’s Roof Tech Incubator Manager, Thomas Weiderer. It was called “The Future Seen through High-Tech Glass – How Webasto conquers a New Product Segment”.
Weiderer talked about the trend towards transparent roofs with switchable glazing, special coatings to prevent the interior from heating up and cooling down, solar cells in the roof to extend the range of electric vehicles, integration of sensors and ambient interior lighting, and even the panoramic roof as a display.
Following the presentations, the topics presented were kicked around in an expert panel discussion.
Snacks and conversation in the transition area to the expo booths
In addition to well-known companies, a number of startups were present—including Carbmee (carbon management platform), ConTech (KI engineering), Karuun (regenerative materials revolution), Leverage Robotics (flexible process automation), Newbeemountain (product configurator), and Tanso Technologies (software-based CO2 balancing).
Bayern–Innovativ info and networking corner: Many thanks to the Bayern–Innovativ team for this successful, 180-participant event!