A mobile device with a slick, touchscreen main user interface gives access to an array of entertainment, information, and navigation functions, and provides always-on, mobile broadband internet via a 5G network. Does this sound like a description of a latest smartphone? Or the latest, automotive, in-cabin experience? Today, it aptly describes the next generation of immersive, in-cabin experience in cars to be launched in the coming months and years. The appeal of these automotive, in-cabin experience cars will be as much about their apps, user interface, and audio and video features as it is about driving dynamics, design, and comfort—the features that car makers have traditionally drawn on to sell their latest models.
The automotive, in-cabin experience has transformed into a true, digital experience: the software environment in the vehicle enables consumers to make a seamless transition from their home or office to their vehicle, while enjoying the same immersive entertainment options, productivity tools, and communication options everywhere. Third-party apps will run in the car just as they do on the mobile phone—seamless connectivity is truly at hand in today’s in-cabin experience.