Is the auto industry at a crossroads

Is the auto industry at a crossroads


[Music] [Applause] [Music] [Applause] hello this is this is big this is big guys I’m really excited to be here today to talk with our panel about what is probably has to be one of the most consequential developments and technology in the next decade plus multiple decades here you know we’re talking about the vehicles that get us everywhere and there’s a real mandate and pressure obviously with the concerns about climate change in the environment so we’re standing at this crossroads right now as the introduction said we have a time when we think we know a little bit with autonomous vehicles what the future is going to look like but it certainly hasn’t been implemented on our roads yet and I guess I would like to just have you go down the line and talk just a little bit about this moment how soon are we gonna see autonomy taking over the car business and are we ready and what when can we be if we’re not right now you want me to stop yeah afternoon everybody you know probably that one of the last cars that is ever going to be fully autonomous is an Aston Martin you know because we spend most the time saving time with autonomy to go and enjoy the fun of driving an Aston Martin so absolutely we are at a fundamental crossroads of the future of autonomy but everything is automated the typewriter became automated etc etc Automation is inevitable and it’s such an important point when does it happen fully when do we have Road systems and systems that support full autonomy that the level of autonomy that means you can have four people facing in is it 10 15 20 years I guess legislation is going to tell us a lot of that but the investment that is going into autonomy now is incredibly important and as a designer I think it’s a very important future as well so that’s I mean you can’t you can broaden the whole discussion even more right I mean autonomous vehicles is basically moving engineering and a component oriented work that we have done as engineers into this world of software so that that’s a complete new dimension we’re entering and in the world of software offers you even much more than autonomy right it’s a whole new use experience you can add services on the fly you can upgrade the vehicle overnight you can add functionality so I think the big thing is that we are entering a world where software is not eating the world only but also the cars right so and an artificial intelligence to top the whole thing off is adding so much more richness that we are now just beginning to understand in Carson yeah first of all thank you for having me here it’s an amazing environment so much energy I really love it this is a big discussion a big question you just asked you know because it has a technology component of technology be ready it has a legislation component by the way it will be driven by societies and not so much by by by our companies because it will add value to societies reduce traffic accidents test people from traffic accidents if you ask when are we going to see it so if you mean level for all over the world under every condition maybe never if you ask level for and specific pilot areas rooting it out maybe around 2021 it will happen in China first and completely convinced but the most exciting and most important thing is it will change the business models of the whole transportation automotive industry and this is the most fascinating thing this is a reason why we created by toun well I want to talk a little bit about that and will stick with you on this because yeah you know you’re a new entrant into the field so to speak you spoke to me backstage about you know thinking of the car especially with autonomous vehicles things like that as platform and really marrying all the software all the possible data that can be collected and I wanted you to talk a little bit about that and how that model not just works in in practical practical measures but also what does that mean for what you’re trying to build so you could ask does it really make sense to set up at the next company for building and selling electric cars the answer will clearly be no so many out already all the traditional companies eventually will build electric cars is not the point but technology like connectivity like artificial intelligence like new styles of user interfaces will give thee the chance to make the car smart and by doing so it will convert into a platform which we can use to sell digital content to our customers and eventually we will become a provider of mobility and not of selling cars and this is an interesting thing because it’s not only technology changed this is changing the business model and changing a business model in an existing big company might be a big challenge might be very difficult if not impossible but it’s a great opportunity for a new company mm-hmm well so that’s a great transition into you know some some legacy players in this in this market and and and from Volkswagen I’m curious about ownership models and you know in the in the face of this purported threat from uber and lyft on car ownership and there’s a lot of understanding that you know car share and subscription services could be the solution and and I’m curious if Volkswagen has adjusted its thinking about what a car ownership model you know in the 20 20 decade and what that looks like I mean I mean the world is not simple black and white right I mean you will find a lot of consumers in the world we sell nearly 11 million cars to 11 million different people and there will be a lot of people who want to own a car and I saw your presentation Aston Martin I understand what people want right 911 you want to own probably but a simple card to transport you from A to B where transportation is your objective in the morning in rush hour we cannot enjoy a sports car or another luxury car you might have a you use your app uber like and utilize utilize vehicle and pay for the mile I mean and in between you’ll find many many different models I mean the disadvantage of a Bergen model traditional company is also advantaged as a sheer financial power to sustain and try different models because no one really knows what customers will do in five to ten years right so that’s I think the disadvantage also the advantage the same time mm-hmm and and that kind of gets to Aston Martin and the idea of of a very high-end luxury brand how do you how do you feel that that demand for having this crafted you know user controlled vehicle how do you marry that with this idea that people want to embrace this technology and they want they want to see an autonomous driving future you know it’s why we created or reinvented Lagonda so we are Aston Martin Lagonda an Aston Martin will maintain its emphasis on driving cars cars to be driven but again don’t forget most luxury products in particular sports cars and race cars cars that go on circuits have so much data they have so many control systems in them much more so than a lot of the cars that are on the road now that we have collected data about driving experiences driving feeling monitoring the driver in a 24 hour race using that technology eventually to make driving better when you do drive your experience lagonda is the potential answer to autonomy it’s a full BV product so that’s the answer to an autonomous luxury future because there has to be one clearly and that’s why we’ve put the two brands there and Aston Martin remains as the car you drive and does the call you would be driven by we talked a little bit about this idea of as a designer marrying technology with you know some of the just the raw physical things that make driving a car so exciting how do you how do you how do you balance that in in a vehicle that you’re you know supposed to get behind and feel the motor but it’s every time we we force society into a into a box into a system there’s always an alternative as soon as we have more and more mp3 players playing music the advent of vinyl starts to rise because someone wants something different somebody wants the