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SXSW 2018

Car-As-A-Service Model & The Role of Design

With every car – from Audi to BMW, Mercedes to Tesla – designed a different way, drivers are forced to quickly adapt to a new experience and re-learn how to perform simple actions each time they take the wheel. The change and unfamiliarity of the new car can be inefficient, frustrating and sometimes even dangerous. We’ll address the changing expectations of drivers and the need for design innovations centered around the driver experience – particularly in the case of vehicle non-ownership.

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  1. How is the landscape of car ownership is evolving?
  2. How is ride sharing influencing passenger and driver expectations?
  3. How can design evolve to support the driver and passenger of the future?


  • Sundy Grubel, Senior Design Director, Fjord


Sundy Grubel, Senior Design Director, Fjord

Meta Information:

  • Event: SXSW
  • Format: Dual
  • Track: Design
  • Track 2
  • Level: Advanced
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