Photo from Insured Solutions.
The leader of BMW Group Designworks parked his car at a rest area, with traffic rushing past in the background, before joining his meeting remotely.
Holger Hampf mentions that he believes it's difficult to focus on driving while engaging in conversation. He leads a team internally referred to as the "architects of the future." According to him, this stop serves as a prime illustration of forthcoming changes. Eventually, with the advent of autonomous vehicles, executives will be able to relax and work as if they were in their office while commuting.
As the prospect of automated driving becomes increasingly tangible, both car designers and technology firms are increasingly considering how individuals might utilize their cars when they no longer need to actively operate them. This includes contemplating how cars could be utilized as mobile workspaces.
In recent years, car manufacturers like BMW have been introducing what they refer to as concept cars—experimental designs showcasing potential future vehicles, some of which may or may not eventually be produced. These prototypes often feature self-driving capabilities, including the absence of a steering wheel and large screens positioned where the windshield would traditionally be, enabling activities like watching videos and presentations. According to Hampf, the cars slated for release in 2030 are currently in the conceptualization phase.
Despite the increasing prevalence of Zoom meetings, it remains crucial for executives to have direct, in-person interactions with both customers and employees. Consequently, executives will continue to spend a significant amount of time traveling and will seek innovative methods to maximize productivity while on the road.
If you were skeptical about the buzz surrounding autonomous vehicles in recent years, you weren't alone. Despite significant challenges with the technology, including unfortunate accidents, the initial wave of self-driving cars, such as robot-taxis and shuttles, has been deployed in certain cities. Mercedes-Benz and BMW intend to initiate the introduction of highly automated cars this year, enabling drivers limited hands-free control.
Numerous high-ranking executives nowadays often occupy the rear seats as they are driven around town or between cities, spending considerable time in the vehicle away from their office. While executive vehicles feature technology enabling work to be completed, it's typically geared more towards relaxation.
Tobias Schneiderbauer, a partner based in Munich at consulting firm McKinsey and co-leader of connectivity at the McKinsey Center for Future Mobility, suggests that although current in-car office technology is available, its productivity is limited. According to a 2022 survey commissioned by McKinsey, nearly one out of every five car buyers expressed a preference for their vehicle to serve as a fully operational office if they were not required to drive themselves. The survey, conducted in December 2022, gathered responses from 27,036 individuals globally.
Designers of prototypes are exploring unconventional interior designs. With the absence of a human driver in autonomous vehicles, the interior space can be reimagined as either a lounge or an office area complete with a desk. Cadillac's innovative concept self-driving car, named InnerSpace, exemplifies this trend. It features a luxurious two-passenger setup with a love seat positioned in front of a large video screen, creating a comfortable and entertainment-friendly environment reminiscent of a home theater experience.
Lisa Reeves, Volvo's head of interior design, points out that even before cars achieve full autonomy, the shift towards electrification, eliminating the need for gas-powered engines, is generating additional space inside vehicles. Volvo Cars has developed a concept exploration for a self-driving car featuring four interchangeable modular interiors tailored to the customer's intended usage: office, living room, party car, or sleeping car. As people's vehicle usage patterns evolve, new technologies are being incorporated into cars. Reeves emphasizes Volvo's extensive research into customer lifestyles to inform these developments.
Car seats, currently fixed in forward-facing positions, could be redesigned to swivel. Audi, for instance, has been working on a design concept called Sphere, showcasing various car interiors equipped with connectivity and self-driving features to establish a "third living space" beyond home and office. Among these designs, the urbansphere concept, the largest in the series, is particularly suited for transforming into a mobile office.
The prototype vehicle features front seats that face forward but can rotate during the journey to facilitate eye contact with rear passengers. However, they do not rotate fully around.
Josef Schlossmacher, Audi's show cars spokesperson, explains that individuals often experience motion sickness when traveling in a backward-facing position. Designers are also tackling additional hurdles in the transition of car interiors into more versatile living areas, such as addressing safety standards concerning seat belts and airbags.
Beyond just the physical layout, emerging technologies hold promise in reshaping the car into a productive workspace. The incorporation of smartphone and tablet features into vehicle dashboards marks just the initial phase of this transformation. Schneiderbauer from McKinsey suggests that the popular large screens of recent years might give way to holographic technology in the next generation of vehicles. This advancement could enable executives to virtually participate in board meetings or engage in negotiations with digital representations of business partners projected inside the car—or simply exchange golf advice.
He remarks that it would feel as though the person were physically present. In this manner, the car serves as a replacement for one's office, providing comparable comfort and enabling extended journeys without sacrificing productivity.
Automakers are carefully considering technological advancements like generative artificial intelligence, akin to the technology behind ChatGPT, and the car's capacity to process data for contextual understanding. With such technology, the car can discern the occupants and their activities. For instance, if it detects you and another person engaged in a meeting, it can adapt accordingly. Thomas Stovicek, Volvo's head of user experience, suggests that if the car recognizes a family setting, it could offer different contexts and controls. This implies that the office of the future may diverge significantly from the present-day office setup.
Certain workplace experts anticipate that generative AI could be leveraged to develop highly capable conversational assistants, aiding traveling executives in tackling complex issues while they are on the move.
Car manufacturers are currently exploring the metaverse, a virtual realm capable of generating a digital replica of the physical world. By integrating this technology with augmented reality and virtual reality, vehicles could potentially accommodate a digital replica of an executive's office, allowing passengers to virtually return to their workspace upon entering the car. Car designers highlight additional innovative technologies like holographics that could be utilized to keep travelers linked to their actual offices while inside the vehicle.
Envisics, a startup based in the UK, has created systems employing holographic technology to display graphics and information on a car's windshield. A spokesperson mentioned that the company is advancing the technology to enable the projection of free-floating objects inside the vehicle, akin to the Princess Leia hologram message in "Star Wars." This innovation could serve as a means to link traveling executives with objects and colleagues present in their office.
In an email, Jamieson Christmas, Envisics founder and Chief Executive, expressed that holographic technology will introduce novel methods of working and collaborating, potentially facilitating the realization of a genuine mobile office environment. Following its recent funding round, Envisics has attracted investment from the venture arms of major automakers like General Motors, Hyundai Motor, Jaguar Land Rover, and Stellantis.
Analysts suggest that cars could eventually evolve into a form of robotic or mobile digital assistant. However, traditional automakers, known for emphasizing emotion, captivating design, and performance, might present this concept in a distinct manner. Hampf from BMW refrains from labeling it as a robot. Instead, he sees the car evolving into more of a companion, aiding and simplifying daily tasks to enhance one's work life compared to the present.