feeling of placing the stylus on the record and hearing the analog music so analog is always important in a digital world and within the luxury space people want to know that their shoes have been handmade but they also want to understand the technology the autonomous systems the voice recognition systems the gesture control systems as well they they want to marry both together which is why for a designer is an incredibly exciting point in time because there are more and more things being made by hand and there are more and more things becoming digital and if I just again draw a parallel of the watch Iturbi on an incredible Toby on built in Switzerland tells the time to within maybe half a second on a daily basis versus a digital watch which is accurate to within ten decimal places but the the relevance is still there people still want handmade watches but they also want technology as well I want to shift a little and I want to talk about when you’re designing for this future how do you take into account some of the more I guess ethical ramifications of this you know you I saw a an MIT study recently that mentioned you know how serving people how they would want a car to treat different people when it comes to making a decision of whether or not they have to hit them or something else and and there’s there’s a lot of ethical consider Russians baked into that as well as data collection you know you’re building something from the ground up something that’s gonna be a platform that people are gonna you know input all their data in how do you think about designing and and building for a future where you know we’re not only safe inside our vehicles but we’re safe with the information that were you know entrusting them with a first of all you have to consider enter understand this technology will add value to societies it will save lives will reach people not be able to avoid accidents completely but we will be able to reduce them by eighty percent or something they still will be accidents but much less it’s it’s right there are some ethical considerations to discuss there are a lot of potential answers to it this will have to go through a process in the society to discuss and eventually to have to agree on something and this will take some time but that the basic the baseline is it will add value and we will save lives this is very important when it comes to data collection obviously as a company you have to follow all the rules and the legislation all the countries and this is a point which is discussed obviously a lot at the end of the day it depends on what kind of well you can you create out also stay what kind of value can you give back to your customers and this is that the measure they are going to decide if they like it or not everybody can decide not to do it as you can to do with your smartphone most of the people are not switching it off because they would like to make use of functionalities which add volume and as well the last point this is maybe something we are discussing very much in our generation if I listen to younger people they are much more open in sharing their personal data because they are there they are born into a world where there is no more normal I would pose that to you as as well and and simply add on with that yes there are new generations I’m part of that generation but I’m also incredibly wary of way that you know my my data has been used and and I think as our technology layer moves into the real world all those considerations are more and more grave and I just like to post sort of the same question to you and how how you guys are thinking about it GDP are is teaching us right now how to handle privacy right and in the beginning when GT GPR was introduced by European Union I was a lot of nervousness in the industry how to handle it right because a very complex process on the other hand I actually believe it’s a competitive advantage and it will be a different issue in five or ten years if I see my kiss already becoming more and more very of that data what they share on social media two three years ago my daughter shared everything she’s become a little bit smarter but the point is I think that the more we feel observed in our world like in China we have cameras everywhere taking the picture of your face and analyzing your movement on a on a meter by meter basis this is only going to work a certain time until people reflect and and and want their privacy controlled and they as you said they want to decide if they’re gonna sell the data or not today they don’t sell the data today you give data away you get something in return which you think right now is a value of maybe in two years it’s not a value anymore but let’s we call it consent management that will be I believe the key in the future society to control your own privacy destiny much more than two days more than just opting in it’s making a decision to opt in and out anytime you want with any data point you want and this is by the way a very tricky from a technologies technologies a very tricky approach I mean we are developing software that allows customers to on the data field level to opt in or opt out what they want to share mm-hmm and so this is I think depending on how society develops but that’s my feeling which is going to happen in the next looking towards the drivers the users getting the signals and adapting to them perhaps a little better than some of the technology companies two ton recently we just have two more minutes here and I would like to end by asking each of you and we’ll just go down the line let’s set some expectations in terms of you guys are in the thick of this we’re always in this race to have technology meet us right now and I think we’ve seen recently that that race can be detrimental setting expectations how do you guys down the line what would you like to impart to our audience here so you know what we have to look forward to in the next let’s say five years in the next five years I think it you know we started the conversation we’re saying we’re at a fundamental shift in both in the automotive world but in our world in our connected world as well I think the conversation so far is shown a lot of that and it’s an incredible time for a designer just listening to the last two questions actually because whenever there is a counter there a designer’s mind is always thinking about well what’s the potential there for and what’s the potential for cybersecurity for making sure we are secure and if we have knowledge and we have information and we have imagination we can create and make a better world and I think in the next five years there will be an improvement you know the safety systems that are being developed on the roads will make society better in the end and I think in the next five years you’ll start to see more of that more relevance monitoring system so that you can know when to drive when is it safe to drive when should I be driving and within the world of luxury we have that opportunity because we’re selling fewer cars at a higher price point so you can involve more of that technology and future thinking technology within the product ok rapid-fire we have 45 seconds can you can you both get it in okay accounts will become smart device on wheels so very pretty beautiful come from outside if you step in it feel like a smart device big screens high-speed connectivity all the ecosystem in it we will see shap mobility based on autonomous driving and new business models this is where Brighton is designed for and if you are interested in our crazy journey feel free to follow us on our social medias I think the exciting exciting thing about the future is choice will have so many different business models that you can choose from as a consumer so many technology approaches full autonomy on certain roads may be up to manual driving on a racetrack and I think it’s going to be 10 times more choice than we have today alright thank you all so much for listening and having us thank you to our panelists future [Music]


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