The feel and experience of a car have always been important to buyers. And now they're increasing in importance. When a car can drive, change gear, steer and park on its own, its occupants can concentrate on other things.
This also means that the automotive industry's business model is changing. The car brand that can make the time spent in your car more meaningful will win over customers.
"There are calculations showing that we'd gain the same amount of time that the Egyptians needed to build the pyramids – every day – if all vehicles on the roads today were replaced with autonomous ones. This will require entirely new solutions for user interfaces and services in vehicles," says Alwin Bakkenes, CEO of Gothenburg-based company Pelagicore.
"User interfaces will transition from traditional driver-centric solutions to more holistic experiences that enable us to be productive and bring along our personal digital lifestyle functions and tools."
Pelagicore works with the creation of practical in-car user experiences. A year ago, Pelagicore was acquired by Russian consulting conglomerate Luxoft, which has over 13,000 employees worldwide and is listed on the New York Stock Exchange. Consequently, since May Alwin has been head of the company's automotive division with 2,100 employees. Pelagicore is now the company's Gothenburg branch, working in their Digital Cockpit business area developing platforms for all the technology found in the passenger compartment of a car.
The Gothenburg team currently has 50 employees, although the hope is that the newly opened office on Östra Hamngatan will soon double its numbers — there's namely huge demand for their expertise.