BMW’s Adrian van Hooydonk talks about the car of the future and how the experience of driving will continue to change due to digitization.
Automotive design today is at the crossroads. Cars still feature analogue, tactile controls, but we already see a lot of digital elements build into cars enhancing the driving experience. Adrian van Hooydonk, responsible for the automotive design at BMW group, expects the next 5 to 10 years to be the most exciting time in the car industry he will have witnessed.
New players have entered the field. There are companies that position themselves around autonomous driving only, while BMW is a brand that is built upon the very idea that customers enjoy to drive. There is also a battle on the rise between this group of young, fresh entrepreneurs that do believe they can change the world, and on the other hand, the established companies that might move too slow to pick up the signs of change.
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