2017年-数据局_安永EY：无人驾驶能否成为汽车发展的终极目标_12页_915kb

Can Driverless Cars Be the Destination?

Core Content

The document explores the future of mobility, focusing on the potential of fully autonomous vehicles to redefine the driving experience. It emphasizes that as vehicles become driverless, the interior design will evolve from traditional automotive features to more flexible, personalized, and immersive environments. The transformation of the automotive industry is driven by technological advancements, changing consumer expectations, and the emergence of new mobility services.

Main Views

• Autonomous Vehicles as a New Era: The automotive industry is transitioning from vehicle ownership to mobility-as-a-service, with fully autonomous vehicles expected to become the norm. This shift will fundamentally change how people interact with their vehicles and the overall urban mobility landscape.

• Interior Redefinition: As vehicles become autonomous, the need for traditional controls like steering wheels, gear shifts, and pedals will diminish. Instead, interiors will transform into customizable, connected living spaces that cater to the user's needs during travel.

• Personalization and Customization: Automakers must focus on personalizing the in-vehicle experience to maintain a strong customer relationship. This includes integrating advanced technologies such as active glass, augmented reality, and gesture recognition to enhance user interaction and comfort.

• Shared Mobility and Consumer Experience: The rise of shared mobility models raises concerns about depersonalization. However, the document suggests that by offering a spectrum of vehicle experiences—from functional to luxurious—automakers can meet diverse consumer demands while maintaining a unique value proposition.

• Collaborative Ecosystems: The future of mobility will require collaboration between automakers, technology companies, design firms, and media providers. This ecosystem approach is essential for developing innovative, personalized, and connected vehicle interiors.

• Disruptors and Incumbents: Disruptive forces from outside the automotive industry are challenging traditional players. The key to success lies in who can best understand and meet the evolving needs of consumers through technology and experience.

Key Information

• Technological Enablers: Augmented reality, human-machine interfaces, active glass, and AI will play crucial roles in redefining vehicle interiors and user experiences.

• Consumer-Centric Design: The future of mobility is centered around the user experience. Vehicles will anticipate consumer needs and adapt in real-time, offering a seamless blend of comfort, functionality, and personalization.

• Rinspeed Oasis Concept: As a prototype, the Rinspeed Oasis exemplifies the potential of autonomous vehicles as mobile living spaces. It features a foldable steering wheel, a living room-inspired interior, and integrated augmented reality and delivery services.

• EY's Role: EY is helping automotive and transportation companies navigate this transformation by supporting innovation, collaboration, and the development of new business models.

• Strategic Implications: Automakers must shift from product-centric to experience-centric strategies. This includes rethinking their business models, building collaborative ecosystems, and leveraging their existing strengths to stay competitive.

Future of Mobility

The document concludes that the future of mobility will be determined by who can best deliver on the evolving expectations of consumers. Companies that prioritize the customer experience, embrace technology, and foster collaboration will be the leaders in this new era of driverless transportation.