For better or worse, digital advancements have shaped the landscape of the automotive industry. What happens when the virtual world enters the world of reality? Tesla’s self-driving cars, virtual showrooms, and silent engines have increasingly made the function of today’s cars serve the purpose of point-to-point transportation, increasing the appeal of the “analogue experience” amongst die-hard car fans. While there is a discussion to be had on the impact of technology on manufacturers, dealerships, and overall supply chain, LUXUO hones in on the consumer experience and how digital advancements have affected the driving experience.

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Easier Is Not Always Safer

Technology has significantly advanced navigation and entertainment systems in vehicles, enhancing the driving experience by providing the shortest routes, monitoring traffic congestion, and offering new levels of entertainment and information for drivers and passengers. However, as digital advancements continue to evolve, there is a risk that these enhancements could shift from enriching the driving experience to overshadowing it entirely. When technology becomes more about function than experience, driving might increasingly focus on utility rather than the experience.

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While the notion of self-driving cars may seem enticing at first, there are a lot of complex variables and considerations at play. Here’s how Tesla describes their “Autopilot” function: “Autopilot is an advanced driver assistance system that enhances safety and convenience behind the wheel. When used properly, Autopilot reduces your overall workload as a driver. Each new Tesla vehicle is equipped with multiple external cameras and powerful vision processing to provide an additional layer of safety. Autopilot and Full Self-Driving capability are intended for use with a fully attentive driver, who has their hands on the wheel and is prepared to take over at any moment. While these features are designed to become more capable over time, the currently enabled features do not make the vehicle autonomous”.

Despite investments made towards the technologies to improve road safety, reduce traffic congestion, and provide mobility solutions for aging populations or individuals with disabilities, autonomous driving vehicles have been known to cause accidents. In April, The Guardian reported that U.S. auto safety regulators discovered Tesla’s Autopilot feature was involved in 13 fatal crashes. The federal transportation agency found discrepancies between Tesla’s claims about the feature and the actual findings, prompting the opening of a second investigation.

(The Lack Of) A Holistic Experience

In an effort to boost sales and streamline transactions, the automotive industry has embraced virtual services such as digital showrooms, virtual test drives (VR), and virtual handovers. These innovations have transformed how car dealerships operate and what they offer consumers. According to Dreamtek.tv, virtual reality experiences enable dealers to present an immersive experience that surpasses the capabilities of a physical showroom, allowing customers to explore their chosen vehicle’s features and specifications in depth. While this approach simplifies maintenance and reduces the space requirements associated with traditional showrooms, it raises questions about whether all consumers are equipped to process such detailed information. Currently, the novelty of these virtual experiences drives their success, but it remains to be seen whether they can sustain their appeal and effectiveness in the long term.

Virtual experiences are also the antithesis of the rising trend of car gallery homes that sees car enthusiast homeowners desire their wheels to be the focal point in their abode.

The term “Carchitecture” describes the fusion of automotive and architectural design into a cohesive, fluid aesthetic. This concept celebrates the elegance of fluid lines, space optimisation, and striking design by integrating collectible cars into the home environment. Car owners often enlist architects or interior designers to incorporate their vehicles as prominent features, treating them as exquisite objects within their living spaces, whether in penthouses, mansions, or bungalows. According to Etienne Borgos, co-director of Borgos Pieper Studio, which designs homes for car collectors, “Clients are increasingly choosing to showcase their cars within their homes or apartments, even at the penthouse level, as a way to honour the car as a design object. It’s elevating car ownership to an art form”.

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The Future of Analogue

In today’s world, manual cars have largely been replaced by automatic transmissions, diminishing the appeal of the traditional driving experience. This shift has led to a growing appreciation for vintage cars, which evoke a sense of nostalgia for a bygone era. Collectors and enthusiasts value these classic vehicles not only for their historical significance but also for the nuanced details, such as the distinctive sound of a revving engine, that modern cars often lack.

There is more to cars than their objective function of sending a driver from point A to point B. Take Aston Martin for example, who recently celebrated the 60th anniversary of Goldfinger with a 007-inspired secret experience in the heart of London. Here, Aston Martin strategically leverages on its relationship with the James Bond 007 franchise to market itself beyond the luxury vehicle to fantasy. When visitors see the DB5, die-hard fans will be reminded of the 1964 release of the movie Goldfinger in which James Bond first introduced the car.

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Shut Up And Drive

Digital advancements could lead to counterintuitive ramifications for the luxury automotive industry. As vehicles become more autonomous and digitalised, there is a shift in consumers’ perception of driving.

Take Bugatti and their in-depth description of the design process involved in the Bugatti Tourbillon. Phrases like “the incomparable emotion of experiencing a Bugatti”, “form always follows performance”, and “shaped by speed’ from front to rear”, “each curve, intake, exhaust, and panel – the entire architecture of the Tourbillon has been meticulously crafted to unlock new levels of performance”. While yes, these terminologies could be interchanged with just about any luxury high-powered vehicle, Bugatti succinctly breaks down the Tourbillon’s description in these easily digestible soundbites that help to convey a palpable use of emotion in the driving experience.

Traditionally, driving has been valued for its tactile feedback, the thrill of navigating scenic routes, and the emotional connection to the road. However, as cars increasingly incorporate advanced technologies, there is a risk that these intrinsic aspects of driving may diminish. Finally, as digital advancements in automotive technology evolve, road tax policies may also need to adapt to reflect these changes and their environmental impacts. Governments might update tax structures to promote the adoption of cleaner technologies and address the shifting landscape of automotive innovation.

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