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SXSW 2018

Designing Future Cars for the Passenger Economy

Automakers’ brands will live and die based on the unique, branded experiences they deliver inside the car cabin, making the battle for a piece of the passenger economy pie even more heated. The design of human machine interface (HMI) systems is critical to the development of these branded experiences, with an intuitive display of data at the heart of the solution. This enables more seamless, natural interaction between the driver and vehicle, and provides chauffeur-like technology.

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Related Media


  1. How do automotive UX designers and engineers keep a critical eye on data transfers and information overload?
  2. How will AI and predictive analytics enhance the driver experience? Will AR cause driver distractions?
  3. How will advanced solutions like more intuitive head up displays create a more integrated cockpit experience?


  • Rashmi Rao, Senior Director, Advanced Engineering , HARMAN


Jorah Huntington, Account Coordinator, Text100

Meta Information:

  • Event: SXSW
  • Format: Solo
  • Track: Intelligent Future
  • Level: Intermediate
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