The automotive industry is going through one of the most significant transformations since the invention of vehicles themselves. Today, vehicle ownership in many cities is increasingly becoming optional rather than mandatory. Manufacturers have adjusted their offerings to appeal to a buyer’s lifestyle. Now, and in the future, the cockpit experience is central to achieving this goal.
Traditionally, brands have differentiated themselves based on powertrain features, styling, and most recently, the in-cabin experience. For the past decade, the in-cabin experience has been defined by the in-vehicle infotainment (IVI) system. These have evolved from multi-source entertainment, navigation, and personal-device integration systems to a fully connected experience. Buyers have been able to create a certain level of personalization based on menu-driven selections, speech recognition, text-to-speech, and more.