![\"\"](\"https:\/\/www.immersion.com\/wp-content\/uploads\/2020\/05\/Article_AutomotiveTrendsWheel1-1012x1024.jpg\")
<\/figure>\n\n\n\nAt the macro-level, the automotive industry can be viewed as a complex web of interconnected and intersecting technologies (see diagram below). As an industry, we are currently in the center circle of Level 0-2. As we move outward on the diagram, several disruptive trends will take over the automotive wheel and completely transform the way the car is perceived. <\/p>\n\n\n\n
The emergence of new technologies has led to a change in consumer behavior, where digitization, connectivity, electrification giving a whole new meaning to vehicles. We believe the car of the future will be a completely transformed digital cockpit fully automated with haptic surfaces, gesture controls, and immersive experience. For example, at CES 2020 this year, there were many exhibits of completely transformed digital cockpit for the car of the future. Whole interiors of cars were equipped with haptic surfaces. Haptic technology\u2019s value proposition changes and advances alongside the interaction model in the car of the future. Haptics has an important role to play as we adopt more and more technology in the car. <\/p>\n\n\n\n
Autonomy is the driver of innovation<\/strong><\/p>\n\n\n\n The most newsworthy trend, of course, is the rise of autonomous vehicles. But, before autonomous vehicles take the driving out of our hands, in-car technology will increase at a rapid rate. Programmable interfaces, interactive touch surfaces, and seamlessly integrated car controls will need haptics to improve usability and safety. <\/p>\n\n\n\n The chart above shows how the need for haptics will change as automotive technology changes. Trends indicate that between now and 2035 (Levels 0-4), cars will become more technologically sophisticated during the steady and significant drive toward autonomy. OEMs are adding hundreds of features, overloading the driver with multisensory messages and information. There is a huge auditory and visual load on the driver with this technological innovation \u2013 creating the need to reduce driver distraction. The design emphasis has to be on driver safety. Adapting in-car haptics on interactive surface elements such as steering wheel, the infotainment system, touch panels, and center console and clusters can serve this need. <\/p>\n\n\n\n In this world of greater technology and growing autonomy,\nhaptic technology will deliver two main value propositions \u2013 usability and\nsafety. Once we reach the cycle in which\nthe car becomes a center of relaxation and entertainment, in-car haptics will\nbe less important and in-user haptics will serve as a part of the immersive\nentertainment system. <\/p>\n\n\n\n Between 2025-2035, trends may include: <\/p>\n\n\n\n Prior to COVID 19, the trend towards MAAS (Mobility as a Service) was on the rise. While we will better understand the long-term impact of COVID 19 on the automotive industry once we return to a semi-state of normalcy, the growth of ride-sharing, vehicle-sharing, mass transit may suffer the largest set-back. As a result, the trend towards on-demand cars may or may not materialize as users see greater value in owning their vehicles for personal hygienic reasons. Therefore, the shift towards vehicle autonomy may take a straighter path with changing the HMI to accommodate shared spaces (addressing the driver and passenger dynamics first) and interchangeable or multiple users advancing at a slower pace. <\/p>\n\n\n\n Beyond 2035 (Level 5) \u2013 or sometime thereafter dependent upon market recovery and conditions the migration from active driver to the passive passenger will take place. <\/p>\n\n\n\n Between now and 2040, a complete paradigm shift is expected,\nthat will result in: <\/p>\n\n\n\n Perhaps, the future is a flying car with an immersive\nexperience virtually breaking all barriers of communication? It may not feel\nlike it currently, but the future is bright. \nWe can start working towards amazing new experiences, now. <\/p>\n","protected":false},"excerpt":{"rendered":" By Felipe Almeida, Sr. UX Researcher and Ranjini Raghuveer, Product Manager at Immersion <br\/> As the famous Greek philosopher, Heraclitus said, \u201cChange is the only constant in life.\u201d The whole world has been affected by the COVID 19 pandemic, not excluding the automotive industry. Manufacturing plants have been forced to shut down. There has been […]<\/p>\n","protected":false},"author":3,"featured_media":25607,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,124],"tags":[],"class_list":["post-25597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-haptic-learning","category-industry"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"zh","enabled_languages":["en","ja","zh"],"languages":{"en":{"title":true,"content":true,"excerpt":false},"ja":{"title":false,"content":false,"excerpt":false},"zh":{"title":false,"content":false,"excerpt":false}}},"acf":[],"yoast_head":"\n![\"\"](\"https:\/\/www.immersion.com\/wp-content\/uploads\/2020\/05\/Automotive-Haptics-Opportunities-Roadmap-1024x460.jpg\")
<\/figure>\n\n\n\n