The result of the first cooperation between Siili Auto, Pininfarina and ART showcasing the future of autonomous car is launched. The cooperation was originally planned to be launched at the Geneva International Motor Show.
AutonoMIA is a highly responsive, multi-sensory on-board experience demonstrator, based on a principle of natural interaction, at the service of driving by the driver, autonomous driving and passengers on board.
Siili Auto – a creative technology studio fully focused on product innovation and creation for the next generation of mobility – is responsible for all application software and user interface implementation according to Pininfarina’s UX/UI definitions. ART, the Pininfarina’s closest partner in the AutonoMIA project, is responsible for the integrated hardware and software platform that lies at the heart of the Geneva Motor Show demonstrator.
The majority of today’s cars offer excellent reliability and quality, and contain more lines of software than most other modern devices. “Yet they miss what the Italian cars have done for the last century so well: Personality. The vehicles of today should offer premium, tailored user experience – and a cockpit that is everything but clinical. The vehicles Pininfarina brought to us have always had a great user experience. Therefore the combination of Pininfarina design and Siili Auto’s creative technology is so exciting”, describes Siili Auto’s Managing Director Väinö Leskinen.
The user experience provided by AutonoMIA includes services designed to meet all user needs, from parking to refuelling/recharging, and a wide range of communication and entertainment systems that can recognise the user and automatically customise certain functions such as air conditioning or interior lighting. All this comes thanks to two driver screens: a surrounding display connected to the external environment to increase safety and minimise the risk of accidents while driving, and also to create a sense of involvement by sending information appropriate to the user’s behaviour and tastes, and a cluster display for technical information. These screens are complemented by a central experience display for navigation and entertainment and an additional display for passenger entertainment.
One of the hot topics in autonomous car R&D is not only the smart collecting and use of data, but also responsible and accurate sharing of the data. So far, the screens, both the size and number of, have only been increasing inside cars. The overflow of information can turn out to be a safety risk*, while big screens are dominating the driver’s limited capability of receiving data.
“At Pininfarina, we have always been looking into technology as a means to create meaningful experiences, from the Maserati Birdcage to Airbus’ latest interior or the Automobili Pininfarina Battista. Today, in the world full of friction in which we live in, it is our belief that we all crave for products and services that can re-enchant our lives through beauty, meaning and impact. The concept we present this year for our 90th anniversary, AutonoMIA, is our latest exploration of how to re-enchant the driving experience – at the wheel or in self-driving mode. Resolutely placing people at the centre, it leverages the technologies that are now redefining the fabric of mobility in a most fundamental way, from digitalization to connectivity, data and AI,” says Xavier Blanc Baudriller, Head of Experience Design at Pininfarina.
Andrea Narciso, Head of Innovation at ART, explains: “We think that a personalized, intuitive and immersive user experience will be a key differentiating factor for the automotive market. Systems that are in close contact with the car occupants, such as infotainment and the instruments cluster, are becoming more and more an integral part of the style and personality of the car. As ART, we are building products to bring such vision to life, with a strong focus on integration and flexibility. We are proud of the great collaboration with Pininfarina and Siili Auto: we worked as a single entity since the early brainstorming phase and we had the chance to explore fresh concepts that will shape the future of the car market in the years to come.”
The cooperation not only provides a disruptive demo showcasing the future user experience of autonomous driving, but also challenges industry conventions where car design has for a long time relied on more low-fidelity prototypes. In today’s world, however, a software-driven driving experience needs to be tested in detail by using high-fidelity software prototypes.
“We believe that the unique user experience comes from a blend of user insights, business models and creative use of technology. To make it come true, we have had the development team present already as part of the product ideation phase. That enabled rapid iterations through high-fidelity prototypes to test the ideas and get the details right. Building the concept along with Pininfarina and ART was beyond great. We have had a chance to join the group of the best designers and engineers in the world and create an amazing and memorable experience that we hope will set the direction for the HMIs to come”, concludes Konrad Kabaja, Head of Technology at Siili Auto.
*See for example: Engström, J., & Markkula, G. (2007). Effects of visual and cognitive distraction on lane change test performance.