Mercedes’ ‘digital luxurious’ imaginative and prescient means immersive media, autonomous driving and massive screens

Mercedes’ 'digital luxury' vision means immersive media, autonomous driving and big screens


Mercedes used the latest Shopper Electronics Present (CES) in Las Vegas to showcase its newest expertise. From enhanced voice management utilizing AI as a part of the MBUX working system, to subsequent technology audio and even music that is ‘remixed’ whilst you’re on the transfer (that includes enter from Black Eyed Pea, all of those features are designed to construct on Mercedes’ goal to supply ‘digital luxurious’ in its vehicles. We spoke to Magnus Ostberg, chief software program officer, to get some insights into the brand new expertise.

Q&A: Magnus Ostberg, Mercedes-Benz chief software program officer

Q: With the arrival of your newest working system software program, there’s extra connectivity than ever for Mercedes’ vehicles. Are you able to inform us in regards to the highlights?

A: This new structure means we will add extra content material and companies that we could not do earlier than, and it’ll roll out to all autos no matter it being combustion-engined or electrical.

We have now a encompass navigation system that may share data such because the in-car sensor information, so to have a extra contextual consciousness when driving, ensuring that once you flip, not solely do you see the place you are speculated to go, you additionally get the context of the environment round you, the buildings, and all of the objects in your method, making it a safer, extra intuitive expertise. 

Transferring over to the passenger aspect, with the 3D graphics we now have, you’ll be able to actually convey totally different experiences to life. You’ll be able to create melodic tune drives, you’ll be able to really combine and shake up the music, like DJs do in golf equipment, and create a special model of the tune that you just love. After which there’s this facet of simply immersive leisure. We convey companions in that imagine in our imaginative and prescient that one plus one equals greater than two and also you elevate the expertise. 

When you take heed to an audiobook, then you’ll be able to in fact take heed to it at residence, however for those who’re in an immersive expertise within the automobile it turns into one thing that you just’re actually having fun with. That is what we’re making an attempt to do, we’re making an attempt to raise the expertise to a special degree. And we imagine that’s what digital luxurious is. It is a path that matches Mercedes, it matches our clients they usually can afford to pay for elevated expertise. It isn’t a method for everyone, however is one which we imagine strongly works for Mercedes. 

Q: With a lot consideration on ‘experiences’ within the automobile, are you wanting in the direction of autonomy, with these new options? As a result of from one other viewpoint it might supply the potential for driver distraction. 

A: There’s two elements to this. The primary is that the info Mercedes receives reveals us that extra of our clients have a want to devour content material at standstill, equivalent to once you’re charging an EV. And we additionally see that folks keep within the driveways to complete listening to audiobooks. In China, they really use their automobile as a spa, earlier than they go to their residence after work – they keep within the automobile, in order that’s a concrete want at the moment.

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Secondly, since we’ve got taken this method of degree three autonomy, as soon as that is activated, then you definately’re a passenger and driver distraction shouldn’t be an issue. We have now that carried out already at the moment, so once you’re in degree three, the video streaming capabilities activate, and you may have a groups name with displays and footage of all people in there. It means you may be productive, or you’ll be able to devour a film or different kinds of social interplay.

Q: With the newest E-Class, there’s the choice of a number of screens on the dashboard – do you suppose we have reached peak display? And do you hear from clients about the necessity to reintroduce buttons to the dashboard?

A: I feel buyer utilization and suggestions is actually central to what we’re growing proper now. In some instances, the quickest, simplest way is with the scroll wheel, when controlling quantity, for instance. In different instances, it is contact that’s the most intuitive, and we see this from the info.

With regards to the variety of screens, we’re within the luxurious phase, and we imagine that with the expertise at hand at the moment we imagine {that a} graphical illustration is extraordinarily necessary. In the meanwhile we imagine that is one of the simplest ways to do this. Sooner or later I am positive there’s going to vary, as a result of there are different applied sciences coming, however at the moment screens are one of the simplest ways to provide that degree of high quality that we stand for.

Q: What’s your opinion on subscription options? Would you utilize a month-to-month mannequin equivalent to rivals BMW are providing? As a result of it has been seen as controversial to do that.

A: Our philosophy is that Mercedes goes to supply a luxurious expertise, so we’re not going to nickel and dime our clients. There shall be subscriptions to packages, however we imagine that our clients don’t need it to be of their face. It isn’t what our clients are in search of.

Q: With MBOS, you’ve got labored as a standalone firm to develop the software program, however as a legacy automobile producer, how far do you suppose you’ll be able to go in that route?

A: Our purpose is actually to be a techniques supplier, we do not imagine that promoting software program is one thing that we’re ever going to be. We imagine that our worth is to supply the mix of the bodily world and the digital world and having an elevated expertise.

Sure we have employed a variety of software program engineers to have the ability to infuse that into the DNA of Mercedes, however we’ll by no means be a pure software program firm, that is not our purpose. We need to be a techniques firm.

Do vehicles now have too many inside screens? Lets us know your ideas within the feedback part…

Dean has been a part of the Auto Categorical workforce for greater than 20 years, and has labored throughout practically all departments, beginning on journal manufacturing, then transferring to street checks and critiques. He is our resident van professional, however covers all the things from scooters and motorbikes to supercars and shopper merchandise.


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