Cockpit in the car: longing for the speedometer needle

Where once there were few analog instruments awaiting the driver, digital color displays now dominate. But this situation may soon come to an end.

DAnalogy remains in language. The needle of the speedometer runs over 200 while the eyes are on the instruments – in fact, the driver has been looking at the screen for a long time. If the students were still playing the car quartet, there would be ads like “Display: 56 inches”. And the answer would hardly be “Stitch!”, because at the moment no one offers a bigger screen than Mercedes-Benz and Hyperscreen. However, the game can also cause controversy, because the screen played by the Stuttgart team has three displays that are hidden under a common glass surface. And the data would be outdated anyway, BMW is preparing a counterattack: With the New Class, which is scheduled to hit the streets in two years, the windshield itself will be a screen.

As exciting as the first encounter with technology like this is, all sorts of questions arise: How fast is digital brand differentiation reaching its potential? And most importantly: in a fully digitalized world, isn’t true luxury in instant enjoyment, that is, physical experience?