For 100-plus years, car ownership has been largely about demonstrating mastery over machines. But the machines are about to flip that relationship on its head. We still talk about driving a car. But judging from the floor of the Geneva Motor Show, the role of the human in the car is increasingly about the in-car experience and less about conquering the machine.
IDEO’s Transportation and Mobility group went to Geneva to gain insights and inspiration about the state of an industry on the cusp of significant change. Reflecting on our time there, a few things stood out as major shifts in the industry and real opportunities for how design can have positive impact in a rapidly changing landscape.