(c) 2017, Jay Robin, Inc. All Rights Reserved
I was talking with a prominent digital strategist and the conversation turned to cars- one of my long time passions. This brought up the concept of luxury as it relates to cars and, more specifically digital experience in cars- but I think it extends to other experiences too.
The industry is buzzing with cars coming equipped with more automation features that will take responsibilities of driving away from you- like parking, slowing down in traffic, etc. And of course, we all know that Google and Uber and others are strongly pursuing fully autonomous vehicles.
But luxury in cars seems to be about 2 divergent things-
1) Automated numbing comfort- shiatsu massaging vented seats, radar based cruise control, burl-walnut, dual pane windows
2) Control Performance- Speed, Handling, Control, Power.
These things contradict each other don't they? In extending this to other industries, product and services, does this come down to automating the things that we don’t care about and giving us control over the things we don’t? Doesn’t seem that simple does it?
It seems that digital luxury is about simplifying control.
This is a blend of automation and connecting devices and services to allow a user to create that bespoke (excuse the word please) experience they want with a minimum of fuss, and to change that experience as they want quickly by thinking it, set the mood at home via a single button push, having shades close 2 hours after sunset that day, whatever.
So back to cars- luxury then is the ability to be cruising down the highway being massaged as your car ensures you are always a safe 4 car lengths from the vehicle in front of you- then when that kid in the old Mustang cuts you off, you can shift your backside and the car know you are in “Corsa” mode now and ready to take him on.
So how does this coincide with fully automated cars in luxury….or does it?
What do you think?