Automation in cars is evolving so fast that it threatens to outpace the human's ability to keep up. As the driving task changes, it is more crucial than ever to consider the most important component in the automobile-the driver.
Using semiotic and cultural analysis techniques to anticipate future trends and align automotive design can help serve deep consumer needs.
Our current vehicle design practice is increasingly refined to speed up the project execution and, as a result, many vehicles on our roads today lack in identity and character.
David Melvin Wilkie, Design Director, Stile Bertone S.p.A., Italy
Takashi Yamamoto, Research Engineer, Integrated CAE Department, Technology Development Division, Nissan Motor Co. Ltd., Japan
Adriana Monk, Chief Designer - Interiors, Jaguar & Land Rover Advanced Design
Martin Smith, Executive Design Director, Ford of Europe